Sue Watt is a Managing Director at Ideas Collide and resident brand anthropologist. She’s a tireless seeker of cultural intelligence and is passionate about finding new branding insights from ever changing market trends. Prior to her brand management and research role at Ideas Collide, Sue gained experience as the founder of Pure Insight Marketing and as the Director of Research Operations at Six Degrees, a sensory branding agency. At Six Degrees, her responsibilities included market research for such clients as Pfizer, Novartis and Johnson & Johnson. She also carries over 11 years as a brand strategist having provided brand development and research for high profile clients including Gold’s Gym International, MidFirst Bank and McDonald’s. Sue earned a Bachelor of Science degree in Marketing with a minor in Environmental Science from the University of Rhode Island.
AGENCY SKILL SET Brand anthropologist, market researcher, idea generator, and client/agency collaborator
COORDINATES Boston, MA; Newport, RI; Baja California, Mexico; Scottsdale, AZ
EDUCATION / TRAINING Bachelor’s of Science in Marketing from the University of Rhode Island
HIDDEN TALENT Master of running in high heels.
MOST LIKELY TO BE SEEN With Dunkin Donuts coffee in one hand and Diet Coke in the other.
FAVORITE DESTINATION Rome, Monte Carlo, Cabo San Lucas
GUILTY PLEASURE I own jeans for (almost) every occasions.
TREND WATCHING Never stop.
HEROES “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” – David Ogilvy
PASSIONATE ABOUT My profession.
PROUDEST MOMENT (CAREER) Working as a Brand Planner for the “End Meth Now” campaign for the state of Utah.
READING Anything and everything by the authors Seth Godin, Malcolm Gladwell and Marty Neumeier.
PLAYING with my two dogs and two cats (Yes, I’m a crazy animal lover!)