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Get to know Spectrum Group’s Client Services Director Charles Skelton

Charles

What’s the best piece of advice you’ve ever received?

Always keep challenging yourself. It sounds a bit cliché, but it’s how you learn and grow as a person. And don’t eat the yellow snow.

What’s the biggest lesson you’ve learnt the hard way?

The importance of family and friends. Work is important, but if you put too much emphasis into that, you can forgo the really important stuff in life…family and friends, living a full life.

Are there any skills you wish you had mastered or developed?

I’ve always wanted to learn another language. I can speak a little bit of Maori because every New Zealand kid is taught a bit of Maori. But I’d like to know another language.

Do you have any career highlights?

One of my most fun projects was working with Kate Moss for a couple of years.

How so?

I can’t tell you details. Just trying to understand the kind of lives they live and how completely surreal it is day to day compared to other people. It’s off the charts the stuff they do – and still performing and doing their job.

So what were you doing?

I was running a brand campaign for Vogue eyewear and she was the face to help us position the brand. Working with her gave the brand that authenticity to legitimately be in the fashion world.

What do you love most about working with Spectrum Group?

The people. The professionalism. Just the down to earth nature of the people. We approach the clients work with total objectivity. It’s a channel agnostic approach based on their objectives and how to best have a conversation with their audience. It’s about finding the right solution, not the obvious solution.

If you weren’t working in an integrated communications agency, what would you be doing?

A pilot. I’m halfway through my flight training. I kept moving countries and you can’t transfer the points. I did a lot of flying in the US and some here, but you just have to dedicate all your time to it. It’s a real peaceful experience when you’re up there. I mean, you’re flying.

Do you think your time in fashion PR has had an impact on the way you approach other work?

Yeah absolutely because Fashion is such a bizarre thing. Fundamentally, it’s unnecessary, but what it teaches you is that everyone wants to communicate their own identity and with Fashion, it’s done with clothes and a look. The individual is the most important element. Instead of brands talking about themselves, we help move the comms to speak to the individual. It seems really obvious but it’s an ongoing challenge for brands to put the consumer at the centre of campaigns.

What advice would you give to someone looking to enter the PR and communications industry?

To do well in this industry you’ve got to understand people, so listen more than speak.

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