Initiative’s Maddison Keogh: “Taking A Stand Is More Important Than Ever”

Initiative’s Maddison Keogh: “Taking A Stand Is More Important Than Ever”
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Success in marketing campaigns comes from those that create real change, according to Initiative’s director of client advice and management, Maddison Keogh.

During this year’s B&T Women in Media Awards, presented by Are Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable contribution to their industry through leadership, innovation and courage.

A recent 30 Under 30 winner in the ‘Media Planner/Buyer’ category, Maddison Keogh is the director of client advice and management at Initiative, a full-service global media agency under IPG Mediabrands.

B&T recently spoke to Keogh about whether the uncertainty of 2020 carries opportunities for the advertising, marketing and media industry, and where fearlessness—which she describes as being “bold, brave and unapologetic”— could help the industry break the status quo.

What does ‘fearlessness’ mean to you, Maddison?

To be fearless means to be bold, brave and unapologetic about who you are or what you stand for. Fearlessness means going after what you want and never having to compromise.

For me, it is waking up every day and deciding to be better and do better. Every day offers a new opportunity to be fearless, to challenge yourself and make a difference in the world.

What does fearlessness in advertising, marketing, or the media look like?

Fearlessness in the media industry is agencies and businesses alike being clear on what they stand for. Also provoking and empowering their people, their clients and the community to constantly challenge themselves and question what their impact in the world will be.

To be fearless in marketing is to challenge the status quo, to never shy away from a challenge and to take a leading role as a bold and unapologetic member of our industry.

Do you believe the advertising, marketing and media industries have been ‘fearless’ in 2020?

It has been an extremely tough year for the marketing and media industries, and I do not think we’ll fully realise the impact of COVID-19 on companies and people for years to come.

Tough decisions have been made and I do believe the leaders of our industry have been fearless in protecting people and future proofing their businesses as best they can.

However, the world isn’t just dealing with COVID-19. This year has been a pivotal moment in history with several social justice issues forcing companies to revaluate what they stand for. We have seen fearless agencies and brands re-strategise and transform their marketing plans into an opportunity to give back to the community.

Whether that was an evolution of their product or service through COVID-19, such as alcohol and cosmetic companies manufacturing hand sanitiser, or brands weighing the importance of taking a stand for what they believe, is right and purposefully incites change.

The world is demanding change right now and fearless companies who are fighting for change are standing out.

How can professionals in the media, broadly, be fearless in times of change?

The Australian media industry is extremely influential. We are a tight knit community and we have the critical responsibility of directing our client’s media strategy and investment.

It is more important than ever that we are educating our clients on the best decisions for them as a business, and for our community. I believe success in marketing campaigns comes from those that create real change. Whether that is change for the brand, for the consumer or for the community, taking a stand and creating a long-term impact is more important than ever.

Agencies shouldn’t be afraid to challenge their brands to be bold, and to strive to better the world we live in – and also lead by example.

The Women in Media Awards will be held on Wednesday 28 October 2020, at Doltone House (Jones Bay Wharf).

If you’d like more information about the event, head to this website.

You can also check out who made this year’s shortlist, here.

Thank you to all of our incredible sponsors for making the event possible!

 

Please login with linkedin to comment

Maddison Keogh women in media awards

Latest News

We Need To Talk About B2B Events
  • Opinion

We Need To Talk About B2B Events

This columnist asks is it the end for B2B events? And if so, where will B&T journalists take afternoon naps now?

Opinion

by B&T Magazine

B&T Magazine
WPP’s Acquisition Shopping List Revealed
  • Advertising
  • Media

WPP’s Acquisition Shopping List Revealed

This article contains a hint of speculation, a spot of fabrication, but hopefully not a dollop of defamation.

by B&T Magazine

B&T Magazine
The Recipe For Return On Investment (ROI)
  • Partner Content

The Recipe For Return On Investment (ROI)

The recipe for ROI is revealed here! And thankfully it doesn't include caciocavallo podolico or white alba truffles.

Partner Content

by B&T Magazine

B&T Magazine
Viztrade Launches Facebook Style Self-Serve Solution
  • Technology

Viztrade Launches Facebook Style Self-Serve Solution

Independent programmatic platform Viztrade has launched a self-serve solution for publishers to generate digital advertising revenue directly from their own websites. Viztrade Connect is to be launched through the Viztrade platform and enables advertisers to purchase advertising from publisher websites with no friction and full visibility into the cost of the media. The solution is […]

Google Launches YouTube Select In Australia
  • Technology

Google Launches YouTube Select In Australia

On the upside, reading B&T's tech news isn't as nerdy as reading it on tech sites. On the downside, it's not as good.

by B&T Magazine

B&T Magazine
Blank bus stop advertising poster shot in Germany near Rostock at a bus stop. Perfect for visualising design or advertising concepts
  • Media

BIG Outdoor Launches Programmatic With Vistar Media

BIG Outdoor has announced the launch of programmatic capabilities powered by Vistar Media. BIG Outdoor is leveraging Vistar’s supply-side platform (SSP) to make their inventory available for purchase programmatically via open exchange or private marketplace deals. “Our mission is to stay at the forefront of improving the value proposition of digital billboard advertising,” said Richard […]

Why Purpose is Needed Now More Than Ever
  • Opinion

Why Purpose is Needed Now More Than Ever

Has a bad back all but ruled you out of catching falling colleagues for motivation? Try this hernia-free read instead.

Opinion

by B&T Magazine

B&T Magazine
New normal trendy,stay home,work from home,social distancing concepts on covid-19 outbreak situation.safety and health care ideas
  • Marketing
  • Opinion

Five Aces To Overcoming The Pandemic For CMOs

This is the only thing any CMO should be reading today. Well, this and maybe Riston's latest rants or Marketing Week.

Opinion

by Christos Tzortzis

Christos Tzortzis
NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo
  • Campaigns

NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo

The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]

Debunking The Myths: The Environmental Cred Of Print Media
  • Opinion

Debunking The Myths: The Environmental Cred Of Print Media

In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]

Opinion

by B&T Magazine

B&T Magazine
Mindshare Snares Kayo’s & Binge’s Media
  • Media

Mindshare Snares Kayo’s & Binge’s Media

The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]

by B&T Magazine

B&T Magazine
Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location
  • Media

Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location

Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]