Our Young Guns profile takes a weekly look at some of the young talent across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.
This week we meet ARN network activation manager Alana Meadows.
How long have you been in the industry?
I have been in the industry for 11 years
Duration in current role/time at the company:
I have been at ARN for 5 ½ years and in my current role for three years.
What were you doing before this job and how did you get this gig?
I was the activation specialist for ARN and was promoted to network activation manager across the Kiis and Pure Gold network.
Prior to this I worked across sales and promotions in the magazine industry. I knew events and promotions was what I wanted to focus on and when the opportunity in radio came about, I jumped on it!
Define your job in one word:
Dynamic
What were your real and cliché expectations of working in the industry?
My cliché expectation was that I would spend all my time at concerts, meeting and greeting talent in studio and get to attend lots of wonderful industry events.
How does the reality match up?
The reality is that I do get to enjoy all the above however with that also comes a great deal of meticulous planning and hard work behind the scenes to bring those events to life
How would you describe what the company does and what does your role involve?
ARN is an audio and entertainment business which offers an all-encompassing solution across radio, digital and social to our clients. We also have some of the best on-air talent in Australia who energise and connect with millions of listeners each week.
My role involves creating and bringing to life content and client campaigns and events across the KIIS and Pure Gold network and iHeartRadio.
Best thing about the industry you work in:
No one day is ever the same.
Any major hard learnings in the job so far?
Always ensure you screen your winner’s eligibility before awarding them prizes… Young girls don’t like having Justin Timberlake tickets taken off them.
If you had to switch over to another department, which would it be and why?
I love working in campaigns and activations.
What's exciting you about the industry right now?
The introduction of in home voice activation products such as Google Home which offers the ability to play music and control your in home entertainment with just your voice.
What concerns you about the industry and its future?
The competitiveness across the audio entertainment offering with far more choices from dedicated music stations to podcasting.
Who's your right hand person/who guides you day to day?
I wouldn’t say I have only one right hand person, I’m lucky enough to have a great group of talented people around me who help guide me.
And your almighty mentor that you hope to dethrone?
I’ve had a few great mentors in my time at ARN, particularly Michael Dargan. In the early stage of my radio career Michael helped challenge me and push me to new heights which has helped cement where I am in my career today. As Michael has since moved departments, his throne is safe…for now.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
I am passionate about creating great events and experiences and my mid-long term goal is to have my own events/activations business. To get there, I will continue to grow great relationships around the industry and learn from the wonderful and talented people around me.
What is the elephant in the room? The thing that no one is talking about – but they should be.
I think one of the elephants in the room which is starting to be discussed more and more is the trust between an agency or client and their media partners when activating big integrated campaigns. It’s a fine balance where a brand needs to control how their brand is being communicated through an integrated activation and the expertise we apply in knowing what will engage our audiences best.
Where do you turn for inspiration?
Social media and industry event websites
Tell us one thing people at work don’t know about you?
I travelled around ESB Australia performing in musical theatre. I don’t think anyone would believe it nowadays as my singing voice around the office is not appreciated.
Favourite advert is:
What’s your personal motto?
Professional: If you don’t ask you finish last (Cheers Lana)
Personal: Dance like no one is watching
I got into advertising/ad tech/marketing etc because:
I love the fast-paced nature of the media industry.
If I wasn't doing this for a living, I'd be:
Travelling the world and passing it off as being a social media influencer
See more Young Guns here.
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