News Corp’s Melanie Ochmann: “Trust Yourself, Even If It Means Taking A Risk”
News Corp client campaign manager Melanie Ochmann remembers believing that “following the rules” meant a great career and success.
However, as time’s gone on, she says, she’s realised that not suppressing the urge to “speak up” has led to innovation and “breakthroughs”.
During this year’s B&T Women in Media Awards, presented by Are 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.
To Melanie Ochmann, the winner of the 30 Under 30 ‘Project Manager’ award for 2020, showing these qualities means trusting yourself to “make the right decisions, even if it means taking a risk”.
She also believes that now is the time to believe in your business, your brand, and yourself. In her eyes, you may just change something for the better.
Melanie, what does ‘fearlessness’ mean to you?
Fearlessness to me, is having confidence and trust in yourself.
It’s about trusting your instincts and having the confidence to embrace change for the better, even if taking risks scare you. Being fearless is about shaking off the butterflies in the moments that count and having the courage to speak up or take action.
It’s taking that leap of faith, but doing it whilst trusting in your capabilities.
What does fearlessness in advertising, marketing, or the media look like?
It’s taken me a long time to be able to recognise that my opinion and my voice matters—that all opinions are valid, that what I have to say is also valuable and has the ability to drive change for the better. In fact, it can actually be the turning point of conversations and the status quo.
I remember starting out in media a long time ago and believing that by simply following the rules, sticking to what was expected of me and remaining quiet, meant a great career and success just by doing my job.
Over time, I came to realise that those urges to speak up, to challenge points and put forward ideas are actually very important and can help spark innovative thoughts from others which in turn can lead to new developments or even breakthroughs.
In media, marketing and advertising (and well, any industry) there is always room to improve, to be better or to change the way things are done and it will always be like this due to the ever-changing nature of the economy. Advancements in technology and the progress in understanding human nature means that the only thing certain in the media is change, so if you are afraid of change then perhaps it is not the industry for you!
This changing advertising landscape means you need to be fearless to take on the next big thing and gives you the advantage of being forward thinking and accepting the ways of the past need to evolve.
In an industry of set processes, ways of working and norms, fearlessness is seeking advice from others, gaining perspective to be able to understand where you can add value or make a difference. Companies aren’t always going to be able to meet client needs from the cookie cutter ways of the past, and it’s human nature to be intrigued and attracted to something when it’s different, the unknown. It’s adapting to a fast-paced environment and standing out from the rest, being different.
Take it from Kath and Kim: ‘It’s nice, it’s different, it’s unusual’.
Who do you know who has shown these qualities since the COVID-19 pandemic struck?
I love what some brands are out there doing during these difficult times and it really is a testament to how well they know the market even during change and their ability to take risks. One brand in particular that stood out for me (and I may be biased having worked with them on this) is Optus.
Since the pandemic hit, Optus has undergone a range of initiatives to help the community, having known some of the impacts on people, such as free data during the peak of the pandemic for people working from home.
In addition to this, Optus released the ‘A G’day A Day’ campaign which saw a range of talent participate from a variety of fields, such as Ian Thorpe, Daniel Ricciardo and Edwina McCann. Each day, Optus shared videos of these stars reaching out to people within their network to do a ‘check-in’, distributed across socials to inspire Aussies to do the same, reach out to others in these challenging times, inspiring positivity and community spirit.
From a mental wellbeing perspective, which is a huge concern during these times, this campaign really hit home to help lead the way with other large companies to do similar initiatives in the market and the amount of stars that jumped on board to participate shows the power of spreading positivity.
It’s not just brands showing these qualities either—my colleagues at News Corp have carefully navigated how to pivot in a global pandemic. Myself and my team included, have all pushed our ways of working aside (which FYI, we live and breathe process so this wasn’t an easy feat) and became more flexible than ever before having to manage multi-million-dollar projects, virtually, whilst liaising with a huge number of stakeholders internally and externally on the daily to get the job done.
As solutions-focused people, we were sailing uncharted waters here, often hearing: “I don’t know how you do your job” from people, and being fearless in finding the new ‘norm’, whilst providing that high level of service, and all with a cheerful disposition. We now are stronger than ever before, with new and improved processes in place, ready for action.
On an individual level, I’d also like to call out all those healthcare workers who are on the front line as well as those behind the scenes. Being in the thick of a global pandemic, navigating unseen territory on a daily basis and putting on a smile while attending to those who have been unfortunate to have caught the virus. You are fearless, and all of us have a great deal to learn from you. Your fearlessness is just *tries to find word to accurately describe it*—there are no words.
What is an issue in the industry that keeps you up at night?
Now that we are working in a different environment, with a new type of ‘norm’, it can be easy to become complacent working behind screens.
With a large number of people set to work from home for the remainder of the year, the industry has seen people excel in the comfort of their own home. I think an issue with this is, however, losing sight of the power of in-person connection.
Not only for individuals’ mental wellbeing but also for building relationships with stakeholders, especially clients. Will these personable skills start to lack if we continue doing Zoom meetings? Body language, for example, plays a huge role in the presence in a room. How do we continue to practise this and build our presenting skills which is vital in this industry?
Do you believe the advertising, marketing and media industry has been ‘fearless’ in 2020?
Definitely. The speed at which companies in these fields have adapted is incredible. Even scrolling through social media and seeing the way brands have pivoted their strategy has been impressive.
I noticed a young brand that sells dog PJs is now advertising matching face masks!
With many companies in these fields being hit hard by the pandemic, it’s amazing to see them counteracting this through creative advertising which shows fearlessness in its deepest form. It’s also been interesting to see brands not shying away from the issue at hand but utilising advertising and marketing in more purposeful ways.
How can professionals in our industry be fearless in times of change?
Trust yourself to make the right decisions, even if it means taking a risk.
Now is the time to believe in your business/brand (and yourself) when you have the inkling that by changing this idea, or this process, or this mentality, you will change something for the better. Because if you don’t trust yourself, you might just miss out on a great opportunity not only for yourself, but the company or the industry.
Allow yourself to have the confidence to do so, and projecting that confidence onto others to do the same, and support your colleagues and other professionals.
What are ad-land’s three biggest strengths and challenges?
Ad-lands ability to research and understand human behaviour, identifying and creating human needs and moulding ad-space to reflect this.
Our biggest challenge is, in retrospect, figuring out how to do this in a meaningful way, cutting through a heavily cluttered market and doing so in an ever changing state.
How would you solve these challenges?
I don’t think it’s about solving these challenges per se, as they will always be there, but more so keeping them in mind and factoring them into your planning.
Each week I hold a little ‘objective check-in’, or ‘OCI’ as I like to call it, where I take some time to take a step back from the work I am doing to take on a broader view of the job.
I check myself for how I am tracking to the original objectives, that being the clients’ (or potential clients’) and my own. Have I lost sight of the core purpose of what I intended to achieve, or from meeting the clients’ required needs?
These happen to everybody in our busy lives, when we speed through to get the job done. I think it’s essential not to lose sight of the meaning behind what you are doing, which goes hand-in-hand with cutting through a heavily crowded market.
The Women in Media Awards will be held on Wednesday 28 October 2020, at Doltone House (Jones Bay Wharf).
If you’d like more information about the event, head to this website.
You can also check out who made this year’s shortlist, here.
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.