Hopefully you’re getting the gist by now. It’s the 10 year anniversary of B&T‘s 30 Under 30 Awards (2019 entries now open) so we’ve tracked down our original winners to find out where they are now.
So far we’ve caught up with Chris Howatson and Nic Hodges but today we sit down with our first female alumni, Nicole Ghobrial, who now heads up strategy for marketing and customer service software company Lexer.
Despite working abroad for much of the last decade, funnily enough Ghobrial has ended up working with her boss of 10 years ago, former Australian MD, M&C Saatchi David Whittle. Coincidentally *spoiler alert*, she’s not the only one of our original 30 Under 30 winners to now work at Lexer.
Then: general manager, Mark Melbourne
Now: VP, strategy, Lexer
Ghobrial’s career in adland began at GPY&R where she took on an account executive role aged 23.
This was followed by a stint as a suit at Wunderman and then a move to M&C Saachi sister agency Mark.
While at Mark, Nicole achieved enormous success rising to Melbourne GM within two years.
Founder and then CEO of Mark, David Whittle, had this to say, “There are three reasons why she’s in the 30 under 30. Passion: Nicole has an unrivalled passion for the principles and practice of marketing.
“Her passion is infectious due to her engaging personality and applied rigour to the craft.
“Persistence: Nicole demonstrates phenomenal focus and a never-say-die attitude… This determination, coupled with deep intelligence, has led her rapid career growth to a point many years beyond her peers.
“Leadership: Nicole’s classical marketing training, grounding in data and enthusiasm for digital uniquely places her a leader across the depth and breadth of hte marketing industry… she’s a role model for young marketers in Australia.”
What did it mean to you at the ripe age of 29 that you were chosen as one of B&T’s 30 Under 30?
If I remember rightly, it was the first year that B&T ran 30 Under 30 so being 29 I only had one shot.
I had recently moved to Melbourne and was focused on growing Mark (and we were growing quickly) so I wasn’t really thinking about much else.
Being chosen as one of B&T’s 30 Under 30 made me sit back and take stock of my achievements.
We had pitched and won three new clients, hired a team of 26 incredible people, run hundreds of campaigns and maintained over 15 per cent profitability from the start.
How do you think being nominated affected your career, if at all?
Public recognition plays an ever-growing role in our careers, whether to establish credibility when pitching new business, recruiting a team or looking for your next role.
Not to mention, it’s a wonderful feeling to be recognised by your peers. Winning B&T’s 30 Under 30 gave me more confidence to go after bigger and more substantial roles when I moved to London.
What’s been the biggest change to your life since then?
I’ve done so much in the last ten years but this last year brought me back to Sydney to work at Lexer with Dave Whittle and many of my old team, so as I write this it feels like I’ve come full circle.
I’ve spent the majority of the last ten years in London and New York.
In London as Client Services Director for We Are Social I led a team of social media specialists as we grew the agency business to over $22M in revenue.
It was a new challenge for me to manage a team that worked in eight different languages but an absolute pleasure to be able to work on global projects with big budgets that you don’t often see in Australia.
In New York as VP, Client Services for Kik and Snaps respectively I led a multi-disciplinary team developing messaging strategies and building chatbots for over 150 brands.
It was in these last few years I really found my passion for utilising cutting edge technology to solve brand and business problems.
What words of wisdom would you have shared with your 29 year old self back then knowing what you do now?
Don’t forget to breathe.
I’ve always been incredibly impatient. I can see what needs to be done and I push for those things to get done quickly.
While that trait has served me well in fast growing startups, it’s also been the source of many frustrations.
I learned the hard way that it’s just as important to build consensus along the way as is it to have foresight on what needs to be done to win – especially when it involves big changes.
What are you most proud of?
Looking back, it’s really hard to pick one thing out. It wasn’t winning a big client pitch, or agency of the year.
I think what I’m most proud of is that I’ve continually strived to learn, grow and challenge myself. From advertising to digital to social to messaging. I’ve never shied away from new things.
What do you see as the biggest challenges that face young people in advertising, marketing and media these days?
I think the key challenge for young people (and everyone else) in our industry is staying relevant.
It’s a big commitment to continue to discover and understand new technologies, changes in consumer behaviour and corporate priorities.
Conversely, what’s the biggest opportunity for those under 30 now?
It’s easier than ever to start your own thing. Those born in the 1990s are digital natives, they think globally and have access to unprecedented resources.
But this opportunity has been met by tremendous competition, so although it’s easier to start up, it’s tougher to be successful.
What can the industry do better to attract and retain young talent?
No one wants to work just for a paycheck anymore. Money isn’t enough to motivate our young talent. They want to find purpose in their life and their work.
They want to feel that what they are doing is impactful, that the company they are working for is making the world a better place.
Entries for B&T‘s 30 Under 30 Awards for 2019 are now open. For all the details, click here. Tickets are also available for B&T Bootcamp, a day of speed mentoring and masterclasses aimed at up and comers in the industry, just like Nicole was in 2010.
Please login with linkedin to comment
In a massive shift in the broadcasting landscape, Amazon Prime has secured the Australian rights to the next cricket World Cup alongside a range of other tournaments run by the International Cricket Council (ICC) until 2027. The deal means that Australian Cricket fans can only access the tournaments if they have a paid subscription to […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]
B&T unaware of the vitriol & acrimony between the online mattress companies. We were aware of it between News & the ABC.
oOh!media continues to rapidly expand its large format digital network, launching seven new sites at premium locations across major arterials in Sydney, Melbourne and Brisbane. The latest large format digitals include another premium site in the exclusive Sydney suburb of Mosman. Positioned at the gateway of the lower north shore on Military Road, the high-impact […]
The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]
Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]
Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]
Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan. Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]
One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]