Mercy Moriah

I previously studied business, social, and media studies at A level. However, I decided to redo college and focus on media production and technology to gain more hands-on practical experience, specifically in preparation for a career in marketing. I realised that I was drawn to the creative and customer-centric aspects of business, rather than the technical and logistical side.

Regarding my own experience, I have gained teamwork skills by assisting the CEO of Pearl to Coast - a social enterprise based in Bournemouth and Uganda - by managing her stalls and social media at events. The most recent was a festival called Africa Comes to Bournemouth. My goal was to help support Pearl to Coast market and sell their organic East African Shea Butter to a wide and diverse range of passers-by. I demonstrated my communication skills by regularly updating her on sales, the number of people engaging with the company’s social accounts, as well as meticulously replenishing her stock. I gained greater insight into the supply chain and the importance of interacting with customers.

I am proud to come from a family of Scouts. Mercy Scouts (based in Uganda) is a not-for-profit non-governmental scouts’ relief, and advocacy organisation created by my grandmother in 2009. They are committed to working with families and communities to overcome poverty and injustice. In a similar way, I am also inspired by her entrepreneurial spirit and compassion for making a difference in people’s lives, and believe that digital marketing can be a tool to help advance community messages.   

In my spare time, I sell vintage clothing on Depop. My mother is a professional tailor and shared with me clothing from a popular early 00s brand that she still has samples for. Having done extensive market research, I noticed a trend of aesthetic orientation clothing among my peers. Since fashion is dynamic and constantly changing, I have developed problem-solving skills by lending a youthful and contemporary consumer perspective to my mother, so that she can tailor the clothes effectively and adapt to social trends. 

As a black woman, I have noticed that effective diversity in advertising is still limited. While there have been some noticeable changes, I believe there is still much more progress to be made. The black pound holds significant value, but companies often limit their approach to reaching this market and rely on stereotypes, such as having black influencers solely promote chicken fast food campaigns. I believe it is important to showcase black people in everyday experiences because we are an integral part of society and contribute in meaningful ways.

I have had previous work experience at another advertising agency. During my internship at Publicis Groupe, I contributed to impactful projects, such as market research for Morrisons and crafting a creative brief for a Kellogg's product. Collaborating with an account manager, I analysed consumer trends and provided insights that shaped marketing strategies. This experience deepened my understanding of advertising, from account management to creative development. Additionally, at Leo Burnett, I learned about populist advertising, a skill vital for navigating the dynamic marketing world. I aim to utilise this approach to create campaigns that genuinely connect with diverse audiences in today's ever-evolving market.

In my coursework, I often centre my projects around Afro-futurism and Afro-centric ideals, as I believe it is important to showcase the modernity of black excellence. Additionally, as a Gen Z individual, I am well-versed in the dynamic trends of social media and can anticipate emerging trends, which I have observed to be a challenge for past generations.