“We Can Only Be Inclusive”: 10 Of The Best With Finecast’s Maria Baca Castex

“We Can Only Be Inclusive”: 10 Of The Best With Finecast’s Maria Baca Castex
SHARE
THIS



Our ’10 of the Best’ series is proving to be the gift that keeps giving because we’re back with another incredible edition.

In case you’ve missed it, 10 of the best is our content series in anticipation of B&T’s Best of the Best awards presented by Finecast.

Now in case you’re not sure what the hell these awards are, let us tell you!

These awards are some of the most unique in the industry because they are dedicated to highlighting individual talent in the industry, rather than focusing on an agency or company.

This year’s awards have introduced a new category – ‘Diversity Champion’ – which is here to show the amazing work done by people in the industry who are creating a more inclusive work environment.

You can find a breakdown of all the different categories HERE, along with a downloadable file outlining the full submission criteria.

Come on, you know you want to enter! Head on over HERE to complete your submission.

To inspire you even more to enter Best of the Best, we’ll be publishing some fab interviews with a number of senior folk from Finecast and the broader WPP AUNZ network over the coming weeks.

Today we have the client engagement director from Finecast, Maria Baca Castex…

Best piece of career advice you’ve ever gotten?

The biggest and by far the most influential one was a nudge to adopt a growth mindset. It entirely changed my outlook on pretty much everything. Not just from a professional point of view, but also a personal point of view.

Best agency in Australia at the moment (That’s not yours) and why?

I like CHE proximity and I like Special Group because of their very fun engaging, creative. CHEP had “Where Babies Come From,” which is hilarious and really good and Special Group obviously had “Tonight I’ll Be Eating,” which has been going strong for years.

Best leader in diversity and inclusion and why?

I think no one does it better across a huge range of topics than the ABC. They have shows like Love On The Spectrum, You Can’t Ask That, even Bluey. They bring different realities to the front with  engaging formats. I think we can only be inclusive if we listen to and try to understand each other, and telling different stories is a way to do that.

Best mistake you’ve ever made?

I was terrible at an interview for a job I really wanted. I had to continue job searching and the next interview I had was with Finecast. I don’t know if I would have been able to thrive as much as I have in a different environment because they saw the good in me but they also saw the potential and they pushed me to grow into it.

Best brand you’ve never worked on and why?

Apple, its campaigns and visuals are as elegant as its technology. I also think its approach to privacy – it gave us a bit of whiplash – is where the industry is heading. So I really respect and admire them for taking those steps.

Best song for inspiration and why?

The King Of Wishful Thinking, because the lyrics are a bit sad but the song is upbeat and quite uplifting and great to sing along to. It really says “smile in the face of adversity.”

Best mentor in your life or career?

There’s been quite a few but for a while now, there are two standouts. One is our head of product Dylan Dharmadasa, and Foxcatcher general manager Yun Yip. They see me for who I am, but also who I want to be. They always think that I’m smarter than I feel and they always have time to listen and help.

Best place on your bucket list to travel?

The Galapagos Islands.

Best ad of the past decade?

“For When It’s Time” by EXTRA Gum because it’s got it all. It was topical at the time, very quirky. It was a bit much but then it all came together with the most epic song.

Best guilty pleasure?

Ice cream – all day, every day.

 

Please login with linkedin to comment

Finecast Maria Baca Castex

Latest News

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement
  • Media

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement

Optus has announced world-champion tennis player Ash Barty as its chief of inspiration, Barty’s first new partnership since her retirement from professional tennis in March.   The partnership will see Barty feature in a mix of content initiatives, employee engagement programs and community-focused campaigns to connect Australians and inspire them to say “yes” to their dreams, […]

Lisa Ronson Jumps Out Of The Trolley & Exits Coles
  • Media

Lisa Ronson Jumps Out Of The Trolley & Exits Coles

Lisa Ronson has announced she’s is leaving her role at Coles as the chief marketing officer. Ronson is out of the trolley and into the fire, as they say! Ronson announced the news via Linkedin: “It’s with sadness today that I announce I’ve decided to move on from Coles Group to pursue a number of […]

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign
  • Campaigns

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign

Tourism New Zealand has unveiled its first global campaign in two years, IF YOU SEEK – the country’s invitation to international visitors. Launched today in core visitor markets such as Australia and the United States, IF YOU SEEK explores perspectives unfamiliar to the travel category; enticing audiences to explore Aotearoa New Zealand via glimpses of […]

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch
  • Marketing

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch

Following a competitive pitch, retail group Godfreys has announced the appointment of independent creative agency Hardhat. Following two years of growth, with the business now sitting at more than 150 stores and 3 million customers, Godfreys has set about transforming its retail stores to more accurately reflect the business’ category leadership and expertise. At the […]

Shine Awards 2021, Cruden Farm, Langwarrin,     Picture Yuri Kouzmin
  • Media

Rural Aussie Women Celebrated With The Announcement Of 2022 Shine Awards

Rural and regional women who have excelled in making their communities better places to live and work are set to be celebrated with the launch of the Shine Awards, a six-year partnership between rural and regional newspaper, The Weekly Times, and Harvey Norman. Readers are being asked to share their stories and nominate the unsung […]

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association
  • Media

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association

The Outdoor Media Association (OMA) has this month welcomed Blue Tongue Outdoor, SureVision and Veridooh as the latest companies to join the Association. Speaking about the three new members, Charmaine Moldrich, OMA CEO said: “We’re pleased to announce our continued expansion includes media owners, suppliers and adtech. Blue Tongue Outdoor is our first South Australia […]

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up
  • Campaigns

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up

Data-driven, CX agency Cheil has teamed up with Samsung Australia for the unveiling of Samsung’s latest Galaxy Z Series, the Galaxy Z Fold4 and Galaxy Z Flip4, at one of Australia’s busiest shopping centres, The GPT Group’s Melbourne Central. The ‘Unfold your world’ takeover, which consists of a 64sqm pop-up store in the center of […]

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]