Meet the Whippets: Olivia Wilde, Senior Account Manager

To most people, a store is just a place to buy things. For Olivia Wilde, it’s the ultimate testing ground where brand strategy meets reality. Having worked client-side at Tesco Mobile before crossing over to the agency world at Whippet, Olivia knows exactly what it takes to turn commercial goals into creative work that people care about.

Seeing the retail world from both sides of the curtain has shaped her approach to client relationships. We caught up with Olivia to talk about making the leap from client to agency, why bricks-and-mortar retail still holds a unique kind of magic, and why the best creative work always builds on a foundation of honesty and trust.

The journey to agency life

Q: You started out on a grad scheme at Virgin Media O2. Did you always know you wanted to work in marketing?

A: Not at all! Before the scheme, words like “strategy” and “project management” were corporate jargon to me. I fell into marketing by rotating through different departments, and that’s where it finally clicked.

It was my first time seeing ideas move from a brief into a living, breathing campaign. I worked on a massive Black Friday launch, and seeing it go live was a total rush. You know every stakeholder, every late-night decision, and every bit of strategy behind it - so when it finally hits the real world, it’s an incredible feeling.

Q: You’ve experienced both client-side and agency-side life. What’s been the biggest difference?

A: The pace and perspective. As a client, you’re completely immersed in one brand. You know every detail, every challenge, every internal conversation. At an agency, you get to zoom out a bit more. You’re still deeply invested, but you’re bringing fresh thinking and outside perspective into the room.

One of the things I’ve enjoyed most about the move is seeing how agencies can help brands spot opportunities they might not always see internally. Long-standing partnerships like Whippet’s 18-year relationship with Tesco Mobile are a great example of that - when there’s trust and collaboration over time, the work becomes much more strategic and impactful than a typical supplier relationship.

Q: How does your client-side experience help you now?

A: It’s given me a huge amount of empathy. When you’re client-side, creative decisions are rarely just about “does this look good?” You’re balancing budgets, internal politics, operational pressures, and wider brand strategy all at once.

Now I can read between the lines. I understand why a client might be asking for a specific change or where the pressure is coming from internally. It helps us act as partners rather than just executors.

The magic of the high street

Q: What drew you to the world of retail branding?

A: I wanted to be closer to the craft. Retail moves at an incredible pace, and there’s something brilliant about the physical environment. A great store feels more immersive than any online ad. You can walk through it, touch it, experience it.

I also love how retail gives you immediate feedback. If something isn’t working, customers will show you pretty quickly. Equally, when brands get it right, you can completely transform how people experience a space.

Q: Does that mean you can’t go shopping now without “working”?

A: Completely! I’m that person taking photos of window displays on holiday for inspiration. I once used photos from a trip abroad in a deck for M&S - a lovely full-circle moment. It makes you realise inspiration is everywhere; you just have to be nosy enough to notice it.

Q: What’s a recent example of retail branding that really got it right?

A: The Panini x M&S sticker book campaign, which is live now in time for the World Cup. It turns a routine lunch shop into a celebratory cultural moment. Retail is becoming much more experiential now - it’s not just about the transaction, it’s about creating a moment of connection.

I also think brands are getting smarter about creating more seamless experiences across physical and digital touchpoints. Customers notice when things feel disconnected, so consistency matters more than ever.

The art of true partnership

Q: Long-term collaborations like Whippet and Tesco Mobile’s are rare in this industry. What’s been the key to nearly 20 years working together?

A: Trust, definitely. The best partnerships happen when both sides feel comfortable challenging each other constructively. The relationships that last are the ones where everybody’s focused on solving the same problem together rather than just delivering against a brief.

That’s usually where the strongest innovation comes from as well. When teams collaborate openly over time, you create space for better ideas, smarter efficiencies, and more ambitious thinking.

Q: You’re currently leading the M&S Christmas campaign - a huge mantle to take on. How do you manage a project of that scale?

A: It starts with a crystal-clear brief. It sounds obvious, but if everyone doesn’t understand the vision from day one, you’re in trouble.

Because M&S Christmas involves so many stakeholders across Food, Fashion, Home and Beauty, collaboration is everything. Seeing it develop from a tiny seed of an idea into a full creative direction has been a career highlight for me.

Q: How do you handle those tricky moments when you have to challenge a client’s direction?

A: I’m a big believer in “show, don’t just tell.” If a client has an idea that we feel might not work, we’ll mock it up and let them see it. Often, seeing something visually helps everyone realise why a different route might be stronger.

Again, that only works when there’s trust in the relationship. If clients know you genuinely care about the outcome, those conversations become much easier.

Q: What’s the “secret sauce” for a great account manager?

A: Curiosity and communication. You have to genuinely want to understand a brand’s culture and customers. Beyond that, knowing when to send an email and when to pick up the phone is massively important.

And honestly? A really good to-do list. It’s not glamorous, but it works.

Inspiration & the future

Q: How do you switch off and stay inspired outside the office?

A: I’m in a choir, which is therapeutic and a total change of pace from the day job. I also love the Royal Academy Summer Exhibition. Seeing how thousands of different people interpret the same theme is chaotic in the best way, uplifting, and full of unexpected ideas.

Q: What’s your advice for someone starting out in the industry today?

A: Don’t be afraid to ask a lot of questions - curiosity is the fastest route to expertise.

And while the world is leaning heavily into AI, remember that our industry’s true currency is still human connection. AI can optimise a process, but it can’t replicate the warmth of a conversation, the spark of a shared laugh, or the gut feeling behind a great idea.

Technology matters, creativity matters - but trust is still the one thing that can’t be automated.