Ten Years On From The First 30 Under 30: Karen Song
Meet Karen Liu Song – previously Art Director ONE and now Head of Network Design at Network 10.
Karen picked up a 30 Under 30 Award at the ripe old age of 27. At the time, she was recognised for her role as the Art Director for ONE HD, which saw her build a team to launch Australia’s first free-to-air digital channel in just six weeks. And, just last year, she was a key member of the team that led Network 10 through its first major rebrand in 27 years.
In this article, Karen talks about the changes in her career over the last decade, including what it’s like to be a working mum in the industry.
We’re still on the hunt for our 2019 30 Under 30 with the countdown on and just a few days to go until entries close.
For now, read on to hear what Karen Song had to say!
Karen Liu Song
Then: Art Director ONE, Network 10
Now: Head of Network Design, Network 10
What did it mean to you at the ripe age of 27 that you were chosen as one of B&T’s 30 Under 30?
I wasn’t involved in my submission so it was a humbling surprise to be nominated. I think my mum bought every copy and carried one around in her handbag for months!
At that time, I was recognised for my role as the Art Director for ONE, which saw me build a team to launch Australia’s first free-to-air digital channel in just six weeks. It was a career leap and a role I wasn’t sure I was ready for or capable of so being recognised was a lesson to believe in myself and take risks. It was also a good reminder that what I had achieved was pretty cool.
How do you think being nominated affected your career, if at all?
I am privileged to be working within a team and organisation that continues to recognise my potential and achievements, and gives me rewarding career opportunities. Recognition is such a simple but powerful way to engage and motivate. Most recently, I was really fortunate to be part of Network 10’s big rebrand!
What’s been the biggest change to your life since then?
Becoming a working mum. The challenge of returning to work after a long break and wondering if you still had it in you to achieve what you once were able to. There’s always a juggle between guilt, priority and time. I had to work smarter and implement processes to enable me to do that. I’m lucky to work in an organisation that values flexibility. There’s nothing like motherhood to teach you resilience, patience & compromise.
What words of wisdom would you have shared with your 27 year old self back then knowing what you do now?
Trusting in yourself but also in those around you who are good at what they do – you can always learn something and you don’t always need to have all the answers. I know now the power of sitting back and listening. Humility, diplomacy & compromise go a long way.
What are you most proud of?
Late last year, I was a key member of the team that led Network 10 through its first major rebrand in 27 years. It was a huge undertaking – we had to rebrand the entire network in four months! We developed the new identity and rolled it out across 10’s culture, three channels, three digital platforms and major in-house productions.
Working on a project like this is why I love what I do and I felt privileged to be a part of such a historic moment in time.
What do you see as the biggest challenges that face young people in advertising, marketing and media these days?
The media industry is in an era of change and the challenge is finding the next big idea that engages and creates original and authentic viewer experiences and helps build brand loyalty.
Conversely, what’s the biggest opportunity for those under 30 now?
When I started my career as a motion designer, job opportunities were pretty niche. I fell into TV because I wanted to make news corner frames. There are more opportunities now than ever before for content makers and story-tellers across more platforms. That’s pretty exciting.
What can the industry do better to attract and retain young talent?
Believe in them, invest in them and help them build a meaningful career. When you trust them and show them mutual respect, they thrive.
We try to maintain strong relationships with universities to develop, train and mentor graduate talent we can bring into our network. I’ve been lucky enough to have some great leaders and mentors in my career and I’m a big believer in it.
Did you miss the on-time deadline to get your entry in for B&T‘s 30 Under 30 Awards? Never fear! Late entries close this Friday (1st March)! For all the details and to submit your entry, click here. Tickets are also available for B&T Bootcamp, a day of speed mentoring and masterclasses aimed at up and comers in the industry.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.