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.
Tanya Vragalis: Managing director at M+C Saatchi ANZ.
Time in current role/time at the company:
I’ve been with M+C Saatchi for just over a year, initially focussed on evolving our partnership model with Woolworths. About 5 months ago, I took on an expanded Managing Director role across M+C ANZ. It’s been a whirlwind, but exactly the kind of ride you sign up for when you love this industry.
How would you describe what the company does?
We create ideas that earn their place in people’s lives. We connect brands to culture, to people, and to what actually matters. We’re thinkers, makers, doers, and we back brave ideas that drive real change. It’s equal parts art and science, and a little bit of magic. All powered by some of the most passionate people I’ve ever worked with.
What do you do day-to-day?
No two days are ever the same. I’m part leader, part problem-solver, part provocateur. One minute I’m in a pitch war room, the next I’m helping navigate a client challenge, celebrating a win, or driving business transformation. I spend a lot of time with our people; our talent is everything so fostering culture and momentum is a huge part of the job.
Define your job in one word:
Orchestrator.
I got into marketing because:
I’ve always been obsessed with people. What they think, what they feel, why they do what they do. Marketing felt like the intersection of creativity and psychology, and I’ve been hooked ever since.
What’s the biggest challenge you face in your role?
Keeping one eye on the now and one on what’s next, without getting cross-eyed. Leading a business means constantly moving between the tactical and the transformative. There’s always more to do, and never quite enough time to do it. But that’s also what makes it exciting.
What’s the biggest industry-wide challenge you’d like to see tackled?
We talk a lot about creativity being our superpower, but as an industry, we’re still fighting to prove its value in boardrooms. I want to see us get better at showing the commercial power of creativity because it does drive business. And when we can demonstrate that consistently, we stop being the ‘nice-to-have’ and start being essential.
Notable campaigns you have worked on:
I’ve been lucky to work with some of the biggest and most iconic brands - CBA, Woolworths, Amazon, Pernod Ricard, Great Northern, Telstra, Diageo, Tourism Australia & New Zealand, to name a few. Each has brought unique challenges but demanded the same bold, insight-driven ideas that connect with real people. Two projects stand out: the original Earth Hour launch in Sydney, turning a simple ideal into a global movement that proved purpose-driven creativity can spark real change; and leading Amazon’s launch in Australia, where we made a global giant feel local, relevant, and trusted - cutting through the noise with sharp insight and strategy.
Who has been a great mentor to you and why?
- A former boss who taught me how to hold space. She led with clarity, not chaos. She knew how to command a room without raising her voice. She showed me that strength and softness can co-exist and that empathy is a leadership skill, not a weakness.
- My dad. He is my rock. Always grounding me with reality checks and no bullshit. He’s the one who keeps me honest, reminds me what really matters and cuts through the noise when I’m overthinking. That kind of straight-up, unwavering support is invaluable, especially in a fast-paced industry where it’s easy to get caught up in the hype.
Words of advice for someone wanting a job like yours?
Be curious as hell. Don’t wait for permission. Learn the business side of creativity early, because that’s where your influence lies. And build relationships that are real because this industry is fast, but the good people tend to come around again.
If I wasn't doing this for a living, I'd be:
Undercover detective. High stakes, high thrill.
My mantra is:
Lead with purpose, not position.
My favourite advert is:
#LikeAGirl. It’s a brilliant example of insight-driven creativity, taking a throwaway insult and turning it into a rallying cry. It started with a powerful human truth: that girls’ confidence drops during puberty, often because of the messages they’re fed. The campaign didn’t just sell a product; it sparked a global conversation. That’s the kind of work I believe in: purpose-led, culturally sharp, emotionally intelligent, and brave enough to challenge the norm.
Music and TV streaming habits. What do you subscribe to?
Spotify is non-negotiable - music is always on. My playlists are based on whatever the algorithm throws at me. When it comes to TV streaming, I’m all about the binge-worthy series across Paramount and Netflix.
Tell us one thing people at work don’t know about you?
Oh gosh, there’s not much people don’t know about me; I’m known to overshare! Honestly, I’m pretty much an open book. I believe in keeping things real, so what you see is what you get.
In five years' time I'll be:
Still relentlessly curious, hopefully mentoring more women into leadership. And continuing to build something that outlives me. Oh, and maybe sneaking in more time in the Greek Islands.
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