In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's oOh!media campaign executive Kate Sproule.
Time in current role/time at the company:
I have been at oOh! for one-and-a-half years.
How long have you been in the industry?
Three-and-a-half years, including two years in radio with New Zealand’s Mediaworks.
How did you get here? Was this always the plan?
My dream job has evolved over time. I considered career paths like law and psychology, but I always felt drawn to media. I envisioned myself as a news presenter, which led me to major in film and documentary studies. After graduating, I worked in radio in New Zealand, which I absolutely loved and could have easily continued. However, a trip to Africa sparked a newfound love for photography, and for a moment, I thought that might be my dream career. When I moved to Melbourne, I landed a role at oOh!, and that’s where everything clicked. I’ve discovered a real passion for Out of Home advertising, and I’m now focused on growing and advancing my career in this dynamic industry.
Who is your right-hand person/who guides you day to day?
My manager Chris Richards has been a true cornerstone of my professional journey. From the very beginning, he has been instrumental in my growth, enabling me to progress rapidly within the company. His unmatched expertise in Out of Home, combined with his constant support and encouragement, has been invaluable. I’m incredibly grateful for his guidance and the confidence he’s instilled in me.
What’s the best thing about the industry you work in?
OOH is such a dynamic and exciting industry! It’s that unmissable format that people encounter throughout their daily lives, whether commuting to work, running errands, or traveling. One of the most surreal and rewarding parts of my job is seeing campaigns I’ve worked on displayed in the real world - it’s a tangible reminder of the impact we make. What excites me most is the rapid growth, the advancement of the technology and quality of what it delivers to the market. Having the opportunity to contribute to developing that software and elevating the standard alongside such a forward-thinking business is incredibly fulfilling.
And the biggest challenge?
I believe there’s a significant lack of understanding when it comes to OOH advertising. Digital advertising often becomes the default choice because it’s a familiar medium that provides instant feedback on metrics like clicks and impressions. In contrast, OOH measurement is more nuanced, taking into account factors such as time of day, location, and visibility. OOH simply cannot be measured in the same way as digital, which can make it challenging for advertisers to see beyond ROI. This knowledge gap can sometimes overshadow the undeniable impact and reach that OOH provides.
Whose job have you set your sights on in the future?
In an ideal world, I’d love to be the next David Attenborough - though I don’t think that’s a position you can apply for! I’ve always believed in aiming high. However, if we’re speaking more practically, my dream job would be one where I can create a meaningful impact within an organisation and in the lives of others. I thrive on helping others succeed and grow, and I find it incredibly fulfilling to be part of their journey toward advancement. For me, any role that allows me to inspire, support, and contribute to the success of both individuals and the broader organisation would be a perfect fit.
Where do you turn for inspiration?
Maybe a cliché but, my mother, Jane Mayell, was the founder and CEO of Original Foods Baking Co. (OFBC) in New Zealand, where she grew the company from a small donut shop to a thriving business over 25 years. OFBC not only thrived locally but also began exporting to Australia and the South Pacific. She overcame early challenges, including five years of revenue loss, and her hard work ultimately led to numerous accolades, including Canterbury Business of the Year. Watching her build such a legacy has been a huge inspiration to me.
My favourite advert is (and why):
My favourite ad of all time is the 2011 NZ Lotto ad. It’s hard to forget a product when the ad itself is more of a story and keeps you interested. Whether you like it or not you never forget the product when they steal your heart with a cute puppy.
Tell us one thing people at work don’t know about you?
I’m definitely an oversharer, and as for hidden talents... well, there aren’t any! I’ve spent my entire life singing and am a classically trained vocalist. In fact, I performed at our company-wide conference less than six months into my job - if that doesn’t convince you I have no secrets, I’m not sure what will!
Where do you see yourself in five years' time?
So much can happen in five years. I like to think of it as a continual journey of progress. My main goal is to keep advancing in my career, expanding my knowledge, and eventually becoming an expert in my field - whether that’s in product development, advertising or as a senior business manager, I’m still figuring that part out. However, one thing I am certain - I want to lead positive change and be seen as a trusted voice in my industry.
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
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