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 charity Musicians Making a Difference (MMAD).
AdNews presents, Meet the NGEN Award Finalists: Ellie Begg, Planning Manager, PHD Media and Sophie Mateer, Strategy Executive, Initiative
How long have you been in the industry?
Sophie: About 2 and a half years.
Ellie: Just over two years.
What attracted you to working in a media agency? Was this always the plan?
Sophie: I always knew I wanted to work in a creative industry, but I was drawn to media because of the mix of creativity and data-led aspects. My current role in strategy allows me to use all parts of my brain, from research to idea, and I love that no two days are the same because of that.
Ellie: It wasn’t always the plan, but I had a great university lecturer, Anne, and she sold the industry to me. With her help I completed an internship and soon realised media was the place for me.
What were your greatest lessons from the experience of entering the NGEN Award?
Sophie: Open communication and having psychological safety with your partner to bounce around every idea under the sun. You only really crack a good idea after 50 bad ones.
Ellie: Organisation is key. I was in a fortunate position where I had the right support networks within my team and they were able to assist with this organisation, so I could participate in the NGEN award.
What’s the best thing about the industry you work in?
Sophie: The people. I have never been more inspired by the people I work with. I am constantly blown away by their approach, aptitude and attitude to work. My team is always wanting to do better, be proactive and lead change, all while having a smile on their faces and lifting each other up!
Ellie: The people! Everyone you meet has a unique story and I love how that shapes the work. It always interests me when you meet someone who has a science background, but they are trading media or they have a passion for teaching but are working in strategy.
What does the MFA industry purpose of We Are The Changers mean to you?
Sophie: We are the changers to me means challenging the status quo and taking risks. It’s about looking beyond your own bias and bubble to see the world in different ways. My team and I work so hard to constantly learn about different perspectives, which is so important to me.
Ellie: To me it means that our work has the ability to influence communities at scale and it’s important to choose the best use of this influence in our daily work.
Where do you plan to be in five years’ time?
Sophie: I would love to live overseas and experience a totally different market and culture within the strategy space, to really stretch my creative thinking and lens on the world.
Ellie: Continuing to be doing what makes me happy.
The winners of the NGEN Award will be announced at the 2023 MFA Awards gala dinner on Thursday, September 21.
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