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 to Archibald/Williams account director duo Jasmine Krnjetin and Liz Ainslie.
Job title, company name:
JK: Group Account Director, Archibald / Williams
Location you are based:
Surry Hills, Sydney
Duration in current role/time at the company:
JK: Twelve weeks.
LA: Five months.
In one sentence, how would you describe what the company does?
JK: Thinks about problems until they disappear.
LA: I’m torn between ‘make ads’ and ‘make magic’. Maybe it’s ‘make magical ads’….
In one sentence, what does your role involve?
JK: Thinking (a lot).
LA: Help make magical ads.
Within the last six months/year, what stands out as the company’s major milestones?
JK: The agency has grown significantly even just in 2016 from wins like the NRL, Caltex and uno. It’s an exciting time to be joining the team.
LA: Continue to build on an already solid and successful partnership with News Corp, allowing me to step into and take credit for a great, fun and mutually respectful client/agency relationship. Oh, and hiring me and Jas of course.
Best thing about the industry you work in:
JK: The people. And the fact that we get paid to play with our imaginations.
LA: It’s where all the cool kids are
Previous industry related (ad land/ad tech) companies you have worked at:
JK: Clemenger BBDO, The Monkeys, Wieden + Kennedy Amsterdam, Fallon London, BMF, JWT.
LA: Clemenger BBDO, Y&R, Saatchi & Saatchi, The Campaign Palace, and a whole host of others that have mysteriously slipped off my CV.
Career-wise, where do you see yourself in three years time?
JK: Creating award-winning advertising at A/W for six months of the year, travelling the world the other six (please, thanks).
LA: At Archibald Williams (right Stu and Bram?)
What is the elephant in the room? The thing that no one is talking about – but they should be.
JK: I’m (obviously) big on equality but do worry the repercussions of recent gender debates are going too far the other way. For what it’s worth, I’d hate to ever be in a position where I got a job because a company needed to fulfil their female quota. It really shouldn’t be that hard. A/W has a healthy gender balance across all departments, and it’s refreshing.
LA: The shameless overuse of marketing jargon and metaphors. Why can’t people just say what they mean?
Tell us one thing people at work don’t know about you?
JK: I was a legitimate flautist back in the day, played solo in the Sydney Opera House etc. (and yes, I went to band camp)
LA: Then they’d know….
Top networking tip:
JK: Be yourself.
LA: I don’t network which may explain why I’m woefully unconnected.
My favourite restaurant for a business lunch is:
JK: Stu and Bram introduced me to Beppi's and it has fast risen to the top of the list. In a 1980's advertising kind of way.
LA: Anywhere Chris Yong is paying
My favourite advert is:
JK: Sony 'Balls'. It's why I work in advertising (and listen to Jose Gonzales)
LA: There are way too many great campaigns to choose just one, but some of my favourites are Bing 'JayZee Decoded’, Apple ‘ 1984’ and 'Get a Mac’, Toyota ‘Bugger’, Heineken ‘Refreshes the parts’ the early CBA ‘Which Bank?’ work, Under Armour ‘Phelps’, and the list goes on….
My must-have gadget is:
JK: Sonos. Music makes me happy.
LA: A glass of dry white wine.
My favourite media is:
JK: OOH. Simplicity wins.
LA: TV. Old school – I’m with Hegarty on this one.
My favourite TV show is:
JK: Utterly predictable.
LA: Have you been paying attention?
The last book I read:
JK: The Secret History by Donna Tartt. I love her.
LA: In the Electric Mist with Confederate Dead by James Lee Burke. He has such respect for the English language.
My mantra / philosophy is:
JK: You make your own luck in this world.
LA: It’s only advertising.
I got into advertising/ad tech/marketing etc because:
JK: I wanted to make work I was proud of.
LA: That’s where all the cool kids are
If I wasn't doing this for a living, I'd be:
JK: A lawyer. Which I appreciate is somewhat incongruous with the answer above.
LA: Doing this for a living.
In five years' time I'll be:
LA: At Archibald Williams (I’m pretty sure Stu and Bram will be reading this.)
Define your job in one word:
What's your poison:
JK: Tequila, if I'm after poison. Otherwise red wine
LA: Kool Aid.
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