Introducing Wulfric Light-Wilkinson: Quill’s new Chief Commercial Officer
We’re delighted to announce that industry leader Wulfric Light-Wilkinson has joined Quill as Chief Commercial Officer.
Following a hugely successful tenure as Commercial Director at digital marketing agency Forward3D, Wulfric joins Quill as Chief Commercial Officer – bringing with him a wealth of experience in building sales & marketing teams globally and driving exponential business growth.
Prior to his last post, Wulfric was Business Development Director at digital performance agency Found, leading on the development of search and social media strategy for clients.
At Quill, Wulfric will spearhead the global sales, marketing & client services strategy as Quill continues to grow and scale internationally. Following his appointment, we caught up with Wulfric to discuss his vision for Quill and his thoughts on the industry landscape.
What drew you to Quill?
Having come from my previous role, where the business grew to become one of the largest independent digital marketing agencies, I was looking for a comparable challenge.
Quill sits in a unique position in the market, with the ability to deliver a market-leading content production service for brands, who face real difficulties when it comes to producing high performing pre-purchase content that makes a difference to ecommerce traffic and sales.
I found Quill’s proposition really compelling, and that – combined with the scale of the opportunity to grow the business globally and into new verticals – is what drew me to the company.
What is the biggest trend that you envision shaping the content marketing industry in the next five years?
We’ve seen in recent years that media buying is becoming increasingly commoditised, and advertisers are finding it more and more difficult to cut through in such a noisy market. Increasingly, advertisers are then bringing that media buying piece in-house, making it difficult for traditional agencies to add value.
I think the real drivers of growth for advertisers in the next few years will be content and data – serving relevant, targeted content to consumers based on their interests and behaviour. Content is still a relatively young space, and that’s where I think specialist partners like Quill will be able to provide real value to brands.
How do you think brands need to adapt in the face of challenges like ad blockers?
Well, ad blockers are gaining traction because often advertising can be intrusive with poor relevance, which is understandably frustrating for consumers. All of this means that traditional advertising is likely to deliver diminished ROI over time – putting even more pressure on marketing teams.
I think for brands, this means being smarter with data to ensure users are served relevant, personalised content that aligns with their intentions and interests. They should also be looking at ways to maximise ROI elsewhere, whether through improving conversion rates and reducing return rates with better product content, or boosting visibility and click-through.