Women In Media: Today we Meet Storyation Founder Mimi Cullen

Women In Media: Today we Meet Storyation Founder Mimi Cullen
SHARE
THIS



In today’s Women in Media Profile, Mimi Cullen, co-Founder and commercial director of Sydney content marketing agency Storyation talks about the joy of working with journalists, not celebrating the wins too soon and why women should really avoid cleaning the house…

Describe your average day?
I’d like to say I rise at 5am and drink my kombucha tea before a light yoga session but the truth is I’m more likely running out the door at 8am with unbrushed hair and a piece of buttery white toast in my hand. Thankfully there isn’t any such thing as an “average day” when we’re working with clients as diverse as BUPA to BPay. The discussion in the office can range from whether you can be fit but fat to whether or not ATM machines will exist in five years (all in the course of a morning.) At the moment we’re working on a very large digital content project for Tourism Australia so barely a day goes by when we don’t have the pleasure of a meeting with our friends at TA. Evenings are invariably spent with a glass of wine in hand and a laptop on my knee while watching the latest box set.
What’s the most challenging thing about your job?
Storyation is a boutique content marketing agency but we all have a background working for major publishers so we religiously put the audience at the centre of everything we do. Convincing brands of the power of being brave enough to strip away the sales pitch and put the audience first is a big part of my job.
What drives you?
A blank sheet of paper and a problem. Creating and building something from scratch – whether it’s a piece of strategy or a business – energises me.
What’s the hardest brief you’ve ever received or hardest job to execute?
Since Storyation’s co-founder Lauren Quaintance is an ex-GM of Travel at Fairfax we work for a number of tourism bodies with difficult job of taking to audiences in a diverse range of global markets with very different needs and barriers to travel. About 18 months ago we created a strategy for Tourism NZ’s PR team to help them to shift from a focus on famils to a focus on content creation to drive earned media. It was ground-breaking and exceptionally complex but they’ve seen great results in a short period and that has been hugely rewarding.
What has been your favourite job in media and why?
While working at ABC Radio straight out of uni I got a short gig filling in for Triple J’s Marketing Manager at a time when I sat squarely in the target demo. Starry-eyed, I hung around the studios of Andy Glitre, Helen Razor, Mikey Robbins and Angela Catterns, worked on youth campaigns and promos like the Hottest 100 and took home a truckload of pre-release CDS everyday.
What would be your ultimate role?
I’m in it. Working with journalists, photographers, videographers, designers who are the best of the best to create great content for blue chip brands is exactly where I want to be.
What’s your quirkiest attribute?
I will only drink my skim flat-white from a takeaway cup. Not particularly environmentally friendly but the ratio of espresso to milk is just right.
One thing no one knows about you?
I burn expensive candles at home on the weekend to hide the chemical stench of anti-nit shampoo (I have three daughters, all with long, thick hair).
What are advertising/marketing’s biggest challenges?
Defining the most effective form of measurement. Brands need to ask themselves what is the best measure of success? Is it brand awareness, lead generation, thought leadership, website traffic and build a strategy accordingly but leave room to respond to the market, events and media trends.
What do you think are the most exciting things in the marketing and creative world at the moment?
Brands becoming storytellers. It’s no longer just the domain of global brands with deep pockets and an appetite to experiment. Today there are few savvy marketers who aren’t investing in innovative, original, shareable content to connect with audiences that are switching off to traditional advertising and asking for something in return for their time.
Hardest lesson you’ve had to learn (in or out of workforce)?
Don’t celebrate the wins too early or too loudly. I’ve learnt that things are rarely as good or bad as they first seem.
Guilty pleasure?
Doner Kebabs with extra hummus.
What’s your favourite TV programme?
Right now I’m into The Kettering Incident and Barracuda. And, oddly for someone who knows nothing about sport, I try not to miss The Back Page on Fox Sports.
What turns you on, emotionally, creatively, spirituality?
Courage. I’m always inspired by bold risk takers.
What turns you off?
Tight-lipped closed mindedness. And a jobsworth attitude.
What profession would you not like to do?
Spray tan technician. The fumes…and eyeballing white, lumpy bodies day in day out. No thanks.
Have you ever felt like giving up?
Often. But pushing through the pain is a mantra of mine and I try not to move on until I’ve tried my best to master the task I was finding a struggle.
What are the pearls of wisdom you know now, that you wish you knew when they were younger?
Annabel Crabb wrote a great piece last year  ‘Why you shouldn’t clean your house’. A bit of mess never hurt anyone. And it frees up a whole lot of time for the fun stuff. Couldn’t agree more.

Please login with linkedin to comment

Advertising Standards Bureau bronto software Dentsu Aegis Mimi Cullen

Latest News

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement
  • Media

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement

Optus has announced world-champion tennis player Ash Barty as its chief of inspiration, Barty’s first new partnership since her retirement from professional tennis in March.   The partnership will see Barty feature in a mix of content initiatives, employee engagement programs and community-focused campaigns to connect Australians and inspire them to say “yes” to their dreams, […]

Lisa Ronson Jumps Out Of The Trolley & Exits Coles
  • Media

Lisa Ronson Jumps Out Of The Trolley & Exits Coles

Lisa Ronson has announced she’s is leaving her role at Coles as the chief marketing officer. Ronson is out of the trolley and into the fire, as they say! Ronson announced the news via Linkedin: “It’s with sadness today that I announce I’ve decided to move on from Coles Group to pursue a number of […]

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign
  • Campaigns

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign

Tourism New Zealand has unveiled its first global campaign in two years, IF YOU SEEK – the country’s invitation to international visitors. Launched today in core visitor markets such as Australia and the United States, IF YOU SEEK explores perspectives unfamiliar to the travel category; enticing audiences to explore Aotearoa New Zealand via glimpses of […]

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch
  • Marketing

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch

Following a competitive pitch, retail group Godfreys has announced the appointment of independent creative agency Hardhat. Following two years of growth, with the business now sitting at more than 150 stores and 3 million customers, Godfreys has set about transforming its retail stores to more accurately reflect the business’ category leadership and expertise. At the […]

Shine Awards 2021, Cruden Farm, Langwarrin,     Picture Yuri Kouzmin
  • Media

Rural Aussie Women Celebrated With The Announcement Of 2022 Shine Awards

Rural and regional women who have excelled in making their communities better places to live and work are set to be celebrated with the launch of the Shine Awards, a six-year partnership between rural and regional newspaper, The Weekly Times, and Harvey Norman. Readers are being asked to share their stories and nominate the unsung […]

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association
  • Media

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association

The Outdoor Media Association (OMA) has this month welcomed Blue Tongue Outdoor, SureVision and Veridooh as the latest companies to join the Association. Speaking about the three new members, Charmaine Moldrich, OMA CEO said: “We’re pleased to announce our continued expansion includes media owners, suppliers and adtech. Blue Tongue Outdoor is our first South Australia […]

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up
  • Campaigns

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up

Data-driven, CX agency Cheil has teamed up with Samsung Australia for the unveiling of Samsung’s latest Galaxy Z Series, the Galaxy Z Fold4 and Galaxy Z Flip4, at one of Australia’s busiest shopping centres, The GPT Group’s Melbourne Central. The ‘Unfold your world’ takeover, which consists of a 64sqm pop-up store in the center of […]

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]