Women In Media: It’s LOUD’s Lorraine Jokovic

Women In Media: It’s LOUD’s Lorraine Jokovic

For today’s Women in Media profile, we chat to the CEO of LOUD, Lorraine Jokovic, about her (guilty) love of cheese and following her intuition.

Describe your average day?

Busy, of course. I’m a morning person so I always try to keep them free of meetings because I’m more productive then. I can get emails, reports, presentations done much more efficiently and then my mind’s clear for meetings in the afternoon.

That’s the theory anyway. Given we are a service industry we have to be available for our clients. So, sometimes the theory doesn’t always work.

While each day is different, which is what I love about this industry, there are the consistent everyday needs that require my attention; staff meetings, client catch-ups, presentations etc. It’s often a long day starting at 7am and ending around 7pm.

What’s the most challenging thing about your job?

Staying on strategy. We’ve worked really hard to carve out a position for the agency and in order to deliver it we need to stay on top of delivering services to our current clients, innovating in terms of new product and services and ensuring our new business pipeline is strong.

What drives you?

I’ve loved this industry since I was a kid. And, throughout the years I’ve had the good fortune to work with some fabulous clients to grow their brands and business. I’m passionate about inculcating brands in to popular culture and how that’s so much more than a 30 second spot.

What’s the hardest brief you’ve ever received or hardest job to execute?

I think the hardest job I’ve ever had is the one I have now. In particular when it comes to making sure I have the time and the right counsel for my staff. They’re a great team and it’s key for me to be able to develop each and every one of them to reach the goals they’ve set for themselves.

What would be your ultimate role?

I’m not moving from this one for a while. But I love being the supporter of an empowered team.

What’s your proudest professional moment?

When I took over LOUD as CEO and owner. I’d worked here for 12 years at that stage and knew what I wanted to achieve. Buying the agency has allowed me to chase my vision.

What’s your quirkiest attribute?

You’ll have to ask the team here. But I think they’ll tell you my memory loss and that I’ll tell you the same story again and again.

One thing no one knows about you?

The first place I lived in Australia was the immigration hostel in Melbourne after we arrived in Australia.

While my parents went straight to work finding jobs and a new place to live, my brother and I loved the hostel with its dining hall, shared accommodation and play areas for kids. We felt like it was a permanent holiday.

What are advertising/marketing’s biggest challenges or threats?

I think we’re fighting to keep the leadership position in the communications mix. This is a tough business that’s been through some difficult times. But the opportunity for creating value from the change is enormous. We need some visionaries back in the industry.

What do you think are the most exciting things in the marketing and creative world at the moment?

I think the new talent we have coming through is fabulous. I had the privilege of chairing the Communications Councils IPA… two day course recently. What a talented, diverse group of people they were.

The challenge for the industry is twofold I believe; providing them with the opportunity to apply their talent in the current agency structure and holding on to them. They’re our future.

Is there anything you’d do differently in the industry given the chance?

I would be far more confident about my point of view, I would have spoken up and not been shy about putting my opinion on the table and I would have started my own agency much earlier.

Hardest lesson you’ve had to learn (in or out of workforce)?

Intuition is your strongest asset. Follow it.

Tea or coffee?


Cats or dogs?


Guilty pleasure?


What’s your favourite TV programme?

House of Cards

What turns you on, emotionally, creatively, spirituality?


What turns you off?


What profession other than your own would you like to attempt?


What profession would you not like to do?


Women in Media, both awards and the forum, will be held on August 19 at the Sydney Randwick Racecourse, with final tickets now on sale, the Power List taking nominations for another week, and the People’s Choice award now open to voting.

WIM sponsor bar

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]