IRPA
MAKES IT MATTER

Who: Irpa Allard

What: Concept & Strategy

WHAT IS YOUR ROLE?

“In short, telling stories. And making that story matter, continue and activate. This could mean by using a concept or campaign, a stand-alone project, or from a long-term strategy. What do you want this story to convey? What does it tell about your brand? What are the goals that you aim to achieve? And how do you create that impact on your target audience? Before we even think in means and channels my focus lies at the strategic content. This we translate into a concept and then to a creation/content.”

How do you make it matter?

“Sure, the term strategy has a bit of a theoretical, boring image, but I think I add a lot of dynamic to it by being who I am. Intense is a word that suits me well. Intense in energy, with a lot of love for this field and always full of conviction. You won’t overlook me in a project team :-). I will never do, think of, or propose something I don’t believe in myself. I think clients would notice that. Furthermore, I always look more as to who the receiver is than the sender. You don’t gain much from communication that you send, but you do from the communication your target audience receives. And by that, I mean receives: being open for it, that triggers, that incites… So, have it matter.”

What are you working on at the moment?

On various projects, and that is what makes it job so much fun. I meander from brand to brand and from tool to tool all week. With the common denominator being that it has to have an impact. This week I, together with some colleagues, am working on a television commercial, a brand awareness plan, a content strategy, an anniversary campaign and, a best practices video concept. And yesterday we had a pitch for a scrollytell, which is also a beautiful way of telling a story. There is never a dull moment.”

Next time:
NICKEY
MAKES IT MATTER
His story about UX-design