In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's KINESSO Australia activations trading associate Mackenzie Travers.
Time in current role/time at the company:
About six months.
How long have you been in the industry?
This is my first role out of uni.
How did you get here? Was this always the plan?
Definitely not. I’m actually a science (biotechnology) grad. This time last year I started my Honours in Biochemistry at UNSW researching ‘ruminal methane reduction’. I was a Residential Fellow and science student mentor at the university, supporting regional, international and disadvantaged students. I was initially hesitant to ‘give up’ (not graduate with Hons after the STEM slog) but after investing time exploring what industry I see myself in, I came across the world of digital media. I loved the idea of being able to work in an environment that blends the things that excited me about science (analytics, data analysis and technically driven processes) in an interpersonally focused and creative environment. Moving to digital media has taught me the difference between ‘giving up’ and ‘pivoting’.
Who is your right-hand person/who guides you day to day?
Professionally, my manager and mentor Carly O’Grady. She is smart, switched on, cares and backs herself. Carly is teaching me how to be a strong independent woman in my first ‘big girl’ job. Everyone deserves someone like Carly as their first boss.
Personally, my dad. He is the most ruthlessly efficient person to walk the Earth. Not only does he find the time to call me every day, but he is also someone I look up to as he’s achieved so many amazing things in his professional career. From growing up on a farm in rural South Australia, to living and working in London, he has taught me ambition and diligence. He says: “You can have everything, just not all at the same time” - this signature quote gave me the confidence to switch career paths and trust the journey.
What’s the best thing about the industry you work in?
I LOVE working in this industry. It perfectly combines creative and analytical thinking. Working in the Trading Team is brilliant - it allows me to apply my methodological science, systems and analytical skills in a (literally) less sterile environment. It’s exciting because every day is different. The industry is so multi-faceted, and my job is interpersonally focused, as well as innovative, strategic and just plain interesting. Also, as a woman in STEM, I love data, but at KINESSO, people are at the centre of that data. IPG is truly broad, and I learn something new every day.
And the biggest challenge?
From my experience working and studying science, I know that most of the time, there is a right answer. In digital marketing, there is rarely a black and white solution. While I really enjoy this, and can see myself thriving in this structure, I have found it a challenge having been trained that there is only one right way - and everything else is the wrong way.
Whose job have you set your sights on in the future?
I can’t say there’s a specific role I’ve set my sights on, however there are aspects I’d look for in a role that are important or interesting to me. For example, working in a supportive and driven team. I am lucky to be in the Trading Team at KINESSO where this culture is primary.
Eventually I’d like to explore business strategy, having to think outside the box, problem solve and adapt. Or in a global role, perhaps operations. For now, I am enjoying getting out of my comfort zone and saying ‘yes’ to everything (except maybe platform auditing!). Learning is an exciting part of work.
Where do you turn for inspiration?
I look at both mine and my family’s past. I reflect on my mistakes and past decisions, because that is what leads us to where we are and where we are going! Everything really does happen for a reason. My grandmothers have always inspired me to never give up. They are strong matriarchs who challenge me to break complexity into simple elements. Often, the answer is right in front of you - you just must be able to see it. I am truly inspired by the strong women in my life and am grateful for the opportunities I’ve been given, paved by sacrifices my grandmothers’ have made.
Tell us one thing people at work don’t know about you.
I grew up in the Clare and Barossa valleys in South Australia and my family has a winery and three vineyards surrounded by wheat paddocks. Tim Adams once dubbed me ‘the best yield estimator in the Clare Valley’. And I have done the full circle - on top of vineyard work, I spent my gap year making wine for Pernod Ricard - and now I work alongside the team that works with Pernod as our client!
In five years' time I'll be…
Hopefully living (or having lived) overseas. My dream is to spend some time working in our New York office. I’m ambitious - ‘you miss 100% of the shots you don’t take’. I would love to continue building relationships with interesting and exciting individuals, refining my skills and taking risks.
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