To celebrate the launch of B&T’s Women In Media Awards today and to coincide with the call for nominations, over the coming weeks B&T will be featuring profiles of women in the industry who are making their marks on the media and marketing landscape through hard work, innovation and sheer talent. Today, B&T talks to Nicole McInnes, director – marketing ANZ, Pandora internet radio.
I think that we might be going back to Mad Men days where everything has to be combined to be more efficient… Because the advertising market is shrinking there are efficient channels. People are able to spend less and reach more.
I call myself a ‘career schizophrenic’… At uni, life drawing class could be right next to an mechanical engineering class so I graduated pretty confused. From coding 3D renderings to sketching someone’s willy, to materials science, to marketing…it was no surprise that my career followed suit.
I didn’t become an industrial designer because I was fearful I would kill someone… If you’re an architect or a product designer and you get one calculation wrong…! So I took my creativity and 3D spatial understanding into advertising where no one’s life is in danger. A few egos, maybe, but usually no one dies.
Pandora is ruled by digital but it’s the search and mobile at the moment that are the most efficient… We attribute the huffing about saying which is efficient as we can’t track the effect of other channels on the whole media mix. I’m a big believer in that the top line makes the direct response line more efficient. I learnt that at Dell because we did see it with the way we tracked everything in the olden days without any digital tracking in place with the telephone numbers and vanity URLs that you could really see where their TV ad ran back then what effect it would have online. I still think to a lesser degree maybe with TV. Other channels do have an effect on the full efficiency of direct channels. We can’t just discount them.
I left advertising around the time Neil French got fired for being derogatory about women in advertising and why they’re not in creative departments… He got sacked but said what a lot of the guys in the Australian industry thought.
I still struggle with guilt as a mum… I question my choices. You’ve got to keep checking that you’re doing the right thing by yourself and your family. It’s corny but I truly believe, ‘happy mum, happy kids.’
The poor kids wouldn’t eat if I was in charge by myself… My husband is really hands on. He’s almost OCD. I think he’s got an empty inbox. Do you know anybody who has an empty inbox? That gives you a picture of how organized he is!
I get really into my job and often tell myself if it goes into an unhealthy phase I’ve got to pull back a bit… If you end up loving your job or the product that you’re marketing you can get obsessed and lose sight of the fact work is only one part of your life.
I’d was at Dell when I was awarded the Cannes Lion for the work I’d done at Ogilvy… I didn’t even know I’d won and when I walked into our weekly DDB meeting they applauded me and handed me a bottle of champagne. An amazing moment.
I’m marketing a product that’s contributing to the zeitgeist of the world… I love that Pandora is online and interconnected with people’s social media and sharing and opinions. It’s available at any point not interrupting but just making their life more enjoyable.
I’m inspired by Google’s Lucinda Barlow… I saw her talking at a B&T ADMA week andasked you stay inspired in marketing when everyone keeps looking at the bottom line? Her answer was, ‘always make sure you’re marketing something that’s worthy and ready’. She made me even more determined to find a product I truly believed in.
And make sure you enter our Women in Media Awards, or nominate a colleague, here!
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]