Spotlight Series - Taylor’s Travels
Taylor’s Journey Through Asia & The Inspiration Taken From New Cultures
The Spotlight Series shares the experiences of the people behind Collaborate, how they work, what they have learned, and where their careers take them.
The Spotlight On: Taylor Setterfield
In this edition, we talk to Taylor, Client Experience Manager, who found herself representing the agency in China and Japan shortly after joining the agency. Travel was something she had mentioned in her interview, but she had not expected an opportunity like this so soon. From navigating cultural differences to building partnerships, her trip was a chance to build from the amazing foundation that she had created in the few months she had been here.
Thrown in the Deep End and Thriving
Taylor was sent to Asia to strengthen partnerships and explore new business opportunities, an unusual challenge for someone so new to the company. “I was asked to go to China for a workshop and to look at a new partnership. Then Ben [Founder] said, ‘You know what, let’s turn this into an Asia tour and get you to one of our agency partners in Japan as well.’”
Trusting people early and giving them responsibility is part of Collaborate’s approach. Taylor says there were moments that felt like a test, but that was part of proving herself. “Ben and I work well together, so that helped,” she says. “But there was definitely an element of, ‘Let’s see how she handles it.’”
Navigating Business in China
Despite being new to the agency, Taylor found herself in meetings with major industry players. The cultural differences were clear. “They do not use the term ‘experiential’ in China,” she says. “But when we showed them our showreel and explained our work, they saw it as a more developed version of what they do.”
She was also surprised by how much China values immersive experiences. “I have seen more experiential work in China than anywhere else,” she says. “Me and Stuart [Head of Innovation] went to a theatre performance that engaged all five senses. The seats moved, the space changed, it was like being inside the story.”
At the same time, there is a strong focus on speed and cost. “In China, brands expect fast turnaround times because there is a constant drive to be first. We saw this with our Festival of Speed project, they wanted high quality work but at a pace that would not traditionally happen in Europe.”
The Role of Western Agencies in Asia
For Chinese brands expanding into Europe, working with an agency like Collaborate is not just about execution, it is about bridging cultural differences. “They need a European mindset,” Taylor says. “Not just for creative ideas, but for understanding European audiences, legal compliance, and small cultural details.”
Bringing It Back to Collaborate
For Taylor, the trip was a defining moment in her career and a reflection of how Collaborate operates. “They trust their team to step up,” she says. “I was three months into the job and given the chance to bring in my enthusiasm and passion into a whole new region for Collaborate.”
And when it comes to global brand experiences, there is always something to take away. “China might not use the word ‘experiential,’ but they are leading the way in how people engage with brands. If we do not take lessons from that, we are missing something.”
Taylor Setterfield