The MFA's NGEN Award gives media agency executives with less than five years’ experience the opportunity to create positive impact by using their core skills: strategic thinking, creativity, storytelling and media execution expertise. NGENers were this year invited to respond to a brief calling for a bespoke fundraising campaign for the Indigenous Literacy Foundation (IFL).
AdNews presents, Meet the Finalists:
Younna Lee, Junior Multimedia Designer, Publicis Media
Keeley Mercieca, Content Coordinator, Publicis Media
How long have you been in the industry?
Younna: I’ve been in advertising for 2 and a half years.
Keeley: I have been working in the media industry for 6 months now – I’m still very new!
What attracted you to working in a media agency? Was this always the plan?
Younna: I’ve always loved the fact that a good campaign with a compelling story moves people emotionally and even changes people’s perspectives on brands. I knew from the beginning that I wanted to be in the advertising/media industry where I can use my creative skills to influence people.
Keeley: I love the fast-paced environment, working across multiple clients, using/learning multiple skills and above all, collaborating with other people. It was always the plan to work in a media agency so I could diversify my skills and have the chance to embrace my creativity!
What were your greatest lessons from the experience of entering the NGEN Award?
Younna: How to tell the story. We spent a long time building the storyline and making an emotional connection before revealing our campaign idea in the deck. Storytelling helped us solidify our idea.
Keeley: Once you find the winning idea, really spend the time workshopping it to make it brilliant, the rest of the work will follow!
Work with someone that has a different skill set. Two brains are better than one.
What’s the one tip you would give future entrants of the NGEN Award?
Younna: A picture is worth a thousand words. Since we are not required to present verbally, use visuals to help bring your idea to life and communicate more efficiently.
Keeley: Back yourself! Trust that you’ve put in the hard work and your idea is great.
What’s the best thing about the industry you work in?
Younna: You’re surrounded by like-minded creatives who constantly inspire you! And you also get to make a positive contribution to society by working on briefs that raise awareness for good causes. Just like this NGEN brief for the Indigenous Literacy Foundation!
Keeley: Firstly, the ability to unleash your creativity and be supported by others in the industry – we’ve got a great community and so many fantastic leaders to look up to. Secondly, collaborating with other agencies, teams and individuals to create work that you’re proud of. Teamwork makes the dream work!
Where do you plan to be in five years’ time?
Younna: I plan to be a creative director working globally and take the lead on creative campaigns.
Keeley: I plan to be travelling the world and working globally on projects that matter to me, using my advertising skills of course!
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