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.
Madeleine Hobson: Client solutions executive, VIC, at News Corp Australia.
Time at the company:
One year and three months.
How long have you been in the industry?
Three years, starting off in a small boutique PR agency, to a programmatic role at Matterkind to now sales executive at NewsCorp.
How did you get here? Was this always the plan?
It wasn’t exactly the plan. When I finished school, I wasn't really sure what I wanted to do. I started an arts degree with the idea of figuring it out along the way, initially leaning towards journalism or criminology. Media was one of the subjects I picked and it clicked with me. I ended up completing my degree with a major in media & communications, and criminology. I realized criminology wasn’t the best fit for me, and found media exciting, engaging, and something I genuinely enjoyed. I first joined a small, traditional PR agency, but realized I wanted to work in a more tech- and digital-focused environment. That’s when I joined IPG Mediabrands on the programmatic team. After a year there, I transitioned to a solutions role at News Australia, which eventually evolved into a sales position—and that’s when I realized I had found exactly what I wanted to do.
Who is your right-hand person/who guides you day to day?
The whole team at news are extremely supportive, but my day-to-day manager Stu Heron guides and supports me- we work on pretty much everything together and he has taught lots
What’s the best thing about the industry you work in?
There’s a lot to love about it. The digital space is always changing, so there’s always something new to learn, which keeps it exciting. I also enjoy the collaborative and rewarding nature of the work—working together towards a shared goal is really fulfilling. Plus, the energy and culture at News is always motivating
And the biggest challenge?
The fast-paced nature of the industry, we are constantly busy and there is always something to do. Although this is a challenge at times, it’s also the thing I love about media.
Whose job have you set your sights on in the future?
To become digital lead at News. There’s so much happening in this space with the introduction of TUBI. This partnership builds upon News’s existing strengths in engaging audiences across mobile, desktop and now CTV. I’d also consider leading the L’oreal account at News given the opportunities available to brands within News’ Health, Wellbeing & Beauty vertical.
Where do you turn for inspiration?
For me, it’s all about tuning out distractions, putting on some music, and getting in the zone. When I’m fully focused, I gain the clarity and direction I need, and that’s when inspiration strikes.
My favourite advert is:
My favorite ad has to be the Uber Eats "order almost anything" campaign. It's such a fun concept, especially the one with the period romance theme and the Bridgerton actress. The whole thing has this perfect mix of humor and charm that really stands out.
Tell us one thing people at work don’t know about you?
Before uni I was planning on being a professional ballet dancer. I had to choose between ballet and uni and eventually chose uni.
Where do you see yourself in five years?
Still growing at news, having worked my way further up the ranks and ideally in a leadership role.
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
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