Women In Media: It’s GPY&R’s Erin Core

Women In Media: It’s GPY&R’s Erin Core
SHARE
THIS



What better way to start a Monday than with another one of our classic Women in Media profiles? And today, to kick us off for another week, we have GPY&R Brisbane’s planner Erin Core.

Describe your average day?

A lot of thinking and learning. There is no ‘average’ day in Planning – every brief and every day requires something different of you.

What drives you?

I actually LOVE what I do. I often say to people that I’ve finally found my dream job, and it’s something I never even knew existed when I was at school. I’m desperately curious – I love finding out what makes people tick.

And I always see the positive in things, so I don’t end up brought down by the grind of bringing ideas to life. There is no way I would go through all of the logistics that I do, to be here each day, if I didn’t have such passion.

What would be your ultimate role?

Consumer Psychologist consulting to the strategy department of any top agency, that enables me to live within an hours drive of a snow resort.

What’s your quirkiest attribute?

I’m trying to rock the sneakers-and-tu-tu fashion.

One thing no one knows about you?

I am a serial plant killer. The only way I can keep any plant alive is by going nowhere near it. My thumb is the polar opposite of green.

What are advertising/marketing’s biggest challenges or threats?

I think that the remuneration model is one of the biggest challenges to crack, going forward. Clients know we add value, and we know we add value. Figuring out how to reward actual success instead of only program delivery has been pretty tricky so far.

In an industry that’s turbocharged by innovation, it seems odd that we haven’t successfully innovated this model yet.

If you were CEO what would you do differently?

I’d make everyone from every department spend some time each year with real people from the “target audience”. They’re real people with real issues, not a made-up pen portrait on paper.

It would make all of the work better, from creative to production.

Hardest lesson you’ve had to learn (in or out of workforce)?

Everyone is replaceable. I watched my father be made redundant after 24 years of giving his heart and soul to a company, and it made him a different person.

Especially with agencies, where people are encouraged to move around to keep their skills fresh, and clients move which requires more or less staff at a given agency, it’s always worth remembering that you’re in a business relationship with a company, after all the words “it’s just business” didn’t become a cliché for no reason.

Tea or coffee?

Artisanal single origin piccolo coffee served by a tattooed hipster.

Cats or dogs?

I have two toy poodles. They are the most ridiculous dogs ever – smart and needy and vindictive when ignored. Their intelligence is on par with my toddler.

Guilty pleasure?

I have two small children. There’s no time for that.

What’s your favourite TV programme?

Doc McStuffins is getting a lot of airplay in my house. It’s a whimsical kids cartoon with lots of great little health and wellbeing messages that I’m hoping will inspire my daughters that girls can be anything, including a Doctor.

What turns you on, emotionally, creatively, spirituality?

I’m all for enthusiasm, energy and humour. It’s contagious. I love having people around me who contribute to a great vibe. That’s why I work in agencies – it’s where you find these kinds of people.

What turns you off?

I am really turned off by jargon. If you can’t get your point across in plain English, then I generally think that you don’t understand your topic well enough.

The smartest people I’ve ever met are the ones who use the simplest language.

What profession other than your own would you like to attempt?

I’d love to be a Pastry Chef. I do all of the fancy cakes for our family’s occasions and it would be great to be trained properly in the technique and science behind baking (beyond what you can learn on YouTube).

The great thing about advertising is that the process – brief, concept, detail, execution – can be applied to everything in life. Including cake.

What profession would you not like to do?

Anything that’s so tedious you become a clock-watcher.

Have you ever felt like giving up?

I feel like giving up almost every week. The sheer logistics of managing two small children, putting in a normal workday and studying for a degree at night can be overwhelming pretty often.

But the effort always pays off. I really want to be a strong, independent female role model for my daughters. Some days work better than others.

What are the pearls of wisdom you know now, that you wish you knew when they were younger?

Speak up. Your instincts are right. The people who get listened to are not necessarily the smartest people or even the ones that are right, but simply the ones that made everyone else stop talking, and listen to them.

Ineffective decisions get made all the time because of that one fact.

What is your favourite word?

Interesting. I think I say this far too often.

What is your least favourite word?

Busy. It’s not a badge of honour, it’s a choice. You can always choose to be less busy. I find it very interesting how it has replaced “good” in the vernacular as a response to “how are you” …

WIM-sponsor-bar

Please login with linkedin to comment

Banjo Advertising Sydney Dentsu Aegis erin core GPY&R

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]