In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's POLY senior creative strategist Cara Edwards.
Time in current role/time at the company:
Four months, five years at oOh!
How long have you been in the industry?
Six years, including a very small stint at Posterscope, Dentsu.
How did you get here? Was this always the plan?
Absolutely not. When I joined the advertising sector, I barely knew what a billboard was! That’s the great thing about this industry—if you show up with passion and grit, doors will open for you. I actually studied and worked in interior design for three years but found the industry to be a little toxic. I wanted to apply my creative skills to something completely different. Pivoting was the best career decision I’ve made. Thanks to the connections I’ve made over time, people have instilled so much confidence in me, and I love coming to work and creating with my POLY team.
Who is your right hand person/who guides you day to day?
I’ve got two. Alex Rog is the strategy director, and while I can't claim to be a perfectionist like him, I am driven by his example every day. I think the balance we strike—always striving for more while having different processes—has led us to create work we are truly proud of. This may sound cliché, but we really do laugh along the way. I can't help but mention the head of POLY, Josh Gurgiel. Since my early days at oOh! as a campaign executive, he's been a steadfast cheerleader and advocate for me. Josh gave me the incredible opportunity to join the POLY team, even after I candidly expressed my desire to work remotely to support my family. He still brought me on board.
What’s the best thing about the industry you work in?
Again, it sound like a cliché, but it’s the people. I get to collaborate constantly, brainstorming new and innovative ways to capture audience attention with both my in-house team and creative agencies. My team is incredibly skilled and talented—one idea can spark a conversation and quickly snowball into an even better concept that we’re all proud to bring to life.
And the biggest challenge?
The final approval! We often assist in brand pitches by providing media and creative agencies with ideas that align with their briefs. However, during negotiations over rates, advertising spots, and placements, the creative budget can sometimes get diminished, which is mutually disappointing for us and the agencies we support.
Whose job have you set your sights on in the future?
I'm only a few months into my new position, so I want to express my gratitude for the opportunities I've already been given. My path in advertising hasn’t been linear, but now I envision myself leading a team, nurturing and fostering growth in the same way my managers inspire me.
Where do you turn for inspiration?
Everywhere! Recently I got back into Pinterest to work out the look and feel, I use socials to see what brands overseas are doing, but sometimes my weirdest idea has come from a good ol’ doom scroll on Tik Tok.
My favourite advert is:
Biased by what this brand does in OOH specifically, but Specsavers' 'Should’ve gone to Specsavers consistently delivers for me. Maintaining humour and engaging audiences for over 15 years with the same tagline is no small feat.
Tell us one thing people at work don’t know about you?
I'm a chatty person who tends to overshare after just one G&T. If I had to choose one thing to share, it would be that I became a hobby baker during COVID, which led to making a wedding cake post-COVID. Talk about a stressful job! Delivering a two-tier wedding cake to the city on a 32-degree day is something I won't be rushing to do again.
Where do you see yourself in five years time?
In five years, I’ll be eligible for long service leave, which I’d love to use for traveling more than I do now. Remote work often has me dreaming about these opportunities. I also see myself back in a city, still passionate about being part of POLY, or possibly working in-house for a brand I admire.
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.