Five minutes with Jen Law
Meet our Campaign Strategy Director – Jen Law.
Meet Jen Law, our new Campaign Strategy Director. Jen is a creative at heart who thrives on the variety that working agency side gives, which ultimately led her to Fox.
Congratulations on your new role at Fox Agency! Please tell us about your career journey so far?
Thank you! I’ve actually been in B2B my whole career. I started out client-side and have jumped all over industry-wise – I’ve worked in marketing teams in Fund Administration, in Management Consulting, and for a professional services selling IT/Software solutions into the public sector (mainly central government). That all gave me a real insight into the complexities and challenges B2B marketers face, but also a motivation to make B2B a bit less boring.
I am a creative at heart and had always wanted to work agency-side to get the variety of working across different clients and projects. I had a conversation with an agency owner I’d worked with and she put me in touch with an agency recruitment firm who landed me a strategy job with Earnest. Most of my experience there was on the campaign side, working with clients across a range of industries, from logistics/shipping, to global consulting and tech businesses.
What excited you about the role with Fox Agency?
Culture is the number one thing that drew me to Fox – and the agency’s recent growth was really reassuring to see.
It’s so important to me to work in an environment where everyone, regardless of seniority or department, genuinely supports one another and wants to see each other succeed. It really is as simple as working with a bunch of lovely but hardworking people for me. I’d seen a lot of positive chatter online (awards, employees raving about working here, client wins) – so it was serendipitous when I saw the role advertised. I came away feeling really excited after my first chat with the team and knew it was the right move for me.
What does your new role as Campaign Strategy Director involve?
For a typical campaign, I’ll be responsible for developing the strategy and making sure everything hangs together to deliver against the client brief and objectives. That means working closely with internal teams to make sure the strategy and creative doesn’t get ‘lost’ or diluted once it’s in market as various tactics are rolled out.
A big part of my role will be helping clients to think about how they can push their brand creatively and strategically to get standout in markets that are typically crowded by much of the same. All backed up by stats n’ research, of course.
I’ll also be working with our internal teams to really define what our campaign process looks like, so we can get campaigns into market as efficiently as possible for everyone involved – whether that’s client side, our side or with other agency partners.
Is there a standout campaign you’ve worked on that you’re most proud of?
In 2024 I led the strategy for a full-funnel campaign for Trustpilot. They’d been a client of mine for a couple of years and are a brilliant example of a B2B(2C!) brand that genuinely wants to be a bit different. Their brand is really refreshing, their tone of voice is fun, confident, and we delivered some really impactful results for them over a 3 month period. It’s always brill to see the end result of your work once it goes into the wild!
Why do you believe marketing works best when it’s more ‘human’?
There’s research out there that suggests most audiences are bored of the B2B campaigns they see, that we completely forget them because everything is so saturated by everyone looking and speaking the same, crowding around the same spaces.
Whether we’re at work or not, we tend to respond better to marketing that makes us feel something, that entertains us. Our decision-making is influenced by so much more than just a business talking about its benefits and product features, and I think that’s where creativity has such an important role to play – especially in B2B. The functional, logical stuff is of course important; but at the right moment. It’s about striking the right balance between the rational and emotional, I think.
If you can make people laugh, if you can make them feel something, you’re more likely to be the brand they remember when ready to buy.
What has been your biggest professional achievement to date?
Getting my strategy presentations to under 50 slides? On a serious note, I’d say the past few years of my career, and making the move to agency life! I’ve been really lucky to have worked with some incredible strategists who’ve taught me so much. I’ve worked on some brilliant projects and I’ve learned a lot!
Finally, tell us something interesting or unique about yourself?
I’m an expat kid. I grew up pretty much exclusively between Oman and the US of A, so when someone asks me where I’m from I often don’t really know how to answer.
I lived in Oman for 2 years when I was around 4, then lived in Texas where I spent my weekends surfing (mum would even pull us out of school any time the waves were good because of a hurricane in the gulf). I went back to Oman for 2 years when I was 14 and finished high school in Virginia Beach.
London is actually the longest I’ve lived anywhere (!) but Oman is definitely my favorite place in the world. Very special memories there. I’m very grateful.
