B&T’s Industry Profiles: Imagination’s Carrie Arnold

B&T’s Industry Profiles: Imagination’s Carrie Arnold
SHARE
THIS



Groove is certainly In The Heart for Carrie Arnold, who is the business director, experience design at Imagination. Not only did she used to be a PA for Lady Miss Kier (of Dee-lite fame) she says she would love Kate Moss, Blondie and David Bowie at her last supper, and wants to sex up Barangaroo with a new precinct. B&T sat down to get the goss…

Which company or brand would you like to get your mitts on to transform and why?

I would love the opportunity to partner with Sydney’s local communities to develop a new kind of precinct experience for Barangaroo. It’s a really well designed development, however I do believe there is a great opportunity to bring it to life through fun, inspiring and useful experiences.

How would you go about it?

Give people something that adds value to their lives. I’d take a cue from Google’s Made with Code project for the White House, where they give girls from across the country to bring 56 holiday trees to life with code. What if you could support people from different walks of life to code, not only to code, but also to make and interact with inspiring immersive digital experiences? So what would this bring to our city? An iconic monument that’s enables people to learn new skills, to unify and entertain many different community groups from: students, technology start-ups, brands, educators and tourists.

What does your role as business director, experience design, entail?

My focus is to support our clients to create destinations that have a value to the people that will use them, whilst meeting commercial success for the people that own them. We do this through bringing spaces to life through technology, content and entertainment – to create truly inspiring places.

It’s our role to design intuitive connected experiences that enhance and transform the spaces where we work, shop, play and live, turning them into more vibrant, inviting and engaging places.

What’s been the most interesting brief you’ve worked on and who was it for?

In my previous role at Imagination I spent a considerable amount of time out in Detroit with Ford. Between 2008-2010 was a challenging time for both the auto industry and Detroit. As the global financial downturn hit the city hard, I learnt an important lesson: that if these brands fail, the implications to the communities that need to survive from these brands would be devastating. So, it’s our role to help make these organisations succeed. This has driven me to do the best by the clients that I work with, to help them create products and services that don’t just meet commercial ends but also helps the communities that they engage with.

What has been the most challenging?

Over the course of my career I’ve worked on some transformative technology programs, including MyFord Touch In-car interface, Nike + Kinect Training and Burberry World. Embedding game changing technologies is inherently challenging. When embarking on developing new technology experiences the first question to ask is – “is your organisation operationally ready?” There are two sides to ensure the operational success of any technology initiative. Firstly, internally you need the right talent and capabilities, and then, you need to embed a digital mind-set. The reason why Nike and Burberry were able to create game changing digital services was because it was central to their business strategy. From there they then built up the internal capabilities to then deliver on these strategies. It’s a journey to digital maturity – but by applying these conditions you will be setting yourself up for success.

What do you think are the most exciting things happening in the brand experience sector at the moment?

One trend that I believe will open up a wealth of rich opportunities to retailers, corporations and consumer brands alike is the convergence economy. The places we go to are increasingly becoming more multi-functional: hospitality is incorporating retail, workspaces are opening up in our cities precincts, and retailers are encouraging start-ups to share space and skills. What if it were a place where you go to see products and then go home and buy on-line, where retail is for theatre not about transactions? You could then leverage strategic brand partnerships with consumer brands that don’t have bricks and mortar – helping both businesses reach out to new consumer groups.

What gets your goat?

I’m an optimist in ambition and realist at heart, so l like to see the positive even out of the most difficult situations. I try to be as open minded, curious and tolerant as possible. Anything that’s in opposition to these things – you could say ‘gets my goat’.

Who do you look up to?

It’s an even split between Mariella Frostrop and Kristy Young – both extraordinary broadcasters and journalists with sharp intellect. However, what I most admire about them both is their ability to imaginatively empathise with their subjects, and also that they look at themselves with great honesty. These are great skills to have in business.

Do you have a mentor, or do you mentor anyone?

Yes, I’m a firm believer in mentoring. We all need a helping hand. My own mentor, Gwendolyn Parkin, has been a great guide in helping me make some pivotal career decisions. She has a great mix of understanding people and business, with an inspiring background: an MBA from Harvard Business School, an outstanding track record at Boston Consulting Group and marketing roles for American start-up People Express. It was her influence that encouraged me to start my own mentorship consultancy, Future Present: helping creative businesses make their ideas happen. Through this I’ve worked with some inspirational start-ups, including Hirsch & Mann, a physical technology company – whose sister company Technology Will Save Us is changing the technology agenda in education.

What would be your ultimate role?

In terms of role, Imagination has always suited me. This is my third time back. This is mainly because it’s such a creative organisation, full of big ideas and, most importantly, we have the talent to make those ideas a reality. However, I do have some personal ambitions. From my 15-year career working with global FTSE 100 brands I would like to apply what I’ve learned to start-ups, to then, vice versa, help global organisations learn from leaner businesses. I would love to transform retail experiences. One of my heroes, who is spearheading the way, is Alannah Weston – creative director Selfridges. As we search and shop on-line we need more theatrical, engaging experiences in-store. I studied Fine Art at Chelsea College of Art in London, so culture is in my blood. I would relish the opportunity to support our cities to use creativity and culture to meet commercial goals.

What celebrities do you most admire?

Alain de Botton – mainly because I wish I had come up with the ideas for both The School of Life and Living Architecture. I also admire his ability to make philosophy accessible, simple but not simplistic. However I would get Blondie, David Bowie and Kate Moss over for dinner – as they would be more fun! Sorry Alain.

What’s your favourite TV programme?

Absolutely Fabulous. I have attributes of every character rolled into one.

One thing no one knows about you?

I used to be the personal assistant to Lady Miss Kier, from 90’s NYC house group Dee-lite, best known for their seminal dance track Groove Is In The Heart. I’m sure you Gen X’ers have shuffled around the dance floor to some of her tracks.

Please login with linkedin to comment

Advertising Standards Bureau

Latest News

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine