In the third episode of the Melbourne Confidential series, we’re taking a look at some of the most creative faces in Melbourne with some help from our friend Kathleen Gunther, who partners with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. Cherie Clonan is the founding director and CEO of The Digital Picnic.
1. How long have you been in Melbourne and if you weren”t born here, did youchoose it or did it choose you?
I moved to Melbourne in 1997 for no other reason other than the fact that I am an “Air Force brat”, so we lived in almost every state and territory within Australia… but it was Melbourne that ultimately stole my heart.
So whilst I didn’t choose the city [my Air Force Dad did], I chose to stay on here when he ultimately got posted elsewhere… and I instead said, “sorry Dad, this is home to me now”.… it’s been home ever since, tbh
2. What’s the most Melbourne thing about the way your team works?
I’d say it’s what all of Melbourne’s forever-long-lockdowns [lol] taught us, in that it was the recognition that ours is an industry that seriously nails hybrid, or even fully remote, work.
Prior to 2020? We’d never heard of work from home [lol]. Now? Ours is a team that’s in the offices no more than x6 days per month, or fully remote for our fully remote crew, and our productivity is through the roof, but – more importantly – we clock the work/life balance that comes with not hauling one’s Melbournian-arse to the offices x5 days per week.
In an industry like the one we’re in? … that’s golden.
3. Who in the local industry has shaped the way you think about leadership or doing business? Tell us about them.
This could appear to be coached, or forced even, but it’s B&T. Genuinely. B&T are a stunning, all-important reminder to an industry that attracts a lot of a-type, high-performing, perfectionistic tryhards who have a tendency to forget to stop and smell the roses… and just soak in our achievements
We are notorious from moving on from x1 achievement, to another… and that’s not healthy.
I remember going to my first ever B&T awards, an Indie agency, and walking into that room feeling like a nobody… and then walking out having secured an award for ‘Breaking Through Glass Ceilings’ as well as B&T’s ‘Woman of the Year’ award.
It changed my brain chemistry, tbh.
Up until then, I’d never even thought to stop and celebrate a single achievement… so that night forced me to shift how I think about myself, and how I/we celebrate achievement in general.
4. What’s your favourite Melbourne or Victorian campaign or project and why?
The West Gate Tunnel project [lol].… hear me out.
Due to our hybrid work arrangement, we attract regional talent to want to work with us who can justify a 1.5hr commute each way to work… given it’s just x6 days per month, but that West Gate Tunnel? That’s shaved thirty additional minutes off their commute, which is music to an organisational leader’s ears because I have an even happier team.
It’s all I want, ha!
5. If your agency/personal brand had a Melbourne walk-up song, what would it be and why?
It’d be ‘Get Smart’ by Melbourne Ska Orchestra. More specifically, it’d be the first x22 seconds of that song where it’s just boppy, and fun, and high-energy, and they keep asking “are you ready to get smart?!”.
I’m growing a team of Kind Geniuses. Huge tryhards. Lifelong learners. So hungry to learn.
We’re always down to “get smart”… but we also just love ska in general, because the intent of ska music was always to promote racial equality.
That’s big TDP energy, tbh.
Kathleen Gunther is the founder of Gunther Consulting, partnering with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. With expertise spanning digital marketing, brand strategy, PR and communications, she brings the pragmatism, specialist connections and industry know-how to help agencies market their most important client — themselves. Kathleen also serves as a Board Member of AWIA, actively shaping Australia’s digital landscape and championing inclusivity in the industry.
