Simone Gupta co-founded Supermassive back in June of 2023 alongside Laura Aldington and Jon Austin with the hopes of creating a new benchmark in non-traditional advertising and earned media and they’ve done just that. Besides Gupta’s 20 plus years in the industry, she is most recognised for her visionary leadership and commitment to creating meaningful impact for brands and communities alike.
In this week’s Fast 10 B&T’s very own Greg ‘Sparrow’ Graham unpacks Gupta’s journey from her humble PR beginnings in the UK to co-founding Supermassive, B&T’s 2025 Consumer PR Agency of the Year, exploring how she aims to reshape the industry.
1.You’ve had a brilliant career, from starting in PR in the UK, then in Oz One Green Bean, etc., to now, co-founder at Supermassive. If you had to pick only one, what would be your career highlight so far?
Simone Gupta: The last few years have been a series of highlights, setting up Supermassive with Laura and Jon, changing social legislation for teens with the 36 Months crew, and winning Women in Media PR leader of the year with my husband there. All of those occasions had immense pinch me moments.
2. You were named B&T Consumer PR Agency of the Year. Were you surprised, and does it contribute to business momentum?
SG: Yes definitely.
3. I love your studio name, branding, and merch. Looking back over the last 2+ years, has the name promise come to fruition?
SG: Building the Supermassive brand has been a key part – and the funnest part – to building momentum and has enabled us to articulate our ambition to create disproportionate impact for brands, businesses and people – whether it’s in earned or paid channels.
4. As a young girl, what did you want to be when you grew up?
SG: A journalist.
5. You are changing the world. The 36-month initiative is outstanding. What’s next?
SG: OMG, I was a small part of the big picture – Wippa and Rob had the initial idea because they were so frustrated as parents themselves, which resonated immediately. Both are very good at exciting people to go out and make things happen. Consequently, many people got on board to create the pressure and momentum on the government, which ultimately influenced countries around the world. We feel pretty good about it – now we just hope it actually works and doesn’t get sabotaged by tech companies or the political process.
In keeping with making an impact for young people and communities we recently launched Futures, a world first rehabilitation radio station in NSW Juvenile Detention Centres to help reduce recidivism by giving young people tools to build self esteem and life skills through the music culture they love, Hip Hop. We created this idea in partnership with the not-for-profit organisation Musicians Making a Difference and NSW Youth Justice, and it has since completed its pilot with promising results and is being rolled out further.
6. As an industry, what’s one thing you would change to make us all better?
SG: The pitch process. Why are we in a culture of giving away our valuable strategic and creative IP, in drawn out processes that pressure agency profitability and culture, and also impacts the client’s time. A very experienced head of procurement once told me they also dislike the pitch process because of the internal impact, and that it usually doesn’t significantly change the business’s cost savings outcome.
We find that our most successful work and client relationships have started with building chemistry and trust, and process that allows us to get to know them and their business challenges, which typically doesn’t happen via a procurement led process.
7. What are the current challenges for your clients, and how are you delivering disproportionate impact?
SG: Regardless of category whether they are an Aussie or international business, marketing and comms teams are under immense pressure to deliver, and often on reduced teams and budgets. Part of our model is to consistently provide senior experiences teams to clients to help them navigate change, get above the weeds, and start thriving to produce effective work.
8. What’s the best career advice you’ve been given?
SG: In my late twenties I met a brilliant coach, Sian Jaquet, who remains a friend and advisor. She advised me that nobody will manage my career for me – I am in charge of advancing it, so figure out what you want and go for it.
Recently my favourite advice is to focus on the top three tasks each day that will advance the business. This is the hardest part to remember when days become consumed by busy work.
9. What’s one thing that’s not on your LinkedIn profile?
SG: I have a secret ambition to do stand up comedy. A friend took a stand up course and performed a show at the end of the course to friends and family. It looked terrifying and fun all at the same time. I’ll get around to it one day.
10. Important last question: Do your parents really know what you do?
SG: In my early career my mum used to ask why my name wasn’t on the press coverage where the journos name was. Now she’s wondering how I got involved in politics.
