Shiny New Object

“I make people want burgers” - this quote comes from Fátima Diez International Brand and Comms Manager at Five Guys this week on the Shiny New Object podcast. Fátima tells us that Five Guys’ marketing relies on listening to their audience and serving their needs in store and in social. Besides a PR retainer for their agency to act as a press office they don’t spend money on marketing, paid media or vouchering. In Fatima’s words they “grow genuine love instead of paying people to love us.” This sounds like the utopian vision that social media agencies sold to brands ten years ago but such hippie ideals were lost to an ad-funded facebook who demanded investment for their impressions. ;]Fátima Diez dreamed of becoming a translator in the European parliament but we’re lucky she ended up in marketing instead. As one of The Drum’s '50 under 30' I got the real sense I was talking to a future leader of the industry. She’s articulate, funny and smart and describes herself as “an idea and concept-driven person who has