Jaya Abela.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's ATime&Place's account manager, Jaya Abela.
Time in current role/time at the company?
I’ve been at ATime&Place since the agency’s launch in September 2024 – so, nearly a year and a half.
How long have you been in the industry?
I started my journey in advertising as a grad at Deloitte in the Creative, Brand and Advertising team back in 2022. And then moved across with my team to ATime&Place when our lead Partners Adrian Mills and Matt Lawson founded the agency.
It’s been almost four years, and I’m grateful I’ve found an industry and role I’m so passionate about.
How did you get here? Was this always the plan?
I didn’t know what I wanted to do heading into University. I did an arts degree and studied a combo of ancient history, law, psychology and media/comms subjects. And for a while, I was set on being an archaeologist.
But, I’ve always been a creative person and enjoyed problem solving. So I went on to do a Master of Marketing Communications and discovered the advertising industry was where I was meant to be.
Who is your right-hand person/who guides you day to day?
My right-hand person is Daniel Loukidis – ATime&Place’s Head of People & Culture, Group Account Director and all-round great guy. I’ve worked with Daniel since the beginning of my advertising career. He’s taught me how strong relationships and collaboration across clients, agencies, and creative and production teams are what lead to great creative work and meaningful client impact.
We work together on a number of clients, and I’m grateful to work with someone who supports and backs me everyday, while challenging me and creating opportunities for me to grow and learn more.
What’s the best thing about the industry you work in?
The people. I love the diversity of thinking and creative problem solving that each person brings each day to the office, and that you see across work in the wider industry.
It’s also an industry where people are genuinely interested in helping you to develop and expand skillsets. And one where we celebrate each other’s successes.
And the biggest challenge?
One of the greatest challenges for the advertising industry right now is keeping up with the speed and scale of the always-on content cycle. Clients are increasingly prioritising social, and looking for authentic, targeted content that can be produced quickly and cost-effectively – while still delivering real impact. We’re taking this as an opportunity to leverage new tools and technology like AI and develop new ways of making content. All while ensuring we don’t compromise our creative-led approach.
Whose job have you set your sights on in the future?
In 2024, I attended the London International Awards as a Creative Liaison and had the chance to hear inspirational leaders share their journeys, their creative work and how they make a lasting impact. In the future, I hope to step into a role like theirs – helping to shape the advertising industry and contributing to creative work on a broader, global scale.
Where do you turn for inspiration?
I find inspiration in lots of different places. From something I’ve read in a book, to artwork in a gallery or things I’ve come across in my day-to-day life. I also find inspiration in people I’ve spoken to; colleagues, industry connections.
In a more traditional sense, I enjoy browsing award sites in my spare time and watching case-studies on creative work from around the globe.
Tell us one thing people at work don’t know about you?
I’ve played piano and cello since I was five. And I used to compose my own songs for fun.
In five years' time I'll be
I’m happiest in an environment where I’m challenged – learning new things and solving new problems. In five years, I hope I’m still growing, surrounded by people who inspire and push me to be my best, and in a role where I can support others in their growth as well.
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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