Today in our latest installment of Women in Media profiles, we chat to account director from Ogilvy PR, Bronte Tarn Weir, about Beyonce and her grey streak.
Describe your average day?
No two days are the same but it usually starts with reading emails, news and my Facebook feed.
When I get into the office I regroup with my MD on priorities. Following this and providing there’s no urgent matters to address, I’ll check project timelines to ensure we’re delivering all aspects of what can often be up to ten different campaigns I’m overseeing at any one time, to ensure we’re on track.
Then I will touch base with my team and ensure everyone is happy with their own deliverables and ensure there are no major issues I need to be aware of or firefight.
Throughout the day I typically have a number of meetings or workshop sessions – from at least 1-2 client work in progress meetings, a credentials meeting with a prospect, integration meetings with other agency partners right through to internal workshops.
It’s a frenetic pace with multiple demands at any one time – let’s just say as a team we eat a lot of cupcakes and drink a lot of wine!
What’s the most challenging thing about your job?
Working to meet multiple demands and deadlines and ensuring every client feels like they’re the only client.
What drives you?
The incredible work we get to produce. My colleagues. The creativity. The big ideas. The crazy ideas. The energy. The passion. Knowing that what we deliver has the ability to change behaviour.
What’s the hardest brief you’ve ever received or hardest job to execute?
I worked with a company a couple of years ago to launch a high profile partnership. We worked with an activation agency to design an event – it was going to be a spectacular visual which involved turning an outdoor space into an airport. Then #SydneyStorm happened.
We made a call 24 hours prior to the event to bring the entire thing indoors to a retail space of no more than 60 square metres. We managed to deliver to brief but suffice to say those 24 hours prior to launch were tense and whether or not we used a glitter cannon became the least of our problems.
What has been your favourite job in media and why?
This one would be pretty hard to top. I have the privilege of working with some of Australia’s biggest brands who are open to out of the box thinking which has enabled me to work on some amazing projects.
What would be your ultimate role?
Beyoncé’s backup singer.
What’s your quirkiest attribute?
The grey streak of hair right in the middle of my part line. I’ve had it since I was about 9. It’s cost me a lot in hairdressing appointments.
One thing no one knows about you?
I let it slip earlier – I want to be Beyoncé’s backup singer.
What are advertising/marketing’s biggest challenges or threats?
One would have to be the quickly changing nature of the media landscape.
Just last week we learned of the inevitable closure of The Age and The Sydney Morning Herald’s weekday print editions, which is utterly shocking and sad for all of us – particularly those who’ve woken up every day since they can remember to the broadsheet spread out across the breakfast or dining table.
That aside, now is the time to educate our clients not to measure success on the number of news stories we can deliver but on real business outcomes.
Most campaigns these days need to be multidimensional in order to deliver ROI so it’s about developing teams that are adaptable, working on the way we integrate with other creative agencies and exposing graduates to the changes that are taking place.
If you were CEO what would you do differently?
Compulsory meditation sessions.
Hardest lesson you’ve had to learn (in or out of workforce)?
You actually don’t need to be ‘on’ 24/7.
Tea or coffee?
Cats or dogs?
Keeping Up With the Kardashians
What’s your favourite TV programme?
Ever? Six Feet Under. Now? Peaky Blinders.
What turns you on, emotionally, creatively, spirituality?
What turns you off?
What profession other than your own would you like to attempt?
A&R for a record label
What profession would you not like to do?
Have you ever felt like giving up?
I think everyone has those moments but if they go as quickly as they come – it’s nothing a good night’s sleep or a glass of wine won’t fix.
What are the pearls of wisdom you know now, that you wish you knew when they were younger?
Wow, there are so many. I’d probably just tell her to not worry so much. Things have a way of working themselves out.
What is your favourite word?
What is your least favourite word?