The MFA’s NGEN Award gives media agency executives with less than five years’ experience the opportunity to create positive impact by using their core skills: strategic thinking, creativity, storytelling and media execution expertise. NGENers were this year invited to respond to a brief for youth mental health organisation Batyr.
AdNews presents, Meet the NGEN Award Finalists: Charles Cripps, Partnerships Executive, Initiative and Bobbie Hansen, Partnerships Associate, Initiative
How long have you been in the industry?
Charles: Exactly one year as of today!
Bobbie: 4 months
What attracted you to working in a media agency? Was this always the plan?
Charles: I had absolutely no idea what working in a media agency was going to be like. I finished my post-grad in marketing and fell into it based on a recommendation. I wanted to work somewhere that strived for great work, but also had a genuine focus on impacting people and culture; Initiative is exactly that and more.
Bobbie: This was not at all the plan! I completed my degree in Interior Architecture at the end of last year, but made the shift to Initiative to branch out and test my skills in an industry that was out of my comfort zone. If this time last year you had told me that in 12 months I would be working in a media agency, I wouldn’t have believed you.
What were your greatest lessons from the experience of entering the NGEN Award?
Charles: Accepting the process and learning to ride the roller-coaster of strategic thinking. Finding a balance between a great idea and an achievable media approach is a lot of trial and error! And lastly… teamwork makes the dream work; play into each other’s strengths, learn to bounce ideas of each other, and enjoy the challenge.
Bobbie: Consider all your ideas, no matter how big, small, or outlandish.
What’s the best thing about the industry you work in?
Charles: The people make the hard yards worth it!
Bobbie: The collaboration, innovation and dedication!
What does the MFA industry purpose of ‘We Are The Changers’ mean to you?
Charles: That we are the initiators of culture, the leaders in innovation, and we have profound impact on the lives of millions of Australians.
Bobbie: Celebrating media’s potential to catalyse change, and putting media as the frontrunner for innovating the ways in which we can do good.
Where do you plan to be in five years’ time?
Charles: Wherever it may be… I hope it’s challenging, exciting, and surrounded by great people as I am now!
Bobbie: Continuing to do work that allows me to tap into my creative side!
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