Here is a transcript generated by otter.ai of The Content Mix podcast interview with VeraContent’s Carlota Pico and two members of the Deliveroo team: Adam Spawton-Rice, global content marketing manager, and Anne-Sophie Delafosse, localization manager:

Carlota Pico 0:13
Hi everyone, and welcome back to The Content Mix. I’m your host for today’s show, and I’m excited to introduce Adam Spawton-Rice and Anne-Sophie Delafosse who work at one of the hottest apps at the moment. Yes, I am talking about Deliveroo. As we all know, Deliveroo has been one of the most demanded services during the health pandemic, and Adam and Anne-Sophie have been directly involved in making sure that the content that we received as users is one: relevant, two: culturally sensitive and three: accurate at all times. But please, let me give the mic over to Adam and Anne-Sophie for a proper introduction. Anne-Sophie oould you tell us a little bit about your background and how you got to where you are today, and also, what makes Deliveroo so special for you.

Anne-Sophie Delafosse 1:07
Hi. Thank you for having us today. So yeah, my name is Anne-Sophie and I’m the localization manager at Deliveroo. My background is in languages–I love languages and I love how languages and culture are mixed together. So my background was before in different language service providers, what I’ve learned loads of things about apps and website and how to localize for different markets. And I’ve joined Deliveroo now about almost two years ago as their first localization in–first in-house localization specialist, starting the department, building, building some processes with them. And what I enjoy the most at Deliveroo is, oh quite a few things to pick…obviously working with amazing people like Adam and also being…being in a startup that constantly evolves and is constantly challenging how we eat, how we order food. There’s a challenge every day. And that’s what I love. What about you, Adam?

Adam Spawton-Rice 2:07
What do I love? I guess it is super exciting. I’ve worked in startups and scale ups before. And I’d say Deliveroo definitely has a really–it’s a scale up, which would retain a lot of excitement and energy of a startup. And we’ve kind of moved past some of the classic startup pitfalls. I mean, it’s kind of entering it’s kind of 30s now, and obviously, it’s not 30 years old, but like, you know, starting to read your bank statements sort of level of a kind of maturity.

Carlota Pico 2:39
Excellent, Adam, can you tell me a little bit about yourself as well and how you got to where you are today?

Adam Spawton-Rice 2:44
Yeah. Hi. So thanks for having us obviously, as well. And I’m Adam Spawton-Rice, I am the global content marketing manager for Deliveroo’s b2b restaurant marketing. So in short, that’s myself and obviously Anne-Sophie’s a really integral part of that, and a team of people who are constantly trying to improve on the kind of digital offering for our restaurants. And that’s bringing new restaurants as well as retaining the ones we’ve got. So that’s across website, CRM, social and also some physical collateral as well. I guess my background, I’ve been, like I said, startups and scale ups, also, in-house, agency…I’ve worked across pretty like pretty much every b2c vertical that I can think of. And I guess for me, this is a relatively new venture in terms of global. I’ve worked on international brands before, and b2b as a sole, like my sole purpose, or b2b2c, as we call it, is relatively new as well. I’ve been here since November.

Carlota Pico 3:58
Okay, so but you’ve definitely been around the block in terms of content management and content marketing. Okay, Anne-Sophie, my next question is for you. Moving into COVID-19, the dreaded word–we all hate it, we all hate Covid-19 and the effects that has had on our lives as human beings and on companies worldwide. But I do want to focus on a quote that Walt Disney said–the CEO of Walt Disney said this: “The heart and soul of a company is creativity and innovation.” So Anne-Sophie, in light of the global pandemic, in what ways has Deliveroo been creative or innovative this year?

Anne-Sophie Delafosse 4:38
That’s a very good question. So I guess we can go into like two directions. So the first one would be how like Deliveroo has changed their product. So, back in January, you know, we had a roadmap for 2020 with specific products that we wanted to launch. And when COVID hit we kind of had, we had to change it all. So we had to be super flexible about it and be quick. So for example, we fast tracked our menu manager tool that enables restaurants to change their menu in a matter of minutes. And more recently, when markets reopened, we launched table service that allows customer to go and have a dining experience, contact for it in the restaurant using the Deliveroo app. So that really shows that Deliveroo embraces change, and thinks fast to make sure we can support our partners during the COVID time. And then, I guess more internally, on the way we work, I mean, it was a big shift to move from office work to a remote settings in lockdown. And we’ve made really the most use of Google Hangouts, Google Jamboard, I mean, we’re able to do workshops and work very much collaboratively and still, even if we’re in different parts, the most different parts of the world. So I mean, that’s one of Deliveroo’s core values–we embrace change, and I think the last couple of months, really represented that value.

Carlota Pico 5:59
Okay, excellent. Well, I’m actually one of Deliveroo’s users. So I do have to give a shout out to your entire team, but especially to the bikers, and especially as well to the restaurants. Because without those two components, I would have not been fed throughout the entire pandemic. And I’m so happy that I was able to rely on your app to make sure that I received my lunch and dinner on time every day, so thank you! Adam, do you have anything else to add to Anne-Sophie’s response?

Adam Spawton-Rice 6:27
Yeah, so first to come back to your point about riders and restaurants. It’s been a really, really hard time all over the world for restaurants. So I think, as Anne-Sophie mentioned, it’s like the key to all of that has been kind of rolling with the punches and working really, really collaboratively and I think Deliveroo in terms of innovation, everyone’s quite data literate. So what’s been really impressive for me as someone quite new at Deliveroo, is, you know, the, in the midst of that, but it’s like the the number of teams who work together to respond to some of the challenges that restaurants face from everything from negotiating your rent to basics of how you then reopen as a restaurant. And some of that is more kind of comms based, but the scale of say the response and the speed of the response has been based on the data and insights teams, commercial teams, marketing teams on consumer and restaurant side. And then people like Anne-Sophie and I, reacting to genuine problems with really well thought-out solutions about, you know, if I’m a restaurant, how exactly do I approach reopening? How exactly do I talk to customers about our response to COVID-19? I think that’s really interesting. That’s where the B2B2B2C–B2B2C comes in.

Carlota Pico 7:49
Yeah, I mean, the pandemic has affected us all on so many different levels–it affected companies and in terms of the livelihood of that company and of those restaurants and their entire staff force, so many sensitive subjects and everybody is panicking for a different reason, so to be able to talk to all these different audiences in a very empathetic and sensitive way. And also to like, understand them and to put yourself in their shoes is quite a challenge when it comes to content marketing, because it requires a lot of out of the box thinking.

Adam Spawton-Rice 8:19
And then on the nuance of that, obviously, Anne-Sophie and I work hand in hand, but the real kind of the, the output of my work through Anne-Sophie and her team of localization experts, is a message which actually is the right message in the right location.

Carlota Pico 8:37
Yeah, marketing is all about timing, getting the message to the right person at the right time. Because if you wait five more minutes or one more day, that might not be the right message anymore, and therefore you have to tweak it. Okay, Adam, my next question is for you: how has the role of marketing changed since the start of the global pandemic. And also please keep in mind social movements like for example, the Black Lives Matter Movement, apart from COVID-19. It’s been quite a year right? COVID-coaster 2020!

Adam Spawton-Rice 9:07
Yes, 2020 has been a year. So I think a lot has changed in the world marketing aside, so from the logistics of trying to work from home with lots of us, to even even bigger actually probably more important shifts in expectations of customers, a big business and marketing, about how you present yourself, your views and how you present your customers back to themselves. So like diversifying the stock photography is I think it’s a really simple way to actually do that. And doing that in market as well–respecting who you’re talking to by showing them themselves. It’s kind of a an easy-ish sales tactic to pull out. And I think there are lots of things that I want to say is forever changes. So the progress pipeline that Deliveroo now uses during pride month on your little delivery tracker. So the progress pride flag is in addition of a black and brown and trans kind of colors into the flag. And it’s a really simple way I think businesses, businesses can show genuine support for the LGBTQ community. Yeah. And I guess deliver is in the business of people. So it’s a three sided network where you have one side, you have the consumer, another, you have the restaurant, another, you have the riders. So each of those different kind of pieces of the puzzle–Anne-Sophie works across all of them–I just work in the restaurants bit. It is about… I mean, personally, when I write copy, I try and make sure it is kind of as human as possible. And there are also translation implications for how you you simplify language. too. And I think, yeah, people are, marketing is all about reaching the right person. And whether you’re doing b2b or b2c, it’s talking to that person in a way which makes them feel comfortable rather than uncomfortable, like we’ve all been served as or social media ads, actually a bit creepy or like, you know, you’re not the right audience for that. And I think having that approach in organic as well. And so you’re always talking to someone on their level in the right language in the right tone, and also being really aware of the broader context.

Carlota Pico 11:36
Definitely okay. You did touch upon the magic word localization. Anne-Sophie, what is localization?

Anne-Sophie Delafosse 11:44
Oh, where to start, where to start with localization, right? So, if I go with like the dictionary definition, right, of what localization means, it’s to make your product, to make your content local for a particular market. So I think sometimes people don’t actually understand what localization means. And only think of localization and translation being the same thing. But it is actually different. So if you think of localization, it has different, like different steps, the first step would be the language, you need to first pick the language of your users. But that doesn’t mean just speaking English. Like let’s say, you know, if you take that example, you’d have to speak differently to people in the US from the UK to South Africa to Australia. So and that’s where your localization comes in, because you’d have to tweak that language specific to a market. But if we go back to localization and marketing and how we work with with Adam is, is also finding like we have our tone of voice as a brand. We have the Deliveroo of brand voice, and then you have to find the right tone of what Deliveroo is for each market. So our tone for for Spain, for example, might be slightly different than what it is for the UK. And we’ve seen that I mean, during COIVD, right, when we had some things that we couldn’t really say, in the same way in the in the UK than in Italy or things like this. So that is to a very basic, that’s why localization is. You have to find your voice–to be able to speak to your users, to appeal to them in their language and in what they want to hear–what will resonate with them. So that’s the very basis then don’t get me started on images, colors and all of this.

Carlota Pico 13:28
I mean, that’s gonna be my next question, because we have to talk about that

Anne-Sophie Delafosse 13:32
Brilliant!

Carlota Pico 13:33
What role do colors, images, symbols play this entire localization thing?

Anne-Sophie Delafosse 13:39
Well, I’ll tell you the example that Adam used earlier, right, about finding the right images and making sure that the people see themselves in those images. And we actually have, I think it’s a taco if I’m not mistaken on our main homepage, and that reasonates really well in the UK, but when we put that in France, the French marketer is like, “No, no, no, no, that’s not going to go! Because it’s just–it was not appealing. It’s not an appealing type of food for them, not the taco, but just the photo. And another example of that, which I love, and that was from yesterday, actually, with the Italian market where on the on the header of an email, we had a pizza, but very much US style pizza, and they we’re like, “No, we can’t use that pizza!”

Adam Spawton-Rice 14:24
It’s like deep dish.

Exactly. So that’s a no go. And so that’s where you see that images are super important because it’s like the language–you need to find the resonate with you users. Images tell a story and they can tell a different story in different markets. So you need to make sure it’s accurate. And there’s another thing that people tend to forget, so take the pride, the icon for example that we have at the moment.

Carlota Pico 15:36
That actually reminds me of a campaign that I read yesterday, it was published on LinkedIn, and it was a campaign done by Balenciaga, who is, which is a fashion brand and they were targeting the Chinese audience, but they were completely out of touch with the audience. And their consumers in China actually thought it was a fake campaign. They thought that it was an imposter Balenciaga posting that that type of imagery on the social channels, because it was from like, I don’t know how many seasons ago, and that campaign is like show 1980s, which I mean is a fair enough, fair enough response. But I do think that it ties in nicely with your localization comment and how important it is to really localize your campaigns, according to local market trends and your local audience.

Adam Spawton-Rice 16:27
Yeah, it’s a way I think localization is a way to build the trust that you have with your different audience. This is the first medium–this is what they’ll read, this is what they’ll see in all languages.

Carlota Pico 16:36
Yeah, definitely. Okay, Anne-Sophie, this actually leads me into my next question. Should website navigation also be localized?

That’s a that’s a very good question and a tricky one as well, because if we talk about the flow of a website or of an app, if you have to create a different flow for each market, it could be could become a big, big project, right? You’d have a lot of engineers, a lot of designers, so I don’t know…I don’t, yeah, I don’t know. Because it depends on your product and on your, on your audiences and how different they are. And if you actually need to have a different navigation or not. I’ve seen some companies compromising a little bit with having only a part of their website being slightly different. So for example, when you click the checkout button of an c-commerce website, you might be take through a different checkout order, depending on where you’re living in from that culture and things like this.

What about character counts? I’m sure character counts must play a huge role in terms of getting all of the information that Adam is talking about onto the different–well onto one app– and localized for different markets.

Anne-Sophie Delafosse 19:47
Yes, I mean, that’s like that, that the red words when you hear character restrictions, and you have to localize into Dutch for example, which tends to be about 40% longer. And when people tell me “Oh, you only have 16 characters,” we actually have that it’s a little bit of a, it’s not an issue because we overcome it. But if you open the app, you have little grids with ‘Grocery’ ‘Chinese food’, things like this. And there’s actually a character limit of 16 characters. And when you already have a word that is 16 characters in English, having it in a different language is going to be it’s going to be challenging. So what we tend to do in that case is asks the designers or the engineers, what is it that you want to say? Not the actual transcript–what what is your message and we will find a completely sometimes, completely different way of saying it that fits that character limit. So it’s little tricks like this? Well, yeah.

Carlota Pico 20:41
It kind of makes me have that like nervous laugh of like, oh, gosh, yeah. That must be quite a challenge. Anne-Sophie, how many markets does Deliveroo work in right now?

Anne-Sophie Delafosse 20:51
We’re in 12 markets. So it’s–I’ll go like around the globe. So it’s UK, Ireland, Netherlands, Belgium, France, Spain, Italy, UAE, Kuwait, Singapore, Hong Kong, Australia. Did I miss any Adam?

Adam Spawton-Rice 21:08
No. I think, I think they might get offended if we may have missed one and not realized but I think that’s everyon! And obviously that splits as well from a localization point of view, so they’re actually more. So we have Belgian-French, Belgian-Dutch, Hong Kong-English, Hong Kong-Chinese.

Anne-Sophie Delafosse 21:23
Yeah.

Carlota Pico 21:24
Okay. Wow. Okay, this actually does lead me to my next question, which is for Adam. When it comes to content, HubSpot’s CEO said the following: “What separates good content from great content is a willingness to take risks and to push the envelope.” So Adam taking it to a content marketing level, what separates good content marketing from great content marketing.

Adam Spawton-Rice 21:48
So I think this is a really easy one from a user perspective–I mean, is it useful or or is it interesting? And I think if not, you’ve wasted your time. So content marketing, to me is like… my background is SEO, Social and PR. So it’s trying to hit all those KPIs, all the KPIs all of those kind of disciplines with content marketing. So is it useful or interesting is how you create the content that sells you to your audience. When do you link from an SEO point of view, and also gets your content shared. So if it’s useful, I will share it with someone else, whether through dark social or through LinkedIn or Twitter or Facebook even. And I think whether it’s useful or interesting, it determines how much traction you tend to get in with coverage for a PR as well as SEO and the kind of “so what?” of good content, so a content marketing manager should have “so what?” in the back of their head all times. I think taking a risk is usually worth it. So even something as simple as adding humor to your copy or uncommon design, if you give a shit or you know your shit, that usually shows. And I think that’s kind of the key to kind of content, good content marketing,

Carlota Pico 23:04
Okay, there are a lot of distribution channels, there are a lot of ways to communicate with your different audiences worldwide. So how do you prioritize content? Because there’s not enough time in the day to do everything, right?

Adam Spawton-Rice 23:15
Yeah. And I think between between the two of us there are like a million different work streams. And there’s the always on, always on work stream for CRM comm that I feed into–which is a pretty constant stream of work, which I feed I feed into it. I also feed into Anne-Sophie’s workflow. Because whatever we’re doing, it’s then, goes through the different markets as well. So I’m continually working with my developer, staff, designer, Ben on improving website. So we’re planned all the way up to next year for what we want to achieve. And I guess prioritization is all about where are the biggest gaps and where are the biggest opportunities? So I use a framework called EVA–so educate, validate, adopt. So let’s tell them what it is, first of all: why should you buy this product? Why should you join Deliveroo as a restaurant and tell them why it’s good. And if you can do that with numbers, like hard data is a really persuasive tool, especially if you’re marketing to businesses. Testimonials are always good. I think testimonials, often under under-appreciated as a sales tool because it’s social proof that you know, the product you’re selling works. But also, I think the amount of effort that is required to get to a good case study is often also not understood. Once you’ve brought them in, once you’ve…they’ve kind of, they’ve been sold to and they’ve agreed it’s kind of the adoption bit, which is a unique bit for me at least. Having worked for web based brands before adoption, when you’ve got a new product is something I’ve never had to really muscle in on. So, it’s once you sign up for Deliveroo, it’s you know, add your menu in this way, you can start taking orders and start making money…add more photos to your menu if you’re talking to restaurants to achieve more orders, and as I’m sure Anne-Sophie will tell you, there’s the ever-present risk, which kind of deprioritizes everything–stop what you’re doing, and do this! Which is what makes Deliveroo so exciting. And I think it’s kind of one of those moments where you get two months into a project and then catch your breath. And you’re like, “Okay, cool. We’ve created table service!”

Carlota Pico 25:31
Okay Adam, I do want to zoom into part of your response, you mentioned that you already have your 12 month strategy planned out for the next year? So congratulations on that! I mean, quite an accomplishment, especially because you’ve only been 10 months at Deliveroo. Could you talk to me about the major lessons that you’ve learned so far?

Adam Spawton-Rice 25:49
Yeah, I guess Deliveroo, in I guess in Deliveroo time is almost like dog years. There’s a lot going on. So there’s a lot to absorb and learn and it’s been really exciting. I think the pace of Deliveroo is something that is genuinely what makes it an exciting place to work, but also an exciting kind of prospect for restaurants and consumers and riders, I guess across all of that three sided network, but my learnings are specific to restaurants, I think, working with Anne-Sophie, and kind of stealing some of her insights as I build content. And I think it’s really interesting that even within the UK there are kind of sub communities that may be better served with another language apart from English. So my approach has been to kind of really pair back language. So restaurant facing comms and content uses, I use when I write stuff, the Flesch–Kincaid readability tests. And so it basically reduces the level, the reading level of English, which, in theory better serves our English as a second language audience. And I guess the spin off question is about the plans going forward. So the 12 month plan is just for the website at the moment. So everything else kind of follows on from that. But it’s really about developing a proposition for restaurants in a way, which is really cohesive. And also, I guess, I’ll keep the really sexy stuff under my hat, but a lot of it is really unsexy stuff about building foundational… like, to me what is really, really important for a website is that you have the basics right before you try and do anything else with it. So I’m building the foundation so I can create bigger and better activations and all the time having SEO in mind. So what can we do to better reach our audience without having to pay to reach them? I think it’s really interesting as well on the all the different market specific differences. So like Anne-Sophie had mentioned before about Netherlands and I think there is a –correct me if I’m wrong–was it a Thai, a large Thai community?

Anne-Sophie Delafosse 28:05
Yes, there is there’s different communities, like in the UK we have Chinese speaking, for example. Netherlands is Thai. In, I think it’s in France as well, where it’s a big Arabic community. So we see like different patches. And one that I remember is because we’ve actually added a language on the rider side is we have a lot of riders in the UK and in Ireland who are Brazilian Portuguese.

Adam Spawton-Rice 28:39
Okay, going back to Anne-Sophie, you were responsible for developing Deliveroo’s entire localization strategy and then ultimately to launching that localization strategy as well. What did this process look like? So from managing content remotely to working across roles to working across departments, could you talk to me more about the challenges and also the lessons that you learned throughout that entire process?

Anne-Sophie Delafosse 32:18
Yeah, sure. So when I started at Deliveroo, we had already entered quite a few markets so that some parts of the localization was done, and it was mainly driven by engineers and content designers or designers at the time. So it was kind of like, put in like different places in their business. So for one of the first thing I did was to actually centralize it all to ensure that we were consistent as well in the language that we use. So that centralization was particularly a bit of time because obviously we have big business with loads of different teams. And as I was saying, like I work across consumer rider and restaurants, so it’s quite a lot of teams to talk to and kind of change their behavior as well to ensure that they go through our localization processes. And then that one of the second big steps at dawn was to hire the right people for the different type of content. So we we work mainly with freelancers, so we have freedoms. I call them linguist specialists, because they’re more than translators. And we have some that specialized into UI. So they will go in actually everything you see on the app, they will take care of that because it’s slightly different. And then we’ll have people who are specialized in marketing. So when we did the restaurant website, for example, with Adam, we had a marketing specialist in French, for example, helping us supporting us through that, and the way we work then with Adam was that he would talk to me through–and please correct me if I’m wrong or If I’m not remembering everything correctly–like, we would sit together, he would brief me on on what he was trying to achieve, and what was the content strategy of that the restructure of the website. And either I would pass this on to the linguist or they would actually come in and we would do a brief together, so we would know exactly what we’re trying to achieve. So kind of like to mirror that into their language with also their local markets to to advise on if we should, you know, maybe prioritize this type of copy here and there. So that’s that’s kind of like how we work and and then what else? What else did we do? I think that’s quite, yeah, those are the two main things that I can remember right now. And I’ve done a lot more but yeah, that’s–those are the two main things.

Carlota Pico 34:49
What about content wise, Anne-Sophie and Adam, because I think you both can probably speak to this question. Do you have any tips, advice or insights for marketers who are struggling to create engaging and valuable content? And Anne-Sophie if you also if you could like zoom into how you create engaging valuable content for different markets and Adam, it would be great if you could talk about how you do it, period.

Adam Spawton-Rice 35:13
Do you want to go first?

Anne-Sophie Delafosse 35:15
Well, I would say that we, we use your work as reference. So I went to a conference recently and I really liked it. And I think I’m going to steal that their workflow. Is what to do for the app, is instead of actually writing the English, they say what the CTA is aim for. So, and then so the linguist, actually, it’s almost they do a copywriting job within their language based on what the call to action is supposed to be. So I want to kind of test that. I haven’t started yet, but I think at some point, I want to test that. But the way we would do it with our linguists–because I don’t do it myself, you know, all of it is on them and their creativity, really, and the local marketing teams–but we’ll feed from what Adam is building and he’s writing and like, change it slightly to fit that market. But yeah, the genius come from from the creative and that’s Adam, that’s not me.

Carlota Pico 36:09
Okay, Adam, so how do you do it? Tell us your special recipe!

Adam Spawton-Rice 36:12
Well, I guess from a localization point of view, so the process that Anne-Sophie talked about before, so create the kind of raw materials and bring it to Sophie and her team of specialists, and then it tends to come back to me then take back to the in-market teams to like QC that. And I think that’s a very important process, and one, which isn’t always respected, which I think Anne-Sophie has a really hard job, trying to get people to do things the right way, rather than the fast way sometimes, but I really respect her strength in making sure that people stick to it. And I guess in terms of my general advice to marketers, so the challenge for me to do prep work that I’m proud of, I think has always been securing budget, to do bigger, better things. I think It’s often–especially in agency where you’re basically already being paid a retainer fee sometimes and then asking for more more money–and in startups, rather than scaleups, there is often not much money at all. And I think it’s a question of risk versus spend, sorry, risk versus reward and kind of spend is part of that. I think you can do a lot with free research, which has its limits, obviously. So in the UK, there’s something called Freedom of Information Act, which you can kind of request public bodies give you information. I worked for a car brand a few years ago, where we asked for kind of traffic accident data, which was in terms of volume when you’re selling content–the volume of data, the number of respondents is really important to actually get coverage from that. Good copy. Good stock photography. I think free stock is great, but I really believe you should pay a photographer for their work. And I think when you’re using free stock everywhere it does become quite apparent. I think if in doubt the angle of the content itself, so list-alert here, there’s a few things that I would always kind of use as a crux for then any kind of work, you can always angle it towards one of these: so food, sex death, money, or furry animals. So one of those things has just made both of you smile. And I think I’ve worked for a luxury retirement company and a private jet company, a company that makes TVs and you can always angle some of it to that. I think it’s not just always about the product itself. It’s about how could we use that product. And also, my tip is sign up for an email newsletter called Exploding Topics, which is just I use it to feed my thinking sometimes so it’s kind of it will give you brand new and trending terms through organic search, and products as well.

Anne-Sophie Delafosse 39:02
I wanted to jump on on one thing that Adam just said about having photographers and actually paying people for their professional skills. And I think in localization and I think also in content, you know, when you when you know a language or when you speak or write a language, people will assume you can write it in a marketing way. So often people will go and say, “Oh, just just ask someone that speaks the language.” And that copy might not work, might not resonate, because you actually need someone who understands as well your audience and understands the psyche behind it and the words and how important certain words in some certain structure will clean someone’s mind. So I think it’s also very important that you get the right people and not rely on someone’s bilingual knowledge.

Adam Spawton-Rice 39:48
We have a copy team, I also lean on them–I am not a copywriter. As a content marketer, you kind of have to be a bit like a spork or a Swiss Army knife and have a few different areas of experience. But, if we’re doing something which is restaurant facing and is printed–therefore, it’s permanent and is out there–I always need to rely on that copy team to actually give it a kind of a brand scan and also, you know, someone else reviewing your work is always a positive thing, even if you don’t like the feedback.

Carlota Pico 40:15
Yeah, definitely! Four eyes are always better than two, right? And spinning off of what you said, Anne-Sophie, I like calling them cultural consultants.

Anne-Sophie Delafosse 40:23
Yes, that’s a good one.

Carlota Pico 40:26
Okay, we are coming towards the end of the interview, we actually only have two more minutes. So to wrap this interview up, I’d like to ask you about practical examples. Adam, could you start off with a campaign or project that you’ve led that you’re particularly proud of, its purpose and what made it stand out throughout your career?

Adam Spawton-Rice 40:44
Other than Deliveroo, I think probably the marketing work I’ve done in agency I’m quite proud of. So some really, really ambitious content–concept–which I co-created with a friend for a private jet company about taste science and how Champagne tastes in the air. I was relatively cheap to create in the end because I didn’t wanna spend too much money. But it was the first time I saw my work translated into multiple languages, which was really exciting to me. And it was like cinemagraphs, and a really pretty kind of–wonky is probably not the right word–but like a silly kind of concept. And I guess other than that, I’m a cross channel influencer campaign fro ages ago, I worked on with Eurostar. And it was like a photo essay from London and Paris and we swapped people over. It was lovely, beautiful.

Anne-Sophie Delafosse 41:35
I remember that. I saw that! Oh, that was you? I didn’t know.

Carlota Pico 41:40
Okay, beautiful, well on that note, we’re gonna end today’s interview. Anne-Sophie and Adam, thank you so much for joining us on The Content Mix. It was a pleasure to meet you both. I learned so much about Deliveroo, which was an app that I already loved, but now I love even more, so thank you! And I hope to have you back on the show one day in the near future, and talk more about Deliveroo, content marketing and localization.

Anne-Sophie Delafosse 42:03
Thank you for having us.

Adam Spawton-Rice 42:04
Thank you for having us.

Anne-Sophie Delafosse 42:05
It was our pleasure. And to everybody listening in today, thank you for joining us on The Content Mix. For more perspectives on the content marketing industry in Europe, check out The Content Mix. We’ll be releasing interviews just like this one every week, so keep on tuning in. Thanks again, have a fabulous day and see you next time. Bye!

Transcribed by https://otter.ai