Laura Byrne.
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.
Laura Byrne: Head of content (Social, Influencer & Studio) at One Green Bean.
Time in current role/time at the company:
3.5 years.
How would you describe what the company does?
One Green Bean is an earnedfirst creative agency. Essentially everything we do is about earning and not just buying attention. From organic social and PR campaigns to super-smart paid media and creator collaborations - it starts with that earned mentality. We predominantly work across PR, social, influencer and content.
What do you do day-to-day?
What day is it?! They're never the same, and in the best way. It’s a mix of leading teams, shaping creative, solving problems and keeping things moving. I work closely with clients, help develop ideas, tap into production / sourcing creative partners, and collaborate with some extremely smart people. Occasionally I’m also sourcing gig tickets, it’s all part of the job.
Define your job in one word:
Eclectic.
I got into marketing because:
I loved music. I started at Warner Music at 19 as a content writer, then somehow became responsible for our digital channels. That led to marketing some of my favourite artists, before jumping to agency-side at MIK. It was in start-up mode then, and we had huge growth and that readied me for my next stop at ogb.
What’s the biggest challenge you face in your role?
It’s a rollercoaster I love, but the constant pace means you need to be disciplined about energy, priorities and protecting your team - a muscle I am consciously strengthening.
What’s the biggest industry-wide challenge you’d like to see tackled?
Pitching - particularly how much unpaid time, energy and emotional bandwidth it takes. Clearer expectations, fair timelines and a more transparent process would make a big difference, both for the work and for the people doing it.
Notable campaigns you have worked on:
I worked on the launch of British Underground, a zine and website built around New Order’s album release. We pulled allnighters to piece it together, with interviews with industry legends and bands inspired by Joy Division and New Order. The band gave us a shoutout, and Transport for London eventually asked us to take the site down - which felt oddly on brand.
More recently at ogb my favourites have been creating branded content for Neutrogena and OGX, being on set with Danielle Alvarez for Australian Beef as she whipped up some seriously delicious dishes and shaping big ideas for pitch responses.
Who has been a great mentor to you and why?
My biggest influences have always been those mentors and peers that end up as a close circle of friends. Both in the industry and outside of it. We challenge each other, push each other forward, share ideas and help keep perspective.
Words of advice for someone wanting a job like yours?
Get your hands on the tools and join an industry you love.
If I wasn't doing this for a living, I'd be:
I’d be a landscape designer - no experience, just enthusiasm wildly outpacing any actual skill, and a deep love for calm, creativity, and I enjoy a bit of project management.
My mantra is:
It’s PR, not ER - a good reminder, even if it’s not always easy in the moment.
My favourite advert is:
’Tis the season - can it be anything other than the brilliant Australian Lamb Summer Ad? We’ve been lucky enough to work on it each year for the past decade, and it just keeps getting better. We wouldn't be an earned-first agency if I didn't also mention we just launched Australian Lamb's TikTok this year - we spoofed taking the handle hostage.
Music and TV streaming habits. What do you subscribe to?
I’ve recently had to cut back, because I have a habit of starting one show and then jumping into another halfway through. I’m now streamlining with Netflix, Apple, and Spotify.
Tell us one thing people at work don’t know about you?
I used to spend hours tinkering with my Tumblr, teaching myself how to build websites. There’s probably still a live Charmed fan page that I designed and coded, haunting the internet to this day.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.