Industry Profiles: It’s Mango Sydney’s MD Fern Canning!

Industry Profiles: It’s Mango Sydney’s MD Fern Canning!
SHARE
THIS



With a firm coffee in her hand for serious business meetings and a tea and a biscuit for leisure time, Mango Sydney’s managing director Fern Canning is one to watch in the industry. Here, she gives us the low down to her life for our industry profiles.

What would you change about the industry?

Negativity and ego, which are the death knells of creativity. I’d love to see more respect for other agencies’ work, more camaraderie between agencies and less land grabbing over who ‘owns’ what. Our job is to deliver on our clients’ objectives, and the only way we can do that is to leave ego at the door and play nice.

What’s your backstory? (The non-LinkedIn one)

I ditched all thoughts of becoming a lawyer after reading a magazine article at the tender age of 14 about a PR girl who was dating the England rugby captain. I soon found out that PR wasn’t all parties and freebies but a career with real substance. I haven’t looked back since.

I hounded a large PR agency for an internship and got a gig with them before I started Uni. Their CEO called me ‘spunky’, but I call it tenacity, and my parents say I’ve had it in droves from a very young age. I pitched and won Audi, and when I moved to run a small PR agency, they were my first clients. It was a thrilling ride from car launches to motorsports, sponsorship, events, celebrity and even CSR.

A certain media trip to Monaco is now a story of legend among the men’s mags.

I moved on to the serious world of global communications for Peroni Nastro Azzuro, which somehow lead to a role leading global communications for Proctor & Gamble brands and Diageo at Ketchum.

The years on P&G turned me into a marketer, with an appreciation for the channel-agnostic big idea based on real insights, integrated working and the power of people.

I then had to choose between a role in the US or Australia, and was leading the consumer marketing division at Edelman when I was approached by DDB Group. When I met Andrew, Nic and Marty, I knew that this was a company where I would find integration and inspiration on a major scale. I was right.

Who’s your industry hero?

Marc Pritchard. He isn’t afraid to take risks, he understood the power of digital and social media way ahead of the curve and he champions agency collaboration.

If you weren’t doing this job, what would you be doing?

I’d be a world class sailor. But seriously, the only reason I wouldn’t be doing this job is a lottery win, and even then I’d find it hard to stay away.

Where do you see yourself in ten years?

I’m not afraid of commitment. I’d like to think I’ll be with DDB Group for many years, continuing to champion integration and grow Mango in Australia and overseas.

What’s been your most challenging career moment?

Bringing a production crew, media and university students to the favelas of Brazil. We arrived to the sound of gunfire, I screamed at everyone to “get down” and was promptly told by a gang member with a crocodile-smile that this was their idea of welcoming us. The trip included a journalist getting mugged, a photographer’s camera being smashed after taking a photo of something the gang didn’t like and a uni student almost being tricked by a prostitute.

But as they say adversity brings out the best in you and it was one of the most rewarding campaigns I ever worked on.

What’s your favourite kind of cheese?

That’s like asking someone to name their favourite child. Next question.

What’s one thing not many know about you?

I’ll be competing in a sailing race in Sweden in 2016, even though I only started sailing a year ago.

What’s your quirkiest attribute?

Bringing myself to work. I don’t believe being quirky is about growing a beard (I’d fail, clearly), wearing wacky clothes, or having an out-there ritual. I think being quirky is about fearlessly being yourself and calling ‘bullshit’ on others.

I’m also fiercely loyal to my clients, and switch to their products and services over competitors, advocating for my friends to do the same. Why should I expect people to buy-into our clients unless I’m happy to do so? I’ve been known to take this to the extreme, but I won’t go into the detail. I’ll most likely be buying a Volkswagen soon.

 

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.