Life in Luxury | Amelia Wrighton, Category Director at Digital Cinema Media

Continuing our Life in Luxury series – which focuses on the people behind the brands – we spoke with Digital Cinema Media’s Amelia Wrighton on spending Fridays watching movie trailers, how to build relationships, and why film really is the best media environment for premium brands.

Tell us what you do?
As the Category Director for Luxury, Fashion, Beauty & Travel at Digital Cinema Media, my role is to build relationships with brand marketing teams within these sectors while performing a consultative role within the sales team. I focus on long-term strategy and ensuring that clients are kept up-to-date with the latest trends and opportunities in cinema.

What does a typical working day look like for you?
It can really vary – which is what I love! I’m normally out and about in meetings with brands and agencies across London, with brief interludes in the office where I have to tackle my inbox and create upcoming presentations. About once a week I’m normally at some sort of thought leadership/insight event which fuels the strategy side of my role and then I also get to spend quite a bit of time watching trailers! We have a bi-weekly hour meeting where we sit in our screening room and go through all the upcoming content (i.e. trailers), which is definitely a highlight of my week, especially as it’s on a Friday morning and I’m often a bit fragile from attending a work event the night before.

What do you like most about your job?
Firstly, the categories that I work on! I feel so lucky that I get to work with brands that I genuinely engage with and am authentically interested in. Secondly, what I get to sell – cinema and films! When I first joined DCM I thought I would be focusing more on selling in cinema as a media environment but I didn’t realise that a lot of clients want to align with the films and so I must be an expert on the upcoming film slate, which I truly believe is the best content to talk about.

I’m not sure if I have a ‘least’ as currently I’m one of those smug people that ‘loves’ their jobs. If I had to pick one, I think it would be more of a challenge, which is the long-term nature of my role. Building client direct relationships takes time and with hundreds of media owners you can understand why clients don’t always have time to engage with you – helps if you throw in a breakfast or lunch though!

What attracted you to the luxury and creative sector specifically?
When I started at DCM nearly two years ago I was really surprised at the size of the category in cinema – for me it felt like a no brainer that the most premium brands were running their cinematic copy in the most premium environment. So, I immediately asked my boss if I could take on Luxury as well and he agreed as it complements my other categories well and fits into the growth strategy.

What was your path to the role you have now?
Honestly, a non-linear one. I started out working in outdoor media in the research team, I then moved into marketing, then into new business at an agency and now I’m in a consultative role within the Sales team. One thing that has been consistent through all of them is client direct contact and working from a category perspective – so even though I wouldn’t necessarily have predicted I’d be in this role, I guess it makes sense!

What advice would you give someone looking to get into the luxury sector?
I’m not sure if I have advice specifically for the sector but I’d say, try out different roles within a company and never stop widening your skill set. I aim to be a specialist with the skills of a generalist!

Invitations for Walpole and Digital Cinema Media’s annual thought leadership event focusing on building and maintaining brand trust at BAFTA on Tuesday 25th June 2019 will be sent out to Walpole members soon. For more information, please email