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, for the next little while, we will be publishing 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.
Sendle CMO Eva Ross: The tomboy entrepreneur
When I was 10, I mostly wanted to be a boy. Confusingly though, also a business lady. I was very entrepreneurial. Ironically, given my role at Sendle, I ran a company called ‘letter-posting kids’ where my mullet-wearing friend and I would run people’s letters down an enormous hill in Hong Kong to a very British post box, then trek all the way up and do it again.
I love small businesses and the dramatic highs and lows of start-up life. I studied maths, fine art and psychology which, at the time, seemed an odd combination, but makes so much sense for a marketer in 2018. I imagine I’d continue to work in some combination of these things. I could see myself working in a small business in sustainable travel, ideally in Palawan in the Philippines.
The great thing about Sendle is all the small businesses I’m exposed to. At the moment, I’m loving Yevu Clothing, a socially responsible label made in Ghana. The prints have such personality, and the brand is such a champion of women’s economic empowerment. I’m also consistently impressed with Koskela, particularly in its commitment to showcasing indigenous art.
My favourite ad of all time is Coca-Cola’s ‘I’d like to teach the world to sing’ from 1971, because it’s synonymous with acceptance, bravery and kindness. Now we’ll have the song in our heads all day.
My favourite piece of tech is the internet, because of the access it has created; how we have levelled the playing field to allow anyone with access to those resources create a small business and live out their dreams. We’ve seen the internet connect the isolated and elderly, and seen people with severe autism start to communicate.
My best tip for marketing graduates is to buy The Growth Handbook by Elad Gil. It talks about the many types of CMOs depending on your natural persuasion towards performance marketing, comms or design. Enjoy your numbers – a sharp understanding of the underlying analytics of the business will always give you an edge. Practice telling stories. Jonathan Mildenhall, who was CMO at Airbnb once told me he used to be a very poor presenter, so he’d practice by presenting absolutely everything, from the activities for the day ahead, to each dish at a dinner party.
The last book I read was A Burglar’s Guide to the City by Geo Manaugh. It’s an architect’s view on, of all things, how you’d rob a building. It’s intriguing to look at buildings and how their design reveals weaknesses in its security, rather than its intended functionality or beauty.
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]