The Brief – Q&A with Mindshare's Katie Rigg-Smith

The Brief – Q&A with Mindshare's Katie Rigg-Smith

This week Maddie Ross sits down with new Mindshare CEO Katie Rigg-Smith to discuss her sudden promotion and her vision for the GroupM media agency.

B&T Magazine
Posted by B&T Magazine

Rigg-Smith, the long time chief strategy officer at Mindshare, rose to the top job a week ago today after James Greet stepped down to take up Dan Johns’ former role at rival agency, Ikon.

She is now the only female head of a media agency in Australia, and is also the youngest at just 34.

Here Rigg-Smith tells us about being “groomed” for the role of CEO, James Greet’s shock departure, and addresses recent claims alleging media agencies are favouring channels which deliver them higher profit margins.

She also tells B&T why there are so few women at the top in media agencies – (it’s not the ‘boys club’ culture which deters women, she says), and discusses the importance of automation in freeing her staff to be more creative and insightful.

Furthermore, she talks about the importance of data in unlocking creative potential within media agencies and discusses the variety of skills which will be necessary and desirable in staff going forward.

Finally and she predicts what media agencies will look like in five years time and her vision for Mindshare specifically. 

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