Amanda Vines

Commercial Director, 2Heads

What makes a good agency leader? 

In many respects I think it’s the same qualities as being a good leader in most fields;

  • the ability to empower others to shine
  • being solutions driven
  • being able to make informed decisions, quickly

It is invaluable to have experience working across sectors and using different media platforms within an agency environment – and having humility and a good sense of humour are a must!


What excites you about joining 2Heads?

2Heads has a strong track record of delivering flawless brand experiences, working with great brands and most importantly has a culture that is open to, and has the ability to, change quickly.

They recognise that the way in which brands communicate with their audiences is constantly evolving, as are the numerous means of communication both online and offline, so marketing strategies need to adapt accordingly and positive brand experiences are crucial for the success of any brand.

As 2Heads continues to grow on a global scale it really is a great time to be coming on board.


What do you consider to be a personal professional achievement? 

In the positions I’ve held throughout my career, I’ve always been part of a team, so it’s tricky to pinpoint a ‘personal’ professional achievement. There have been many highlights along the way. One that will always stand out, was a fully immersive experience for an Oil & Gas company during the 2012 Olympic Games.  I was proud and lucky to have been part of a great team as the client lead. The key aim of the experience was to showcase the company’s technological expertise to key stakeholders, who all had various levels of technical understanding.

The use of cutting edge technology, taking audiences on a physical journey and using the art of great story telling at its core, culminated in an experience that won multiple awards and was certainly a highlight of my career to date.


What are your goals for you and 2Heads? 

I want to continue to elevate the strategic approach to creating great brand experiences that deliver tangible results for our clients.

Build and develop the Sales and Marketing team and ultimately, support the growth of the company on a global scale.


What excites you about the industry?

I’ve been working in this industry for over 20 years and what excites me hasn’t changed since I first started. No two days are ever the same. You get to experience working across multiple sectors and meet and work with some of the most talented, creative and professional people in business both agency and client side.

As brands vie for attention and technology and the means of communicating continue to change, so do the opportunities for creating memorable brand experiences.


What brand would you most like to work with? Why? 

I’m going to take the indirect route to answering this, with my ideal profile instead of a single brand.

A brand that is entering into the next stage of its business lifecycle and knows they need to change the way they connect with their audience. A brand that recognises they need to make authentic and memorable connections on an emotional level with the people that matter most to them, and are looking for a strategic partner to help make that a reality.


What is on the horizon at work in the next 12 months?

Getting engrained in the 2Heads business and its talent to help drive and build on the deeper engagements with clients and prospects that will help us drive growth. There is an amazing pool of talent and skills within the business to which we keep adding to – our role as a leadership team is to harness this talent to create stand out programmes for our clients and to ensure we keep the team excited and driven.


Who do you find inspirational?

In a business context, successful people, who have made their fortune and have then focussed their energies on philanthropic activities to help those in need.

On a personal level, my children.

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