She Entered With Only Two Weeks In The Industry, But Summer Treseder Took Out The Top Spot In The Young Lions Media Category
Entries are open for the 2022 TikTok Young Lions competition, and to celebrate we’re sitting down with winners from previous years to pick their brains.
This time we’re with the ‘super competitive Aries,’ Summer Treseder, who reigned supreme in the 2020 Young Lions Media category.
Treseder, a strategy executive at Initiative, had only been in the industry for two weeks when she decided to sign up for Young Lions. Without even knowing what the competition was or how it would function, she managed to get her head around it all and snag the first position.
With a level-headed approach and a strong focus on how she would answer the brief, this young adlander made a name for herself as the fresh face at Initiative with a Young Lions award already in her trophy cabinet.
She tackled the rise of obesity in her brief, but it was the way she utilised “unconventional platforms” and created an “idea that has the potential to transcend across multiple media channels” that put her one above the rest.
It’s this nifty thinking that put Treseder in the number one spot. So if you’re looking to be number one at this year’s awards, check out some incredible insights from Treseder about keeping it simple, networking with the big dogs, and fast-tracking your career’s trajectory.
B&T: What inspired you to enter the Young Lions Australia competition?
ST: If I am being completely honest, I had no idea what Young Lions was when I entered. I had been in the industry for two weeks and a tonne of people were entering from my agency, as it was a massive priority for Initiative. So I thought, why not? My partner, who I went to university with was also starting in the same company in a few weeks, so I signed him up as well. Both of us were pretty naive in the fact that we didn’t know about it, but I am super competitive as an Aries so, of course, I was like, ‘I’ll give it a go.’
B&T: How have things changed for you since the win?
Winning has really helped build a profile and brand for myself. I was more recognised within the agency, pulled into pitches and given opportunities to work beyond my normal remit. I’ve also recently been promoted into strategy, working on Amazon.
On a personal note, it gave me validation that I had skills in that field and really offered a direction to focus on, which has been massive in paving my career progression to date. I feel very grateful to Initiative for championing young people so much and supporting them to succeed.
B&T: What advice would you give to new entrants? Is there anything you wish you’d known when you prepare your response?
Keep it simple. Don’t overcomplicate things. On the same vein, I think a lot of times people think, ‘Go big,’ before considering ‘Does this idea actually work?’ So by all means, shoot for the stars, but at the same time make sure your story makes sense.
B&T: What do you think was the masterstroke that got you the win?
Looking at unconventional platforms or ideas. Too often ideas are siloed from a media first mindset. But this is a creative competition, think outside the box cause that’s the way you’re going to land a killer idea.
For my year, the brief was to reduce obesity as a consequence of fast-food giants. The whole premises of our idea was to file a restraining order against the top 100 fast food companies so they couldn’t advertise within 200m of kids. I think you know you’ve nailed an idea when you can easily think of heaps of ways to activate around that idea.
B&T: How did you celebrate the win?
I wish I could say it was crazy but if I am being honest, it was pretty low key. Thanks again COVID. I went out to Japanese with the family and my partner, had some champagne and celebrated.
B&T: Why do you think that Young Lions is important to the industry?
I think it’s a great way to shine a spotlight on young talent and let them showcase their skills that they themselves might not even have recognised yet. I think it also offers an even playing field so you can go in with loads of experience or none at all, and still have the same chance to win.
B&T: So do you feel there are too many awards in the industry? What is it that makes Young Lions stand out to you from the rest?
I think there’s not enough awards in the industry for young talent. You’ve got 30 Under 30, you’ve got NGEN, and you’ve got Young Lions, but that’s about it. I think what makes Young Lions stands out is that there’s a value exchange or incentive in that you win an actual reward in going to Cannes which in itself is an opportunity to network with the biggest and most inspiring minds of our industry.
B&T: What wisdom would you like to impart to young adlanders reading this article?
Give it a go, you have nothing to lose. It also has the potential to fast track your career trajectory, like it did for me.
B&T: So you have any sort of final words or anything you’d like to share about your Young Lions experience?
I would definitely recommend it to anyone in the industry. Whether you win or you don’t win the experience you gain is priceless.
The Young Lions competition is a hugely rewarding experience that could change your career forever! So take your first step to Cannes* by registering and accessing the brief HERE, as the deadline for submissions (14 MARCH 2022) will be here before you know it.
You can find all the details you’ll need to enter right HERE.
*Subject to travel restrictions
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.