Industry Profile: Hidden Characters MD, Annalise Brown

Lindsay Bennett
By Lindsay Bennett | 11 January 2017
Annalise Brown

Our Industry Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

This week we head to Sydney to speak with MD of M&C Saatchi's PR agency Hidden Characters, Annalise Brown.

Duration in current role/time at the company:

Almost two years.

In one sentence, how would you describe what the company does?

We influence people and brands to build meaningful relationships with each other.

In one sentence, what does your role involve?

Within the circus I’m the juggler.

Within the last six months/year, what stands out as the company’s major milestones?

We rebranded. Hidden Characters launched in July with a focus on understanding client business problems and how these can be solved through strategic engagement of influencers, while remaining behind the scenes.

Best thing about the industry you work in:

It’s dynamic, ever changing, and full of amazing, intelligent people.

Previous industry related (ad land/ad tech) companies you have worked at:

Porter Novelli, Clemenger Group, Splendid Communications and Spin Communications.

Career-wise, where do you see yourself in three years time?

Who could have predicted Trump three years ago? So the only thing I’m confident in predicting is that I will still be passionate about this industry.

What is the elephant in the room? The thing that no one is talking about – but they should be.

Authentic content. You can’t pay for authenticity. Money can’t drive organic media conversations or solve business problems.

Tell us one thing people at work don’t know about you?

I tape Jeopardy.

Top networking tip:

Do your homework and be authentic.

My favourite restaurant for a business lunch is:

Tapavino.

My favourite advert is:

Not happy Jan. I still say that.

My must-have gadget is:

My avocado peeler.

My favourite media is:

iPhone.

My favourite TV show is:

I’m a self-confessed TV junkie. Binge watching is one of my favourite activities. At the moment I’m obsessed with Westworld.

The last book I read:

My Brilliant Friend, Elena Verant.

My mantra / philosophy is:

Never apologise for your own opinion.

I got into advertising/ad tech/marketing etc because:

I needed a job after university.

If I wasn't doing this for a living, I'd be:

A lawyer.

In five years' time I'll be:

In my boss's job.

Define your job in one word:

Exhilarating.

What's your poison:

Shiraz.

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