Q&A With Young Aussie Creatives Making Waves In NYC

To celebrate young Aussie talent in adland, B&T has embarked on a series where we chat to creatives working at some of the world’s most prolific advertising agencies in New York City.
Speaking with a new up-and-comer each week, B&T asks Aussie expats everything from their favourite clients to more pressing questions such as how often they’re asked to “put shrimp on the barbie”.
It’s time to meet some of the industry’s brightest.
Last time we spoke with Anomaly’s Ben Yabsley, this week we put Havas Formula VP Natasha Carroll head (pictured above) on the chopping block.
Time in NYC?
Two years, three months.
What have been the biggest learnings moving to NYC?
Moving to a new country, a new city, a new agency, I’ve really learnt to trust myself.
When you’re thrown into a completely new environment, you are challenged in so many different ways and you get stronger and more confident with each hurdle you overcome one.
When things are going well, it’s often easy to think you got lucky, but it’s a fantastic feeling when you realize that it’s you and your hard work that got you here.
What has taken you by surprise about the city?
That two years wasn’t enough!
When I accepted the role to move to NY, I thought I would be over for two years with the E3 visa to gain U.S. experience and come home.
But I’ve just come back from renewing my visa in so I’ll be here for another two – at least!
How do American and Australian adlands differ?
In the U.S., there is more of division between personal and professional life as most people tend to keep these more separate than we do back home.
The Aussie ad culture is a little more relaxed which means a lot of colleagues turn into workmates, late work nights turns into dinner and drinks, and Fridays are often marked by a pub lunch.
And the scale! Everything in the U.S. is bigger from the size of the market and opportunities for your clients, the resource and budgets, your coffees and sandwiches to the building you work in.
How are they similar?
Fundamentals of agency operations are the same. Account management, client service, new business and people management.
If you excel at these in Australia, they will be the key to set you up for success here.
How is the creative process (both in ideation and execution) different to Australia’s?
In both Sydney and New York, I’ve worked within the Havas Village, which is our group’s strategy to bring Creative, Media, PR and Digital together and have always loved this integrated way of working.
The main difference here is size – it’s bigger and this has its positives and negatives.
For new business opportunities, you can tap into more creative resources and different expertise across the group.
On the flip side, because there are more people it can be much harder to find the right team or person you need to progress an opportunity.
How much bigger are the budgets?
Bigger! And it’s been a great learning managing the resource and expenses that support these larger accounts.
In Australia, the average size of a retainer account would be approximately $20,000 per month but here that is really the minimum for PR programs.
What has been the biggest benefit of moving?
Outside of the scale, the U.S. is a key market for global brands and we are often one of the first countries to launch a new product to consumers.
Over the last two years, I’ve had the opportunity to work events and announcements that have changed a category and set the tone for other market activities around the world.
What has been the biggest challenge?
Moving from an agency where everyone knew me to somewhere where I had to start from scratch and build credibility to gain the trust of my colleagues and clients.
I knew this would be tough as I’d been with the same agency for 7+ years and will never forget when leaving Sydney one of the girls in my team wrote me a note reassuring me that while it wouldn’t happen immediately soon my NY team would rely on me for support just like she did.
Moving is definitely a personal challenge but it would be a lot harder without the support of your friends, family and old colleagues from back home!
Roughly how many times a week do you get asked if you’d like to put a shrimp on the barbie?
Actually never.
But I do get asked if I’m from London about once a week!
Do you ever find yourself pigeon-holed into the ‘Aussie expat’ basket or is it fairly easy to carve out your own identity?
I think being an Aussie expat is an important part of my personal and professional identity.
Australians are hard-working, friendly and honest and I think these are all values that can bring a lot to a workplace.
Outside of work yes I do have a lot of Australian friends, and yes we eat Avo Toast and drink Flat Whites, but your network quickly expands as New York has such a global culture.
What has been your favourite project so far?
I head up the Jaguar Land Rover account here and working on the major Auto Shows has been an incredible experience.
We work hand in hand with the global and local PR teams to deliver multiple events throughout the week.
It’s incredible to see the scale of this world-class PR team come together to deliver a huge amount of activity and results.
Who is your favourite client?
Jaguar Land Rover –per the above I’m slightly biased.
What is your favourite ad of all time?
Of all time is a tough ask. This last year, I really loved the Lacoste Save our Species campaign. Newsworthy, cute, clever and all for a good-cause.
What’s not to love? Check it out here.
Latest News

B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.

“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.

Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.

Opinion: The Tall Poppy’s Kate Smither On The DBA Dilemma
The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Poppy I wouldn’t even take […]

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.

Slew Of New Hires At Snap Inc.
Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.

Reddit Gets Playful Brand Refresh
This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.

Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.

In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.

OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.

JOLT Launches Industry First In-App Advertising Solution
Do you drive an EV more for its bragging potential than anything environmental? You may enjoy this electric news.

Ideally Nabs Simon Gawn From Denomination
Denomination's Simon Gawn jumps ship to Ideally. Apparently his farewell from his barista was very touching.

SurfStitch Unveils New Brand Position & Summer Campaign
Did that winter diet not result in the beach body you so hoped? Read this surfwear article with caution.

Man Of Many Welcomes Naman Singh & Alex Martinez
If Man Of Many's hold music isn't Metallica's "The Shortest Straw", it bloody well should be.

realestate.com.au Extends Major Partnership With Sydney Swans
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Tuesday TV Ratings: “There Are Too Few Episodes” – Dessert Masters Finale Leave Viewers Wanting More
Dessert Masters finale reportedly leaves viewers wanting more. Weight Watchers also keeping a keen eye on things.

Avenue C Nabs Paula Lopes From KINESSO
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

Dave ‘Rabbit’ Rabbetts Departs Star 104.5 Breakfast
Dave 'Rabbit' Rabbetts departs Star 104.5 breakfast. Has asked everyone call him Dave for a little bit.

MOO Premium Foods Admits “100% Ocean Plastics” Claims Misled Consumers
Yoghurt brand in strife over green claims. Meanwhile Mars Bars still getting away with "helps you work, rest & play".

IAB Study: Online Advertising Expenditure Hit $3.73B For September Quarter
Digital continuing to be advertising's star performer. Although that's not intended as a slur to the humble catalogue.

More Than 15,000 Watch On YouTube As An Emotional Brittany Higgins Takes The Stand
One of the biggest stories of 2023 looking like it's heading into 2024. Has the legs to even make 2025.

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

The End Of An Era: Millionaire Hot Seat Comes To A Close After 25 Years
Eddie McGuire set to become even more annoying after his game show hosting gig comes to an end.

The Good, The Bad & The Ugly: These Are The Moments That Dominated Media Coverage In 2023
It's 2023's biggest news stories counted down! And whoever wrote it clearly didn't miss out out Taylor Swift tickets.

Free-To-Air TV Welcomes Landmark Win Against Streaming Giants
It's a win for the free-to-air networks this morning. However, it's not stopped the incessant squabbling between them.

KFC Spoofs Fragrance Ads With Its Own Unisex Scent Shaped Like A Drumstick
Want stray dogs to follow you home after a night out? This chicken-inspired scent could be just the ticket.

Jimmy Hyett Drops By B&T TV To Talk Christmas Presents, AI & Basketball
Have you ever met a Jimmy you didn't like? Confirm it here with the eminently likeable Jimmy Hyett's B&T TV debut.