Nim Hass | The Innovator 25 Asia Pacific 2018
Charting the future of public relations
Innovator 25 EMEA Nim Hass

Nim Haas  

Chief marketing officer

Global Processing Services 
London 

“Embracing innovation means fully embracing new technology, new platforms, new channels. Stop outsourcing and build your internal capabilities with people who have a real passion for these”

Nim Haas heads the marketing and comms department at Global Processing Services, the next-generation payment technology company for leading fintechs including Revolut, Starling Bank, Skrill, Pleo, Glint and Curve. Haas manages the marketing and communication strategy for all regional markets as well as brand and corporate reputation, internal and external communication and PR. If such a thing as a fintech comms veteran yet exists, Haas is it: she led PR and comms for Fidor and Backbase. She has also worked in below-the-line agencies and has a consulting background in integrated marcoms, digital marketing, segmentation and intranets/extranets, and was a key consultant in designing the eCRM system for Group Marotzki for Peugeot.

How do you define innovation?
Transforming new ideas into products or services that people will actually want to use or pay for!

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Amazon hits my top list with its Snapchat partnerships, as well as the launch of its Virtual Kiosks. It has focused on finding innovative ways to create new customer shopping experiences considering new technologies and emerging consumer behavioural trends. 

Which brands and/or agencies are most innovative around PR and marketing?
Netflix and Amazon are my two favourites and I also love some of the campaigns Brands2Life have done.

Describe a moment in your career that you would consider 'innovative.'
Being unsatisfied with existing measurement frameworks and spending my free time out of work using my data analytics background to define other PR measurement frameworks that support communication/PR strategies for brands and marketing professionals and bring actual insights.

Who do you admire for his/her approach to innovation? 
Jeff Bezos

How do you get out of a creativity rut?
I need to get inspiration from the real world, so I need to walk around outside, surround myself with life, then walk around until the idea usually hits me, then I make my way back to the office...

What advice would you give to the PR industry around embracing innovation?
Embracing innovation also means fully embracing new technology, new platforms, new channels. Stop outsourcing and invest in building your internal capabilities with people who have a real passion for these.

What would you be doing if you weren't doing your current job?
Probably running around trying to find funding to open a digital arts museum, or running around trying to find funding to do a digital bank. Either way, running around...

Favorite book/movie/podcast/article that's not related to PR/marketing/business?
"The Prophet" by Lebanese poet Khalil Gibran.