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.
This week we speak to Our Revolution client services director Diana Yako.
Time at the company:
Four years.
How would you describe what the company does?
We are a consumer branding consultancy that helps brands understand how to thrive within today’s culture and the world at large.
What do you do day-to-day?
Dissect challenges, create solutions and build relationships.
Define your job in one word:
Chameleon.
I got into branding and design because:
I wanted to influence people, their behaviours, and ultimately make a positive impact on culture. So for this reason, I did a law degree, and found branding along with way. I prefer this method of shifting mindsets.
What’s the biggest challenge you face in your role?
Our Revolution is currently in a stage of growth, and the biggest challenge at the moment is ensuring that we have the right people and skills in place as the business evolves.
What’s the biggest industry-wide challenge you’d like to see tackled?
In the process of validating creative work, consumers are often sought their opinion. However, this can tip over into consumers leading important creative decisions. It can ultimately lead to a generic, vanilla outcome.
Previous industry related companies you have worked at:
Landor.
Notable brands you have worked on:
I’ve created and repositioned brands for Kellogg’s, Arnott’s, Kraft, and Nestlé.
Who has been a great mentor to you and why?
Amar Dixit. I had the pleasure of working beside him while we were at Landor together. He was regional director and a true leader in every sense. He empowered his team and always took the time to share knowledge, experience and advice.
Words of advice for someone wanting a job like yours?
Have a deep-rooted passion and understanding of branding and how people interact with brands. Layer this with an appreciation of business and commercial impact.
If I wasn't doing this for a living, I'd be:
A Human Rights Lawyer.
My mantra is:
Listen before you speak.
My favourite advert is:
Not Happy Jan for Yellow Pages. The idea was so simple, and well communicated. The phrase has become part of our cultural slang, a testament to its enduring success. As a child I thought the ad was funny, and now as a brand consultant, I recognise it’s genius.
Music and TV streaming habits. What do you subscribe to?
Netflix and Spotify (doesn’t everyone?)
Tell us one thing people at work don’t know about you?
I trained in piano up to the age of 15.
In five years' time I'll be:
Putting my money where my mouth is and starting a brand.
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