Women in Media’s Marina Vasilieva: “To stay relevant, I’d encourage creatives to stay fearless”

Processed with VSCO with b5 preset
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



To stay relevant in advertising, creatives must remain fearless in their work, according to Host/Havas Australia’s creative art director, Marina Vasilieva.

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.

A winner of this year’s 30 Under 30 Awards in the ‘Creative’ category, Marina Vasilieva recently took the time to chat with B&T on what this year’s theme, fearlessness, means to her.

She also revealed what she considers advertising’s three biggest challenges to be, and how she would solve them.

Marina, what does ‘fearlessness’ mean to you?

Nonconformance.

What does fearlessness in advertising, marketing, or the media look like?

Being responsible for work that makes a statement, has an impact on culture, and leaves its mark on the world.

Who do you know who has shown these qualities since the COVID-19 pandemic struck?

When COVID struck, many of us feared we wouldn’t be able to make anything good for goodness knows how long. But even in the face of a pandemic, some agencies have still managed to come out on top with some bold, fearless, and truly impactful work.

My absolute favourite was #Wombstories by AMV BBDO. From showing periods (that look like actual period blood) to IVF, endometriosis, joy, and great loss; it did a brilliant job of acknowledging and celebrating our bodies in a brilliant way all while giving a big middle finger to taboos that have been surrounding women’s bodies since what feels like the beginning of time. Not to mention, the craft was absolutely off the charts.

Work like #Wombstories has the ability to take what were once hushed, quiet conversations—conversations many women were often too ashamed to have in the open, or conversations we were told we weren’t allowed to have—and transform them into bold, proud statements, setting up future generations to have open, healthy discussions around women’s bodies and health.

Now that’s fearlessness.

What is an issue in the industry that keeps you up at night?

I try not to let anything in the advertising industry keep me up at night.

Do you believe the advertising, marketing and media industry has been ‘fearless’ in 2020?

No, but not by our own accord. Due to COVID, we haven’t been able to be as fearless as wanted, but we’ve been as fearless as needed.

While fearlessness hasn’t come to everyone in the form of groundbreaking, culture-shifting work, it’s been embodied by most of us through still showing up, having difficult discussions and making difficult decisions, and doing what needs to be done to keep the lights on.

How can professionals in advertising, marketing – and the media more broadly – be fearless in times of change?

By leaning into fear instead of running away from it.

Going through times of change can be confrontational, daunting, and downright terrifying in many ways given change isn’t always in your control—and that’s okay. As I mentioned above, I think it’s important to acknowledge your fears and worries during times of change and let them guide you. Take some time with yourself, analyse your fears and get to the bottom of them, and get a better grasp of why you’re feeling the way you are.

When you acknowledge and overcome the uncertainty of change, that is when you can truly be fearless.

What are ad-land’s three biggest strengths? What are ad-land’s three biggest challenges?

Our biggest strengths are our people, influence, and ability to solve real world problems in creative ways.

Our biggest challenges that we need to overcome are the lack of diversity, low talent retention rates, and remaining relevant.

How would you solve these challenges?

There’s no one size fits all approach and I appreciate that it’s always easier said than done, but here’s how I’d look at each one.

When it comes to diversity, hire more diverse talent. In an industry of storytellers, it’s important we hire talent who have a variety of lived experiences that can contribute to our industry as authentically as possible.

Focus on fair pay and reducing burnout in order to retain talent. Young people are very quickly realising that they no longer need to work in advertising to express themselves both meaningfully and creatively. The glitz and glamour of the advertising industry is long gone, and due to the terrible hours and pay, so has the hunger to work in it.

To stay relevant, I’d encourage creatives to stay fearless. As a leader, I would actively work on creating an environment where people are welcome to ask questions, have difficult discussions, and be vulnerable and open amongst one another.

Don’t be shy, be proud of your achievements and enter B&T’s Women In Media! Submit your entry here.

You can also get tickets to the event here, which will be held virtually on Wednesday 28 October 2020.

And, if you’d like more information, head to this website.

On-time deadline: Friday 21 August 2020 (5pm AEST)

Late entries deadline: Friday 28 August 2020 (5pm AEST)

Shortlist announced: Wednesday 23 September 2020.

Thank you to all of our incredible sponsors for making the event possible! 

Please login with linkedin to comment

Marina Vasilieva women in media awards

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]