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Jules Hilson

Jules Hilson

Co-founder and creative strategist

See You At Jeanie's logo

Best pitch presenter you’ve ever seen

Given that every speech is pitching something, I’m going to choose some authentic female speeches that I can recall with ease because they resonate on some level… Diana Nyad, Michelle Obama, Taylor Swift, Michaela Coel… And a recently a lesson in pitching with hype comes from Jack Saunders when he launched his New Music Show on BBC Radio One.

Best sports marketing campaign (that wasn’t yours):

There’s the big ones like ‘This Girl Can’ and C4’s ‘We’re The Superhumans’ but recently I’ve been drawn to Nike and their efforts to connect with the younger female and teen audience. Their ‘What If You Can’ campaign created with W+K Amsterdam and also ‘Glad You Can Join Us’ celebrating women’s basketball and its fans. I can see them moving the conversation forwards and doing good creative, but as always I’m keen to see what Nike do with these campaigns beyond the marketing to make a real difference to girls/teens in sport.

Nike's ‘What If You Can’  campaign

Best agency (that isn’t yours):

I’ve freelanced at a lot so it’s a hard call. And I’m not going to call out a traditional sports agency because it’s important to get inspired by the interesting stuff happening in other spaces. So I’d say Blurred. The people are great and super talented. And they also do the kind of work that drives proper, real, tangible change. Too often in this industry we still chase wins and headlines, so I’ve always looked to work with agencies that are determined to work through the challenges at the heart of the business to build solid strategy

Blurred logo

Best young industry talent:

I find ‘young’ a tricky word, ha. So I’m just going to name the person that I recommend the most, Anna Golding. A proper, integrated comms professional with heaps of skills and good energy. I also follow a lot of creatives within the sports world, so I’m always keeping an eye on the best up and coming photographers, illustrators etc. such as Tegan Price, Madeleine Penfold, Hanina Studio (below)

Best sporting event attended:

Most recently, watching Liverpool FC Women’s beat Chelsea at home. With all the young girl fans in the crowd going crazy for their team on the pitch. So cool.

Best sporting event on TV:

It’s got to be the Olympics and Paralympics.

Best brand ambassador:

Love Naomi Osaka. Talented, authentic, interesting. I can’t imagine her fronting anything that she didn’t believe in.

Best industry event or conference:

If I can give my old agency and client a shout out, I’d say PUMA’s Conference of the People by MSL was ace. I haven’t tended to go to straight-up sports conferences, as I’m always drawn around the sports X culture events, and this one was about the industry and sustainability. Recently at Ad Week I seeked out the talks which focussed on brands and their hot take on sports partnerships and the industry’s evolving consumers/fans.

 PUMA’s Conference of the People

Best film containing a scene depicting the sports business:

King Richard, when Venus turns down the Nike deal because she knows what she’s set to become. I watched this with my daughter and it led to conversations of bravery, self-belief and knowing your worth. Incredible.

Best book recommendation:

This is a hard one as bookshops are one of my favourite places. So recently picked up Breath by Tim Winton (which plays to my obsession with Australia and the ocean), Demon Copperhead (I love a coming of age tale), How To Kill Your Family (for some dark humour) and Lessons in Chemistry (the backstory to Bonnie Garmus writing the first chapter is poignant)

Breath by Tim Winton

Best bar or pub:

La Cabane de le Graviere. For the best rosé, the best sunsets and to surf watch. It’s in France… (ref Best Holiday Resort question)

Best restaurant:

Granger & Co Kings Cross, because I always feel welcome, and momentarily transported to Sydney, when eating their food there with friends. A new regular for me is Ropes & Twines in Liverpool, where Laura (co-founder of See You At Jeanie’s) and I chat for hours at a time

Best holiday resort:

This is easy for me. Hossegor, SW France. Anyone who knows me, knows how much I love this place. A surfing community meets family holiday town with big waves, big beaches, Pyrenees backdrop. If you’re looking for me, I’ll be on the beach or by Le Lac.

Best box set:


Best influence on your career:

My massive family. Full of ambitious people and hard workers. Many, many older siblings to lead the way and for me to catch up with. With a dad who worked all the hours, and a mum who was present for us everyday, I know I’m trying to emulate two people at the same time. Also my incredible friends, many of whom are also taking on the hardcore working/parenting thing.

Best dinner companions (min 4, max 6):

Andy Murray, Sarina Wiegman, Reese Witherspoon, Billie Eilish, Dan Levy, Phoebe Waller-Bridge.

Best job in the sports biz:

I still look at the three-day eventing and think it’s an awesome sport. In another life, in a different country, I feel like I would have stuck with the sport. But I couldn’t find my people, or feel truly myself in the countryside, so I moved on

Best professional regret:

Biggest professional regret? I’m a classic introvert, so most of my regrets are around not putting myself out there more, not being more vocal. I’m working on it. Everyday.

Best skill you most covet:

Bravery. And running (which I’m really no good at)

Best trait you admire in others:

Generosity. People who are generous with their time, their friendship, their support. When people are so busy, I find it amazing how generous they can be with kind words or gestures.

Best overrated virtue:

The definition of being successful. It looks different for everyone, so I always believe in being successful on your own terms. Only you know what that looks like to you.

Best ambition:

I have my own personal motto… be ambitious about your own

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