In this series, AdNews takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. This time it's Because ANZ co-founder and managing director Meredith Cranmer.
Time in current role/time at the company:
13 years.
How would you describe what the company does?
Because create extraordinary activations that ignite brand growth.
What do you do day-to-day?
I lead new business and marketing, work with our fab leadership team to bring innovative ideas to life, champion our culture and try to make Because an inclusive, awesome place to work for and with.
Define your job in one word:
Conductor.
I got into the media industry because:
I started my career in New Zealand working in radio organising events and promotions. I loved the marketing side of events and fell into experiential marketing when I was in London and never looked back.
What’s the biggest challenge you face in your role?
Being a project based business, where often what we do hasn’t been done before.
What’s the biggest industry-wide challenge you’d like to see tackled?
Client behaviours that show a lack of respect for people and the time and effort that goes into pitching. This must change, as we are losing talented, creative people from our industry.
What are you most excited about in the next 12 months?
Real world marketing is back! The power to create live activations that can be amplified and integrated through the line is where the magic is. It’s a golden age to be creating activations of all kinds – live, digital, shopper, sponsorship.
Who has been a great mentor to you and why?
Sharon Richey, my business partner and the person who employed me at Because London back in 2007. There is nothing that she hasn’t navigated before – her perspective and ability to pull one out of the bag is like nothing else. She is also extremely kind and generous.
Words of advice for someone wanting a job like yours?
Work hard, and create opportunities for yourself everyday to learn. Work with people who respect and lift you up – be careful of being seduced by the 'next big thing'. Partnership and loyalty go hand in hand.
If I wasn't doing this for a living, I'd be:
A fitness instructor-cum-life coach.
My mantra is:
If you don’t back yourself, how do you expect anyone else to?
My favourite advert is:
ESPN Eye Test. A powerful brand activation with a clear, clever insight. It talks to the few but is understood by the many. It gives me goose bumps every time.
Music and TV streaming habits: what do you subscribe to?
My Spotify and Netflix is hijacked by my two children.
Tell us one thing people at work don’t know about you?
I didn’t understand or like The Lord of the Rings. Even though I’m a Kiwi.
In five years' time I'll be:
49. Older, bolder, more creative and wiser.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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