Ep 28 Samantha Edwards - Guiding Light of Intuition.

The Marketing Marriage

Warning: there’s a lot of laughter in this episode and we love it! Joining us for an unplugged conversation, Samantha Edwards - the Chief Creative Officer and Co-Founder at The Charles Group, a digital focused creative agency based in NYC - pulls the curtain on her journey often guided by intuition. When Sam converted her brother from the world of finance to the mesmerizing space of creative, they vowed always to focus on people first and to never be afraid to walk into a big meeting. The sibling duo started out building websites and storytelling for DJs and quickly extended their creative genius to two seemingly different worlds of prestigious luxury, beauty, lifestyle and corporate tech. Today, their roster includes heavyweights like IBM, Bloomberg Media, Cartier and Omega among others. In this candid episode, we discuss with Sam:

• Why starting a family business is a great idea (despite general advice against it).
• Her intolerance to working in a toxic environment.
• Sam’s perspectives on being “of culture”.
• How richness in one’s life comes from anywhere.
• Her approach to developing big creative ideas through writing stories.
• Most favorite project that her agency didn’t win.

Originally hailing from Manchester, England - Samantha relocated to New York in 2002 where she honed her design and marketing skills on award winning brand campaigns for DKNY Fragrances, TOTO USA, and Össur Bionics. Inspired by the strategic side of the creative industry and driven by the advancements in digital technology, Samantha joined forces with her brother Aaron Edwards to form The Charles. Named after their great grandfather, the founding mission of the newly formed agency was - ‘To Honor. To Inspire’. The Charles is rooted in her commitment to strategy, culture and creativity, which has enabled The Charles Group to grow from strength to strength.