This episode features the creative Aoife Gainsford. Aoife is the Head of Creative Services at The Smart Group. Aoife begins with building a strategy for their clients, analysing the content of competitors and seeing what is currently successful in the industry is a good benchmark. Then using her experience to build a brand identity and look for opportunities from there. Aoife explains how TikTok is starting to use provide inspiration for herself and her team. Aoife discusses identifying trends, using the music trends to potentially add product placements, and using phone cameras to play into creating authentic content. We talk about the challenge of creating content, getting in front of the camera and getting buy-in from the company. When questioned about software Aoife swears by Float a Resource Management, Planning & Scheduling Software for managing the team. We lastly discuss the Metaverse and its potential in digital. This episode is perfect for anyone wanting to understand the management of digital marketing campaigns and brand strategy.