There are some pretty remarkable people in our industry, each offering their own unique perspective to adland.
While we spend so much time learning about our peers’ career highlights, B&T, in partnership with Carat Australia, thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock.
So, we’ve recently published – and are continuing to publish – a series of personal profiles.
Get ready to laugh, cry and be taken on an emotional rollercoaster as we hear more about the industry’s most remarkable marketers.
Airtasker’s brand marketing lead, Alexandra Aguirre Tully: The food stealer
I’d describe myself as a frustrated writer, crazy cat lady, will probably steal food off your plate, and also does a bit of brand marketing over at the community marketplace for tasks, Airtasker.
As a kid, I loved reading and writing, so after flicking through the careers guide my older cousin had been issued at school, I decided a journalist would be the way to go. I actually followed through with that intention all the way to university, where I enrolled in a journalism degree. Sadly, I didn’t quite get to the end of it.
[Australian bedding company] Koala really annoys me with how smart and innovative its brand is. It’s a master of content creation, and is defining new ways for traditional media to be used in complement with digital. That billboard outside IKEA and the social campaign that supported it? Genius. To make a super-desirable brand out of a seemingly boring product, I take my hat off to you.
Attention to detail is definitely not something that comes naturally to me, and has become a learned trait after one too many near misses that could have become very costly. When it comes to what works, I always think, ‘Listen to your gut. Stop doubting yourself. You can do it. And if you can’t, then you’ll figure it out along the way.’
I understand nothing about the meme economy, social media language and everything in between. I’ve gone from being one of the youngest in my team at my previous job to one of the oldest in my team here at Airtasker, and as they love to keep reminding me. I’m way behind with what’s relevant.
My advice to marketing graduates would be don’t think being a generalist is enough these days. I think it’s important to identify a niche for yourself early on. So, just get in there and don’t be afraid to get your hands dirty. Ask lots of questions and make sure you keep upskilling once you find a niche that you can zero in on.
My most embarrassing TV habit has to be Keeping Up with the Kardashians. Don’t make me explain it. I’ve followed the family for the past 15 seasons and will never get enough. It is what it is, okay.
The worst holiday I went on was probably the time I went ziplining through a jungle in Laos and spent the night sleeping in a treehouse next to the largest beehive I’ve ever seen, with my deathly-allergic-to-bees husband.