Industry Profile: Storyation co-founder, Lauren Quaintance

Pippa Chambers
By Pippa Chambers | 15 November 2016
Lauren Quaintance

Our Industry Profile takes a weekly 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.

Today we head to Sydney to speak to Storyation co-founder and head of content, Lauren Quaintance.

Duration in current role/time at the company:

We launched almost three years ago.

In one sentence, how would you describe what the company does?

We create publisher-quality content for blue-chip brands including Tourism Australia, Bupa and Mirvac.

In one sentence, what does your role involve?

Leading teams of journalists, editors, videographers and designers to create high quality content that audiences actually want to consume but is aligned to a brand’s purpose. (Oh, and running a fast-growing business)

Within the last six months/year, what stands out as the company’s major milestones?

Winning a slice of a large project from Tourism Australia that involved a competitive pitch against international agencies and a couple of internet behemoths called Facebook and Google.

Best thing about the industry you work in:

It’s art and science. You need to be creative to create great content but it’s also got to be underpinned by data and behavourial insights. Luckily I love both.

Previous industry related (ad land/ad tech) companies you have worked at:

Fairfax Media, Bauer, News International (UK)

Career-wise, where do you see yourself in three years time?

Hardly anyone knew what content marketing was three years ago so I’d be foolish to try and look ahead another three years. But I know Storyation will continue to lead the way for quality content.

What is the elephant in the room? The thing that no one is talking about – but they should be.

The poor quality of so much content. There are too many people that think anyone with access to a computer (or an iPhone) can create content. But the web is awash with forgettable content – brands need to focus on what they can do to stand out.

Tell us one thing people at work don’t know about you?

That in a previous life as a journalist I hunted down people smugglers and covered the September 11 attacks.

Top networking tip:

Be brave.

My favourite restaurant for a business lunch is:

Vini because it is literally next door to my office in Surry Hills (Although Porteno is opening directly below us so they’ve got to be a strong contender in future.)

My favourite advert is:

I hesitate to call it an advert because we’re all about content – not salesy messages. But the British Airways “A Ticket to Mum” sums up everything I love about the power of real stories.

My must-have gadget is:

Sorry to be boring but it is my iPhone. I am happy to admit to being a member of the Apple cult.

My favourite media is:

I know it’s supposed to be dead but I still love TV (as long as I have my lap-top on my knees at the same time.)

My favourite TV show is:

Breaking Bad (until it got too grim.) Enjoying the much-lighter spin-off Better Call Saul.

The last book I read:

The Last Painting of Sara de Vos by Dominic Smith. While I love a lot of non-fiction written by journalists, there’s nothing like a novel to escape a busy day.

My mantra / philosophy is:

Best to leave the mantras to Dr Seuss. “You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose.”

I got into advertising/ad tech/marketing etc because:

I love the strategic puzzle of creating content that both solves a client problem but connects with audiences at scale.

If I wasn't doing this for a living, I'd be:

Writing a non-fiction book.

In five years’ time I’ll be:

Talking less about the why of content and more about the how.

Define your job in one word:


What’s your poison:

Central Otago pinot noir.

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