Interview by Remy Raitt

With experienced in FMCG analysis, public relations, digital marketing and project management, Clarke says her key skills are data analysis, innovation, communication and brand strategy.

We chatted to her to find out more.

Why did you study and go into marketing?

I was drawn to marketing because I was fascinated by the creative side of the business. Once I started studying consumer behaviour and trends, I was hooked.

What about the profession/industry excites you?

In South Africa, our consumer market is constantly evolving. Marketers and researchers need to be on their toes to stay one step ahead.  It is so different from European markets that are often stagnant and homogenous.

Which of your inherent personality traits work to your advantage and disadvantage in your professional role?

As a market researcher you need to be constantly curious about the world around, and always interested in what people do and why they do it. It is important to be deeply analytical, but also able to see the bigger picture at the same time. You require a good dose of both your left and right brain.

You have experience across the industry, how has this been to your advantage?

It is good to get exposure to the different types of research and agencies that are out there. Each research project is a piece of a bigger puzzle, and we need to understand the other puzzle pieces in order to optimise the impact of our own projects.

Is it important that those in the industry possess an array of skills? Why?

From a market research perspective specifically, there are a number of skills that you need to develop, from analytics, insight generation, story-telling, client management, project management and presenting. You will need all of these skills just to get you through one project!

With regard to data analysis. Why does it matter and where is it going, especially in relation to SA?

We have more data sources than ever before and “big data” will certainly affect the future of data analytics everywhere in the world. The key is to integrate the data sources in order to get the most value out of it, and currently skills levels and technology are the biggest hurdles in South Africa.

What makes a good marketing strategy?

A strategy based on solid insight, with the consumer at the centre.

What does every great marketing consultancy need?

Visionary thinkers, who are willing to push the boundaries.

What is it like being part of a global consultancy? Pros and cons?

There are a lot of pros to being a part of a global agency. Working with people all around the world, connecting with colleagues in the UK, Hong Kong and the US, learning about different cultures and being exposed to different markets.

The hard part is trying to coordinate conference calls in different countries across different time zones!

What advice would you give those starting out in the industry?

Always be curious. Keep your eye out for information, online and in the world around you. Subscribe to newsletters, read opinion pieces and follow thought leaders on social media. Employers always appreciate those who show initiative and passion for their job.

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