Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Alana Spinelli: Senior account director at Connecting Plots
Time in current role/time at the company:
Recently promoted after 2 years at CP.
How would you describe what the company does:
Connecting Plots is an indie creative agency that crafts and connects the plots of a brand’s story across every nook and cranny of the marketing mix to deliver results that punch above their weight. We specialise in brand strategy and integrated creative but have specialist business units that offer everything from social, influencer and content through to large scale film and video production.
What do you do day-to-day:
Anything and everything. I work on a variety of clients spanning from FMCG to property and it’s my job to be the go-between for the client and the agency and to keep everything moving. It’s part project management, part crisis management.
Define your job in one-word:
Thrilling
How did you get into the industry, fall in or by design?
Definitely fall in! My journey into advertising has been anything but straightforward. Initially, I studied social and health sciences at uni, driven by a deep interest in understanding human behaviour and improving wellbeing. However, I ended up changing my bachelor’s degree three times, each time exploring different fields that sparked my curiosity, but never quite feeling like I’d found my true calling. Eventually I decided to study “business” to keep my options open. For me, everything in my career really clicked in the last two years when I combined my analytical thinking (love me a spreadsheet) with creative problem-solving to connect brands with their audiences. Looking back, I realise that each shift in my academic and career journey ultimately guided me to the place where I’m meant to be. I’m excited to be working in an industry that challenges me daily while allowing me to grow professionally.
What’s the biggest challenge you face in your role:
Currently, I find adapting to the rapid technological and platform changes can be tricky. The advertising landscape is constantly evolving, especially with the rise of new social platforms, privacy regulations and AI-driven tools. It’s our job to stay ahead of these trends to advise clients effectively and ensure our campaigns stay competitive.
What’s the biggest industry-wide challenge you’d like to see tackled:
One of the biggest challenges I would like to see tackled in the advertising industry is the underrepresentation of women in leadership roles. Despite the progress that has been made in recent years, women continue to be disproportionately underrepresented in senior positions, particularly in creative and strategic decision-making roles. This lack of gender diversity at the top not only limits opportunities for women but also stifles innovation and diverse perspectives within the industry. I believe that when women are given equal opportunities to lead, the creative output and overall success of campaigns are enriched by a broader range of experiences, insights and ideas. By tackling this challenge, the industry can foster more inclusive leadership teams that reflect the diversity of the audiences we aim to reach, leading to more impactful and resonant work.
Previous companies:
Wellcom Worldwide, a stint in Not for Profit and Retail Safari.
Notable campaigns/initiatives you have worked on:
Our industry can be incredibly dynamic and multifaceted. Two campaigns that I’m really proud of as of late are ‘Find Your Happy Place’ with the Sydney Royal Easter Show and ‘Give It Some Mayo‘ with Praise. There’s an unmatched feeling of collaboration and camaraderie on big campaigns like these as you work alongside creatives, strategists, media planners, production and clients. I am super lucky to have one helluva village behind me which really makes the blood, sweat and tears you put into a campaign worth it.
Who has been a great mentor to you and why:
I have been fortunate enough to have worked with some great individuals that have each taught me something different along the way, so tricky to mention just one.
Words of advice for someone wanting a job like yours:
Be prepared to ride a metaphorical rollercoaster every day. On any given day, you can experience highs, lows and everything in between.
If I wasn't doing this for a living, I'd be:
I would have liked to have been a school teacher in another life. I believe my strong communication skills, patience, and enthusiasm for learning would make me an effective and supportive teacher. I have always had a deep love for English and am super picky with grammar, and I would love to share that passion with students by teaching them how to appreciate literature, improve their writing skills, and express themselves clearly. Teaching English excites me because it provides an opportunity to nurture critical thinking, creativity, and empathy through stories and language.
My mantra or philosophy is:
Clarity in every detail, order in every step.
My favourite advert is:
Any iconic Aussie ad with a memorable jingle or one liner like - Not Happy Jan… My Dad Picks The Fruit… Rhonda & Khetut…
Music and TV streaming habits. What do you subscribe to:
I can’t get enough of sport and music docos on Netflix. I just finished Simone Biles: Rising and Sprint. Spotify for music always and I’ll often gravitate to listen to whatever is current or if I have just watched an artist on Netflix, but nothing beats live music of any genre.
Tell us one thing people at work don’t know about you:
I have a very weak stomach and can get pretty fainty around blood or any kind of injury or sickness. If there’s a work emergency, they better hope that there’s someone else around to help!
In five years' time. I'll be:
As cliche as this is, I suppose the answer is wherever life takes me, guided by my circumstances and my ongoing desire to evolve.
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