60 Seconds With

“Every success was earned, every misstep or knockback was a lesson learned,” — 60 Seconds With Clodagh Hurrell of XDS Brand

By Business & Finance
16 May 2023

Clodagh Hurrell is Head of Business, EMEA at XDS Brand. She has over twenty years’ experience delivering best in class client support and business growth solutions. Hurrell was previously Director of Growth, EMEA at SGK and spent fourteen years with the company.

What was your first job?

I was a part-time waitress at The Soda Fountain in the Ilac. Straw boater hat and floppy bow tie – I was a sight to behold.

What pushed you to pursue a career in this field?

To be honest, I never considered anything else. The Advertising industry was the natural choice after graduating from art college. Although I did transition to the dark side early in my career as a creative to account management – it gives me a unique set of skills.

What would you regard as your greatest achievement to date?

Learning to put myself first. Let me explain. If I’m not firing on all cylinders how can I help others, that includes family, friends and colleagues.

Career wise, would you do anything differently?

No, I don’t think so. Every success was earned, every misstep or knockback was a lesson learned and opportunity to grow.

In one sentence, how would you define success?

A sense of happiness and contentment in all aspects of my life.

What’s the best piece of advice you’ve ever been given?

All you can do is your best. Knowing you’ve done your best avoids unnecessary fear, worry and overthinking… it’s also ok to fail.

How do you motivate yourself and your staff?

You have to know your ‘Why’. Knowing your ‘Why’ will motivate you and in turn, help motivate others – even the toughest of days becomes easier

How do you handle adversity?

Empathy (be kind to yourself), communication (confide in those you trust), humour (laughter is the best medicine), resilience (get up, dust yourself off and keep going) and action (write it down, put a plan in place). It’s difficult in the moment of crisis to see a way out, use the tactics and tools you’ve gained from past experience.

How do you relax?

A good long, country walk with my two year old Cockapoo, Lola – it clears the mind.

What are your aspirations for the future of the business?

Digital adoption has and will continue to play a crucial part in a rapidly changing world, no more so than in the world of Brand and Customer Experience. As one of the multiple portfolio agencies within the world’s largest IT and BPO business (Tech Mahindra) the bespoke and connected solutions we can offer are genuinely limitless. We have some exciting new value propositions and products to launch over the coming months – one to watch!


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