B&T has partnered with Smelly Lunch Stories to amplify stories of culturally diverse talent who have risen to the top. Even though a third of those starting out in the industry are from ethnic minority backgrounds, only 12 per cent rise to the C-Suite, and we hope these stories inspire the next generation.
In this column, executive creative director Brendan Willenberg shares his Smelly Lunch Story.
1. Tell us about yourself in one sentence.
Half Australian and Sri Lankan, half left brain and right brain.
2. What’s the “smelliest” lunch dish you’ll proudly defend forever?
Chicken Curry, Pol Sambal and Seeni Sambol cooked in an office microwave near account service after they’ve delivered bad news.
3. What did your parents actually want you to do when you were growing up…and do they understand what you do now?
I have a theory when it comes to first-generation immigrant parents.
There is a BIG FOUR when it comes to professions for their kids: finance, medicine, STEM & law. These are what are traditionally seen as Good Jobs.
Whilst there was no pressure, I think through osmosis I felt this at an early age and wanted to follow my father’s steps and work in finance.
I studied a double degree in Maths and Applied Finance and somehow ended up here.
I hope they know what I do now, it’s been 20 years.
4. Please tell us your Smelly Lunch story.
I had a really difficult time with being mixed race when I was growing up (1990s) and actively did everything I could to not ‘other’ myself including, much to my shame, having my father drop me off around the corner from school.
When it came to lunch I overcorrected and was strictly white bread, devon and tomato sauce… like a true blue Aussie.
5. Was there ever a moment when you felt different or like an outsider because of your cultural or ethnic background? How did that make you feel?
At 6 years old, walking past The Hill at the SCG during a test match and having a thousand people yell ‘curry muncher’ at us. My dad explained to me after and I honestly think it was the first time I realised he was brown.
I also have a really strong allergic reaction to the term ‘White Presenting’ as it completely disregards any struggles someone has had in their past when it comes to identity.
I get WHY people use it but it always gives me the ick.
6. If you were stuck on a desert island, what one piece of media (book, podcast, film, album) would you take with you?
East of Eden by John Steinbeck.
7. Who opened a door for you, and who have you opened one for since?
Honestly, I was working in a bar and had never met anyone in the industry when I did AWARD school so I’d have to say, I opened it myself through an insane amount of hard work.
Once here, Paul Nagy at VML has been a constant friend and mentor.
I’ve always taken an active role in mentoring young talent, especially female creatives and people from a CALD background.
8. How does your cultural background influence the way you approach your role?
I was lucky to have grown up with a wildly creative mother (Aussie) and a forensically analytical father (Sri Lankan).
I think I neatly fit in between them which means I’m annoying for both the planners and the creatives.
I probably also use too many cricket metaphors.
9. What advice would you give to someone starting out who feels like they don’t fit in?
Our industry is great because of the people that DON’T fit in. If in doubt, watch the 1997 Apple commercial, ‘Here’s to the crazy ones’ (below).
10. What do you wish more people understood about cultural diversity and why do you believe it’s important in leadership teams?
Given how multicultural Australia is, we often speak about cultural diversity as important to reflect the demographics of the market. That is true, but I think there is a more nuanced take that can be helpful to leaders.
Leadership teams, in my experience at least, tend to be filled with people who tend towards extroverts and I think there are certain cultures that are naturally more introverted. Realising that sometimes, the people with the quietest voices in a room often have the most to say is important in driving the best outcomes for our clients.
11. What is one thing you think our industry can do to drive greater representation in leadership teams?
I would go back to my BIG FOUR answer from above. Commercial Creativity is just not on the radar for young people from diverse backgrounds.
I think we need to make the case to parents as well as high school students that you can make a long, happy, and financially successful career in our industry.
Even more so than the Big Four professions… except maybe banking, I wonder if I’d be retired by now?
Check out recent Smelly Lunch Stories: Berlian Adyuda, Andie Potter, Marcelle Hoyek
If you have a Smelly Lunch Story you would like to share, please email: [email protected]
