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.
Sylvia Pickering: General manager at Atomic 212°.
Time in current role/time at the company:
Nine months as the General Manager of Atomic 212° Melbourne.
How would you describe what the company does?
Our credo is smarter, faster and more accountable media. What that means is that when we’re working with our clients and media partners alike, we look to start with an insight and build on that. Everything we do – from strategy and planning, to execution and analytics – has a purpose. We like to look beyond media and really help our clients unpick broader business challenges.
What do you do day-to-day?
It varies greatly, which is what makes the role so interesting. It generally involves a combo of engaging with our wonderful clients at a broad business and operations level, catching up with media partners, exploring new business, chatting with the incredibly talented senior leads at Atomic 212° to unpack opportunities for our clients, and working with our brilliant team to ensure smooth workflow and help everyone stay mobilised and motivated. I also like to try a few new gags out in the office every now and then, with varying degrees of success.
Define your job in one word:
Lively.
I got into communications because:
I’ve always been a pretty natural communicator (ask my parents, who will certainly agree) and I strongly believe that open communication with all stakeholders, both internal and external, is at the heart of what we do and the key to success. Media just seemed a natural fit. I get energy from others – buy me a drink and I’ll tell you all about it.
What’s the biggest challenge you face in your role?
Media is ever-changing, client needs fluctuate based on both micro and macro factors and keeping an office running smoothly as it grows is always a high priority. Being able to change course on a pinhead can be challenging, but it keeps me on my toes and keeps the brain fresh.
What’s the biggest industry-wide challenge you’d like to see tackled?
People talk about AI. A lot. And while it is important to stay across what that means for us all and how we can benefit from it, it’s also important to remember how useful an honest-to-goodness phone call or catch up can be. I think encouraging open dialogue is the best way to really mesh with clients and media partners, and to keep teams growing and learning and engaged. I fear that will fade as an artform if we rely too heavily on technology for communication.
Previous industry related companies you have worked at:
Starcom, Streetpress Australia, Pacific Magazines, Dentsu and Mindshare, to name a few.
Notable campaigns you have worked on:
This is like choosing between your children! I got to work on some pretty impactful campaigns throughout the COVID lockdowns, helping drive people to get vaccinated. However, razzle-dazzle or urgency isn’t always what makes campaigns stand out – if you really heard what your client needed and made every dollar count, that’s pretty noteworthy in my book.
Who has been a great mentor to you and why?
I have a habit of seeking out mentors within every role I’ve had. One who I think of often and try to emulate, particularly when things get challenging, is the late Bob Baddock (Dentsu). He was one of the most gracious people I have ever met – never said a harsh word about anyone, was calm under pressure and a true gentleman and professional. He always had a comb in one pocket and some cake in the other, which he often shared. When things get hard, I try to remember to act with grace, which can go a long way.
Words of advice for someone wanting a job like yours?
Listening is more useful than speaking. It will help you make the right choices and then back yourself once you’ve made a decision. You’ve been put in this role for a reason.
If I wasn't doing this for a living, I'd be:
Who knows? I wanted to be a dentist when I was young, even worked chairside at a dentist's office for a while. The conversation with clients was certainly less stimulating, it was pretty gross, and there were way fewer lunches on the cards, so all in all, media is probably more my speed.
My philosophy is:
It’s cheesy, but I always say: you catch more flies with honey. It’s a cutesy way of saying: don’t be a jerk. Remember we’re all just people trying to make it through the day, and being aggressive doesn’t get you far in the long run. Assertive yes, but aggressive no. Learn the difference.
My favourite advert is:
I love a jingle. There are plenty I can recite verbatim; think Lubemobile’s “Roof Seal” ad. We’re talking 1990s here and I can still tell you the number to call: “Lubemobile will come to you, 13 30 32 (that’s 13 30 32)”. How’s that for recall?
Music and TV streaming habits. What do you subscribe to?
Spotify is a must. Music plays a key role in setting my mood for the day (or adjusting it, if need be). I’ve got the usual suite of TV subscriptions, which my kids definitely benefit from that way more than I do.
Tell us one thing people at work don’t know about you:
I did comedy improv classes for a while. As cringeworthy as some of it was, it was actually great at teaching you how to think on your feet and the importance of listening. The class was surprisingly full of corporate types and so I recommend it if you feel like pushing yourself out of your comfort zone while having a couple of laughs.
In five years' time I'll be:
Older and greyer, but still trying to “bring it” at work!
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
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.