Our Young Gun profile takes a look at some of the young talent across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.
Today we speak to MediaCom marketplace investment manager - offline Rachel Andrada.
Time in current role/time at the company:
Three months in my current role, six years at MediaCom.
How long have you been in the industry?
A bit over seven years if you count internships.
How did you get here? Was this always the plan?
Media agency land was never the plan as I considered myself more of a writer throughout school, so wanted to end up as a journalist or in publicity. Over the years at MediaCom, the feeling of needing to get up each morning, keep at it and make a difference has never gone away, which has led from one opportunity for my passion to grow into the next.
Who is your right hand person?
I can’t pick one because from colleagues and mentors to family and friends, all types of guidance counts. With exposure to different points of view, I then follow my gut when it’s time to jump.
What’s the best thing about the industry you work in?
There aren’t many industries that afford us the same level of skill and opportunity to impact the hearts and minds of the public. There’s both beauty and responsibility that come with that.
And the biggest challenge?
We haven’t yet learned how to tap into the potential of diverse talent. We need to inspire the feeling of “I can do that” in people of all backgrounds, who we don’t realise are taking a chance on themselves every morning they walk through our doors.
Whose job have you set your sights on in the future?
CEO. Somewhere – whichever organisation my heart leads me to, it’s going to be awesome and it’s going to be right.
Where do you turn for inspiration?
Firstly, movements throughout culture and history, where people have had the audacity to try things differently and spark collective change; Hip Hop, Mindfulness, Civil Rights, to name just a few. Secondly, nature including a walk through the trees, watching the ocean, my own breath. Thirdly, the school of life – we all have unique experiences and points of view that could make for interesting creative output.
My favourite advert is:
‘My People’ by Foot Locker, 2021
I was born and raised in Sydney but in 26 years, this was the first time I felt seen and reflected by a brand. As a Filipino Australian, I understand that my background, history, and experiences don’t reflect the masses. As high reach maintains healthy brands, I get why people who look, sound and feel like me haven’t usually featured in ads.
However, I don’t think that should necessarily mean that ads aren’t made for me. In fact, I believe this could be the key to a future generation who are more confident, empowered and inspired. Something tells me I’m not the only person who feels this way and this ad affirmed just how important addressability at scale is for the future of advertising.
Tell us one thing people at work don’t know about you?
I’m known for a very intense love for R&B, Hip Hop and Rap music, but I had a mad indie phase when I was younger. The first song I learned to play on guitar and sing to (badly) was ‘Hey There Delilah’.
In five years' time I'll be:
Newly back from trying my hand at media in an international market, mentoring new talent and lining up the pieces to join the ExCo of an organisation I respect. World, please solve COVID-19 and safely open up your borders soon – please, please, please and thank you.
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