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I am a strategy director with experience in all stages of brand strategy and execution. I work with CEO's on the future of their business, and I bring brands to life through tailored content. Whatever you need. I am based in London, but can work wherever you and your clients are.

 

 

The Blog of Camilla Grey

I'm a brand strategist completely obsessed with technology. I've been blogging since 2008 both here and as a contributor to the company blogs of Moving Brands, Digit and Wolff Olins. I'm also the co-founder of the print-only newspaper Can't Understand New Technology. Comments welcomed. Haters gonna hate.

 

Squad girls: Swift's influential women's networking group

Camilla Grey

“I absolutely slay omelets”. Yeah you do T-Swizzle. But reading between the lines of a recent Vanity Fair interview and Taylor publicly rolling “squad deep” to the VMA’s over the weekend leads me to think it’s not just omelets she - and her BFF’s - are slaying. It’s the entertainment industry too. 

Is Taylor Swift’s squad the sugar-coated, pillow fighting, kitten holding girl gang the world’s media will have us believe, or is it in fact a networking group for high net worth, highly influential women leaders? I mean, Miley, what’s good? 

In the VF article, Taylor explains, “When you’ve got this group of girls who need each other as much as we need each other, in this climate, where it’s so hard for women to be understood and portrayed the right way in the media… now more than ever we need to be good and kind to each other and not just each other”. As a lyricist, you can’t blame her for a bit of hyperbole, but compare her definition to that of c-suite women’s organisation, Watermark, and the missions are almost sisterly, “a community of executive women who have risen to the top of their fields—coming together to connect, develop and advocate for the advancement of women in the workforce”.

Wipe away the lipstick and it’s clear to see that the group of women Taylor surrounds herself with goes beyond mere friendship. These are women earning millions of dollars a year, they are managing careers, brands, teams, finances, properties, relationships… They are innovators, finding new ways to connect with their fans, release their work, and explore other verticals beyond their areas of expertise. Why would they look to an aging record exec, when they can look to each other? As model Cara Delevigne concurs in the same article, “There’s always a lot more pressing matters going on than what we’re wearing”.

If their private conversations are about more “pressing matters”, why aren't their public ones? Taylor and her squad can amplify their power by sharing more of what makes them truly powerful. I'd love to know how Kloss manages her finances. It'd be great to hear how Cara maintains a demanding schedule across time zones. What exactly are the skill sets they outsource and who does those jobs?

Getting your glad rags on and shutting it down at the VMAs is certainly one Squad Goal. But being an influential female leader is the one we should all aspire to, and one we can help each other achieve.