In this series, Between Gigs, Julie Anne Longano of Peeps Consulting chats with industry leaders who have suddenly found themselves on the market, in between gigs and asks them for advice. It’s a rare and insightful point in their careers where they can talk openly and honestly as themselves. Next up is Jo Hines.
Julie Anne Longano: You’ve worked across HoldCo’s (OMD, Accenture Song and Initiative) as well as independents (Nunn, Hatched, Atomic212) plus Mutinex and Lexer… what’s the 411 on the best place to work and why?
Jo Hines: I could give you three genuinely positive words for every one of them. What I value most is professional growth – such as mentoring, opportunity, and exposure – strong fit between the agency/platform and its market and perks that reflect real life. Lexer, OMD and Initiative nailed all three for me. Each had exceptionally strong product and people leaders.
JAL: Without naming and shaming, what could employers in the media industry collectively be doing better right now?
JH: I’m not the first to say it, but non-human recruitment needs some tweaking right now!
JAL: I’ve thrice had you described to me as “refined”… give me your top three tips for the rest of us to achieve this regal status in one’s life aside from imitating a British accent.
JH: That’s very kind, but the credit goes to my parents. They taught me three things:
1. Everyone is equal; we just play different roles, so treat the receptionist and the CEO the same way.
2. Know what good looks like and don’t settle for less, in the work or in the attitudes of the people around you.
3. Tell the truth without bruising people, because intelligence is a gift, but kindness is a choice.
Plus, I always reach for my heels. Unpopular, I know!
JAL: Now, you’re not like the rest of us Jo, your time at Lexer can’t really be considered media-proper and yet media is in your DNA. Explain Lexer to us and how this experience actually elevated your media know-how.
JH: Lexer hired me for my media DNA. Their clients were marketers sitting on rich customer data, often while defending their media and marketing budgets. My role was to help them see every possible use case, then prioritise the ones with the highest impact.
That took me across paid and owned channels, first, second and third-party data strategy, data-led customer insights and personas, and the metrics that matter, like CLV, AOV and loyalty.
Most media people only see their slice. I was pulled into whole-of-budget conversations, where media, martech and data sit on the same P&L and compete for the same dollar. It made me a better media thinker and technologist.
JAL: How can the media and ad community reading this really help someone like you who’s so experienced, valuable to our industry and in between gigs?
JH: Simply keep an open door for a coffee or a call. If we don’t know each other yet, let’s change that, so please reach out on LinkedIn. And if I can help with industry work, whether it’s MFA, IMAA, UnLtd, IAB or anything else, I’m always happy to lean in.
JAL: What do you hope your reputation is when people talk about you and you’re not there?
JH: I hope they’d say I was good to work with and even better to work for. That would make me proudest. I love working with smart, generous people on outcomes that matter, and I hope I’ve been one of them.
JAL: The reason we love this Q&A is because for this moment in time no one owns you or your voice, and you can say whatever you like freely. Let’s start big; are there any significant themes or trends that we should be talking about out loud, but aren’t?
JH: The biggest theme on my radar is the builder mindset.
Peers at every level are investing time and getting their hands on new tools to solve our time-vampire problems, from automation to AI agents.
The Future Fluency Index was my wake-up call: I realised I needed to stop briefing others to do it and learn to do it myself. I’m also seeing senior media leaders start their own shops and choose to be both client-facing and on the tools, or even building them. And it doesn’t stop at our industry.
So far, I’ve built automations and AI tools for my daughter’s rowing club, my yoga studio, and even a dog adoption charity!
JAL: Who would play you in a movie?
I’d be flattered if Jennifer Garner accepted.
JAL: Name the three industry professionals most likely to save the industry and the world.
OK not three – but seven:
Steven Fisher (national CEO) Adrian Roeling (national chief operating officer) at Hatched, Sophie Madden (CEO) and Linda Wong (director of people) at MFA, Cheuk Chiang (group CEO) at Bastion.
