Our Young Guns profile takes a weekly look at some of the buzzing young talent across the advertising, ad tech, marketing and media sector in Australia.
It aims to shed light on the varying roles, people and companies across the buzzing industry. Last week we spoke to MediaCom director, Ryan Manning.
This week we head to Sydney to speak to M&C Saatchi account director, Celeste Toffanello.
How long have you been in the industry?
Seven years.
Duration in current role/time at the company:
One and a half years.
What were you doing before this job and how did you get this gig?
Working with the talented and tight knit Brisbane advertising scene and coaching the next generation of marketing and comms professionals at QUT. When cooler climates and a faster pace beckoned, I flew the coop to Sydney!
Define your job in one word:
Transcendent.
What were your real and cliché expectations of working in the industry?
My university professors did a pretty great job at keeping the budding advertising grads well-grounded as far as employment expectations went. The smoke filled haze of Mad Men fiction was well and truly worn through. We all knew what we were headed for. I expected a fight to break into the agency world and I got one.
How does the reality match up?
It smacks you fair in the face. But if you’re up for a challenge, the result is very worth it.
How would you describe what the company does and what does your role involve?
M&C Saatchi is in the business of ideas that create cultural impact. My part in that involves keeping brands (my clients) at their most simple and significant each and every day.
Best thing about the industry you work in:
The people. Hands down. No matter where you go or how hard it gets, like minded and passionate colleagues always prop me up and inspire me to keep at it.
Any major hard learnings in the job so far?
Always make time for yourself and celebrate the small things.
If you had to switch over to another department, which would it be and why?
I would like to say strategy however I’ve been mistaken for a producer that many times it’s becoming beyond subliminal.
What's exciting you about the industry right now?
The evolving relationship between brands and consumers right now. You (a brand) either stand for something or you’re left with nothing. It’s powerful to watch.
What concerns you about the industry and its future?
The level of scathing criticism the creative community can sometimes fire at one another. We are our own worst enemies.
Who's your right hand person/who guides you day to day?
My friend and colleague DJ Stevo. She sets the mood for each day with her dulcet tones belting out from those poor unfortunate desktop speakers.
And your almighty mentor that you hope to dethrone?
Mr Kevin Allen. The man who coined ‘priceless’ for Mastercard. A feat I’ll never achieve but the best kind of goal to have.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
I see myself investing in a side business (unrelated to advertising) as another outlet of creativity for me. To pour everything I’ve been lucky enough to learn in this industry into and grow from the ground up.
What is the elephant in the room? The thing that no one is talking about – but they should be.
The merge between the disciplines of media and creative. Both know they need to play together (the world is telling us as much - *cough programmatic cough*). The sandbox is a busy place at the moment.
Where do you turn for inspiration?
My browser bookmarks. They feature everything but advertising.
Tell us one thing people at work don’t know about you?
I’m a huge consumer of interior design blogs/accounts. It’s basically my entire Instagram feed.
Favourite advert is:
We’re the Superhumans (Channel 4).
What’s your personal motto?
Don’t be a d!ck.
I got into advertising/ad tech/marketing etc because:
I’m good with words.
If I wasn't doing this for a living, I'd be:
Growing pumpkins on my parent’s farm.
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