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 managing partner Stephanie Babin.
Time in current role/time at the company:
10 years.
How would you describe what the company does?
Because creates extraordinary activations that ignite brand growth.
What do you do day-to-day?
I lead our client account service team across Australia, focusing on driving new business opportunities and maintaining strong client relationships. The growth of our Brisbane office is also one of my key priorities, after a successful launch a few months ago.
Define your job in one word:
Challenger.
I got into the media industry because:
I started my career in PR in Canada, working for the big tech companies. I’ve always been passionate about storytelling and brand dynamics and have now over 15 years experiences across a range of disciplines and markets. My passion for crafting compelling brand narratives to grow brands has only deepened with time.
What’s the biggest challenge you face in your role?
The juggle of delivering high-quality, innovative work with the need to stay agile and effective in a fast-paced industry. Managing clients and their business’ expectations while pushing creative boundaries can be challenging but rewarding.
What’s the biggest industry-wide challenge you’d like to see tackled?
There’s a need for more collaboration and transparency between clients and agencies. As strategic partners and extensions of their team, our success hinges on open communication and mutual trust. That way we can be less reactive and drive more innovative and impactful outcomes.
What are you most excited about in the next 12 months?
I'm most excited to see experiential marketing and brand activations take the spotlight in the coming year. People are seeking out human-centered experiences more than ever before and brands have a unique opportunity to rebuild trust and create deeper connections. It's the perfect moment for our discipline to step up and truly shine.
Who has been a great mentor to you and why?
One of my close colleagues has been an exceptional mentor for the past decade. Her ability to make quick decisions and her clear vision have been inspiring. She’s not only a fantastic leader but also a genuine friend who has supported me through various challenges and opportunities in my career.
Words of advice for someone wanting a job like yours?
Stay curious and connected. Keep your finger on the pulse of the industry, take on hobbies, pick up a magazine you wouldn’t usually, listen to podcasts, attend conferences and tap into your network. Continuously learn and keep your connections alive.
If I wasn't doing this for a living, I'd be:
Exploring new cultures and experiences, perhaps as a travel writer or language teacher!
My mantra is:
1% better every day
My favourite campaign is:
I’m an avid traveller, so I have a sweet spot for Heineken’s Departure Roulette. In this activation, Heineken set up a roulette-style game at an airport where participants spun the wheel to win a surprise trip to a random destination. I love campaigns that blend creativity with a strong emotional connection and this one captured the essence of spontaneity and adventure through a cross-channel user experience.
Music and TV streaming habits: what do you subscribe to?
My Spotify algorithm is a bit skewed by my one-year-old’s Cocomelon obsession, but I'm reconnecting with my love for country music from my childhood. As a new mum, I haven’t had much time for TV binges, but when I do, I gravitate towards dramas or documentaries—if I can stay awake!
Tell us one thing people at work don’t know about you?
I once ran away with the circus… literally!
In five years' time I'll be:
Leading within the industry, with a strong focus on empowering women and mentoring the next generation of creative professionals.
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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