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

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]


by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]