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 calling for a bespoke fundraising campaign for the Indigenous Literacy Foundation (IFL).
AdNews presents, Meet the Finalists:
Gemma Harriss, Account Executive, Zenith
Thomas Murphy, Digital Media Executive, The Media Store
How long have you been in the industry:
Gemma: Just over two years.
Thomas: A little over two years as well.
What attracted you to working in a media agency? Was this always the plan?
Thomas: Why be an expert in one thing when you can be an expert in 10? The different challenges across different categories, clients and channels is enough to keep every day fresh and while it wasn’t my plan from day one, I’m glad that I’m in a role where I’m learning something new every day.
Gemma: Like many others, I didn't truly know what a media agency was until I was in the thick of it! The first impression was that planning and managing marketing activity sounded like a fun but interesting job. Wasn't too far off the truth!
What were your greatest lessons from the experience of entering the NGEN Award?
Gemma: You should be excited, happy and proud of your work when you submit a response. When you try really hard, invest time and energy, build on ideas and pick apart with a fine-tooth comb... it's healthy to want to put that work on a pedestal. Especially when you’ve had an awesome partner where you can bounce off of each other’s energy. I’m lucky to have a great partner like Thomas to keep the enthusiasm going, where you can look back and say, 'how awesome was that?' - even if it’s not the winning idea.
Thomas: So much hard work went into this response but every chance Gem and I got to get in a room and work on it resulted in us having a bunch of fun which only made us want to get back and work on it more! As much as it is a competition, we used it as a chance to explore how far you can push the definition of media.
What’s the one tip you would give future entrants of the NGEN Award?
Thomas: I think step one is finding a partner who is keen to put in the same time and energy as you and I was super lucky to get that with Gem. Then I would say present your work to anyone who will listen, friends and family and people you work with. They will ask questions that make you reconsider your way of thinking and push your response to be stronger, building something you will be proud of.
Gemma: Make sure every single line of the brief is obviously answered so the judges can’t find any holes. At every stage of the process, go through the brief by printing it out and reading aloud together, so you can manually tick off each sentence to ensure the response is aligned. It feels good to know your solution perfectly fits the business needs without bending or stretching anything.
What’s the best thing about the industry you work in?
Gemma: The people are always what makes the media industry the best. Everyone is so lovely, but media professionals also have the perfect blend of creative, innovative, strategic and meticulous qualities.
Thomas: The people we work with will always be first and The Media Store is an absolute testament to this. I also love being in an environment where you don’t have a choice but to continue to learn. Technology and trends move too quickly for you to become complacent and it pushes you to always be thinking about what is around the next corner.
Where do you plan to be in 5 years’ time?
Gemma: Is it too bold to say, Gruen?
Thomas: Taking leave from a strategy role in London to follow the Socceroos in the 2026 World Cup.
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