Laura Sheppard.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's The Pistol senior account manager Laura Sheppard.
Time at the company:
2 years and 5 months
How long have you been in the industry?
Eight and a half years, which is terrifying to say. I feel like I just finished uni the other week.
How did you get here? Was this always the plan?
I have had a bit of a rollercoaster on the pathway into where I am now, and it’s nowhere near where I thought I would be. I started off my career in sales, then actually used my Communication Design degree as a graphic designer in automotive and then moved into account management.
I always had the goal to be a designer in a different industry but when COVID hit, and being the only female in an all male team while working from home, was a challenge. No one really wants to speak to you about the latest episode of The Bold Type or discovering a new cocktail. I really had to evaluate myself and where I wanted to be. I tried to get graphic design roles through COVID but everyone was trying to retain staff as much as possible, so I changed my sights on being an account manager in automotive as I knew the space and got picked up by a smaller agency. I have no regrets moving into the account manager side of agency land and really enjoy it.
Who is your right-hand person/who guides you day to day?
I have a few, but I have Em [Chambers] who is our Head of Strategy - she challenges my thinking and points me in the right direction of where to source data and insights to support my strategies. Then I have an account director who has been amazing at teaching me the confidence to challenge my clients and ways of working. As much as we shouldn't say this, the client's way is not always the right approach.
I also am going to sound super cheesy but my partner who works in a completely different industry, he is always someone that I will chat to with a thought on a situation or approach on something and it just helps guide me how he would approach it from a completely different lens.
What’s the best thing about the industry you work in?
The people! I have met some amazing people whether it’s clients or co-workers, the people have been the best thing. I’ve made some of my best friends throughout working in so many different spaces and it’s so nice to reflect on how your friends have come about.
And the biggest challenge?
Keeping up to date with all the trends. It’s such a fast industry and you really have to be on your best game. However being a fast industry also means it’s a big reward when you do smash it!
Where do you see yourself in five years?
I would love to be in a training/education and development role. In the last couple of years I’ve had some amazing opportunities to educate some of our clients on channels and new platforms as well as internal team growth and I have loved every second of doing those moments. For me this is where I would like to see myself go.
Where do you turn for inspiration?
I have a few places but Google is my best friend. Whenever I have an idea I just Google it, find out who else has done something similar or where can Google point me that will take me on a fun new adventure of inspiration or, I read my clients’ business manager comments and messages. That usually gives me A LOT of ideas of how I can support my clients with growth, opportunities or how we can communicate with their customers.
My favourite advert is:
Oh-my-god. I have always LOVED this Lube Mobile ad since being a kid and forever it will stick in my brain because of the jingle.
https://www.youtube.com/watch?v=bgSMgcDS0aM
Tell us one thing people at work don’t know about you?
I think a lot of people are sometimes surprised that I used to be a graphic designer in the automotive space.
Whose job have you set your sights on in the future
I don’t know if I have my eyes set on someone’s job yet…I’m enjoying the path that I have made in my current role so unless someone came in and became that path, no one.
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