Women In Media: Leo Burnett Melbourne CEO, Melinda Geertz
We know you’re loving B&Ts daily Women In Media segments – interviews with our industry’s most exceptional females. Today we talk to the boss of Leo Burnett Melbourne, the fabulous Melinda Geertz, who talks her farming background, her faults and tips to the top…
What or who inspired you to go into the industry?
The truth is, it was more happenstance than inspiration. I graduated with a history degree from Northwestern University in Chicago at a time when there was 11 per cent unemployment in the U.S, the highest level since the Depression. I wasn’t so much inspired by anyone at the time as desperate to find a job. And along came Leo Burnett with an open door and commitment to hire 35 trainees every year. It seemed like a perfect world for me: a mix of business and creativity. And I made the cut. I consider myself very lucky.
If you weren’t doing this particular job, what would you be doing?
I grew up on a farm, so that’s always a part of me but I don’t think farming is my calling! I’m interested in lots of things, which is probably why I was drawn to this industry in the first place. The joy of my job is that I touch so many companies and organisations in different sectors and I bounce between the creative and commercial world. That feels like many jobs in one.
How do you define leadership?
I don’t feel like I’ve ever really followed the “corporate” rules of leadership. I mostly rely on my instinct and common sense. I place a lot of value around creating clarity of purpose – what are we trying to do here? – and making sure everyone feels connected to that purpose. And, without a doubt, creating an environment – physically and emotionally – that is supportive and encourages creative problem solving is what I care about most. Some people refer to culture as “the smell of the place”, and you can’t concoct that.
What makes you tick and go that extra mile?
I grew up in a big family, and never really had any space of my own. So it’s probably no surprise that I thrive on collaboration. I get so much motivation and inspiration from the talented, creative people around me. And while it feels good to achieve on my own, it feels even better when we achieve as a group.
What five words would your staff use to describe you?
Not sure about this one. On a good day, I think they’d say I’m open, motivating and engaged. On a bad day, they’d say I’m a bit too impatient. I also have that irritating tendency to see the possibility for everything to be better…always. The journey is far more interesting to me than the destination.
Proudest career moment/achievement?
Winning the Grand Prix for Good at Cannes for our beautiful work for SCOPE (‘See the Person’) was pretty special. One of my sisters has Down Syndrome, so it touched me in a very big way.
What advice would you give a female graduate or a newbie contemplating a career in the media/advertising/marketing industry?
My counsel is pretty basic. If you want to be good at something, you have to work hard. But if all you’re doing is working, you need to re-think. Don’t confuse long hours with achievement. Be sure you make time for all the other things you enjoy doing. It will actually make you better at what you do. It’s true. And it will most certainly make you happier. A few words of wisdom for young women: Get your hand up! Modesty is beautiful, but don’t let it hold you back. And be confident in the different style of leadership that you bring to an organisation. Embrace your ‘inner collaborator’ and use it.
What’s your ultimate career goal?
I’m good at getting other people to articulate their goals, but not so good at it myself. I’ve never had a concrete career goal, and perhaps it’s a bit late to start. But I can say that I love what I’m doing, and as long as I’m growing and achieving and working with interesting, dynamic people, I’m feeling good about my career. Work is a big part of life, so being happy and stimulated is what’s important to me.
And make sure you enter our Women in Media Awards, or nominate a colleague, here!
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.