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 Born Bred talent manager Nikki Fountoglou.
Time in current role/time at the company:
A year and a half.
How would you describe what the company does?
Born Bred at its core is a talent management agency, however what we do goes above and beyond. We work collaboratively between brands and talent, to create content that stands out and campaigns that leave a lasting impression. At Born Bred, we believe in working with talent closely to establish their brands and create careers that last. We’re dedicated to being more than the middle man, we strive to be a key educator in the space for both sides.
What do you do day-to-day?
Not to be cliche, but truly no day is the same in talent management. Contrary to the belief of many, my day doesn’t just involve coffees and events - but more trying to wrangle my inbox, creating and implementing strategies for creators, pitching back to agencies and brands and always thinking ahead. Whether that’s trends and insights, future planning or the hunt for new talent.
Define your job in one word:
Relationships.
I got into marketing/advertising/media/tech because:
Honestly? I went to a private high school which encouraged law, medicine and the like so in true Nikki style I went against the grain and studied PR. After graduating, I didn’t have a clear idea of what path I wanted, so I tried it all from e-commerce, styling, content creation, freelance writing, social media management to influencer marketing. I had all these different skills that sat together nicely, but didn’t have that A-HA! moment until I became a talent manager.
What’s the biggest challenge you face in your role?
Oversaturation - Our role is to get our talent the job but with so many creators currently in the industry, as well as more coming up everyday, this can be a challenge. This is where that educator role comes into play - how do we work with and educate our creators to stand out and how do work back with agencies and brands to get our talent chosen.
What’s the biggest industry-wide challenge you’d like to see tackled?
Transactional ways of working - this industry is fast paced and there’s always 100 balls in the air so I think both parties can get stuck in the back and forth, instead of working together to create the best outcome. Often, we’re all working to tight deadlines but forget that the little details such as briefing calls and check ins can make all the difference to the final result.
Notable campaigns you have worked on:
I’ve been lucky enough to work with some great brands with Born Bred Creative, however Sephora was the stand out! Other than it being a crossover with one of my personal interests, we were able to push the boundaries of what the brand was already doing and in return achieve some very bold results!
Who has been a great mentor to you and why?
I’m lucky to have some incredible women in my inner circle who are leading the way within their industries, but also creating their own narratives. This group of women have always had a word or two of wisdom for me and we’re all career nerds who love to solve a challenge over dinner.
It would be amiss for me to not acknowledge Born Bred’s GM, Steph Scicchitano. With an incredible career journey thus far and an impressive amount of industry knowledge, what stands out about Steph is her leadership style. Her unwavering commitment to Born Bred and the team, her determination for us to always be learning and her desire for us as individuals to always be evolving professionally and personally - is something unfortunately we don’t see with many in leadership roles.
Words of advice for someone wanting a job like yours?
Talk to everyone, be open to every idea.
If I wasn't doing this for a living, I'd be:
Something that involved strategy and spreadsheets!
My mantra is:
It’s never a no, just not yet (I’m a big believer in the right timing!).
My favourite advert is:
Anything that pulls at the heartstrings or hits that nostalgic spot.
Music and TV streaming habits. What do you subscribe to?
Spotify and Hayu are my main players. I have headphones in for every waking moment of my day - currently Straight Talk with Mark Bouris is my go-to. TV is how I switch off so it’s usually something Bravo related.
Tell us one thing people at work don’t know about you?
I live to have a chat so I think they know it all.
In five years' time I'll be:
Wherever life takes me!
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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