The B&T 30 Under 30 Awards, presented by Vevo celebrate emerging talent shaping the future of Australia’s media, marketing and advertising industries. With the 2027 awards on the horizon, we’ve decided to look back at the 2026 recipients and the work they’ve been doing to make their mark on the industry.
Last week, we spoke with Spark Foundry’s Louisa Andrews, winner of the Media Planner/Buyer category. This week, B&T caught up with Nine’s Tayla Orr, winner of the Strategy category to talk her career journey, industry ambitions and what it takes to build a future in advertising.
Orr has already made a strong impression on the advertising industry, earning recognition through the Australian Young Lions competition and a place among the global top five finalists in the 2025 Media category.
With experience spanning creative, sales and strategy, she has built a varied career at Nine, contributing to major cultural moments including the Australian Open and Married At First Sight, while driving more than $27 million in revenue.
From creative beginnings to a strategic role at Nine, Orr has built her career by embracing new challenges and backing her ability to think differently.
There’s more where that came from! Explore the full list of B&T’s 2026 30 Under 30 winners HERE.
B&T: After winning a 30 Under 30 Award where do you see yourself in 3, 13 and 30 years’ time?
Tayla Orr: In 3 years I see myself starting to lead my own strategy team, creating brave, award-winning work and hopefully balancing it with a trip to Cannes or a few stamps in my passport along the way!
In 13 years time, I’m heading up a group of brilliant thinkers, shaping industry thought pieces, mentoring young talent and pushing them to enter 30 under 30!
In 30 years time, hopefully easing into retirement! But if I’m still working, I’d love to be running my own agency or sitting as CSO, still staying curious and having fun.
B&T: Why did you choose to enter the Awards?
TO: Ever since I can remember, advertising is all I’ve ever wanted to do. But when my leaders pushed me to enter, self-doubt crept in because I worried I hadn’t done enough yet. I had to stop and ask myself: “What’s the best that could happen?” Which then meant entering became a moment to step back and really reflect at how far I’d come. Regardless of the outcome it was a great feeling, making me think that my younger self would be bloody proud.
B&T: What would you do differently if you were to enter the Awards again?
TO: Two things: back myself sooner and keep the execution simple! I spent too much time overthinking whether I was “ready” instead of focusing on what set me apart. And then when it came to the submission, I interviewed my younger self on camera – which meant filming myself talking to myself! It was a labor of love, but next time I’d focus on a bold, sharp idea that’s simple to execute.
B&T: What’s one issue the industry should be spending more time on and why?
TO: Protecting entry-level roles in the age of AI. Technology should automate tasks, not pull up the ladder behind us. Early-career professionals need a seat at the table and, importantly, the grace to make mistakes, learn, and grow or we risk starving the industry of its future leaders.
