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.
Today we speak to DPR&Co digital manager Madeleine Kemp.
How long have you been in the industry?
5 years
Duration in current role/time at the company:
2 years 3 months
What were you doing before this job and how did you get this gig?
I was a marketing coordinator at NUVO Magazine based out of Vancouver, Canada. I made the decision to move to Melbourne overnight. I reached out to several agencies in Melbourne that I liked the look of and DPR&Co happened to be looking for someone with my skills. Two Skype calls later and I had landed myself a new job in a city I’d never been to on the other side of the world.
Define your job in one word:
Volatile.
What were your real and cliché expectations of working in the industry?
Cliché: That I’d get worked like a dog and wouldn’t be given much discretion until I’d proven myself over several years.
Real: At DPR&Co, work-life-balance is acknowledged and encouraged (I still have a great social life). Plus, I’ve been given the opportunity to add value every day, from day one.
How does the reality match up?
When I worked for a global agency in Vancouver, the reality aligned closely with my pre-existing expectations. I’ve been lucky to find an agency like DPR&Co that challenges the norm.
How would you describe what the company does and what does your role involves?
We’re a fully integrated, independent agency made up of extremely talented people who truly care about the work they do for their clients. I get to work across a variety of clients within the digital realm. From designing digital banners, to writing e-newsletters and running social media accounts, I’m constantly working to build and engage online communities.
Best thing about the industry you work in:
The exposure to how all kinds of businesses run. I’d like to set up my own company one day and I’ve already learnt a lot about what that takes.
Any major hard learnings in the job so far?
Advertising can often be more about selling yourself, than selling an idea. As a young woman navigating through my own personal challenges and stages of self-growth, portraying myself as a confident expert doesn’t always come naturally.
If you had to switch over to another department, which would it be and why?
Creative. I’d need some more experience but I could see myself enjoying the role of art director. I wouldn’t be fulfilled in a job that isn’t also a creative outlet.
What's exciting you about the industry right now?
I have a love/hate relationship with social media. It’s difficult to look past the smoke and mirrors when you’re immersed in it every day. Yet the opportunity for rapid growth and experimentation with new technology is fascinating.
What concerns you about the industry and its future?
The role social media is playing in the increase in anxiety and depression among millennials.
Who's your right hand person/who guides you day to day?
When I need some guidance or a second opinion, our agency principal Phil Huzzard is my go-to, he is a walking encyclopedia and gives excellent advice.
And your almighty mentor that you hope to dethrone?
Sheena Sauvaire – Topshop CMO.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
Managing a small digital team. With continued mentorship and self-belief.
What is the elephant in the room?
The thing that no one is talking about – but they should be. Only 11% of creative directors are women. It’s likely that this has caused the misrepresentation of women in advertising.
Where do you turn for inspiration?
Growing up in England, I’ve found that anywhere else I’ve lived has significantly lagged in advertising. I often check out the ad scene over in the UK to see what innovative campaigns are happening.
Tell us one thing people at work don’t know about you?
I’ve been to Vienna over 40 times.
Favourite advert is:
It changes. So far this year it’s Diesel’s Joggjeans ad. It's always right on time with societal trends and it know how to speak directly to its audience.
What’s your personal motto?
You attract the energy you put out. So, what do you want to receive?
I got into advertising/ad tech/marketing etc because:
I enjoyed the marketing class in University far more than any other class. So I got an internship in marketing and the rest is history.
If I wasn't doing this for a living, I'd be:
Working in fashion.
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