Women To Watch: OMD’s Peita Pacey
At B&T, We are staunch believers that every woman and her achievements should be celebrated, every day and always.
However, unfortunately, the achievements of women often go unnoticed. That’s why we launched our annual B&T Women in Media Awards – to recognise the amazing accomplishments of women across the marketing, communications and advertising industry.
In honour of our WIM Awards, we’re chatting to industry powerhouses; women we should all be keeping an eye on — women to watch.
Today we’re hearing from Peita Pacey, OMD Sydney’s head of strategy.
B&T’s Women in Media Awards are important because, whilst I think it’s unfortunately still imperative that we have specific forums that allow the light to be shone on women’s achievements in our industry, what I believe is more important than showcasing our gender’s success, is highlighting the diversity in the journey to success. The days where there was only one way to succeed on the media corporate ladder are diminishing, and this program illustrates to both men and women that you can grow, perform and achieve via many different paths.
I wouldn’t be where I am if it weren’t for the incredible and influential people in my life. As I navigate my own life and career, I look to a number of incredible women to help inspire and guide me to be my best. Each of these women have demonstrated to me, by just living their own lives, how to be flexible and focused in my ambitions. They are women in my workplace, women I have worked with and women in my own family.
Each of these women have fought the feminist fight with grace, humour and effort, none of them falling into the idea that you have to play the traditional “man’s” game to get to where you want to go in life, never mind at work. When I grow up, I want to be just like them! Aimee, Sian, Georgie, Kim, Anita, Ilona and Ev – thank you! However, I see two interconnected issues holding us back. The idea of having to choose career over life (whatever that outside focus might be) and the culture of overwork. Together these two elements constrict our thinking about how to progress, and that in order to do really well at work as you get closer to the top, you have to give up your time and your focus on family (or whatever else you’re focused on). These two issues are ingrained in our society, well outside our own industry, making it tough to have meaningful conversations to overcome either.
If our overwork culture dictates that in order to hold a very senior role you must work at least 65+ hours a week (and let’s be honest, that’s conservative), then naturally you’re asking people to choose between work and life, and for many that is between work and children. Parents don’t have children to not spend time with them, so until we rectify this obsession with overwork as the norm, it’s natural that one partner will have to take a backseat in their career. It’s in the best interest of our national economy to have both parents working, we should be better at facilitating that positively.
We need to stop talking about work/life balance primarily in the context of women having to manage family obligations. Work/life “balance” is something we all need to fight for to ensure that when we are at work we are at our most productive, and when we’re not working we are fulfilling all those other areas that make us who we are as individuals, and therefore so valuable to our companies.
When reflecting on the most unexpected champions of change for equality, I’ve realised it can be much closer to home. For me, it’s my Grandfather. On the surface he was a very traditional man – with a wife at home raising their two children, he was a WWII survivor and a corporate man for IBM. Every morning for over 35 years, my grandmother would cook his breakfast before sending him on his way to work. She ran the household in the most traditional of ways and did not work. But as I grew up, Pop would always say to me, “Don’t take the way we’ve done things as your guide to the future. That’s been done before. I’m more interested in how else life could be lived. Take the opportunity you have and make the most of it, don’t worry about ‘should’, think about ‘could’, and find yourself a partner who helps you get there.”
Off the back of this, I think in today’s age, being financially independent and fit females is incredibly important. Financial fitness means something different to everyone. For me, it’s about having enough understanding about how to make my money work as hard as it can, to give my family and I as many options as possible. In my early years, financial fitness meant trying to balance the immediate with the long term, making sure I could eat for the whole month and pay rent, whilst also putting a little away to slowly add up over time. As you accrue responsibilities (car, house, partner, children, pets, a love of expensive handbags etc.) it’s so important to protect them and yourself. The reality is that we don’t know what challenges and adventures we’re going to come up against, and they never come along at a convenient time.
Thinking about how to use your money to give yourself freedom (in whatever form that means for you) is liberating. Insurance is important, saving is important, wills are important and so is loving where you live, a new pair of fabulous shoes and avocado toast from time to time. How to make sure you’re paid what your worth? Do your homework. Understand what you value most – is it salary, flexibility, opportunity – there are many ways to be “paid well”. And don’t be apologetic about pushing for more – you don’t get if you don’t ask!
Quickfire Question
If you were PM, what law would you change/introduce right now to improve equality?
As much as I’d love to see a four-day work week, or six weeks holiday as the minimum, I think that critical to any real change is to see more capable women in Parliament. Legal changes that influence society come through the people we elect to represent our communities. With only 30 per cent of seats held by women, we aren’t seeing the breadth of female views held and are therefore still not fully represented at this level.
Best advice you’ve ever received?
Stop trying to do it all yourself. Ask for help. And throw some money at the issue (about home help) – it may be expensive, but it’s not forever and it’ll help your productivity. Both pieces of advice changed everything for me.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.