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Meet Way To Blue: Emma White

Who are the faces behind the campaigns? Find out with our new Meet WTB series, which kicks off with our Client Services Director Emma White, who’s based out of our Los Angeles office!

Could you tell us a bit about your career journey that brought you to WTB?
I wanted to work for an agency who really understood the integrated model, and Way To Blue was one of the few who did. Prior to joining Way To Blue I sat across most disciplines at various agencies in different sectors, which certainly helped me understand the benefits and see the value in each service. 
I always wanted to move to the US, so when I got my O-1 Visa I found myself with an opportunity to help Way To Blue stabilize, grow and help build the team out here (with a lot of help from Chief Strategy Officer Dan Heale and the UK team)! I have never looked back. Apart from missing my dog Dylan (and family, of course).


What has been your proudest moment at WTB?
Building out the business in the US. We’ve hired some extremely talented people out here, and have a few more amazing new starters on the way. We’re working on some of the biggest releases of the year and have some incredible new business opportunities.  This is all largely down to the support from the wider agency. I am so excited to see how 2016 rolls out!


The best piece of career advice you’ve been given?
I wouldn’t want the responsibility of identifying one specific piece of advice, but I will share a few stand out pieces over the years:


Know & understand your audience; your client, a supplier, colleague or the audience you are trying to reach. Talk to them. Listen to them. Know how to get the best out of them  Patrick “The Pads” White


As I told you Ems. Always keep a chilled bottle of good white wine in the fridge  Barbara “The Babs” White


Listen carefully, don’t panic, everything will be fine  Dan Heale


What do you think 2016 holds for the industry?
Originality, authenticity and innovation. Creating work that jumps on a news topic, event, moment. If done in a timely way, brands, films & talent can have a lot of fun on social with this.

From an agency position, especially in the US, 2016 is about further cementing the integrated model. Offering a simple, integrated and flexible service to clients and being an agency that continues deliver simple but powerful, creative storytelling backed up by solid strategy and insight.


Describe your role at WTB in one sentence.
X-Men meets Mad Men.


Who would play you in the movie of your life?/span>
Chelsea Handler. Who else?!

Written by Way To Blue
March 15, 2016