It was "ironic that a very traditional marketing launch changed all launches forever in the UK, by bringing broadband to the UK" and ushering in the increasingly complex world in which marketers operate today, she added.
Here, we share her five pieces of advice for doing it right.
1. Speed and agility
"How quick are you to get off the ground and into the air? At Hailo, it took 12 months from six people in a coffee shop, conceiving an idea, to the very first hail being taken in London. From that day’s first trading, the live data was taken, the product was iterated, every single marketing channel was tested and learned against before any big taps were open. It took a good piece of time before we were convinced we had the model right.
"Agility within the product must be at the core – ideate, hypothesise, experiment, start again. The best launches avoid failure with iteration, agility and speed. They don’t go big until they know things work."
2. Kill the old formula
"Just because you’ve had success before, doesn’t mean you will again. When I worked at UKTV, the team there had tremendous success with the launch of Dave. We felt we had a formula that worked really well: highly creative channel-first branding, a really clear positioning, a really decent adspend.
"So we went on to rebrand the entire UKTV network. Does anyone remember Blighty? That was another channel that everybody was equally excited about. It followed exactly the same formula as Dave, but the world had changed, people had moved on, there was better fresh TV, and it just didn't work any more."
3. Innovate with the marketing
"At Hailo in January 2013, Facebook app installs had just gone live. We did a small test in London and Dublin. The volume and cost per acquisition was incredible, so we went to see the venture capitalists, requested an extremely large amount of money, put it into Facebook app installs, and came back with the exact ROI that we had expected. It was a very different way of working to most big businesses – the time to get our ROI was a matter of days.
4. Put creativity of all kinds out there