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Sally Duncan Managing Director Hotcow, United Kingdom
		Education: AIM - Australian Institute of Marketing. Public Relations Association (Australia)  Books Reading: The Experience Economy by Joseph Pinn II and Hames Gilmore Inspirational Figures:  Richard Branson		Favorite Quote: “If you do what you've always done, you'll get what you've always gotten.” Anthony Robbins  Relationship Status:  Married I dare to ask age:  Twenty Ten plus

Short bio of career path:
I am an Australian Marketeer with 16 years marketing and communication experience - a journey that has taken me from intern to co-founder of experiential agency Hotcow in 2005.

Over my career I have been fortunate enough to work across different parts of the communication mix giving me extensive experience in various marketing channels including DM, TV production, TV buying, event management, telemarketing, communications, partnerships and of course experiential.

Over the last decade, I have undertaken some key roles that have specifically shaped my thinking and work ethic. As a producer on popular Australian game-show ‘Who Dares Wins’, I devised dare ideas to help people conquer their fears. Consistent idea generation, stunt coordination and testing developed an eye for process along with constant evaluation and communication. I also promoted live music shows for Harvey Goldsmith Productions, developing a thick skin along the way and the ability to switch directions and develop new strategies to achieve any expected results.

Hotcow’s mission has always been to help people and brands understand the awesome power of ‘experience’ based marketing and offer expertise in how to develop, plan and execute campaigns in the right way to get results. It is an exciting time for Hotcow as the company continues to evolve and grow with new thinking and processes that enhance the way it works. Founding Hotcow has allowed me to meet some incredible people and has vastly accelerated my knowledge and understanding of the field.

Define your leadership style and the feel of the agency:
Leadership - The Driver! Goal focused, fast paced.
Feel of the agency - Family, Fun, Fast Paced with everyone having an entrepreneurial spirit

Toughest challenge overcome in your career?
Going through the highs and lows of setting up your business and building a reputation in the industry.

What was your defining moment at your agency?
Seeing the business grow with good repeat clients and committed staff.

Favorite assignment completed to date?
Powwownow for developing an integrated creative strategy and implementing it all in less than 6 weeks.
Honey Monster Foods because of the fun nature of the brand and products.

Your vision of where we will all be in 10 years (non-apocalyptic):
I am not necessarily a futurist but I agree with Alvin Toffler’s model of an “experience economy”. Businesses are going to have to start orchestrating memorable events for their customers so that the memory (experience) itself becomes the the product. In these times of commoditization, products and services are undifferentiated, more and more consumers will shift their focus from product and service attributes to the experience they had.

Best describe your agency:
We are an engagement agency. We help brands to change consumer emotions, actions and beliefs. We create big ideas and know how to implement those ideas to get the best results.

Why do clients choose your agency and how have you been able to maintain such long relationships? 
Clients choose us for 2 reasons - our ideas and proven ability to know how to implement those ideas effectively with measurable results.

Advice for those entering into the space from college?
Know why you want to get into Experiential Marketing and which division will suit your personality. Be happy to go in as an executive or intern to learn the ropes and gain experience.

How do you use and define experiential methodology?
To do experiential marketing effectively you need to understand the science behind the medium that includes the engagement process, the implementation process and the measurement process. We see Experiential Marketing as the only medium that touches the consumer and makes a brand real.