Women In Media: It’s CEO Of The Catalogue Association Kellie Northwood
Kellie Northwood, CEO, Australasian Catalogue Association and executive director of TSA Limited, an industry organisation raising awareness about the environmental and effectiveness credentials of paper and print. Kellie is also the director of Sierra Delta, a brand and communications agency based in Richmond, Melbourne.
My proudest career moment was launching the Value of Paper and Print campaign last year…
It was a long time coming and a lot of sweat and tears to build a campaign that promoted print as a relevant, effective and sustainable media channel. Too many times I have cringed and bitten my tongue when I’ve heard comments that ‘print is dead’ or ‘print is extinct’. The reality is print is one of the largest media channels globally and remains relevant and powerful when influencing, engaging and building trust with consumers. The Value of Paper and Print campaign provides a platform for all the research, case studies and content that is otherwise not reported to provide marketers and brand agents some verifiable data about the strengths of print media and how to use it to deliver the best results.
I’m a huge fan of Charmaine Moldrich and love the work she is doing with the Outdoor Media Association…
I also have a complete professional crush on Ita Buttrose – a lady in every sense of the word and her determination to succeed is truly inspiring.
I love the diversity and creativity of the media and marketing industries…
Every campaign brings new scope to explore. I’m passionate about communication and am intrigued by how people communicate whether via body language, words, gestures, expressions or from a marketing sense by the choices they make either via what or how they purchase products. People are captivating in their unique approaches to life.
I’ve always said a true leader has two ears and one mouth and is committed to listening…
I believe in my team; every team member is an individual with their own story. Understanding who is part of your team helps understand their strengths, weaknesses and motivations. I always say to my team we are more than position descriptions and job titles, we’re people who collectively use our strengths to deliver projects for our clients. I also think real leaders are able to make a decision based on courage or even ‘gut’ rather than politics or bureaucracy. I’m a firm believer of ‘it’s better to make a decision, than not make one at all’. It you get it wrong then it can be fixed, however if you never make a decision, you never move forward.
Part of this is also being able to admit you have made a mistake. I recall for the first few years of my career I was very defensive and would never want to admit to getting something wrong. I then worked with a terrific CEO who did the most astonishing thing at a company-wide briefing – he admitted he had made a mistake. After apologising, he then outlined how the business was going to correct this error. The reality was a lot of the advisory board and project team members had let the CEO down in the first instance, however he was very clear as the CEO responsibility was with him to accept the error and implement a solution. This was a very defining moment in my career.
A stand out marketing campaign for me is the McCann ‘Dumb Ways To Die’…
From creativity with animated characters, a jingle and the quirky humour it was entirely engaging. However, what I really loved about this campaign was the execution across all media platforms – I felt it was faultless and applaud the team for their campaign on train safety. The team successfully implemented across digital, outdoor, print, gaming and more and each time understanding enough about the strengths of each media channel to apply the creative powerfully across all these channels. Hats off.
If I could change anything about the industry, I’d put more focus on media’s results as opposed to focusing on new media toys as the ‘Holy Grail’…
Some call them ‘Traditional Medias, I prefer ‘Established Medias continue to deliver strong and powerful results, yet the majority of coverage and discussion focuses on new medias without much evidence of success. The multiple channels we now have at our disposal as marketers brings great opportunity, but also responsibility to ensure we get the balance right. In years gone by we had three or four channels to choose from, however now we have eight or nine and more depending on our budgets. Knowing the strengths of each media and when to turn which one on at which point in the campaign is critical to the success – there is no one formula fits all.
I hope I can reflect on my career with pride in that I have had some sort of positive impact…
Whilst I am enjoying every moment of my roles now, I do look forward to the time when I can hand over the baton to the next generation and have helped the industry move forward in some way for the next generation to continue the evolution.
As dry as it may sound, I am fascinated by the law…
My father was a police prosecutor and as a kid I used to sit in the courtroom and watch him cross-examine. I am a keen watcher on how people communicate, in meetings, at social events, everywhere, and I find law and courtrooms a distinctive way to communicate. Words mean different things, building arguments within a defined structure, it’s like a coded club of engagement.
Within work my passion is knowledge…
Knowledge has always given me security when I’ve doubted myself or been thrown in the deep end. If I’ve felt out of depth or not sure of the next step I have found solutions in identifying what I don’t know, learning and discovering knowledge then building a solution I feel confident in.
Outside of work I am fascinated by food…
Not your traditional foodie, I am an advocate for making things ‘from scratch’. From chocolate with cacao to coconut milk or bone broth, I love nothing more than getting in the kitchen and simply ‘making things’. It shuts out everything else and is a total de-stresser for me.
My family are what drives me and what makes me keep on keeping on…
When I’m feeling knocked about with workload or campaign deadlines a morning watching the kids run around on the Netball court or Football field just clears my head and re-invigorates. We’re a big advocate of the family sitting down to dinner and the dinner meals with the six of us sharing our news is my absolute favorite time.
My proudest personal achievement is becoming a mum…
It’s the thing I’m best at. Before having my two girls I struggled with balance and focused 100 per cent on work. Work was ‘my everything’, if a deal fell through I would take it personally, if I had a win I’d be soaring. The reality my children taught me, is that whilst careers and business can deliver a lot of satisfaction and sense of achievement, when I’m 80 sitting on my verandah waiting for my family to come for a family lunch, no one from my working life will be present. The only people who will laugh out loud with me as we ‘break bread’ are my family. Becoming a mother provided me a wonderful sense of perspective.
The best thing about working in the industry is the people…
In both the Australasian Catalogue Association and TSA Limited I have two impressive Boards to ensure we stay the course and deliver our strategic plans. I couldn’t have a more committed, passionate and encouraging group of people who provide invaluable support and guidance with an underlying dedication to building an effective and powerful industry. Whilst each Board meeting is filled with lively discussion as we challenge each other to successful outcomes, we work together with a common focus. They are a terrific bunch to work with and learn from, I’m very privileged for the opportunity to work with these great minds.
The worst things about the industry are the politics and gossip…
Every industry has it, we’re not exclusive, but it’s my pet hate. Whilst at times I can be strong-willed, I am a straight shooter and prefer people to be upfront in business. If you don’t like it, say so. If it’s not working, speak up. If someone shares an insight, don’t repeat it. Some people spend too much time politicking in the background and for me that simply leads to two things only – distraction and mistrust. Neither of them good. I believe we should focus on the deliverables short and long term and worry less on who likes who, who is working with who and so on.
If I didn’t feel like throwing it all in at least once in a while I would probably start questioning my passion…
We all can be overwhelmed or simply exhausted in our careers, that’s why I believe in having some outlets, my family, my kitchen and hiding out on the family farm with nothing but dirt-bikes and red wine is a terrific way to spend the odd school holiday escaping from it all.
I always felt doubt, as a young woman building a career – a bit of the ‘Imposter Syndrome’…
I think we can all have these moments and fall into this trap easily. Of course, it’s not true and the best advice I’ve ever been given is, ‘you deserve to be here’. I found I just needed to trust that I had been put into a position because of talent and experience – someone believed that I could fulfil the requirements of the position, so I also needed to do the same. When forging a career, it’s important to stick to your own path, not take things personally and find someone you trust in your workplace who can give you feedback to keep you grounded.
Women In Media is proudly sponsored by…
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.