Marketing Mavericks: Optus’ Melissa Hopkins

Marketing Mavericks: Optus’ Melissa Hopkins

Did you miss B&T‘s latest mag issue? Firstly, subscribe here so you never miss out again. Secondly, you’re in luck, because we’re bringing you all the best from the mag and putting it online. You’re welcome.

Marketing Mavericks was a supplement in the latest mag, featuring some of Australia’s most daring and bold marketers. Today, we’re bringing you Optus’ head of consumer marketing Melissa Hopkins.

History Guides The Future

Melissa is a restless life-lover and a pragmatic disruptor. Beginning her career agency side at Y&R, Melissa is now client-side as head of consumer marketing at Optus. And while she never actually thought she’d end up as a marketer, she’s now known in the industry for her ability to challenge the norm and deliver standout marketing campaigns time and time again. 

I never thought I would be a marketer. I started life in film and TV production with aspirations to be a documentary producer. Yet paths change and opportunities present themselves. It is fair to say I have always been drawn to creativity of some type, but I now appreciate that creativity is very much needed at the CEO and board level. Creativity is not limited to marketing – it is a mindset.

What makes me a marketing maverick? In the words of Charles Darwin: “The species that survives is the one that is able to best adapt and adjust to the changing environment in which it finds itself.” This to me is the perfect definition – never stand still, be one step ahead and adapt always – to the market, to the category, to your company, to new management  and new opportunities. Never settle for the steady race.

On the most innovative campaign I’ve worked on at Optus, I’d say it’s hard to choose. Perhaps the amazing work around the Women’s World Cup where the brand and creative teams’ insights and ideas changed a whole product construct  – gifting the Women’s World Cup demonstrates the influence that marketing
can have.

My life hero would have to be Eleanor Roosevelt. Her book You Learn by Living is my bible. She’s a true trailblazer that not only championed but drove results for women’s rights, civil rights and humanitarian rights in the most gracious way. She effectively demonstrated that bravery coupled with humility is a perfect combination. I also learned from her that the impact you can have on the world is never truly done.

Your greatest light bulb moment?

I have had many light bulb moments. If I had the greatest one, my journey would be done. I am still working towards it.

 

 

 

 




Please login with linkedin to comment

acoustic marketing mavericks melissa hopkins Optus

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]