Our Industry Profile takes a 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 speak to Bohemia media director Jessica Torstensson.
Time in current role:
How would you describe what the company does?
We help our clients grow by reaching the right audience at the right time in the right channels underpinned by data.
What do you do day-to-day?
I am responsible for looking after Bohemia’s clients and ensuring my team delivers what our clients need. Simple as that.
Define your job in one word:
I got into advertising because:
I started in the industry in 2000. I wanted to work in media because it sounded cool but didn’t actually know what it was. Once I got my foot in the door, I realised how much fun it is and now, I’m not going anywhere.
What’s the biggest challenge you face in your role?
Being on the same page as our clients. It’s imperative to truly understand what they need to create success for their brand and to make it grow.
What’s the biggest industry-wide challenge you’d like to see tackled?
How to truly measure the combined effect of offline and online media channels.
Previous industry related companies you have worked at:
OMD and Wavemaker Australia, PHD, Mindshare and IPG Media brands, Disney and 3, Sweden.
Notable ads you have worked on?
The Macca’s Monopoly campaign where the Australian market was the first to tap into machine learning and AI to reach the right audience at the right time with the right message.
Who has been a great mentor to you and why?
My Swedish colleague Emma Thorp who also worked in Sydney for a while. She was a great mentor when I moved to Sydney and she could interpret the work culture. Very useful.
Words of advice for someone wanting a job like yours?
Always be curious and never stop asking questions. And always say yes (even if you sometimes think you’re in over your head).
If I wasn't doing this for a living, I'd be:
Doing something that I can meet a lot of people and travel around the world. Pilot maybe.
My mantra is:
Anything is possible.
My favourite ad is:
One of my favourite campaigns is the Google Home of the Whopper. I love when brands are bold and tap into new media channels. Whopper was one of the first brand to try voice. So clever.
Music and TV streaming habits. What do you subscribe to?
I subscribe to basically everything that I can; Spotify, Netflix, Stan, Prime Video and all the Australian catch-up services.
Tell us one thing people at work don’t know about you?
I grew up in a small village of 6,000 people in the middle of nowhere. When I was 18, I moved by myself to Paris without having even been there before and ended up staying there for 1.5 years.
In five years' time I'll be:
I will most likely still be working in the media and marketing industry and I will continue to learn new things.
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