20 Questions With UM’s Charlotte Berry

20 Questions With UM’s Charlotte Berry

Sad all the coverage from B&T Women in Media Awards is done and dusted? Ha! Gotcha. Think again – we’re not nearly done celebrating all the incredible women across the media industry – especially our winners.

We decided to play a quick game of ’20 Questions With’ each of our award recipients.

Today we asked the senior strategist at UM Australia Charlotte Berry about what makes her mad, her most embarrassing media addiction, her favourite industry hero and 17 more questions! Charlotte was awarded the rising star award.

20 questions with charlotte berry

1. Best thing about winning a Women In Media Award?

Recognised alongside some of the industry’s change-makers – the energy and passion is infectious and has made me even more hungry to make a positive impact through Australian brands, even if it ruffles a few feathers.

2. Where’s your trophy?

Sitting on my desk…

3. How many trophies do you now have in your trophy cabinet?


4. One thing you’d do to change your industry for the better?

Re-think our standard “buying audiences”.


5. What makes you mad?

Seeing stereotypes perpetuated through mass communications (still!!!!) – particularly positioning P55+ as weak and to be felt sorry for.

Excess packaging. Period.

6. What makes you happy?

CSR strategies becoming basic hygiene for brands. Particularly around sustainability now that the environment has a more significant impact on mainstream decision making – from voting to buying Coke.

7. How would colleagues describe you?

A (passionate) dog with a bone.

8. How would you describe your colleagues?

Curious legends.

9. Favourite industry hero?

Chris Colter and Sam Geer, my former bosses, greatest supporters and inspirations.

10. Your one career regret?

I don’t have one, can’t change the past!

11. Your biggest career tip?

When you crack an idea, write down 5 reasons why you love it and stick it on the wall. Inevitably you will end up hating it and doubting your entire existence – but that’s just part of the creative process!

12. Best stress reliever?

A swim at North Bondi before 7am, no waves (sorry surfers).

13. Dream holiday destination?

More of Australia – The Bungle Bungles and The Kimberley.

14. The one book you’d recommend?

Any Ordinary Day by Leigh Sales, it has changed my outlook on life – I think she should start giving me a cut for the number of copies I have sold for her.

15. If you weren’t doing this what would you be doing?

Marine Biology & saving the Great Barrier Reef, my second university degree preference.

16. Where will you be in 10 years’ time?

Making the sustainable choice the easiest choice through a product, brand or service with function, great design and scale.

17. The one technology you just don’t understand?


18. Your most embarrassing media addiction?

Perhaps the opposite of addiction – anti-addiction. Obsessive e-Mail filing. 22,153 opened emails and counting, and I’m still alive and well.

19. Go-to karaoke song?

Your So Vain, Carly Simons.

20. Do you replace the milk in the staff fridge?

Unless it’s passed its use-by date.


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20 questions with Charlotte Berry

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