This week on Tuesday and Wednesday I present Gina McAdam. For new subscribers I interview highly accomplished people from all walks of life and locations to share their wisdom and experience. All interviewees are asked the same questions, so it's always interesting to see the diversity of responses. Gina like many successful people plans for her day the night before by checking her schedule, what about you? Her responses to the question, “What are three threats to your business and how are you handling them?” is quite surprising so look for her responses. Her response to “What’s one core message you received from your mentors?” is ” Don’t hide your light under a bushel,” resonated with me, and I'm sure will resonate with others, especially women because we often tone down our accomplishments and are often the best kept secret. I know that people are often surprised by some of my accomplishments. Because listening is such a critical skill please zero in on her response to her biggest failure.
There is a wealth of information that can assist us in attaining professional success, this is my contribution to getting you there.
Tell me a little bit about yourself.
Gina McAdam: I’m a wife and mother who runs her own strategic marketing and communications consultancy in London, with a portfolio of very exciting clients.
I’m steeped in the commercial world now, but a few years ago I was involved a lot more in government-funded programmes. There was the strategic planning and delivery of the government’s agenda for upskilling the workforce through vocational training. I even produced a study on the problem of ‘worklessness’ and prepared enterprise development strategy reports for London. A totally different spectrum.
The fact that I work with people with similar values to mine helps. After the ‘me-first’ culture of the last decade, a sense of community and collaboration is important. Being part of peer networks, such as the Worshipful Company of Marketors, the City livery company for marketing professionals, is excellent because it has a civic and charity focus as well. I’m also very keen to help raise the profile and economic empowerment of women, through organisations like the 50,000-strong The International Alliance for Women (TIAW), of which I’m a Board member. They do wonderful things like promote micro-credit, mentoring and entrepreneurship.
What’s a typical day like for you?
Gina McAdam: Up at 6am and sometimes before, check my emails, run through the things I have to do for the day. If I’m not headed out the door, wait till 8.30 or 9am to start the phone calls. Lunch with a friend, client or associate – sometimes that’s one person rolled into one. Meetings or work delivering on projects occupy the main part of the day.
How do you motivate yourself and stay motivated?
Gina McAdam: I’m always excited about what a new day brings, and the chance to learn something I didn’t know. In a role that calls for dealing with people, the interaction is the thing. Even old friends and contacts bring something fresh each time you see them.
If you had to start over from scratch, knowing what you know now, what would you do differently?
Gina McAdam: I sometimes wonder what would have happened had I accepted an offer in my twenties to write in Florence for a year, shutting out the rest of the world. But that was just my parents being indulgent and I was quite romantic then.
What's the most important business (or other) discovery you've made in the past year?
Gina McAdam: If you’re good at what you do and are open and resourceful, regardless of the economic climate, there will always be something for you.
What’s one of the biggest advances in your industry over the past five years?
Gina McAdam: Although my work is essentially marketing and communications, it straddles many different industries. One of the biggest changes has to be the rise of digital and specifically social media, and my clients are all very excited about the possibilities of Twitter, You Tube, Facebook and even Linkedin. People will always demand solid, well-crafted and thought out content, but the channels and tools available to express them are revolutionising the way people do business and communicate with their customers.
In terms of the hospitality and tourism industry, where many of my clients sit, I would say that more women across the world are taking on the big operational roles of general management, or becoming managing directors and CEOs. There is also the trend for international companies to hire local talent rather than merely parachute in expats. One of the oldest, most prestigious hotels in Asia appointed its first female, Chinese general manager a few years ago. And it’s been a great success. Also, there’s a lot more use of new technologies, and of course the consumer’s awareness of the environment has wrought positive change.
What are the three threats to your business, your success, and how are you handling them?
Gina McAdam: Three questions come to mind – can I keep up the energy levels? Are my clients safe and secure? Will my family always be this supportive? In terms of the first, I try to look after my health; second, I try to add as much value as possible to my clients’ business; and third, I show my husband and son that they are more important than anything.
What’s unique about the service that you provide?
Gina McAdam: I think it’s the ‘personal touch’ and becoming part of my clients’ team and not just a service provider. It’s important that they know you are with them every step of the way.
Also, because of my international background – I was born and raised in Manila, but spent some of my formative years in the US, studied in the UK and worked in Asia, America and Europe, the last twenty years in London – I can bring the positive sensibilities of different worlds to the table.
What do you observe most people in your field doing badly that you think you do well?
Gina McAdam: I tend to operate amongst fantastic, hard-working ‘can do’ people and this field is awash with them. If there’s anything we do badly, it’s not stopping often or long enough to relax and smell the roses. I’m as guilty as the rest, often working during holidays too. Not good! I’m sure we’re all trying to work smarter, but in our field, we have to keep up with the speed of communication.
Describe a major business (or other) challenge you had and how you resolved it.
Gina McAdam: It was a situation involving divergent business practices and beliefs. When this occurs, you are best to cut your losses.
What lessons did you learn in the process?
Gina McAdam: Sometimes you just have to walk away.
Tell me about your big break and who gave you.
Gina McAdam: I was moonlighting as a journalist at university when I was assigned to interview a hotshot female advertising executive in Manila. After that, she asked me if I’d ever consider going into advertising after graduation. She became my first ever boss. Her name was J M Rebueno, and I’ve never forgotten her.
Describe one of your biggest failures. What lessons did you learn, and how did it contribute to a greater success?
Gina McAdam: It was probably a personal one, over a decade ago. I lost a whole year’s joy with one of the very best people I’ll ever know because of something silly. But we’re now closer than ever and a lot of my success is down to my friend’s deep and abiding support. The lesson is always to listen to what the other person says, even when they’re not saying it.
What has been your biggest disappointment in your life – and what are you doing to prevent its reoccurrence?
Gina McAdam: I try not to dwell on setbacks.
What’s one of the toughest decisions you’ve had to make and how did it impact your life?
Gina McAdam: Deciding to leave Europe for New York, after having lived and worked happily in Madrid for more than three years. But it was something I had to do. As it happens, New York eventually led me back to London, where I have been ever since.
What are three events that helped to shape your life?
Gina McAdam: Just one, really. My father’s death in 1990 was a huge blow, as he had been a great mentor and source of wisdom. Outwardly he was a traditionalist but his liberal spirit allowed all his children the freedom to choose their own lives. The death of a parent catapults you into the next generation, they say, and it’s true. Your whole perspective changes and suddenly you feel much, much older.
What’s an accomplishment that you are proudest of?
Gina McAdam: Hands down, my son Harry.
How did mentors influence your life?
Gina McAdam: Their kindness and generosity, sharing their time, ideas, experiences and contacts, impressed me deeply. This gave strength when one needed it, and also a key through many doors that may have otherwise remained locked or unnoticed. Their bright example is what made me want to be a mentor as well. In 2008, I was thrilled to be named Shine Outstanding Mentor of the Year. Shine is a national industry award for female talent management in the UK hospitality and tourism industry. It was started in London by two ladies of Italian origin who wanted to make a difference to how women were seen and wanted to see themselves in the industry.
What’s one core message you received from your mentors?
Gina McAdam: Don’t hide your light under a bushel.
Which resources (books, movies, training etc.) did your mentors recommend to you?
Gina McAdam: One fabulous mentor, Diane Morris who runs TIAW, recommended that I join and get involved in good networks. I have never looked back since. Someone who is less a mentor than a caring colleague has always signposted me to great articles, events, people and organisations. Through him I’ve got involved in the Oxford Brookes University Bacchus Mentoring programme for final year hospitality management students. I now mentor a very motivated girl from Sweden and a very bright young man from Hong Kong.
What aspects of Gina's story can you apply to your situation? What would be your five great ideas and takeaways from this interview? Let's keep the conversation flowing, please comment.
About Gina McAdam
Before founding Stratemarco, a successful London-based marketing and communications consultancy, in 2003, Gina was Head of Marketing and later Head of Policy Development & Public Affairs for the National Training Organisation for the UK hospitality and tourism sector. Today, she is a highly-regarded communications expert whose work brings her into regular contact with leaders of some of the best known brands in the UK and global hospitality and tourism industry. Highly versatile, she also undertakes assignments for key public,private and voluntary organisations beyond the sector.
Gina was raised near Washington DC and Manila. Moving away from the family traditions of law, banking, agriculture and medicine, she started her career in advertising for Ace-Compton/Saatchi & Saatchi in Manila where she handled various Proctor & Gamble accounts, and at J Walter Thompson Advertising Company, handling the Anne Klein, Cacharel and SC Johnson brands. After that, she travelled extensively, writing and teaching in Madrid and working in publishing in New York. Today, she is regularly invited to contribute pieces to publications in the Far East — it is her way of keeping in touch with her Asian roots.
Highly committed to diversity in the workplace, Gina has been on the board of City Women’s Network (CWN) and is now on the board of The International Alliance of Women (TIAW). She is a member of the European Professional Women’s Network and a Changemaker for the UK charity Working Families.
Gina is a Freeman of the Worshipful Company of Marketors, and a member of the International Association of Business Communicators (IABC), for whom she was a guest speaker at the 2008 IABC Eurocomm Conference in Barcelona. She is a member of the Institute of Director, and holds an MA in English & American Literature from the University of Newcastle upon Tyne and is an alumnus of De La Salle University, Manila and Henley Management College, Windsor.
