Interviews
Name: Vivienne Lawlor
Trinity Qualification: B.A. Art History & Sociology (2001)
Title: Account Director at Irish International BBDO Advertising
About: Vivienne was drawn to a career in advertising because she felt it is where many of the fundamentals of Art History and Sociology intersect. After completing an M.Sc. in Advertising, she began working with Dialogue Marketing. In 2007, she began working on the Guinness advertising account at Irish International. She was promoted to Account Director in 2009, taking the lead for global accounts including Guinness 250th and Aer Lingus. More recently she has been working with high profile clients such as Smurfit Kappa, Bord Bia and the HSE’s QUIT smoking campaign. Vivienne is a mentor to Trinity students.
What is your fondest memory from your Trinity days?
The greatest memory has to be the Art History Department’s annual educational trips, with a trip to Paris being a particular highlight.
What inspired you to become involved in Trinity’s mentoring series?
As a way to say thank you to Trinity for the opportunities I have had as a result of my time there.
What benefits have you experienced through your involvement with the mentoring series?
It is personally very rewarding to feel that your experience and expertise can be of help to current undergraduates who have yet decided on career path to pursue. Likewise, it gives a great sense of pride that your relationship with Trinity can be maintained and developed beyond the four great years spent there as an undergraduate.
What did your sessions with the student cover?
The student was very interested in the advertising world, so many of our sessions covered key skills needed to break into advertising, media and PR. One of our sessions included an overview of different roles within the marketing and communications business model. We also discussed CVs, LinkedIn profiles and what employers expect from graduates. We are scheduled to meet with an agency Creative Director in the near future and I also plan to make introductions to journalists and PR contacts.
Where did your passion for advertising come from?
My interest in consumer behaviour was sparked by my sociology studies and since then I’ve been driven to turn creative advertising strategies and ideas into business growth.
What has been your greatest professional achievement to date?
Developing the strategy and creative - featuring Saoirse Ronan and yours truly as an extra - for the Origin Green global marketing campaign. Origin Green is Ireland’s National Food Sustainability programme, promoting Ireland as a world leader in sustainable food and drink. Sustainability is something I’m very passionate about, making this project extra rewarding.
Which Trinity lecturer had the greatest impact on you?
Eddie McParland’s incredible History of Architecture lectures were always so inspiring. What I would do to have the chance to sit and listen to them now!
What is the best advice you ever received?
Work hard, trust your instincts and be nice to people.