Jacinta adopts ‘Gen X’ attitude to work

In the Spotlight this week is Jacinta Parkhill, director at Morrow Communications, one of the north’s largest independently owned creative comms agencies. She leads the creative team at Morrows, working with major brands and public sector organisations to help them engage their audiences through great creative. She is responsible for everything from brand development, social media content, corporate publications to event and marketing collateral.

In the Spotlight
Jacinta Parkhill
What was your first job?

My first proper job was my university placement as marketing executive with NI Seafood. It gave me my first insight into working in a professional environment. I got to travel to Brussels and London for trade shows and had two incredibly supportive woman bosses – I loved every minute of it.

What qualifications do you have?

A first-class honours degree in communication, advertising and marketing from Ulster University.

What do you attribute your success to?

A ‘Gen X’ attitude to work. Work culture has changed now, but throughout my early career, I worked hard with many a late night – it helped that I love the industry I work in.

How would you describe yourself to someone who’d never met you?

Trustworthy, kind and a little nerdy.

Who do you look up to in business?

I don’t believe in looking up to people that you’ve never met, so the people I draw inspiration from tend to be the people around me. I am fortunate to work with some outstanding people at Morrow Communication – both clients and colleagues.

How do you get the best out of people who work for you?

I try to always be fair, give praise for the big things and the little things and I’m not afraid to admit that I don’t always get it right.

If you could change one thing about doing business in Northern Ireland, what would it be?

Our political landscape. I believe that if we could work together to create a thriving economy it would benefit every aspect of life here.

What is your advice to someone looking to start out in your industry?

The creative industry is fabulously fun to work in, but to be successful you must think strategically and be willing to take feedback. You can come up with the most creative ideas but if they don’t support your clients’ business objectives, they won’t be effective.

What website or app could you not do without?

YouTube. Want to watch a travel vlog? – YouTube. Want to learn how to tile your bathroom? – YouTube. Want to entertain your kids in a restaurant? (yes, I am that parent!) – YouTube.

What was the last book you read?

Graham Norton’s A Keeper. I love to read and try to read different genres of fiction from crime thrillers to fantasy, mystery and science fiction.

What your greatest passion outside work and family?

Like many parents of young kids, there isn’t a lot of time for passions outside of work and family. I enjoy travel and listening to live music – in particular, modern American country music.