Women are vital to any industry, especially this one. And B&T doesn’t think it’s right that some of these women aren’t recognised for their inspiring efforts every day. So come one, come all, because we’ve got some killer women to showcase!
To celebrate the launch of our annual Women in Media Awards, we’ve grabbed a few industry power women and prodded them with questions about who they find inspiring, their best advice and why women are vital to their industry.
Our most recent victim in this year’s instalment of our Women in Media profiles was Jo de Fina, founder and executive producer at The OTTO Empire – until now. Meet Carmela Soares, executive creative director at Clemenger BBDO Melbourne!
What was the best advice you were ever given?
Be nice, people will remember you.
What’s your proudest professional moment?
The first job, each award, every promotion, learning to work in English, and a few more. I’m actually quite proud of my career.
Your house is on fire (people and animals are fine). What is the one possession you would you save?
My passports, so I can go travelling while the house is rebuilt.
What women do you find inspiring?
Tete Pacheco. She was the only female CD I knew of when I was a junior copywriter back in Brazil. Years later, when I got a job on her team, I was so nervous to meet her in person I had to ask my art director to present work to her.
What’s different in a creative role today compared to five years ago?
There’s AR, VR, new tech, mobile first. There’s making more with less time and budget. But most of all, there’s this acute awareness that different voices and opinions need to be heard and respected.
What was your career path to this job?
I think my career started when I was born. With both my parents being creatives, I grew up reading advertising annuals, loving ideas. I joined my first agency when I was 19, as a junior copywriter. Since then it was a path of patience, hard work, a few wins, some setbacks, a bit of fun and a lot of learning.
What advice would you give to young aspiring women?
Be respectful, be nice, work hard. That’s all you should need to make it.
Why are women vital to your industry?
We’re at least half of the world so we should be making at least half of the decisions about it. We should be re-writing the rules of the way we work. How we dress, the jokes we tell, the briefs we get, how we behave in the workplace.
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