10 June 2022
From a top FTSE 100 company to an entrepreneur, Sue Lendrum has been responsible for taking several products to market. Heading the global sales and marketing team for Blank-it, an award-winning distracted driving solution, Sue developed the go-to-market strategy for the US market that now includes customers such as Ford Motor Company and Dell Computers.
Sue is now the Marketing Director for Virtuality Live, a tech start-up that uses gaming technology to create and stream 3D interactive brand experiences. Virtuality Live aims to be at the forefront of 3D immersive experiences by developing experiences that enable brands easy access to the persistent and growing virtual world known as the ‘metaverse.’
WiM Africa: What gives you energy and drives you forward when you are not feeling at the top of your game?
SL: I often just step away from it and take a breather, allowing myself a bit of space and time to become inspired again. Go back to the basics and look at what worked in the past. More often than not, I find simplicity works best and gets the best results. I love taking something technically complicated and boiling it down to a few words or even an image.
WiM Africa: Which advertising campaign, from any brand, has been the most memorable for you and why?
SL: My most recent and exciting campaign was the E1 Series RaceBird electric powerboat launch! E1 series is a new international race event, and we were lucky enough to be part of their launch and the unveiling of the RaceBird powerboat in Monaco! We created an interactive 3D Race Game streamed in real-time to a global audience. The brand-owned 3D race was built using Unreal Engine technology and streamed using our European cloud solution partner. There were a few remarkable things about this project; The actual boat had not been built yet, and we created realistic 3D vessels using data. The pixel streaming to a global audience, similar to how you and I watch Netflix, meant that you could play this AAA grade race game, set in the Monaco Bay, on any device, anywhere in the world for a selected period.
I’ve been working with advertising and new media formats my whole career, but this one felt huge, our first 3D brand-owned event that formed part of the Metaverse.
WiM Africa: What three pieces of advice would you give to a woman marketer aspiring to a senior position about getting to and staying at the top of their profession?
SL: Don’t let men speak over you; collaboration is an excellent way to make something great happen, and never stop believing in yourself.
WiM Africa: Which one person, dead or alive, would you say inspires you the most and why?
SL: Andy Warhol was pretty cool and brave with his bright and bold repetitive prints, he just kept reinviting himself while having a lot of fun along the way.
WiM Africa: If you were stuck on a desert island what three things, excluding electronics, could you not do without?
SL: Excluding electronics! I’m not sure I’d survive! Well, I suppose if someone had a gun to my head, I would, without a doubt, take my dogs, my kids, and a few special friends. Knowing myself I would also negotiate a few cases of wine and enough firewood for the year – in fact, I may never leave!
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