Adland Must Improve Mental Health Support For Creatives, Says Pedestrian Group’s Melissa Gray
Adland pushes plenty of campaigns around mental health, but it is forgetting to provide support for the ones who are making these campaigns possible, according to Pedestrian Group’s Melissa Gray.
During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable contribution to their industry through leadership, innovation and courage.
Melissa Gray is the senior creative project manager of Pedestrian Group, and the ‘Project Manager’ category winner of this year’s 30 Under 30 Awards. She’s also the company’s Open Air Cinema client implementations lead.
In the advertising, marketing, and media industry, Gray advocates for mental health support, which is an issue she says not being adequately addressed with the right aid for creatives—despite ad-land pushing campaigns around the issue.
Recently, B&T spoke with Gray about how she would solve the problem. She also revealed why she believes brands’ stances on some of the biggest issues of 2020—like the Black Lives Matter social justice movement—could become “a distant memory”, if brands do not start shaping their draculalespectacle.com toward them.
What does ‘fearlessness’ mean to you, Melissa?
It’s funny when it comes to describing myself—being fearless is not a word that comes to mind. I’m not one to take risks, I tend to get overwhelmed and the list of things I’m afraid of is endless.
However, looking up the meaning of fearlessness—the definition includes nouns like confidence, bold and intrepid. Which is much more up my alley.
Fearlessness to me is being able to have transparent and open conversations with anyone in the room, regardless of their status and title. It’s also being able to back yourself and your actions.
Now I’m not saying this hasn’t bitten me on the ass once or twice -it certainly has, especially when things haven’t gone to as planned but by being able to approach a conversation with full credibility shows that you’re not a robot, you’re human—which is exactly what every person you speak to can relate to.
What does fearlessness in advertising, marketing, and the media look like?
Within my role of project management, I work across a variety of campaigns, most being quite unique—as well as a diversity of brands.
Over the last seven months, I’ve witnessed multiple campaigns being pulled completely or inevitably postponed. What has stood out to me are the brands and publishers that have pivoted their direction to become even more relevant and pushing a positive sentiment during these trying times.
Who do you know who has shown these qualities since the COVID-19 pandemic struck?
I have to give credit to the entire creative projects team here at Pedestrian Group. From being a heavily office-based role, the term ‘working from home’ became the team’s completely new structure of how we now work.
The entire team went from having daily face-to-face client service to managing multiple campaigns all via a zoom call (with some having fantastic backgrounds, mind you) and still being able to uphold their relationships and build that trust with their clients, no matter what turn of events were occurring at the time.
What is an issue in the industry that keeps you up at night?
I’m a huge advocate for mental health, being an individual that suffers from diagnosed social anxiety, among so many others being impacted by mental illness (more than 50 per cent of creatives) within our industry.
It really can take a toll on you by working in an environment that is dedicated around delivering deadlines. Quite literally, I have found myself awake at night with anxieties and questions around how I’m going to face any current issues that following day at work.
With an industry that has a 30 per cent turnover for its employees, it’s important to recognise how we can provide the support and build a safe place for individuals to be able to understand they aren’t going to be punished for having an off day or week.
Ad-land pushes many campaigns around mental health, but it is forgetting to provide the support for the ones who are making these campaigns possible.
What are these organisations doing to start prioritising our employees’ mental health within our industry? It’s more important now than ever before.
Do you believe the advertising, marketing and media industry has been ‘fearless’ in 2020?
Absolutely! I think the industry has had to completely shift as a whole to be able to adapt to the new norm. Our entire market has been affected by many publishers and advertisers having to close their doors and individuals having to be forced into a redundancy.
However, it’s during these times that we can truly see the businesses who continue to thrive. They are the businesses that are open to taking on new challenges and shift to keep up in our ever-changing industry.
How can professionals in our industry be fearless in times of change?
With so much that has occurred, just in 2020 alone, I think it’s important that our advertisers and clients need to start listening more to what our consumers want to see from a brand and how they are helping to create change or support a widespread movement.
Consumers nowadays are heavily influenced by the impact a brand is making that affects their lifestyle or surrounding environment.
Our industry has the power to help these brands and our clients remain relevant and break away from the old advertising market and build trust with our partners to help direct them towards a more creative and impactful approach on advertising and start listening to what our consumers want to see.
What are ad-land’s three biggest strengths and challenges?
Some of ad-lands biggest strengths include creativity, influence and trust.
While these strengths are so impactful on our consumers, the challenge is being able to use these strengths to help create the change our consumers are trying to do as individuals. We’ve seen brands showing support for a variety of matters that have occurred in 2020—by updating their logo to be rainbow coloured or posting a black tile on their channels.
But unfortunately in six to 12 months’ time, these will be a distant memory if we don’t start shaping our direction to show our support in these important matters.
How would you solve these challenges?
As advertisers, we need to start working with our clients and agencies to step out of the safe zone and continue to push the boundaries on briefs to help influence and create waves for these important movements by shifting the trend from just updating a logo to being the brand that helps pave the way and make impactful changes within our industry.
Who’s to stay a car brand can’t be the voice for a mental health campaign or an FMCG brand be the market to support the LGBTQI+ community.
It’s up to us as publishers to start paving the way for the new market of consumers.
You can buy tickets to the 2020 Women in Media Awards here, which will be held on Wednesday 28 October 2020, at Doltone House (Jones Bay Wharf).
And, if you’d like more information on the event, head to this website.
Shortlist announced: Wednesday 23 September 2020.
Thank you to all of our incredible sponsors for making the event possible!
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.