2 February, 2022

If They Cannes, You Cannes: Emily Massy-Greene Reminds Young Entrants To Get In Touch With Their Creativity

By James Harrison

Entries are open for the 2022 TikTok Young Lions Australia competition, and to celebrate we’re sitting down with winners from previous years to pick their brains.

This time we’re with Emily Massy-Greene, senior manager of marketing strategy at Commonwealth Bank (CommBank). Last year, Massy-Greene took out the Cannes Young Lions award in the marketing category alongside her co-worker Mario Parussini.

Massy-Greene thought about entering Cannes Young Lions for a few years and even though she made excuses in previous years she didn’t let anything stop her from entering and winning in 2021, not even being pregnant.

But prior to taking out her award, Massy-Greene cut her teeth in the not-for-profit sector. She interned at Macquarie Group Foundation and had stints at Social Ventures Australia and Australian Philanthropic Services.

Massy-Greene came onto the scene at CommBank in 2015, starting in the corporate responsibility team. Since moving into marketing in 2017, she’s held several positions across the consumer, brand and strategy teams, which all gave her the experience and insight she needed to smash the competition last year.

So whether you’re looking to get inside the mind of an up-and-coming marketer or you want all the hot tips for this year’s Cannes Young Lions, check out this interview with Massy-Greene.

B&T: What inspired you to enter Cannes Young Lions?

Colleagues, Jill Harmon and Nathan Kwok, entered a few years back, did very well and spoke very highly of Cannes Young Lions. I’d thought about it and previously found excuses about why it wasn’t a good time but my colleague, Mario, encouraged me to enter with him. He’s pretty clever and we work really well together.

I guess there’s never really a right time. I was juggling work, a two-year-old and being pregnant at the time, but our leader, Yvonne Richardson, was very supportive. It was a really great experience.

B&T: How have things changed for you since winning?

It provided a good opportunity to connect with other young creatives. I was really impressed by the calibre of the other entrants. I think also it gives you a bit of confidence – it’s great to have an external nod to your creative potential.

B&T: What advice would you give to this year’s entrants? Is there anything you wish you’d known when you’re preparing your response?

If you’re considering entering, then just get involved. It’s a pretty unique experience, you get to flex your marketing skills, and more importantly, it’s in support of a really inspiring charity partner. In terms of anything I wish I’d known in preparing my response, I know it sounds obvious, but it’s a competition of creativity. So I would really tell people who are interested to put their focus there. Really think laterally about how you can respond to the brief. Use your understanding of your target audience and their motivations as that springboard for creative thinking.

B&T: How important is Cannes Young Lions for the industry and why?

I think it’s super important in the way that it challenges, rewards, and connects young talent. Something I think is very valuable.

B&T: What final words do you have for the young adlanders reading this article?

I would say just get involved in Cannes Young Lions. It’s a pretty inspiring experience. For me, there are three things that make it great. The first one is that you get to work on briefs for pretty amazing charity partners. Second is it really helps you to hone your craft and thirdly you get to connect with some pretty super young talent and that’s been a great experience.

As Massy-Greene can testify, 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.

And to help you put your best foot forward in submitting a winning entry, we’ve curated virtual workshop sessions for each of the five categories for 2022. All past winners will be in attendance to offer their expertise. So sign up today!

Workshop Dates:

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