As Co-CEO of OMD Australia, Laura Nice leads one of the largest and most awarded media agencies in the country, focusing on driving growth, innovation, and excellence for both clients and employees. With extensive international experience in the media industry, Nice has worked across a diverse range of categories, including telecommunications, pharmaceuticals, automotive, finance, FMCG, retail, lottery, and utilities.
In this Fast 10, Nice shares valuable insights into her career journey, leadership development, and industry perspectives. From her early work on Diageo in her 20s to building a longstanding partnership with McDonald’s, she reflects on the importance of innovation, collaboration, and continuous learning.
1) You have had a diverse career over 20+ years with Carat, StarCom, Vizeum & OMD, both in Oz & the UK. If you could only pick one highlight, what would it be?
Nice: I also worked with Annalect in the UK! The stars aligned for me to work on Diageo in my 20s. A perfect time of life for this category and it was where I uncovered my passion for working on big, bold, creative ideas for big brands.
2) You’ve been involved in Macca’s a long time, most recently at their global conference in Barcelona, on stage at YouTube’s Brandcast with the CMO of McDonald’s Chris Brown, what’s been the secret sauce to this incredible long-term partnership?
Nice: Constant evolution is key. Over our 50+ year partnership we have built a deep understanding of the whole McDonald’s system. We have shared ambitions which we use to help create what’s next for our business, evolving our capability to keep driving McDonald’s and all our client partnerships forward. Due to the sheer length of our partnership with Macca’s, we have had the privilege of working with different marketers and our relationships with the Licensees are now multi-generational which is amazing.
3) How has your leadership development at both Harvard Business School and The Marketing Academy propelled your career?
Nice: These were two very different but complementary experiences. Harvard Business School was academic and helped me to understand how to solve complex business problems. The Marketing Academy was all about unmasking and being a vulnerable leader – this was equally as important as the academic learning.
4) OMD had an outstanding night at the MFA Awards including the Grand Prix for Telstra, do clients value Awards?
Nice: Not all clients, but some do. For Telstra, Brent Smart challenged OMD to innovate and push the boundaries, which was recognised at the MFA Awards. From my perspective, I love that awards provide recognition for our people. It’s a great thing for them to be able to have their moment on stage and be celebrated for their great work and innovation.
5) Who have been your mentors that have influenced your career?
Nice: The mentor I reference most is Sean Betts, who was my manager at Annalect in the UK. I took the role with Annalect thinking I’d learn about data, technology and analytics, but I learnt so much more. Sean is a vulnerable leader who openly disclosed to us at the time he was struggling with his mental health and would regularly update us on how he was feeling, what was impacting his behaviour and how he showed up. He was later diagnosed with
Autism, which he beautifully shared on LinkedIn and established OMG Minds in the UK. This group promotes mental fitness across OMG, and actively works to reduce mental health issues being experienced amongst employees.
I’ve also learnt tonnes from Horgs. His ability to create and build strong relationships in our industry is second to none. Personally, he trusts me to get on with the job and has frequently thrown me in the deep end, giving me huge opportunities. At the same time, he’ll have your back if things aren’t going to plan and is so calm throughout.
6) As an industry what’s one thing you would change to make us all better?
Nice: That’s a loaded question, Sparrow! I think anything that can bring our industry together to rally around a common objective is a positive. Ad Net Zero is a great example of this, with AANA, MFA, ACA and IAB coming together to launch the Australian Chapter, with competing agencies and media partners working together to reduce our industry’s carbon impact. Not being used as a competitive tactic, but coming together and using the might of our industry for the greater good.
7) Have to mention Horgs … how would you describe the larger-than-life character in 5 words?
Nice: Supportive. Fun. Loyal. Determined… Pirate!
8) With the current economic headwinds, are OMD clients still spending?
Nice: The majority are. We work with all our clients and help them navigate whatever landscape we are operating within. We continually evolve our partnerships to what our clients need, this could be a fix and flex model to leverage our expansive capabilities as they need them. Regardless of spend level, we will always still challenge clients on the right thing to do.
9) What’s one thing that’s not on your LinkedIn profile?
Nice: I have a Bachelor of Hamburgerology from the McDonald’s Hamburger University from Illinois Chicago. I think my Mum still has a copy of the certificate.
10) Important last question, do your parents know what you do?
Nice: Not really, I’ve tried. I think they know I’m CEO of a media agency which has been easier for them to tell their friends. But they’re supportive anyway.
