Blog: My path to Because, by Bethan Salmen

Account executive Bethan Salmen explains her route to agency Because and her aims for the future.

Bethan Salmen has worked with clients including Heineken and Bel UK
Bethan Salmen has worked with clients including Heineken and Bel UK

The path to my life at Because first started when I came across an article by Joss Davidge, our director of the unexpected. It explored the power of the unexpected, and why it’s so important to create a spark with consumers by surprising and delighting them.

When I finished reading, I realised that the article echoed many of my own beliefs, and I felt compelled to get in touch. Several phone calls and a dozen emails later, I was called in to help during a busy period for the agency. Now, a few months later, the rest is history as I’m officially an account executive at Because and part of the great team here.

Day-to-day, my new role involves many elements, as I help to organise the logistics and specific details for each event, from production and scheduling to the training of event staff. It’s a fast-paced job, often with unexpected curve balls thrown in, but I love it. I thrive on problem solving, and I’m just not very good at being idle.  

The main client I work with is Heineken, but I’ve also helped out on a bunch of other recent projects including our campaign work for Bel UK. It’s really interesting working with such high profile clients and I’ve definitely benefitted from the experience of being heavily involved in the launch of new products, seeing the level of work that goes in to delivering live brand experiences.

Prior to getting in touch with Because, I’d just completed an MA in Product Design. During this time I explored wearable technology, concentrating on how it can be used within the design of consumer experience, with a particular focus on the role that brand experiences will play in the future of marketing.

Given my background, it was an exciting time to join the business with the Boursin Sensorium travelling the country. This campaign immersed consumers into a sensory, culinary experience like no other using Oculus Rift headsets. Getting involved with this project was a truly incredible experience.

My key area of interest is in marketing insight: I love observing how trends develop and the domino effect they have on consumer culture. As I settle into my new role at Because I hope to explore this area further through content development and writing blog posts.

Long term, I want to be involved with the future of retail. I believe as the shift towards online grows, bricks-and-mortar stores will evolve to offer a deeper, event-led in-store experience. I feel my experience here at Because will equip me with a new set of skills and tools to get involved in this area, and enable me to make a difference. 

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