This week, our Head of Digital, Jena, swapped her usual desk setup for a university lecture hall—though not as a student (her exam days are long behind her), but as a guest lecturer at the University of Glasgow.
Speaking to a room filled with eager Master’s students, Jena shared her expertise on what it truly takes to craft impactful digital strategies. Her lecture wasn’t about dry theories or textbook definitions. Instead, she brought digital strategy to life with real-world case studies—including a deep dive into a campaign for a national retail chain.
From harnessing the power of community-driven engagement to leveraging data for targeted and meaningful campaigns, Jena gave students a behind-the-scenes look at how robust strategies are built. Using the national retail chain example, she demonstrated the challenges and opportunities of executing digital campaigns at scale, showing how strategic decisions play out in a fast-moving, competitive market.
It wasn’t just about understanding what to do, but digging into the why: why some campaigns resonate deeply with audiences and why others falter. Building a brand that truly stands out online takes more than just solid theory—it demands adaptability, creativity, and a willingness to learn from the unexpected.
No exams. No pressure. Just a whole lot of learning, note-taking, and future digital pros soaking up the inside scoop. And if there had been a test? We’re pretty sure they would have aced it.
A huge thanks to the University of Glasgow for letting us share our experience with the next generation of digital game-changers. If this session was anything to go by, the future of digital strategy is looking seriously bright.
