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.
Tara Iwamoto: Head of creative and operations at POLY.
Time in current role/time at the company: 2.5 years
How would you describe what the company does?
POLY is the new creative and content innovation hub of oOh! Media. POLY’s mission is to showcase the creative power of Out of Home. We specialise in working with creative partners to develop and enhance campaign ideas and content solutions that capture attention when consumers are on the move.
What do you do day-to-day?
Every day is a little different, one day I can be working out a re-org to align to a new strategy, then on the next talking to a production partner about filming logistics, mo-cap and the future of 3D rendered space. I love the variety of working with different clients, solving different problems, and getting rid of different barriers every day. I’m in awe of my team, of whom I’m really there to make their lives a little easier and clear red tape so that they can focus on being creative.
Define your job in one word:
Acrobatic
I got into the media industry because:
I loved a brand (POPSUGAR) and applied to be the office manager at the studio in LA. Most people come to LA for the industry, but I accidentally found myself in it and it gave me a career.
What’s the biggest challenge you face in your role?
In an Australian industry first, we specialise in creative across the OOH medium. This means we are constantly working in uncharted territory as we test and build new theories around creativity and OOH, doing our best to educate others around our findings, as well as demonstrate how to create attention grabbing cool sh*t that can shake up the industry. It is worth it, but it can be tiring at times to be constantly pushing boundaries.
What’s the biggest industry-wide challenge you’d like to see tackled?
Diversity. How can we tell stories through a single lens? How can we reach people with one vantage point? Diversity makes us stronger, makes us more creative, creates innovation.
What are you most excited about in the next 12 months?
Watching POLY grow. We’re committed to doing cool sh*t. I want to give our creatives the space to do what they do best.
Who has been a great mentor to you and why?
I have two: David Grant and Flory Litchfield. David (ex Fox TV Studios president, lawyer and entrepreneur) instilled efficiency, business acumen, and seeing the bigger picture. He was tough but fair and always willing to teach. Flory (Production executive for all the big entertainment companies) taught me about empathy, and how to see a situation from multiple points of view. She taught me about leading with respect in an industry that didn’t always model that and I will forever be grateful for it.
Words of advice for someone wanting a job like yours?
Be agile. No two days are the same and most of what I do is manage change. Get comfortable being uncomfortable.
If I wasn't doing this for a living, I'd be:
Working non-profit.
My mantra is:
Just breathe.
My favourite advert is:
Apple HomePod – Welcome Home by Spike Jonze
As someone who spent 15 years dancing, I’m memorised by FKA Twigs. The merging of the music, dance and movement of the sets is amazing. It’s a work of art wrapped up in a commercial.
Music and TV streaming habits: what do you subscribe to?
All the streaming services but no reality TV.
Tell us one thing people at work don’t know about you?
My current obsession is KPop group BlackPink.
In five years' time I'll be:
Watching our POLY team take home a Cannes Lions Award.
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