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 It’s Friday head of connections strategy Michelle Miroforidis.
Time in current role/time at the company:
Five eye-opening (and exciting) months.
How would you describe what the company does?
We believe many categories exist in a sea of sameness that stifles growth, so we make it our mission, to fight brand invisibility and instead make brands impossible to ignore. We do this by mixing an evidence-based approach with creativity, to deliver unmissable brand impact across owned, shared, earned and paid channels, no matter the budget. We know not all brands can outspend their competition, so we find smarter ways to help those brands stand out and grow.
What do you do day-to-day?
I collaborate with brand and creative thinkers to uncover clever ways to make the most of a client’s budget.
Define your job in one word:
Imaginative
I got into marketing because:
I initially had dreams of becoming a professional artist, but I decided to study media and communications instead, later journalism. Now, I channel my passion for creativity and storytelling every day in my role as a strategist—still very much an artist at heart, just with a different canvas.
What’s the biggest challenge you face in your role?
Right now, with the need to do more with less, there’s a lot of pressure to find new or better ways to tackle things. Whether it's keeping up with the latest trends or using research tools to really get to know consumers, there’s always something out there. I recently came across a locally developed AI tool called Springboards, a sort of partner throughout the strategic process, and it blew my mind! There’s always so much to learn, but that’s also what makes my job so great. You’ve got to be ready to adapt and take on whatever comes your way.
What’s the biggest industry-wide challenge you’d like to see tackled?
I believe our industry’s current obsession with prioritising what’s proven is holding us back from taking creative leaps. It's not either/or – we should marry tried and tested with new possibilities.
I’m also passionate about advocating for more culturally diverse voices in leadership teams across the industry through Smelly Lunch Stories, an initiative I proudly founded with three like-minded humans - Linda Fagerlund, Graham Alvarez-Jarratt and An Le, in the hope of creating real change.
Notable campaign you have worked on:
I developed the strategy behind the "Shall We Clock-Off" campaign for Gordon's Gin, aimed at reigniting interest in the brand, at a time when local craft brands flooded the market with unique stories. With the help of my team, we positioned Gordon’s as the go-to for a no-nonsense, enjoyable gin experience, by owning the "clock-off" moment as a key occasion. The strategy revolved around dynamic, tailored creative that adapted to the time, weather, and day, making "clocking off" with Gordon's a consumer-facing movement rather than just a trigger-based approach. And it worked, delivering an increase in sales.
Who has been a great mentor to you and why?
Dave Hearn for teaching me the power of storytelling and that the details matter.
Natalie Giddings for always being my cheerleader.
Words of advice for someone wanting a job like yours?
Get close to people from other disciplines and try to understand their area of expertise and how you can collaborate. In other words, strive to be a T-shaped thinker—someone with broad knowledge across various fields (like data analytics, social, and partnerships) but with deep experience in strategy. This approach will help you develop more well-rounded campaign strategies.
More importantly, have fun while doing it. Some of my past collaborators are now good friends.
If I wasn't doing this for a living, I'd be:
Doing my best to turn my love for food and photography into a living.
My mantra is:
Inspired by my favourite Greek poem, Ithaca, it is better to journey than to arrive.
My favourite advert is:
I’m a big fan of integrated campaigns, and REI’s Opt Outside campaign really stands out for me. They made a bold statement in closing their stores on Black Friday to get people outside. Their powerful call to action was brought to life in unique ways across multiple mediums from bold OOH to recommended hikes on their website.
I’m also loving Oatley’s quirky new campaign, Support Your Local Oat Dealer. The alignment between their message and the use of localised guerilla media is spot on. I also applaud their effort to support struggling cafes with a promotional tactic driving people in-cafe.
Music and TV streaming habits. What do you subscribe to?
My partner is the music buff in the house so when he’s home, we’re often streaming PBS or Triple R (great Melbourne community radio). When alone, I sneak in cheesy pop and Tay Tay of course.
Right now, I’m totally hooked on the series Shogun – the cinematography is gorgeous, the plot twists are insanely gripping, and the acting is just amazing!
Tell us one thing people at work don’t know about you?
Despite appearances, I enjoy camping.
In five years' time I'll be:
Wondering how we ever kept up to the pace of our industry without AI. And hopefully living with a much calmer bluey named Dylan, who is the apple of my eye.
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