Erin Abbott of YAMA on Pursuing New Creative Mediums
Navigating healthcare's evolving landscape
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A 20-year industry veteran, Erin is currently YAMA group chief client experience officer. Previous stints include Abelson-Taylor and Jack Morton Worldwide. Erin has experience across events, brand campaigns, internal comms and more.
Beyond YAMA, she serves on the executive committee for Light the Night, an initiative from the Illinois Leukemia Lymphoma Society to fight blood cancer.
We spent two minutes with Erin to learn more about her background, her creative inspirations and recent work she’s admired.
Erin, tell us …
Where you grew up and where you live now.
I grew up in Michigan but we moved around a bit, living for a few years in Germany and Australia. These were some of the best experiences. I was young when I caught the travel bug and I have always gravitated toward opportunities to work with global teams and clients. For the last nine years I’ve lived on the North Shore of Chicago.
How you first got interested in health.
By chance. I studied psychology at the University of Michigan and was eager to get into advertising. A friend introduced me to AbelsonTaylor; I interviewed on a Thursday, was hired on Friday and started on Monday. I worked across a wide range of therapeutic areas and got to know the impact of these products. I went through a phase where I thought I’d transition out of healthcare. But I kept being drawn back by the importance of the work and the purpose of our teams and clients.
A recent project you’re proud of.
We worked with a client in the U.K. on a global launch meeting in the neuroscience space and it was an absolute hit. We planned the whole thing from concept to onsite delivery in less than three months. The event was held in Munich for over 250 people from every corner of the world.
One thing about how health is evolving that you’re excited about.
Healthcare companies have always had more guardrails compared to other industries. But more and more, we are seeing the value in creatively pursuing new mediums and being purposeful in using technology. For example, the use of virtual reality for medical education, product demos and training is a growing area in which YAMA intends to be at the forefront.
Someone else’s work, in health or beyond, that you admired lately.
The “Hot Resignation” campaign that focuses on menopause in the workplace. And recently, The Lactation Network, a service I personally used, advocates for new moms and brings forward the importance and visibility of IBCLCs in bold ways.
A book, movie, TV show, or podcast you recently found inspiring.
The documentary Hack Your Health: The Secrets of Your Gut. The range of perspectives was unique, and the stop motion was innovative.
A visual artist or band/musician you admire.
Nick Thomm is an amazing artist from Melbourne, Australia, known for his large scale spectral paintings and immersive projection installations. I love the modern and abstract colors he uses and how he merges traditional and digital media.
Your favorite fictional character.
Elle Woods from Legally Blonde. She’s smart, bold and not afraid to take the lead. My daughter recently watched the movie for the first time and how she gravitated toward the character re-invigorated my appreciation of this classic.
Someone worth following on social media.
Ryan Holiday and Mel Robbins. My husband is into stoicism and turned me onto Ryan. And Mel—I find most everything she posts relevant to something I’m facing at that moment. In this industry, it’s so easy to get caught up in work, email, tasks and planning. The elements of grounding and perspective are really important.
Your main strength as a marketer/creative.
Getting to the core of a brief. Apparently, my spitballing provides good ideas and pathways to pursue.
Your biggest weakness.
Asking for help.
What you’d be doing if you weren’t in health.
I’d still be working with people. For a time, I wanted to go to law school and work in international relations. Ultimately though, my passion is connecting people, uncovering insights, bridging cultural differences and fostering understanding.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.