#SYP101: Marketing 5×5


Building a story is the cornerstone of marketing, and in publishing how creatively you tell that story is what can make or break a bestselling title. We’ve gathered five brilliant speakers to present for five minutes each on their work on the marketing, campaign, tie-in or partnerships that have caught our eye over the last year. Take a whistle-stop tour through the creme de la creme of campaigns!

The panel:

Flora Willis


Flora has been at Profile Books & Serpent’s Tail for four years, working on campaigns for authors including Mary Beard, Sarah Perry and Karen Joy Fowler and managing the company’s social media and websites. As well as reappropriating the hashtag #ILoveDick, her campaigns have involved running a pop-up book stall at Borough Market and organising a mass dog walk on Hampstead Heath.

Fraser Allen


Fraser launched his first magazine aged 14 and has been involved in publishing and content marketing ever since. He trained as a journalist and worked for a number of different publications before launching his own business in 2001, White Light Media, which has developed into Scotland’s leading content marketing agency. In 2015 Fraser bought the World Whisky Day business, a global celebration of Scotland’s favourite drink.

Laura Waddell

Laura Waddell is Publishing Manager of Children’s Reference at Harper Collins and graduated from the University of Glasgow with an MLitt in Modernities. Formerly as a freelance literary publicist specialising in translation her clients included Les Fugitives, CB Editions, and Calisi Press, and was previously Marketing Manager at Freight Books.

Janet Smyth

Scottish Power Library Energiser event.
Janet Smyth is the Children & Education Programme Director at Edinburgh International Book Festival. She previously spent five years with the Scottish Book Trust running a project that took writers all around Scotland on a big yellow book bus and working as the Director of the Pushkin Prizes. During this time Janet also set up Blast-Off Books, a specialist children and young adult bookshop and school supply business.

Megan Duff – Black & White Publishing


After starting at the company as an intern, Megan spent a year as Black & White’s Publishing Assistant while she also completed a research masters in Postcolonial Literature at Edinburgh University. There she worked on everything from copy-writing and proofreading to cover design and publicity campaigns for their children’s and non-fiction lists. With a passion for editorial, she is now the commissioning editor for their new YA imprint, Ink Road, which releases its first five titles this year, which include Pooja Puri’s The Jungle and teen-bestseller Estelle Maskame’s standalone, Dare to Fall.

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