An Interview with John Forrester, Social Media Community Mananger/Brand Journalist, Arnold Worldwide


      Bookmark and Share

BEST PRACTICES SERIES

Article Image

Name With the Face: John Forrester

Job Title: Social Media Community ?Manager/Brand Journalist

Organization: Arnold Worldwide

URL: arn.com


Job Function

At the advertising agency Arnold Worldwide, John Forrester is a brand journalist and social media community manager for the New Balance (NB) account. "I'm responsible for researching, reporting, and writing long-form editorial content for NewBalance.com and ensuring that each piece makes its way to the client through Arnold's editorial process," Forrester says. On a monthly basis, he assists in the development of content deliverables, from long-form articles on the brand's website to bite-size graphics distributed through social channels. Forrester says, "Beyond editorial production, I also keep an eye on running and sneaker head publications and online communities to see what direction their content is going."

In a Day's Work

A typical day for Forrester includes researching, reporting, and writing NewBalance.com articles; ensuring that photo and graphics needs are met; obtaining necessary releases and permissions; and overseeing each story's progression through Arnold's editorial approval process.

Forrester says, "I also provide back end technical support to NB's Running, Lifestyle, and #LaceUp365 editorial sections on NewBalance.com, jumping in from time to time to help resolve problems like image formatting errors or quick copy fixes." He also steps in occasionally to help other client teams at Arnold develop ideas or strategy for editorial content.

Most Memorable Customer Encounter

"Clients always seem to be amazed by Arnie, our agency's [radio frequency identification] RFID-enabled beer vending machine. Using a small, individualized electronic chip to order a bottle of beer, Arnie ‘recognizes' you and greets you by name. After receiving your frosty brew, the machine bids you goodbye with a line like, ‘Peace out, John!'"

View From the Desk

"As a creative agency, Arnold is full of an eclectic array of artwork and old ads that dot the hallways and liven up the corners. Outside our office, 17 floors below, is Boston's Back Bay neighborhood and the mighty Charles River. We have a stellar view of its dirty water, Cambridge, and points farther northward."

Outside Interest

"Cooking and eating are my biggest passions outside of writing. When the weather in New England is nice, I take day trips exploring the region's quaint coastal towns (and eating massive amounts of lobster) or hiking its mountains."

If Not Econtent, Then What?

"Writing about food or history. Perhaps working as a small artisanal charcuterie producer in my native state of Missouri, where some of the world's best pork, beef, ducks, and venison can be found."