Home Esther Horsley FOR THE LOVE OF MARKETING 2025 Discover what drives some of the most passionate and successful marketers in the industry! This Valentine’s season, we asked Esther to share what she truly loves about marketing. Read on for her inspiring answers. Esther Horsley Manager, Customer and Product Communications at IAG 1. Why do you love marketing? I love the intersection of creativity and problem solving. I like being able to use left brain and right brain to think outside the box and find innovative ways to solve business problems. I also find it incredibly rewarding to see campaigns I have worked on in market. Watching it come to life whether it be internally to our employees, on TV or large format outdoor; it gives me motivation to keep pushing boundaries. 2. What made you fall in love with leading a team of content creators? The people. I love building relationships and have a very talented team whose skillsets are as diverse as their backgrounds. My role is to be the connector. Each day we get to challenge the notion that despite geographical distance we are one team with one focus -bringing our best selves to work to drive brand impact and champion the customer across all channels; digital, experiential and customer communications. It is a real passion and gift to be able to influence in this space. 3. What excites you about the future of marketing? The only constant is change, particularly in marketing. The landscape continues to shift and with it, so must we. New technology brings new opportunities and the ability to have greater insights into consumer behaviours. To be able to respond accordingly, marketers need to constantly question, challenge and solve. With so much noise and so much content we must find creative ways to capture attention and create meaningful connections with audiences. This keeps the job interesting – which I find exciting. 4. What is your favourite marketing campaign? From a career perspective, launching NRMA Insurance, A Help Company was a highlight. It was fast paced with lots of moving parts. It was a campaign that stretched across so many streams, and I loved being able to roll out the new visual identity throughout the business. From an external perspective, it’s an oldie but I always come back to Pedigree: ‘We’re for Dogs’. I love the brutal simplicity and power of the message that speaks so well to the target audience. I don’t even own a dog, but I feel it’s a perfect example of a brand living and breathing their values from inside out. 5. Something you want to upskill in this year? I really want to upskill in AI. I feel like it’s becoming an increasingly important tool and changing the way we ever imagined we would work. This is not an area to fear as content creators but rather one to embrace and leverage for efficiency. Staying ahead of the AI curve will not only help me stay relevant in marketing application but will also help me prepare for the future ahead for my three young daughters!
Esther Horsley Manager, Customer and Product Communications at IAG 1. Why do you love marketing? I love the intersection of creativity and problem solving. I like being able to use left brain and right brain to think outside the box and find innovative ways to solve business problems. I also find it incredibly rewarding to see campaigns I have worked on in market. Watching it come to life whether it be internally to our employees, on TV or large format outdoor; it gives me motivation to keep pushing boundaries. 2. What made you fall in love with leading a team of content creators? The people. I love building relationships and have a very talented team whose skillsets are as diverse as their backgrounds. My role is to be the connector. Each day we get to challenge the notion that despite geographical distance we are one team with one focus -bringing our best selves to work to drive brand impact and champion the customer across all channels; digital, experiential and customer communications. It is a real passion and gift to be able to influence in this space. 3. What excites you about the future of marketing? The only constant is change, particularly in marketing. The landscape continues to shift and with it, so must we. New technology brings new opportunities and the ability to have greater insights into consumer behaviours. To be able to respond accordingly, marketers need to constantly question, challenge and solve. With so much noise and so much content we must find creative ways to capture attention and create meaningful connections with audiences. This keeps the job interesting – which I find exciting. 4. What is your favourite marketing campaign? From a career perspective, launching NRMA Insurance, A Help Company was a highlight. It was fast paced with lots of moving parts. It was a campaign that stretched across so many streams, and I loved being able to roll out the new visual identity throughout the business. From an external perspective, it’s an oldie but I always come back to Pedigree: ‘We’re for Dogs’. I love the brutal simplicity and power of the message that speaks so well to the target audience. I don’t even own a dog, but I feel it’s a perfect example of a brand living and breathing their values from inside out. 5. Something you want to upskill in this year? I really want to upskill in AI. I feel like it’s becoming an increasingly important tool and changing the way we ever imagined we would work. This is not an area to fear as content creators but rather one to embrace and leverage for efficiency. Staying ahead of the AI curve will not only help me stay relevant in marketing application but will also help me prepare for the future ahead for my three young daughters!