Cocktails With — Kathryn Silvera

Sunday, February 11, 2018

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It's Friday, and we're kicking back with Kathryn Silvera, and in between sips of her preferred tipple the advertising & marketing manager at Ramson's spills the beans on romance, learning to ski and her passion for oxtail...

What are you drinking?

Vodka soda.

What's in it?

Stoli, soda water, twist of lime.

Tell us five things that we might be surprised to know about you.

I am an avid reader of romance and mystery novels.

I am an adrenaline junkie, so I love roller coasters and anything that makes my heart pump fast.

I am an extroverted introvert, meaning that although I enjoy going out and meeting new people, I also love my “me” time.

I have only been to Trinidad Carnival once.

I cannot stand rap music.

What's your idea of the perfect date?

The perfect date would entail being picked up by the gentleman, he would open the car door for me, then drive us to a lovely restaurant. We would have dinner, with no one touching their phones. Dinner would be followed by dancing and a few cocktails. I am a traditionalist when it comes to romance.

LBD or jeans?

Little Black Dress cannot be denied as being the ultimate go-to; but I also am so comfy in my jeans

Penthouse or white picket fence?

Penthouse. I like the views and the convenience it offers.

Porsche or BMW?

BMW! This brings back memories of my canary yellow BMW 315.

Oxtail or stew peas?

Oxtail from Crystal Edge or Norma's Whitehall.

What's currently on rotation in your car stereo?

Soca Starter 2018 by DJ Private Ryan and FYAH 105

Gstaad or St Barts?

Gstaad as I have always wanted to learn to ski, and if not there's always the hot tub!

What excites you about advertising and marketing?

I like knowing that I can be a part of shaping a brand's identity and image in such a way as to maintain existing consumers and attract new ones. Today's world is constantly evolving and competing products come on the market monthly; it's a fast-paced world and you have to be proactive rather than reactive. It's very exciting.

How would you define today's consumer?

Today's consumer is very fickle; there is not much brand loyalty. They want to know what is the brand doing for me and is the brand current with today's lifestyle trends.

Which recent campaign, local or international, made you sit up and take note?

I thought Shaggy and Friends did an excellent job. They used so many mediums to create awareness. They pushed and trended on social media and they used retail elements for persons to buy and in turn donate, in addition to the normal mediums.

Were you able to sit with five individuals to create a campaign for a new product who would they be? Why?

Erin Mitchell, Nasha Douglas, Naomi Garrick — three women out of our Unofficial Association whom I have interacted with the most and who have major campaign accomplishments under their belts already.

Travis MacMillan — I feel that he has such good vision and an artistic eye.

Phillip Ramson — every good campaign has to have a sales element to it and his advice would be exceptional.

What makes a campaign credible?

A campaign is credible once the messaging ties in to the target market and the brand, ensuring that the consumer understands and believes in the messaging. This is key as Pepsi found out the hard way not too long ago when they used Kendall Jenner to take on a social issue and it backfired.

What's your take on Mary J Blige's Oscar nomination nod?

I think her nomination is well deserved as her performance in Mudbound was very good. It's also great that she becomes the first person ever to be nominated for both best supporting actress and best original song.

Finally, if given the chance to participate in a campaign to reposition Jamaica's tourism product, what would be top of the list and why?

To me, our tourism product has to be centred on Brand Jamaica and about buying Jamaican-made products. It has to be focused on the local industry and highlighting all the fantastic products we have here. Have more museums or tours highlighting not just our music, sports and culture but our Red Stripe beer, our Jamaican Castor Oil, our Blue Mountain Coffee, Jamaican ginger, Jamaican honey, and the list goes on.

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