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 With Collective associate creative director, Nicole Hetherington.
This week we head to Sydney to speak to Ogilvy & Mather art director, Kate Shearer.
How long have you been in the industry?
About five years all up.
Duration in current role/time at the company:
Three years.
What were you doing before this job and how did you get this gig?
I was a video editor at a small full-service agency, but my passion was for coming up with ideas so I decided to do AWARD School. I loved the course and once it was over a friend I’d met during AWARD told me about a job going at Ogilvy. I applied online, interviewed and got the job.
Define your job in one word:
Dynamic.
What were your real and cliché expectations of working in the industry?
I had romantic dreams of working out of the office in cafes and parks, with endless time to think of great ideas.
But I was mostly really nervous, especially about being able to come up with ideas under pressure, and working in a creative team - what if we didn’t gel?! Honestly my main expectation was that they’d figure out I was an imposter and I’d get fired in the first week.
How does the reality match up?
The biggest shock to me was working in such a large company, with so many names to learn and so many processes to follow. The creative process was much more structured and controlled than I’d anticipated, including the amount of detail and restrictions in creative briefs.
You are also tied to the computer more than I expected, especially as an art director as there can be a lot of Mac work to do.
Working in a creative team has been a big learning experience. I’ve had the opportunity to work with a few copywriters and I’ve learnt that each relationship is completely different and produces different kinds of ideas, which is really exciting.
How would you describe what the company does and what does your role involve?
Ogilvy ‘Makes Brands Matter’ by developing advertising strategies and campaigns across all platforms, from traditional media like TV and OOH to digital and social.
My role is to find creative ways to express brand messages, by finding ownable, rich, creative territories. It’s also my job to figure out how to best communicate the ideas visually and generally make work look as good as possible.
Best thing about the industry you work in:
The best bit about advertising is solving problems of all kinds. And being able to turn tiny thoughts into reality, with the potential to reach a global audience.
Any major hard learnings in the job so far?
The hardest discovery for me was that you not only have to come up with good ideas, you have to sell them in - sometimes to everyone from your partner to your creative director, suits, and eventually the client. As someone averse to ‘presenting’ this was a struggle, but it’s getting easier and more fun all the time.
If you had to switch over to another department, which would it be and why?
I’d definitely switch to planning. I really like analysing how people think, and figuring out the best way to approach a problem. There is so much creative work involved before the creatives even get the brief.
What's exciting you about the industry right now?
I think it’s exciting that platforms are changing so fast, like social, so that younger people who use the technology are the experts and are educating the more experienced senior people. It’s a great reversal of the usual power dynamic and it forces everyone to work together in a more equal and collaborative way.
What concerns you about the industry and its future?
Fast turnarounds and low budgets leading to the demise of truly powerful and robust ideas and campaigns.
Who's your right hand person/who guides you day to day?
I’ve been lucky to have Shaun Branagan as my primary creative director and I’ve learnt a lot from him since I first started. He continues to be someone I can always ask for an opinion, no matter how big or small and I really value his unique perspective and judgement.
And your almighty mentor that you hope to dethrone?
That would have to be Derek Green, our executive creative director. Derek has been a great mentor, especially by pushing for proactive work and making sure good ideas get made.
But as much as I want to be a CD one day, I’ll need a few more years before even thinking about taking on that role. So Derek is safe for now.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
By 2020 I’d like to be working in New York as a much more senior creative. I plan to keep creating good work here, then reach out to connections and hope I can land a job over there.
What is the elephant in the room? The thing that no one is talking about – but they should be.
People should be talking about how to get more women into the creative department. With more female teams and more female creative directors, we’d get so many new ideas and perspectives, which would help create even better, more insightful work. It would also help get rid of the lingering ‘boys club’ mentality once and for all.
Where do you turn for inspiration?
When I need inspiration at work, I look at ‘The Far Side’ books, go online and check out advertising websites or head outside and go to a cafe for a fresh perspective. Outside of work I like to go to art exhibitions, see live performances and get out in nature to clear my head and think differently.
Tell us one thing people at work don’t know about you?
I originally moved to Sydney to pursue my acting career.
Favourite advert is:
I love ‘Tinnyvision’, the New Zealand drug-driving campaign created on Snapchat. Such a great awareness campaign, utilising a new platform to reach the target audience in a surprising and effective way.
What’s your personal motto?
You never regret going for a swim.
I got into advertising/ad tech/marketing etc because:
Firstly, because I love solving problems, coming up with ideas and creating beautiful things. Second, because advertising has so much potential to do good. You just need to find the right clients and the right projects at the right time. My ultimate goal is to be able to create campaigns for good causes that will affect positive change in the world.
If I wasn't doing this for a living, I'd be:
I’d be a photographer and illustrator, living in Byron Bay, growing my own veggies and swimming in the ocean every day. A girl’s gotta dream.
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