If you can get people to relax and be themselves, they'll do great work. Jayne Andrews, Marketing Director at Fentimans Ltd, shares, on our partner podcast, Shiny New Object, why happy people are the future of marketing.

Many marketing leaders think they need to be cracking a whip and making people feel on edge to get their best work. In reality, Jayne believes that teams are far more productive when they are not stressed out, but instead feel happy, welcome, and free to be their true selves.

Jayne has worked in a wide variety of environments and work cultures, from Australia to the United States, and now in Hexham, UK. But where you are doesn't influence how good your work is. What matters is good communication, a boss that is approachable, and treating people well. As she puts it, "I want to create teams that are productive for the right reasons." This aligns with our values at Automated Creative, where we always seek to create a work environment where people thrive and bring their best selves to work.

As for data driven marketing, Jayne notices a shift in how she combines data and creativity. Her view is that, "even if you're a creative marketer, your best and most successful ideas are going to come from data, they're going to come from an insight." This is why marketers shouldn't consider themselves either a data or a creative person - the key to success is marrying the two together.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automative Creative.