In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Orchard senior account manager Jessica Nord.
Time in current role/time at the company:
I’ve been senior account manager at Orchard for nearly seven months now. After calling the creative agency world home for the last few years, I wanted to venture further afield and gain a better understanding of digital advertising and developing creative tech solutions for client briefs. So, in the last year I’ve gone from developing 3D brand guidelines, rolling out Christmas campaigns and elevating eDM journeys to improving CRO, levelling up my SEO and working with project managers to build and report on new web and app experiences.
How long have you been in the industry?
All up, about 12 years! I got my first marketing job in 2015 working at Hardware & General where I worked on sales catalogues, wrote punny tool blogs and designed social content inspired by what I saw in-store on the weekend. I landed my first agency job in 2020, as part of CX Lavender’s Genus Grad program where I co-founded 52 Mondays, got to work on a service design sprint and saw my first ever ads for nbn ‘in the wild’ – all in my first year. Since then, I’ve worked on award winning campaigns for American Express and Westpac, developed Telstra’s most successful Reward & Recognition program and optimised the entire loyalty customer journey at CHEP Network, and now strive to build world-class digital and brand experiences for Tourism Tasmania and Clear Skincare at Orchard.
How did you get here? Was this always the plan?
I’ve always been drawn to creative pathways (which is a bit of a weird thing for a suit to say), but I’m grateful it led me to complete a Bachelor of Media Arts & Production at UTS. There, I found joy in creating as a crew, and noted the difference really good pre-production made to the cohesiveness of the team and in turn, the outcome of the work. As I made more films, I found that, just as satisfying as the making, was the making-it-happen and so naturally gravitated from directing and editing – to producing and eventually branching into a double major in Advertising. So, once it came time to go for a ‘big city agency job’, I was lucky enough that the leaders at CX Lavender recognised that account management would be a perfect fit for someone who was impassioned to create but born to spreadsheet.
Who is your right-hand person/who guides you day-to-day?
My guiding light through the storms of unfamiliar acronyms and technical jargon is Isabella Williams, Orchard’s powerhouse senior account director and oracle of digital know-how. Thanks to her, I can use DXO in the right context and I always have a safe space to ask (so many) tech questions while we roll out everything from design sprints to new tech builds. She’s supported my desire to create, providing me opportunities to work on innovative and exciting creative projects in the digital space and has welcomed me into the Orchard team from day one.
What’s the best thing about the industry you work in?
The best part about working in this industry is that it’s built on creativity and innovation – so it’s our job to think outside the box, challenge the norm and create cultural moments which shape the way we talk to each other and relate to each other. Everyone has a favourite ad, whether it’s the Cadbury Gorilla, or the Share a Coke campaign or Libra’s Blood Normal, and it’s an incredible privilege to be part of that process that takes a brief, to an idea to something that can change people’s behaviour. My favourite moment of any project is that first look when, after weeks of briefing, creating, revising and tinkering, you finally see it all come together. Whether it's the debut of a digital banner or the launch of a landing page, witnessing the culmination of collective creativity and strategic thinking is immensely gratifying, especially when you can see the impact to clients and audiences in real-time.
And the biggest challenge?
Staying grounded and maintaining balance – I feel so lucky to work in an industry of passionate people and once you’ve sunk your teeth into a project and you’re moving at pace, it tends to consume you a bit. It’s all part of the fun of advertising – the war rooms, sprints, late nights and wrap parties, but it’s so important to balance the peaks with the troughs and carve out time to look after yourself and do the things you love outside work. For me, that’s working on short films, making art, and dominating our weekly pub trivia.
Whose job have you set your sights on in the future?
I’d love to lead a creative agency one day, marrying my digital and strategic experience with my passion for creative production. The dream would be to craft intelligent, data-backed solutions packed full of emotion with gut-punching insights at the heart of the creative. But if I was to role model myself after a leader, I’d love to head up a team with the compassion, drive and acuity of Lee Leggett who joined CHEP Network as CEO while I was there and was the kind of leader who was approachable and inspired people to band together, support each other and work hard for the success of the collective.
Where do you turn for inspiration?
I try to catch as many live experiences as I can – whether it’s going to gigs, seeing movies in the cinema, relishing plays and musicals or catching a stand-up comedy night. There’s just something about collective experiences; feeling laughter roll through a crowd, letting music move you, and movement transport you. Connecting with people through art fuels my inspiration and ignites a desire within me to get out and create and connect with people.
Tell us one thing people at work don’t know about you?
While I’m still accruing enough leave for my next adventure, my team are blissfully unaware that travel is one of my great loves. My travel alter ego is the antidote to my process-driven account management sensibilities – she’s immune to the pull of an early bedtime, she acts first, asks questions later, and stashes any introversion deep in the overhead locker.
In five years' time, I'll be:
Returning from my extended holiday in Cannes, where my latest campaign has just picked up a Lion. I will have spent the last few weeks networking with and learning from global creative legends in between catching the latest film premieres and celebrating the win with my team as we plan the next big thing together.
Give me 10 years and I’ll be on the Jury.
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.