In today’s latest Women in Media profile, we talk to the founder & managing director of M Advertising, Emma Triggs, about what drives her and why she could never be a personal trainer.
Describe your average day?
Each day I aim for a healthy balance of good fun and hard work. I don’t always achieve it, but the intention is there – that’s good isn’t it?
What’s the most challenging thing about your job?
In the world of Entertainment, anything can happen and it usually does. So being prepared, organised and able to deliver exceptional campaigns, in a short amount of time is a challenge.
At M Advertising, we work on over 100 Entertainment campaigns a year in Australia and New Zealand across live touring (music, comedy, family, theatre and others), album releases, film releases, exhibitions, sporting events and more.
The majority of campaigns that we work on go live within 24-48 hours after we are briefed. So knowing how to target for Entertainment and being highly organised is mandatory. Deadlines are always getting shorter, so while it’s a challenge, we love it as that’s what we’re built for.
What drives you?
Having happy clients is what really drives me. I love hearing the relief in their voices when you can solve a problem. I also get a buzz when campaigns exceed expectations, especially when you try something new and it delivers.
What has been your favourite job in media and why?
This one, who wouldn’t want to work in media across amazing entertainment product such as Madonna, Adele, Elton John, The Cure, Fleetwood Mac… It’s a great gig.
What’s your proudest professional moment?
I’m always the proudest when I hear our clients describe us to colleagues and associates. It’s amazing to hear how we listen and deliver.
They always say that they love how we cut through the red tape to make things happen and that we never say no, no matter what is asked of us, and we always get it done. This makes me very proud that we’re providing a solution that’s based on what they need, and no one else is providing.
What’s your quirkiest attribute?
When eating out, I have this strange ability to remember what everyone wants to order, so can pretty much quote verbatim from the menu without looking.
One thing no one knows about you?
I was in B&T’s “Up And Coming People in Advertising” feature 20 years ago. It’s great to see I’m still thriving today.
What are advertising/marketing’s biggest challenges or threats?
For Entertainment, research and statistics are great, but an element of gut feel is healthy. You can’t exactly pigeon hole people’s taste in entertainment by age, gender and a whole lot of general statistics.
We need to look at the data, but also look past it, with an element of gut feel to make sure we’re speaking to the right people, with the right message when they’re open to receiving it. Then hit them with it to sell.
Is there anything you’d do differently in the industry given the chance?
I would like to make mentoring programs more accessible because I can see how much value the young people entering the industry benefit from it.
They can learn so much in a short conversation and by making it easier to access we have a way to pass on our knowledge and insight to help them grow in their careers.
Hardest lesson you’ve had to learn (in or out of workforce)?
Maintaining calm under pressure, you can solve problems faster if you remain calm. Remember to breathe…
Tea or coffee?
Both, I have one of each every day.
Cats or dogs?
Both, I have one of each. Balance is the key.
Adventure travel. I love getting out of my comfort zone when I travel. A highlight was trekking with the silverback gorillas in Uganda.
What’s your favourite TV programme?
Now: Game of Thrones / All Time: Seinfeld (it’s still funny today)
What turns you on, emotionally, creatively, spirituality?
Fine wine, good friends and great conversation.
What turns you off?
What profession other than your own would you like to attempt?
Personal trainer – I’d be super fit.
What profession would you not like to do?
Personal trainer – I couldn’t regularly cancel going to the gym
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