Industry Profiles: It’s Mango Sydney’s MD Fern Canning!
With a firm coffee in her hand for serious business meetings and a tea and a biscuit for leisure time, Mango Sydney’s managing director Fern Canning is one to watch in the industry. Here, she gives us the low down to her life for our industry profiles.
What would you change about the industry?
Negativity and ego, which are the death knells of creativity. I’d love to see more respect for other agencies’ work, more camaraderie between agencies and less land grabbing over who ‘owns’ what. Our job is to deliver on our clients’ objectives, and the only way we can do that is to leave ego at the door and play nice.
What’s your backstory? (The non-LinkedIn one)
I ditched all thoughts of becoming a lawyer after reading a magazine article at the tender age of 14 about a PR girl who was dating the England rugby captain. I soon found out that PR wasn’t all parties and freebies but a career with real substance. I haven’t looked back since.
I hounded a large PR agency for an internship and got a gig with them before I started Uni. Their CEO called me ‘spunky’, but I call it tenacity, and my parents say I’ve had it in droves from a very young age. I pitched and won Audi, and when I moved to run a small PR agency, they were my first clients. It was a thrilling ride from car launches to motorsports, sponsorship, events, celebrity and even CSR.
A certain media trip to Monaco is now a story of legend among the men’s mags.
I moved on to the serious world of global communications for Peroni Nastro Azzuro, which somehow lead to a role leading global communications for Proctor & Gamble brands and Diageo at Ketchum.
The years on P&G turned me into a marketer, with an appreciation for the channel-agnostic big idea based on real insights, integrated working and the power of people.
I then had to choose between a role in the US or Australia, and was leading the consumer marketing division at Edelman when I was approached by DDB Group. When I met Andrew, Nic and Marty, I knew that this was a company where I would find integration and inspiration on a major scale. I was right.
Who’s your industry hero?
Marc Pritchard. He isn’t afraid to take risks, he understood the power of digital and social media way ahead of the curve and he champions agency collaboration.
If you weren’t doing this job, what would you be doing?
I’d be a world class sailor. But seriously, the only reason I wouldn’t be doing this job is a lottery win, and even then I’d find it hard to stay away.
Where do you see yourself in ten years?
I’m not afraid of commitment. I’d like to think I’ll be with DDB Group for many years, continuing to champion integration and grow Mango in Australia and overseas.
What’s been your most challenging career moment?
Bringing a production crew, media and university students to the favelas of Brazil. We arrived to the sound of gunfire, I screamed at everyone to “get down” and was promptly told by a gang member with a crocodile-smile that this was their idea of welcoming us. The trip included a journalist getting mugged, a photographer’s camera being smashed after taking a photo of something the gang didn’t like and a uni student almost being tricked by a prostitute.
But as they say adversity brings out the best in you and it was one of the most rewarding campaigns I ever worked on.
What’s your favourite kind of cheese?
That’s like asking someone to name their favourite child. Next question.
What’s one thing not many know about you?
I’ll be competing in a sailing race in Sweden in 2016, even though I only started sailing a year ago.
What’s your quirkiest attribute?
Bringing myself to work. I don’t believe being quirky is about growing a beard (I’d fail, clearly), wearing wacky clothes, or having an out-there ritual. I think being quirky is about fearlessly being yourself and calling ‘bullshit’ on others.
I’m also fiercely loyal to my clients, and switch to their products and services over competitors, advocating for my friends to do the same. Why should I expect people to buy-into our clients unless I’m happy to do so? I’ve been known to take this to the extreme, but I won’t go into the detail. I’ll most likely be buying a Volkswagen soon.
Please login with linkedin to comment
Advertising Standards Bureau fit sponsorship marketing Grant Richmond-Coggan Julian DelanyLatest News
Entries now open for Snapchat Young Lions Australia
The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]
Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham
Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]
PHD Snares Former Hello Social Strategy Director Joshua Tan As Part Of Content Team Expansion
PHD unveils new-look content team which includes (judging by accompanying press photo) an astonishing beard & man bun.
Coca-Cola Loses Logo In ‘Open To Better’ Campaign
Here's some fun new work from Coke. Sure, it still rots your teeth and makes you fat, but fun nonetheless.
“You Can’t Nazi It!”: Amazon Called Out For Fatal Design Flaw In New Logo
New Amazon logo apparently resembles Hilter's moustache. Particularly after Adolf ate one too many blueberry muffins.
Mitsubishi Motors Australia Produces New Creative For International Markets Via Richards Rose
Mitsubishi Australia unveils latest work and wisely decided not to reinstate the truly awful "It's a Mitsi" tagline.
Taboola Lays Out Plans To Go Public
Taboola lays out plans to go public. And by that it apparently means the stock market, not the local park's lavatories.
Selena Gomez Fronts Latest PUMA Campaign
B&T has no idea what Selena Gomez actually does, however, it appears to have made her incredibly rich doing it.
Australian Open Tops YouGov Sport’s UK Australia 2021 Rankings
A list of Australia's most popluar sports are in and once again it's little joy for hotdog eating or the manure toss.
TV Interview Goes Awry After Viewers Spot Menacing Dildo
In this woman's defence, it may just be a scented candle. Admittedly one that bares remarkable similarities to a dildo.
The Three Must-Haves For Your Data Strategy
Here are the three must-haves for your data strategy. A fourth could possibly include the value of legumes in your diet.
Third-Party Data Sales Spike 109% For Lotame In APAC
Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]
28% Of Display Advertising Spend Goes To Ad Tech Services: ACCC Inquiry
Some 28% of display ad spend goes to the ad tech giants. Which explains the excellent sandwiches at their conferences.
Nielsen: Top 10 Media Owners Reach Over Half Of The Australian Population Each Month
Study finds top 10 media owners reach over 50% of the Aussie population. Other 50% looking for car spot at Westfields.
Dr Elaine Stead Wins $280k Damages In Defamation Suit Against The AFR’s Joe Aston
Long-running defamation case comes to an end. Barristers just happy to take those silly wigs off in this stifling heat.
Tim Robards Stars As Tim Tam Genie In New Arnott’s Campaign Via The Neighbourhood
The Tim Tam is undoubtedly Australia's culinary gift to the world alongside the pavlova & the throwdown beer receptacle.
McCann Sydney Snares Lucy Gavan For Senior Strategist Role
McCann Sydney inter-office UNO tournament takes sinister new twist with arrivel of new senior strategist.
VCCP Sydney Adds Tilly Treloar, Nathan Pashley & Heath Sims
B&T's editor does not like press photos of people not wearing socks. He's a stickler for neutralising foot odours.
Dentsu’s Ad Spend Report Forecasts 5.9% Growth In Australia In 2021
2021's starting to look good for ad spends. It's not looking good for overseas travel or people with a fear of needles.
David Pullinger, Former JC Decaux Sales Director, Appointed QMS Media GM
JC Decaux's David Pullinger jumps to rival QMS amid apparent awkward silences at the staff leaving party.
Stan Officially Announces Pricing For Stan Sport
Stan Sport will cost you $10 a month. Which is the same price as three avocados sans the monounsaturated fatty acids.
Facebook Introduces New Measures To Stop The Spread Of Holocaust Misinformation
Facebook looking to block Holocaust deniers. Still seems open to Flat Earthers and Elvis spotting, however.
Busting Six Of The Biggest Ad Tech Myths
Here, six of ad tech's biggest myths get expertly busted. There was a seventh, but it turned out to possibly be true.
Droga5 London Rolls Out New International Visual Identity For CUPRA
Droga5 London is arguably the hottest agency in the world right now. Not that anyone's booking Cannes tickets just yet.
Shutterstock Acquires 3D Marketplace TurboSquid
Shutterstock has acquired 3D marketplace TurboSquid. Read all the news here, admittedly in boring old 2D.
Are Media Appoints Melissa Mason As Digital Editor For ELLE & Marie Claire
Melissa Mason seriously considering putting an accent over the á following Elle & marie claire appointment.
M&C Saatchi’s Timothy Ng: “To Those Who’ve Thought About It”
M&C Saatchi's Timothy Ng muses on his career in advertising. It's a bit Nietschke, with a spot of Goethe thrown in.
WPP Named In Bloomberg Gender-Equality Index For Third Year In A Row
WPP named in gender-equality index for third year running as internal fight erupts over where to hang the certificate.
Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]
Florida Financial Officer ‘Offers’ To Host Olympics With “Bonkers” Pitch
Florida says if Tokyo don't want the Games, they'll take it. Hopefully our own Dubbo might make similar overtures.
