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 Ogilvy Australia strategist Annie Lim.
Time in current role/time at the company.
10 months in this role, two years in the strategy department.
How long have you been in the industry?
Almost three years – time flies!
How did you get here? Was this always the plan?
Much to the dismay of my individuality complex, advertising was always the plan! I wish I had a wonkier career path like so many strategists do. In reality, I thought advertising sounded cool, did the whole interning thing, quickly realised I would make a terrible creative, and found my home in strategy during the Ogilvy grad. program when I realised I could work with a bunch of overthinkers like me. I hate how straightforward that makes it sound though. Breaking into advertising is tough and takes a bit of luck – especially if, like me, you don’t have existing connections.
Who is your right-hand person?
I’m incredibly grateful to have met so many amazing people in adland who I lean on for support, but a special shout out goes to my manager/strategy soulmate Anna Thairs who has taught me so much about the job and navigating the workforce as a woman with a diverse background. I’d also have to say everyone on my team here at Ogilvy (this is not just for brownie points, I swear!). It really does take a village to raise a strategist and I’m a sum of all of their wisdom and guidance over the years.
What is the best thing about the industry you work in?
There will always be new things to think about and problems for us to solve - which is handy for someone like me who gets bored easily!
And the biggest challenge?
For me, it’s the same as my previous answer. Figuring out those new ways to think about the work we create - that will always be the key to getting people to notice (and maybe even care about) what we do. And then, we are always onto the next problem to solve, both for the brands that we work on and for our industry at large with issues like diversity, mental health and the glorification of hustle culture (boo!).
Whose job have you set your sights on in the future?
I’m currently in the process of stealing Ryan O’Connell’s gig. I’ve always thought chief strategy officer would look good in my email signature.
Where do you turn for inspiration?
Honestly? My phone. I’m obsessed with all things pop culture and am fascinated by the way we create and consume online. With a quick scroll I can see everything from art, music and gaming, to humour, memes and the evolution of language. In other words… yes, I am the Zoomer who spends all of their free time on TikTok.
My favourite advert is:
The End Marmite Neglect ad. A perfect insight executed perfectly. As Strategists, sometimes the temptation is to overbake the problem or look for flaws in our brand/product first, when in reality it can just be as simple as someone forgetting about you in the back of their pantry. Gosh, I wish I had made this one!
Tell us one thing people at work don’t know about you?
I’m obsessed with the show Survivor and dream of going on it one day to find hidden immunity idols, suck at physical challenges, excel at social strategy, and of course, cause chaos by lying to anyone and everyone about everything.
In five years’ time I will be:
Hopefully fresh off a winning stint on Survivor, still finding new things to think about and problems to solve.
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