The Innovator 25: Jackie Cooper

Global chair, creative strategy, Edelman

London

Creativity

"Sometimes you need to start with the perception in order to make it a reality because it's easier to convince that way"

It is no coincidence that the quality of Edelman’s PR work has seen a dramatic uplift since Cooper was charged with overseeing its global creative output. The role represents the ideal challenge for the UK PR executive, a decade after she sold her JCPR firm to Edelman. Cooper has worked on some of the iconic campaigns of our time, including Dove Campaign for Real Beauty and Every Child has a Right to Play for Unilever, as well as Wonderbra and Xbox’s Halo 3 launch.

In what area of marketing/PR do you see the most innovation?
Planning & analytics.

How would you describe the communications/PR industry’s level of innovation?
About the same as other marketing disciplines.

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Planning & analytics.

Who most influences how innovative a brand’s marketing/PR is?
CMO

How do you define innovation?
Trailblazing to drive business, deliver value, challenge the status quo and be enviable.

Most innovative PR/comms campaign you’ve seen in the last 12 months?
Lego and their movie; Nike Risk Everything; Chipotle and the Scarecrow (client).

What brands and/or agencies are most innovative when it comes to marketing/PR?
Nike, Apple, Droga 5, Beats.

Describe a moment in your career that you would consider ‘innovative.’
Setting up my own agency; selling my agency; every time a client buys an idea that makes them uncomfortable but our brilliant teams make them have faith.

Who is your mentor and why?
My Dad was my mentor and while no longer here his voice is still in my head. As an entrepreneur and a marketing leader he made me believe anything is achievable. I am lucky to have many people who I gladly take advice from a myriad of areas beyond marketing.

How do you get inspired?
Entrepreneurs who break new ground; our brilliant creative and planning network around the world who have joined from a wide range of companies and cultural places who believe we are building a new planet and inspire me every day with their drive; my daughters who ask direct questions and make the complex simple as a result.

Advice for people seeking to bring new ideas, ways of doing things to their organizations?
New ideas need context, structure and clarity on what the deliverable is, communicated with heart and passion as much as head and intellect. And don't ever give up but find a smart way to navigate your way that means people really hear you. Sometimes you need to start with the perception in order to make it a reality because it's easier to convince that way.

In your opinion, what’s the most innovative place in the world?
Wherever a group of smart and passionate people get together and turbo charge thinking. I also love the energy of cities -  London and NYC are so pumped with cultural achievements that are being constantly refreshed.

What’s your favorite time of day and why?
Late at night. It feels like clean time but after a day that always triggers a host of thoughts and I can get the space to properly think and do.