Young Guns: Charmaine Wu at News Corp Australia

By AdNews | 2 May 2024

In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Newsamp VIC client solutions director Charmaine Wu.

Time at the company:

10 years and counting!

How long have you been in the industry?

I started my time at News Corp Australia in a completely different department during my uni days so it’s only been eight years in media/marketing. Still counts as a young gun right? 

How did you get here? Was this always the plan?

I might be one of the rare few that planned this life I now live straight out of high school. I did a fashion design TVET course at Tafe to count as one of my HSC units in years 11-12 which revealed two things: 1) I cannot draw to save my life nor did I even enjoy it (so fashion design was and truly not happening), and 2) fashion marketing is what I want/need to be doing. So I ended up studying communications at uni which included an excursion to the old Ikon office in Millers Point, Sydney where the team took us through their day to day and how they work with publishers including News Corp Australia where I already worked and loved! “This is what I want to do! (21 year old Charmaine told herself). So I wormed my way into the former NewsLifeMedia Adsales department (thank you, Rach Delalande) and the rest is history. 

Who is your right-hand person/who guides you day to day?

My main man, Ari Petropoulos, head of client strategy and solutions Newsamp VIC who I now work for (and will also love this plug). Not only is Ari my boss but he’s my confidant who I may overshare with (and who definitely overshares with me). The last few years in the industry have been most trying and I certainly wouldn’t have been able to get through it without having him to bounce ideas off, hear me out, hold me accountable and keep the standards Newsamp are known for skyhigh. 

What’s the best thing about the industry you work in?

Being on the publisher side and working for a publisher like News Corp Australia that offers so many brands and platforms, means I get to work on so many different categories, industries and clients. As cliche as it sounds, no two days are the same... so I’m yet to get bored. Like I said earlier, I loved fashion marketing in my youth and get to work on the biggest fashion titles in the country like VOGUE and GQ. I also get to work on my other passions in life being food and drinks (insert Delicious and #happy. 

And the biggest challenge?

The timelines on brief responses, that’s for sure. No shade to media agencies whatsoever as I understand they’re under the same pressures, if not worse. My standards are skyhigh which means I put pressure on myself, my team and internal stakeholders to produce the best output possible for Newsamp which isn’t always possible with tight timelines, nor is it always conducive to the best possible work. 

Whose job have you set your sights on in the future?

Not sure yet - there’s still a lot of learning and growing to do in my current role. 

Where do you turn for inspiration?

Anywhere and everywhere - inspiration for me comes from having random conversations, travelling, my books/podcasts, my IG feed, colleague’s varied experiences and anywhere in between. 

My favourite advert is:

I’m a sucker for the annual Australia Day lamb ads. For me, it’s the way they use the state of the country/world, topical cues and subtle digs where no one’s safe (felt personally attacked as a Millennial this year) that make them so great. 

Tell us one thing people at work don’t know about you?

That I’m most likely one of The OC’s biggest fans and can quote most of it. 

Where do you see yourself in five years?

I’d like to pursue my passion for food and drinks a little more - what that means, I’m yet to discover.

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