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.
This week we speak to Think HQ head of creative and interactive Andy Lima.
Time in current role/time at the company:
How would you describe what the company does?
We’re a full-service agency devoted to creating inclusive campaigns that produce social good.
What do you do day-to-day?
In a nutshell, my day-to-day involves leading a team of 15 creatives, cultivating ideas, working on new business and creative pitches, and overseeing the development and production of our clients’ campaigns.
Define your job in one word:
I got into advertising because:
My parents thought that film school wasn’t a good idea, so advertising seemed to be the next logical step.
What’s the biggest challenge you face in your role?
Curiosity. Staying curious is a challenge you face when you have so many day-to-day administrative tasks to complete. Curiosity underpins any creative work, and preserving time and mental space to keep your curiosity alive is certainly a challenge many of us face in the creative industries.
What’s the biggest industry-wide challenge you’d like to see tackled?
True, authentic inclusion. I would like to see more Black, Indigenous and people of colour in our creative circles.
Previous industry related companies you have worked at:
DM9DDB São Paulo, Cheil Worldwide.
Who has been a great mentor to you and why?
Straight out of university, I had the opportunity to work with Tuca Guidon, a true tour de force in the direct marketing space in Sao Paulo, Brazil, who taught me a lot about grit and work ethic. Another great mentor was José Roberto Berni, who I had the pleasure to work with during his time at DM9DDB.
Words of advice for someone wanting a job like yours?
Work hard, stay curious, develop your techniques, be authentic. And put the time required to produce a great portfolio.
If I wasn't doing this for a living, I'd be:
Managing a conservancy organisation somewhere in East Africa.
My mantra is:
If you’re going to do it, do it well.
My favourite advert is:
BBH Levi’s “Laundrette” commercial was a game changer for me – I remember studying it at uni and being excited about how it was able to encapsulate the cultural beat of a whole generation. Iconic, to say the least.
Music and TV streaming habits. What do you subscribe to?
I subscribe to pretty much everything – Netflix, Stan, Binge, Spotify, Mubi, Kanopy, Amazon Prime, Shudder, ARTE (and Disney+ when they release a new season of The Mandalorian).
Tell us one thing people at work don’t know about you?
I’m a trained actor.
In five years' time I'll be:
Hopefully having a normal holiday overseas.
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