In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Connected Media's account director, Gabby Butcher.
Time in current role/time at the company:
One year at Connected Media Group.
How long have you been in the industry?
Six years.
How did you get here? Was this always the plan?
I fell into a start-up ecommerce/content agency and that's where my love for media and team/client management started. Working for a start-up was chaotic but taught me to have thick skin and I learnt so much in that environment. Now four years on from this, I’ve worked for some awesome agencies, both in the performance and creative space, working with some of my favourite brands such as The North Face, Lacoste, SNDYS The Label, Volkswagen, Kennards Hire, Skinstitut and many more.
Who is your right hand person/who guides you day to day?
I am super inspired by the leadership team at Connected. I am lucky enough to have two managers, Francis Barcelon and Nicole Smith, who both bring amazing experience and perspectives and have really helped accelerate my growth in the last year.
What’s the best thing about the industry you work in?
The people, the versatility, and genuinely making a difference to people and businesses around the world. I love supporting others and agency life gives me the perfect opportunity to do this, in so many different ways.
And the biggest challenge?
This industry can be quite cut-throat, so it’s important to have a genuine, supportive team around you. I’ve learnt that lesson the hard way, but equally, it makes me even more appreciative for the people I work with now and the amazing friendships and connections I have made along the way.
Whose job have you set your sights on in the future?
Unsure of the title exactly, but I love leading my team and want to make sure this will always be a key part of my role in the future. I truly believe I’ve found my forever team at Connected so have my sights set on joining the leadership team soon.
Where do you turn for inspiration?
I love social media, mainly Instagram, Pinterest and TikTok. I spend a lot of time saving and collaging different ideas through these channels. I’m also really inspired by the people around me on the daily, both at work and personally, so am never short of creative ideas!
My favourite advert is (and why):
The Maybelline FOOH (fake-out-of-home) campaign that erupted last year and was a catalyst for the FOOH movement in 2024. These new CGI techniques meant a lot of brands were going viral on social media for “tricking” the public with what’s real and what’s not and was also a great way to lean into UGC (user-generated-content) as a format. I personally worked on the Speedo FOOH campaign to announce their new Australian team suit for the Paris Olympic and Paralympic Games in 2024, which was inspired by the FOOH movement that we saw across some of our favourite brands.
Tell us one thing people at work don’t know about you?
I love cooking and making up recipes. One of my favourite games to play is “what can I make out of the remaining ingredients in my kitchen”.
Where do you see yourself in 5 years time?
Continuing to do what I love, with a great team of people alongside me. What this looks like specifically, who knows, I’m always open to new experiences and continuing to learn from others.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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