Women In Media: It’s The Urban List’s Susannah George

Women In Media: It’s The Urban List’s Susannah George
SHARE
THIS



Who better to front B&T’s Women in Media profile today than the fabulous director of city guide website, The Urban List’s Susannah George. Here, Ms George talks what makes the site a success, her media heroes and why it’s all about getting stuff done…

Culture is king in our organisation…
No one has ever been employed that we didn’t think was a strong cultural fit. The people that really thrive are those who are high energy, nimble…and overly optimistic!

We’ve become a pretty hot commodity so we need to be increasingly selective in who we choose to work with…
We’ve been growing really rapidly and winning that market share – it’s an economic equation, when supply is limited, demand is high. Developing really strong relationships is one of our core values; we’re much more interested in long-term relationships than switching out one competitor’s ad for the next. We’ve developed a list of qualifiers that define who we work with and at the top of the list is ‘innovators and creators’. We work with brands we can hand-on-heart endorse, who believe in the power of content marketing. People who understand the value of our work, respect our audience and who are equally committed to the relationship’s success.

As a marketer, I really love the challenge of delivering some of the strongest branded content campaigns in Australia and, if I’m being ballsy, the globe…
This truly is my dream job. I’m the director of a business that employs a team of incredibly passionate and talented people who make me laugh and enjoy coming to work every day; a business that creates content that I love to read; a business that drives traffic through the doors of thousands of small businesses, building their bottom line and contributing to the diversity and sophistication of Australia’s cultural scape.

What really drives and differentiates us is our team…
Every business has a secret weapon and for most digital start-ups it’s technology. We certainly have that, and we have a very compelling content strategy. But our secret sauce is undoubtedly The Urban List team. We’re in an age and stage where many media companies are operating very lean, outsourcing a lot of their core content creation activity. By contrast, The Urban List has invested in developing a deep stable of in-house talent, from content creation, to strategists, design and development. While the majority of local publishers rely on a portfolio of freelancers – certainly talented, but possibly not as unified when it comes to tone or expertise – we operate at the other end of the spectrum. When a business or brand works with us, they get access to our entire team. The same people who have built our brand from zero to 1.2million visitors a month in three years, collaborating to drive results for them with guaranteed outcomes and complete accountability.

I had the idea for The Urban List when I was 25, living and working in LA…
I was cross referencing about eight sites to try and find a hairdresser, a yoga studio or where to get a good margarita. There were directories upon directories but no one was filtering down to recommendations that were actually good. Everything was reliant on the lowest common denominator – user generated reviews – and I just didn’t think those reviews were necessarily reflective of me.  I needed a curated guide to the best in the city, a one-stop shop to optimise my life. I thought if there was a gap in the market and a need for that in Los Angeles, then there was a need for it everywhere. So I started working on the business plan and it took me about three years to get the courage to move back to Australia to do it.

I really admire what Tyler Brule has achieved with Monocle and Wallpaper
He’s a wonderful person. A lot of fun! I also loved Sheryl Sandberg’s Lean In and I live by one of the quotes from that book. There’s a poster behind her desk –  ‘Done is better than perfect’, which was a revelation and a revolution for me.

I’ve had a Post-It note stuck to my desk for years…
It reads, ‘a great leader is one who encourages others to lead’ – and I very much take that approach of servant leadership in our business.

Make sure you grab some tickets to the event here! B&T’s proud Women in Media sponsors include…

Sponsor-bar

 

 

Please login with linkedin to comment

Latest News

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018
  • Media

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018

Social media giant Twitter has no intention of reducing its focus on video this year – in fact, it wants to double the amount of video content on the platform. Speaking to B&T, Twitter Australia managing director Suzy Nicoletti (pictured above) said live streaming is going to be of particular importance. “What we’ve found is Australians […]

by B&T Magazine

B&T Magazine
International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing
  • Advertising
  • Campaigns
  • Media

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing

Out-of-home (OOH) specialist agency Posterscope has deployed Liveposter to help the Transport Accident Commission (TAC) roll out a dynamic digital OOH component of its drug driving campaign. Across a number of high-profile APN Outdoor and QMS digital large-format locations on key arterials in Melbourne, the campaign will be displayed to increase the relevance and immediacy […]