Jemima Simpson Smith.
This is year six in media for me. I started out in 2019 as a Digital Executive and now run an agency working with incredible clients who trust us to do what we do best. At Meaningful, we partner with businesses across Australia, from Sydney and Melbourne to global brands doing big things. It's been a ride.
How did you get here?
After five years in agency life working with iconic brands and smart people, I felt a pull to build something of my own. Something more agile, more personal, and yes: more meaningful. So I started a boutique performance agency designed to bring genuine value to our clients and their customers. Less fluff, more impact.
Was this always the plan?
The plan was always to do work that felt good, not just good on paper, but good in practice. From the start, media felt like the right fit: fast-moving, people-focused, and full of energy. I’ve always been curious, slightly allergic to the status quo, and drawn to the thrill of solving messy problems.
Who’s your right-hand person?
That would be Reid Peebles, agency co-pilot, ideas guy, numbers guy, and unofficial office DJ. He’s sharp, driven, and genuinely invested in building something great with heart. Also, his music taste keeps the vibe high and the playlist arguments low.
What’s the best thing about your industry?
The sheer possibility of it all. Media moves fast, so there’s always something to learn or reinvent. And because advertising touches everything and everyone, we get a real shot at making meaningful change - not just better ads, but better experiences.
And the biggest challenge?
Media saturation. The internet’s a loud place. There’s still a lot of wasted ad spend and outdated thinking. Our job is to cut through the noise, stay sharp, and make sure our work respects people’s time and attention.
Whose job are you gunning for?
Honestly? I’m right where I want to be. I’m focused on growing the agency, building a tight-knit, future-focused team, and working with clients who believe in smart strategy and meaningful impact. We’ve carved out a niche, now we’re digging in.
Where do you turn for inspiration?
The people behind the brands always. Clients come to us with real challenges, and the best part of our job is helping solve them. Whether it's a clever campaign idea or a fresh angle on strategy, that collaboration is where the magic happens.
Tell us something people at work don’t know about you.
And in five years’ time?
Not many people know I’m ambidextrous, which comes in handy when juggling multiple tabs and coffee. In five years, I hope I’m still doing what I love: growing a values-led business, partnering with bold brands, and building something with purpose.
When I first launched the agency, I was reading Shoe Dog by Phil Knight. There’s a line in the opening chapter that hit hard, it helped give me the nudge (and the name) to take the leap. Still grateful I did.
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