Women In Media: M&C Saatchi’s Head Of Integrated Strategy, Sophie Price

Women In Media: M&C Saatchi’s Head Of Integrated Strategy, Sophie Price
SHARE
THIS



Sophie Price has no shortage of role models. But the person that she looks to for courage “on a daily basis” is her daughter, Poppy.

During this year’s B&T Women in Media Awards, presented by Are Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable contribution to their industry through leadership, innovation and courage.

One of these brilliant professionals is M&C Saatchi Group’s head of integrated strategy, Sophie Price—who also happens to be a two-time Women in Media Awards winner, and perhaps the only person we know as fond of the humble em dash as we are.

Recently, B&T sat down with Price to chat about what motivates her and found out why leaving her leadership role at Universal McCann Sydney in 2006 was the bravest thing she has ever done.

She also revealed her daughter happens to be her greatest source of bravery. (We’re not crying, you are!)

Sophie, what does your average day look like?

There is no such thing as an average day, thank goodness—and that’s the wonderful thing about our industry. We have a huge array of ambitious clients, across multiple categories, with completely different growth challenges and goals.

As a strategic consultant, I have to bend and flex to the needs of the individual business, no matter where they in their journey. The constant in all of this change is the very special people that I have in my home and working life—who also make my days far from average.

What motivates you?

Ideas. And I’m not just talking about advertising ideas. What drives me is the application of creativity to solve any type of business problem; both for our clients and in our own business.

I crave that feeling in my gut that says “we’re onto something exciting”—and when that idea is supported by data you can be pretty confident it’s going to create change.

What is your proudest professional moment?

I am fortunate enough to have had a number of career highs—winning B&T’s Women in Media for the second time in 2018 was undoubtedly one of them.

Judging the Cannes Media Lions in 2016 was also a very proud moment—to be representing Australia on a judging panel of global industry leaders was an experience I will never forget.

But without question, my proudest moments have been watching my team flourish and hit their career goals over the last five years.

What is the difference between being ‘brave’ and being ‘courageous’?

It’s an interesting question as the two words are used interchangeably. But here’s what I think the distinction is.

Bravery is a quality that comes naturally to a person—to confront something difficult without fear.

Courageousness is the ability to tackle something difficult, despite the fears you might have—because the reward is worth the risk or effort.

When in your career have you been bravest and most courageous?

I have always believed that creative and media thinking should be joined at the hip in ad-land—it’s better for the work, and better for our clients.

With that in mind, my bravest career move was leaving my leadership role at UM in 2006 (just as media agencies were enjoying their newfound independence from their creative agency sisters) to set up Channel Planning at The Campaign Palace.

In doing so we were the first to put media back in bed with the creative teams. Despite the initial cultural challenges of aligning media and creative, I was always confident that the agency would benefit. Since then I’ve been a vocal champion of integration in our industry.

There are many examples of courageous campaigns that I’ve influenced over my career: Tontine Date Stamped Pillows, Berlei Upflifting Tour of Australia, Lego Chistmas Star, Tourism Australia Matesong, etc.

These are all campaigns that broke category norms and tore up the media R&F rule book.

Why should women or men in Australia’s media, marketing and advertising industries be courageous when pushing against gender inequalities?

I hope that women will have the courage to be themselves and lead in a feminine way that reveals the enormous gifts that come from being smart, empathetic, collaborative, strong, tenacious, resilient, nurturing, protective, and creative.

Have the women and men of adland been courageous enough in our fight for gender equality?

They are now. Perhaps a little later than ideal, but we’re not shying away from the topic now. In our business, for example, equality is front and centre of both our HR and cultural programs.

The MFA recently announced that there is no gender pay gap in the media agency industry which is testament to the progress the whole industry is making. There are still roles that are clearly male dominated—but the statistics are improving every year in favour of equality which is encouraging to see.

This year’s theme for ‘Women in Media’ is courage and bravery. What would an awards focused on this theme look like, to you, and what kind of person do you visualise should be up on the (virtual) stage receiving an award? What should that person represent?

I envisage a woman who is: a thought leader and a visionary; has taken chances when opportunity knocks, even if success is not guaranteed; not afraid to appear as a black sheep or to choose the road less travelled; proactive in supporting and paving the way for others; an advocate for themselves.

Is the slowdown brought on by the coronavirus pandemic an opportunity for ad-land to rethink how it approaches gender issues?

Throughout history, we have seen that shared adversity fosters a sense of community and affinity with others that can often be masked in normal times. For example, the experience of community solidarity during World War II helped fuel the UK’s desire to set up a welfare state.

Indeed, the mantra of ‘we’re in this together’ has become the slogan to represent our unified global response to COVID-19. And even in our ad-land bubble, we have experienced a heightened sense of community and camaraderie over the last three months.

So now feels like the perfect opportunity to tackle the remaining gender issues in our industry and in our advertising and create social change.

Thankfully, working from home has naturally levelled the playing field between both men and women (particularly mums)—in terms of improving accessibility to teams, efficiency of work and work life balance.

And finally, who is the bravest or most courageous person you know and why?

There are lots of people who I admire for their courage both professionally and professionally. But quite honestly, the person who inspires me to more courageous on a daily basis is my 12-year-old daughter, Poppy.

The teenage world is hard to navigate, with insane pressures from every direction to conform, excel at everything, look a certain way, behave a certain way, etc.

Poppy has the courage to throw herself into the things that daunt her, to shrug off the things that are designed to hurt her, to say no to things that feel inappropriate, and to not worry about what everyone thinks of her.

She does it better than I’ve ever managed to do it. So, when I’m confronted with a hurdle at work, I always ask myself, “what would Poppy do?”

Please login with linkedin to comment

B&T women in media awards M&C Saatchi Sophie Price Women in Media

Latest News

AFR Apologise For Comments About iSignthis Boss
  • Media

AFR Apologise For Comments About iSignthis Boss

The Australian Financial Review has issued an apology and agreed on an out-of-court financial settlement with iSignthis CEO John Karantzis. The settlement comes after Karantzis accused the AFR of implying that he was involved in money laundering. The allegations referred to two articles published in July last year headlined ‘Etherstack pump straight from iSignthis playbook’ and ‘More […]

by B&T Magazine

B&T Magazine
Airbnb UK Duped Into Listing A Doll’s House In YouTube Prank
  • Uncategorised

Airbnb UK Duped Into Listing A Doll’s House In YouTube Prank

A pair of YouTubers based in the United Kingdom successfully listed a doll’s house as a legitimate dwelling on short-term rental platform Airbnb. The prank was shared on the popular YouTube page of Josh Pieters and Archie Manners, a pair known for pranking celebrities on their channel, which has at least 1.46 million subscribers. In […]

by B&T Magazine

B&T Magazine
GIDDY UP! Nominations for B&T’s CMO Power List Close Monday!
  • Marketing

GIDDY UP! Nominations for B&T’s CMO Power List Close Monday!

If you’ve been thinking about nominating a kick-arse marketing boss for B&T‘s inaugural CMO Power List, but are still yet to act, now is the time! Presented by Are Media, the CMO Power List will recognise and rank the top 20 marketing bosses in Australia, and after the year we all just had, there is […]

by B&T Magazine

B&T Magazine
Iconic Aussie Kids Show ‘Round The Twist’ Coming To Netflix
  • Media

Iconic Aussie Kids Show ‘Round The Twist’ Coming To Netflix

From Saturday 1st May, Round The Twist – famed for its lighthouse setting, eternally hummable theme tune and wacky plots – will be on Australian Netflix. Originally airing from 1990 to 2001, Round The Twist was an essential tool in the wheelhouse of any teacher stuck with what to show a class of rowdy students on a […]

by B&T Magazine

B&T Magazine
Apple Perfectly Sums Up The Angst Of Misplaced Keys in First Spot For AirTags
  • Media

Apple Perfectly Sums Up The Angst Of Misplaced Keys in First Spot For AirTags

Apple’s newest product is arguably one of its simplest items to date. The AirTag is a small device, approximately the size of a 20 cent coin, which can be attached to keys, bags, wallet or anything else you think you might lose. As well using Apple’s Find My network to find misplaced items that are […]

Big Teddy Bear Leads Cast Of Toys In Fire Safety PSA For American Red Cross Via BBDO NY
  • Campaigns

Big Teddy Bear Leads Cast Of Toys In Fire Safety PSA For American Red Cross Via BBDO NY

The American Red Cross and BBDO New York have combined to create “a surreal” and playful public service announcement about fire safety, with human-sized dolls the stars of the commercial. In the United States, seven lives are lost to home fires every day, representing a dark figure on deaths that is higher than all natural […]

InMobi Launches UnifID Identity Solution For App Publishers
  • Technology

InMobi Launches UnifID Identity Solution For App Publishers

InMobi, the world’s leading independent marketing cloud, today announced the launch of UnifID, an industry-first offering designed to simplify and streamline identity resolution for mobile app publishers and developers.

Lotame Announces 10 Data Partners For Panorama ID
  • Technology

Lotame Announces 10 Data Partners For Panorama ID

Lotame today announced 10 leading data partners including DTScout and ShareThis will support Lotame Panorama ID, the first global, people-based, privacy-compliant and interoperable identity solution for a cookieless open web. Lotame is providing the industry with privacy-compliant solutions that allow data partners to capture data on the Panorama ID in cookieless environments (Safari, Firefox, and […]

Thursday TV Wrap: MasterChef Ratings Rise As Gogglebox Takes The Cake
  • Media

Thursday TV Wrap: MasterChef Ratings Rise As Gogglebox Takes The Cake

Once again, Gogglebox was the best performing Thursday night show, followed closely by MasterChef which increased its viewership after Wednesday’s ratings. Gogglebox scored 605,000 viewers, an impressive increase of 65,000 from last week. MasterChef increased by 42,000 viewers to 591,000 overall, as per OzTAM’s metro data. Running the shows back to back was the ratings equivalent of […]

by B&T Magazine

B&T Magazine
Study: Golden Retrievers The Most Watched Dogs On TikTok, But A Pomeranian Is The Richest
  • Media

Study: Golden Retrievers The Most Watched Dogs On TikTok, But A Pomeranian Is The Richest

New data from money.co.uk has revealed how different dog breeds are faring on TikTok, both in terms of popularity and wealth. The research, which looked at the number of views based on relevant breed hashtags, found that Golden Retrievers were the most-watched breed, with nearly 9.2 billion views. Golden Retrievers were almost double as popular as […]

by B&T Magazine

B&T Magazine
Oscars Ceremony Sees Rise Of First Time Advertisers Despite Ratings Slump
  • Advertising

Oscars Ceremony Sees Rise Of First Time Advertisers Despite Ratings Slump

The Oscars ceremony, streamed by American channel ABC, has officially sold out its commercial time. A number of this year’s advertisers will be new to the event. The commercial interest in the Oscars remains despite decreased yearly viewership, with the 2020 ceremony pulling a historic low of 23.6 million viewers. According to Variety, ABC was seeking US$2 […]

by B&T Magazine

B&T Magazine
Instagram Is Bringing Ads To Reels
  • Media

Instagram Is Bringing Ads To Reels

Less than 12 months after launching its short-form vertical video format, Instagram is bringing ads to Reels. In an announcement, Instagram revealed it would be testing ads on Reels in  Brazil, Germany, and right here in Australia. The ads will be mobile-first, vertical and full-screen, similar to ads in Stories. As with organic Reels content, […]

72andSunny Appoints Anthony Campagna & Jari Kennedy As Creative Leads
  • Advertising

72andSunny Appoints Anthony Campagna & Jari Kennedy As Creative Leads

72andSunny has appointed Anthony Campagna (right in photo) and Jari Kennedy (left) as creative leads for Sydney. They join the four-year-old creative business having worked at some top Aussie creative companies including The Monkeys, DDB, Host/Havas and Present Company, developing work for Beats By Dre, NBA, Snapchat, Oak Milk and The Heart Foundation. Luke Martin, […]

opr Report: The Need To Rethink Content In A Post-Pandemic World
  • Media

opr Report: The Need To Rethink Content In A Post-Pandemic World

A new report shows the need for brands and organisations to rethink their approaches to marketing and communications content in a post-pandemic world. The new report, titled Future of Content and part of opr’s Futures series, takes an in-depth look at the changing way audiences find, consume, make and share content in Australia and around the […]

Are Media Appoints Jane Huxley As CEO, As Brendon Hill Departs
  • Media

Are Media Appoints Jane Huxley As CEO, As Brendon Hill Departs

Are Media has announced the appointment of a new chief executive officer to replace Brendon Hill. Jane Huxley is the new CEO and starts with Are Media on Monday 26 April. Huxley is a highly experienced executive with a background in digital and technology businesses. Most recently Huxley was the regional managing director for Spotify, […]

Expedia’s Brand Positioning Takes New Direction
  • Marketing

Expedia’s Brand Positioning Takes New Direction

Expedia has announced a new brand direction as the world prepares for the return of travel demand. The online travel giant’s new global positioning is grounded in the understanding that who you travel with matters, and comes after months of customer research. From an updated look and feel to enhanced product offerings, Expedia is looking […]