Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Charmaine Griffith: Head of growth at Think HQ.
Time in current role/time at the company:
Two weeks at Think HQ.
I got into marketing because:
I'm fascinated by how businesses grow. Started media side, moved into growth roles for agencies where I could work across strategy, creative, media - the full picture.
How would you describe what the company does?
Think HQ is a B-Corp certified integrated agency creating positive change for major clients and communities. We work across strategy, creative, PR, tech, inclusive audience engagement and language services. Our differentiator is good growth: commercial results without compromising values.
What do you do day-to-day?
Currently mapping growth strategy for NSW as we expand in this market. Long-term: new business, market positioning, scaling Think HQ's presence.
Define your job in one word:
Connector.
What's the biggest challenge you face in your role?
Proving values-driven work and commercial success aren't mutually exclusive.
What's the biggest industry-wide challenge you'd like to see tackled?:
Pitch reform. TrinityP3's State of the Pitch reports have called out pitch lists with 10+ agencies, unclear scopes, procurement treating the expectations for $500K projects like $10M accounts. Clients need to stop using pitches as free consulting.
Notable campaigns you have worked on:
FitChix for Honest Eggs Co - a campaign I sold at VMLY&R which won 75+ awards including Cannes Gold and multiple Grand Prix. HBF’s ‘Don’t Settle for a Quokka **it” launch campaign as they came to conquer the east coast markets. We launched a new brand strategy in 12 weeks using animated quokkas. The work I'm most proud of has an unmistakable sense of contagious ambition.
Who has been a great mentor to you and why?
I've learned different things from different leaders across media, consulting and creative roles. The best mentors gave brutally honest feedback when I needed it and backed me to take on roles I wasn't sure I was ready for.
Words of advice for someone wanting a job like yours?
Build your network before you need it. Stay close to your CFO.
If I wasn't doing this for a living, I'd be:
Starting my own thing.
My mantra is:
Do good work with good people.
My favourite advert is:
The MLA lamb ads - a modern, vibrant mirror of Australia. And Dumb Ways to Die. I was a student in Melbourne when that took over the world. Proof world-class work can come from here.
Music and TV streaming habits. What do you subscribe to?
I love podcasts. For work - How I Built This, Dare to Lead. You’re Wrong About for the commute. Watching All Her Fault. Kids dictate most other screen time.
Tell us one thing people at work don't know about you?
Recently took up chess because the kids are playing. Getting absolutely “smoked” by my five-year-old.
In five years' time I'll be:
Still building things. Think HQ scaled nationally with a track record that proves good growth works commercially.
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