Twelve years. Both sides of the table.

I am Sarah, and I started Sera O'dre after twelve years of seeing the same thing from both sides of the table. I came up on the agency side, on accounts including Baileys, Smirnoff, Standard Chartered and Nescafe. Then I went in-house, leading marketing and corporate communications at Woven Finance, and at Coronation Merchant Bank where I built the function from scratch and ran a budget of over a billion naira across more than fifty initiatives. What I kept noticing was that the marketing failing around me was almost never failing because the people were bad at it. What was missing was anybody senior having settled what it was actually for, so there was no real way to tell a good year from a lucky one. That is the work we do here.