Young Guns: Pedestrian advertising manager Caitlin Hibbert

By AdNews | 8 March 2018
Caitlin Hibbert

It's International Women's Day so we have two Young Guns today.

See Hyland content manager Maryam Esfahani here.

Our Young Guns profile takes a weekly look at some of the 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.

Previously we met Devon Allaby, chief operating officer of Design Farm Collective. Today, we meet Pedestrian advertising and partnerships manager Caitlin Hibbert

Time in current role/time at the company:

I’ve been in my current role for five months, but at Pedestrian for 1.5 years

How long have you been in the industry?

I actually started my full-time career at Pedestrian, so 1.5 years. Before this, I had interned within the industry while studying media and communications.

How did you get here? Was this always the plan?

I always knew that I was passionate about advertising, but didn’t know which direction that would lead me in. While studying media and communications I tested out different avenues within the industry – completing internships at Universal Music, Fleishman Hillard & finally at Junkee Media. There, I became hooked on the world of millennial publishing, which lead me to my current role at Pedestrian TV.

Who's your right hand person/who guides you day to day?

Rachel Tikey, my GSM at Pedestrian. With a decade of experience within this industry, she’s my absolute go-to for any questions or issues I might need advice on.

What’s the best thing about the industry you work in?

While the entertainment perks are always a plus in this industry, it’s 100% the people you meet along the way - where I now have lifelong friends with both clients and colleagues. That, and the fact that every day in the office is different from the last.

And the biggest challenge?

The monopolisation of the industry by the likes of Facebook and Google. In a global society, it’s never been more important for market specific content – which is created & advocated for by the likes of Pedestrian.

Further, in such a young industry, it’s frustrating to see passionate young talent overlooked just because of their age or tenure.

Whose job have you set your sights on in the future?

For the future, I would absolutely love Lisa Messenger’s job. I’m passionate about publishing so it would amazing to be the CEO for a publication that creates content that is both relevant and inspiring for Aussie women. This, and the event perks wouldn’t be bad either!

Where do you turn for inspiration?

I’m lucky I get to be a part of an industry that is filled with individuals that inspire me on my day-to-day, at both Pedestrian and with my clients. It’s always a huge motivation and inspiration to work alongside these young guns to ideate and create innovative campaigns with, knowing they will be the future leaders of our industry.

My favourite advert is (and why):

Currently I’m loving the KFC ‘FCK’ apology advert. I love when a brand doesn’t take themselves too seriously, and has some humour when it comes to advertising.

When it comes to my favourite advert of all time, I’d have to say it’s Samsung’s ‘Hearing Hands’ ad from 2015. Just the level of creativity, time and effort that went into it was inspiring – especially for such a great cause.

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

I lived in Kansas, literally the middle of America, for just under a year in 2015 for exchange. You couldn’t find a place more different from Sydney - where I perfected the art of flip cup, tailgating and wearing birks with socks. This also explains my new love for country music!

In five years' time I'll be:

I’ve got two avenues I’d love to see myself end up doing in five years, so I’m at a fork in the road. Ideally, I’ll be living in London working as a commercial director at a digital publisher - or else I’d love to jump client side and be working for the likes of Universal Pictures or Pernod Ricard.


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