Rawanne Auda
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.
Rawanne Auda: Client Partner at Half Dome.
Time in current role/time at the company:
In July, it will have been a year at Half Dome, and the time has flown!
How would you describe what the company does?
All things media, but with more agility and innovation than your standard agency.
What do you do day-to-day?
Every day is different, but typically a mixture of wrangling team and clients, whilst feeding into some exciting client briefs.
Define your job in one word:
Unpredictable - and that's the best part. Every day brings new challenges, questions, and opportunities to learn something different. It keeps things exciting as it's constantly evolving.
I got into marketing/advertising/media/tech because:
Like most people in media, I fell into the industry and then fell in love with it. I started off doing a couple of internships, one at a digital agency and one at a PR firm. I quickly realised that ringing up newspapers and nagging for a feature wasn’t for me, so digital it was. This eventually transitioned into an omnichannel media role.
What’s the biggest challenge you face in your role?
That there is never a moment where you get to turn your brain off. I love being busy; it’s exciting and suits me, but learning to unwind after a big day, week, or month is a skill I have had to acquire. Relaxing isn’t something that has come easily to me, but I have learned that a lazy weekend is necessary in staying sane with such a fast-paced role.
What’s the biggest industry-wide challenge you’d like to see tackled?
In the Australian media industry, a challenge I would love to see addressed is inclusion and diversity. While we have made significant progress, there is still a need to shift the industry culture to engage future generations and a more diverse audience. We run the risk of becoming outdated, and to maintain a strong, connected community, we need to evolve to appeal to a broader range of people.
Notable campaigns you have worked on:
Most recently, the return of the ANZ Falcon, in ANZ Bank’s 2024 security campaign. This was a nostalgic campaign that saw a modern take on the iconic 2000s Falcon ads. The campaign incorporated some exciting executions, such as 3D out-of-home and YouTube Director’s Mix.
Who has been a great mentor to you and why?
From early on in my career, there have been two key women I have worked with that I have always turned to for advice, Jacqui Diamond (CMO at Peninsula Hot Springs) and Jules Brahe (General Manager at The Pistol). They have both been constant sounding boards, and now great friends also.
Words of advice for someone wanting a job like yours?
You must be agile, resilient, and learn to not take anything too personally. This industry moves fast, and things don’t always go to plan — being able to pivot, stay calm under pressure, and keep perspective is key. And most importantly, back yourself — confidence goes a long way.
If I wasn't doing this for a living, I'd be:
If I wasn’t doing this for a living, I’d be curating Pinterest-worthy homes or mapping out luxe getaways — ideally with no budget limits and total creative freedom.
My mantra is:
Work hard but keep it in perspective; what feels big now will feel smaller tomorrow.
My favourite advert is (please include YouTube link):
All-time favourite ad would be something nostalgic like the Cadbury Gorilla… but one of the smartest executions I have seen in recent years is the New Zealand Partners’ Life Insurance ads in partnership with a popular true crime show, Brokenwood Mysteries. It’s smart, contextual, and the perfect example of how a partnership can work best when fully integrated into the property.
Music and TV streaming habits. What do you subscribe to?
My most used subscription service is definitely Spotify, especially now with the inclusion of audiobooks. I’m a big reader so the fact that I don’t have to put a book down when going on a walk or driving somewhere is ideal.
Tell us one thing people at work don’t know about you?
I have a little car concert most evenings on the way home, unless it’s a killer day and I need silence. If you see me belting out a tune driving down Swan Street, please pretend you haven’t and carry on.
In five years' time I'll be:
You never know, but I would bet that I’m still media, hopefully continuing to contribute to exciting campaigns.
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