One-on-one With MediaCom ECD (And 3% Conference Speaker) Gemma Hunter
With The 3% Conference fast approaching, we thought it would be a grand idea to profile one of the speakers for the event – MediaCom’s global executive creative director (ECD), Gemma Hunter.
Tell us about your career to date?
I am a global content specialist with 20-plus years’ leadership, content strategy, creative, production, distribution, PR, brand and marketing experience.
At MediaCom, I lead the global content creative team as executive creative director and head MediaCom Beyond Advertising (MBA) in Australia. I also oversee marketing and PR for MediaCom nationally from my home base in Melbourne.
I’ve spent the last seven years with MediaCom. Prior to that, I’ve worked across global, pan-Europe, Japan, Korea, Australia and the Asia Pacific. Starting in Radio with Kiss FM in the UK, then onto MTV International for eight years where I rose to vice president of international marketing partnerships, then spent four years at TBWA London as the managing director of the brand entertainment division, Stream.
The 3% Conference came about because not long ago in the US just 3 per cent of ECD-level employees at agencies were female. Why do you think this scenario has arisen, and what’s the first step to redressing the balance?
There are many reasons, some the same globally and some more workplace-specific. I think the universal reason is that, as science proves we have a predisposition as humans to ‘hire in our own image’, it’s a comfort thing, and usually a subconscious decision. So, if your own image is a white middle-class bloke (as it is at management and senior creative level in many agencies), now and historically, its no surprise that’s what continues.
Having personally experienced sexism in several places (although never at MediaCom), I know how tough it can be to be heard, be seen and be treated equally. The first step to redressing the balance is The 3% Conference. The next step is ensuring that we create and drive a support network and program for both men and women in our industry to create a step change.
When did you become ECD at MediaCom? How did it feel, and was it something you’d long aspired to?
April 2015. I can honestly say I hadn’t really given it a huge amount of thought and the promotion was a surprise. I’d fought breast cancer for the 18 months prior, we had been discussing the role before I was diagnosed, but I had to turn it down due to the brutal effects of the treatment. I assumed they’d go ahead and hire while I was unwell, but luckily they waited for me. The words “It’s you we want, not just any old good creative – of course we waited” were the best fuel to get me back on fighting form post treatment. Talk about one big challenge to the next, it’s been quite a life changing couple of years!
What would be your best advice for females who aspire to an ECD-level role (or indeed any high-level or c-suite role)?
My advice would to back yourself and to shout about it. No need to brag, but there is every need to vocalise what you achieve, what you still can achieve and your vision for getting there. Men tend to be more comfortable ‘owning’ their achievements and prowess, I think it’s a nature versus nurture thing – we tend to get on with it more quietly.
I’d also say, try, try and try again. Don’t give up, ever.
In general, what do you think about the level of female participation in Adland? Do you think women are put off careers in the industry because of concerns about progression?
If you look across Adland, there are lots of brilliant women at many levels. The differences are by area and in some cases agency. Many agencies are actively trying to address this.
At MediaCom, we work hard on ensuring that we support people based on their life circumstance – for example, flexibility on hours for mums and dads where possible. I think in general in the industry we need more adaptive approaches to today’s lifestyles. Sweden does a great job – we could take learnings there.
For anyone who is worried about progression, I’d suggest they get a mentor, find a sponsor and take charge of their destiny. Ask yourself: if you can’t get what you want where you are, is that because it’s never going to be available? Do you need to seek an employer with a culture more suited to you? Do you know what that culture is and are you asking about it when you go for interviews?
What five things do you think businesses can do to encourage women/make the path to the top a more even playing field?
- Judge on talent not gender.
- Create flexibility in working practices and environments.
- Ensure you have a mentoring programme in place, ideally with mentors outside your organisation.
- Provide coaching where needed. Creatives tend to be great at craft but often lack leadership skills.
- Take a good, hard, honest look at your business and listen to what your people are saying. If you have a problem, don’t just issue a press release or a cute campaign. ACT on it!
What sort of hurdles to progression have you encountered in your career and how can other women counter them?
The worst was being told “I just don’t feel comfortable with a woman at this level” when being passed over for promotion for the third time. My only option was to go to HR as clearly this was outright sexism, but I was worried I’d become known as ‘the girl that kicked up a fuss’. Isn’t that awful?
So, instead every time I encountered that man, I behaved like him. I got the promotion, but I’d lost sight of what made me me – I’d become a ‘bloke’ in a woman’s body. I had a massive identity crisis. He then left and I went on a journey of rediscovery. What I learnt from that is I am resilient – you fight me and I will fight you back, but in a much more subtle manner, you can’t intimidate me no matter how hard you try.
Looking back, I thank him for that experience. He now has two teenage daughters and I’m mentoring him – karma baby, it’s fabulous!
Is there anything else you’d like to add around The 3% Conference?
Thank you B&T for putting your power and commitment behind this, together we really can make a difference.
Please login with linkedin to comment
3% Conference Advertising Standards Bureau agency Gemma HunterLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.