Elaine van Beek.
The MFA DE&I Council would like to see an industry where everyone can thrive, feel heard, supported, and safe to do their best work. Let’s meet the Changers who are sharing their own lived experiences to inspire us all to change for the better.
Just over a year ago, I traded the canals of Amsterdam for Melbourne’s coffee culture. While the scenery has changed, one thing hasn’t: the appreciation of one fundamental truth in today’s tech-driven, data-heavy world. At the end of the day, it’s humans who connect with humans.
My journey began in Amsterdam, studying applied psychology. I’ve always been drawn to the commercial side of psychology and how it can be used to reach and understand people to make a real impact.
When I started working in a creative agency, I realised that advertising isn’t just about selling. It’s about connecting with people. When we are curious and open-minded, we uncover human truths that allow us to craft messages that resonate and build lasting relationships.
It was this same curiosity that led me to Melbourne, where I wanted to explore new cultures and business landscapes. I believed expanding my horizons would help me understand brands and people even better.
And it did. Not only did I move across the world, I also transitioned from creative to media strategy. This shift changed my role, going from focusing on how and what, to concentrating on who, where and when.
Moving to Melbourne wasn’t just a change in scenery. It took bravery and adaptability. I embraced the new cultural nuances, explored differences in strategies, processes and media landscapes. The TV landscape, in particular, had its own set of rules and expectations. The more I learned, the more I saw how diverse perspectives shape us in a positive and powerful way.
However, Melbourne and becoming a media strategist presented a new challenge: a heavy focus on data. While I see its value, I’ve never believed data can tell you everything. Data gives us facts, but it’s the human element that truly brings it to life. Behind every data point is a person with unique needs, emotions, and desires. Or, as I came to realise, humans connect with humans – not data.
So, what role does the human element play in data? How does it bring the story to life? It’s not a secret. It’s fun, relatable, and often unexpected. It’s creativity. Data can only tell you so much. While it highlights the challenge, it’s the “why” that uncovers the real struggle.
That same struggle reveals the gap between the challenge and what people desire. And that’s where we find the hook, where creativity becomes powerful.
The way I see it, data provides the framework of a solid, structured, and reliable house. But that’s just the start. The fun part starts when we take that logic, layer it with creativity and turn it into something that resonates emotionally, using the hook we uncovered. Imagine the sunlight pouring through the windows, the colours on the walls, the unexpected angles, and all the details that make it feel like home.
This doesn’t need to be complex. With a background in behavioural and creative strategy, I’ve found that the best creative work comes from understanding people at their core. In this case, what kind of ‘home’ do we create that truly connects with our audience?
Instead of overthinking, we focus on finding that one authentic, simple hook. That’s when creativity becomes something more than just generating ideas. It becomes a bridge that connects brands with their audiences.
Creativity has the power to turn complex data into something that truly resonates. By combining data, curiosity, and creativity, we create experiences that don’t just catch eyes but make people feel something. This shift in perspective required an open mind, bravery, and a willingness to step into the unknown.
Blending these diverse experiences has helped me navigate the media industry in ways I never expected, showing that true creativity and success come from a team that reflects a variety of perspectives.
So, how are you bringing different viewpoints together to drive your creativity?
Elaine van Beek is Strategist at Atomic 212°
To broaden your understanding of DE&I, complete the SBS Core Inclusion course – Australia’s leading online DE&I training course – available for free to MFA member employees.
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