In their Industry Profile series, AdNews takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. They aim to shed light on the varying roles and companies across the buzzing industry. Last week, they joined us in Sydney to speak with our MD, Suzie Shaw, and they were kind enough to let us reprint the conversation here.

Duration in current role/time at the company: 

18 months

In one sentence, how would you describe what the company does? 

Socially-led creative agency.

In one sentence, what does your role involve? 

Leading the team to win and keep clients, do great work - and enjoy it while they do.

Within the last six months/year, what stands out as the company’s major milestones? 

Winning lots of great new clients like Optus, Yellowtail, Fetch, Multicultural NSW and more, helping us drive healthy increases in revenue and profit. Oh and, helping make millions of people talk about and like our clients including Netflix, Activision and Lavazza. And the highlight was sending the team to Rio to create our #FanUpAUS campaign for Optus.

Best thing about the industry you work in: 

It really is commercial creativity.

Previous industry related (ad land/ad tech) companies you have worked at: 

Host, TBWA London and WCRS London.

Career-wise, where do you see yourself in three years time? 

Still in the We Are Social family, presiding over a business that has innovated in order to remain at the forefront.

What is the elephant in the room? The thing that no one is talking about – but they should be.

I’m really worried for the future of journalism; If people are not willing to pay for content, one way or another, it won’t be there for them to consume in the future. Media companies need to crack sustainable revenue models.

Tell us one thing people at work don’t know about you? 

They probably don't know that I'm trying to learn Italian. Actually this may be a bit of a surprise to my Italian teacher too... he hasn't seen that much of me recently - it's kinda hard to find the time!

Top networking tip: 

Build real relationships, even friendships. And it can’t be done from your desk. You need to get out there.

My favourite restaurant for a business lunch is: 

Uccello – I love the Miami vibe.

My favourite advert is: 

PlayStation 'Double Life.'

My must-have gadget is: 

My Mophie (iPhone extra battery case) – I can move away from a power source with gay abandon.

My favourite media is: 

Netflix – the best $11 a month I have ever spent OR Instagram – pretty pictures and frequent hits of dopamine.

My favourite TV show is: 

In the past year, Peaky Blinders.

The last book I read: 

Open, by Andre Agassi

My mantra / philosophy is:

It was always ‘you’ll never regret a swim in the sea’, but last year I also adopted Michelle Obama’s, ‘when they go low, we go high’. Love that woman.

I got into advertising/ad tech/marketing etc because: 

It seemed like fun. And it is.

If I wasn't doing this for a living, I'd be: 

A Hollywood movie producer.

In five years' time I'll be: 

Thin… surely it’s got to happen one day.

Define your job in one word: 


What's your poison: 

Ruinart Champagne.

Cheers to that, boss! If you'd like to see more memes, media chatter, Mophie moments and more, follow @suzsha on Twitter.