Young Guns: Maddy Lawler at SQUAD

By AdNews | 6 June 2024

In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's SQUAD strategy lead Maddy Lawler

Time in current role/time at the company:

I've been at Squad for a little over three years, starting in a combined sales and strategy partnerships role and this week, moving into a strategy lead position.

How long have you been in the industry?  

I've been in the broader communications and media industry for over six years, starting out in PR at a boutique agency, moving into ad land in the comms team at M&C Saatchi, and finding my way into a content agency publisher side at Squad. 

How did you get here? Was this always the plan?  

Honestly, I've never had a plan. I have worked within three different specialities, from communications and influencer marketing, to content partnerships and now strategy, and every time I've taken a step forward and left, it's been because I'm eager to build on my skill set as much as possible. However, the constant has always been my obsession with content marketing and brand strategy which has led me to this point.

Who is your right-hand person/who guides you day to day?  

My strategy partner in crime Holly Kane, is my sounding board when we are working through new business opportunities day in and out, and my manager Jo Hamer, is a source of consistent support who has helped shape the role strategy plays in my career.

What’s the best thing about the industry you work in?  

How quickly everything moves. I've always been a fan of pace and starting out in PR definitely taught me how to be nimble, but the content industry demands complete agility and innovation from everyone working in it, which I find incredibly motivating. Every brand and creator wants to have their say, and play in the places their audience is engaging but this makes cutting through the noise increasingly difficult. To keep up, we have to be creative.

And the biggest challenge?  

How quickly everything moves! It's a double edged sword. The innovation and pace means brands can continuously find ways to connect with audiences, but as much as I'd love to say every brand is letting go of the reins and taking risks to redefine the role content and influencer marketing plays in their overall mix, we aren't quite there yet. Traditional media channels still have a place however, with social becoming the world's largest advertising channel I hope we will see content play a more significant role in brand planning over the next 12-24 months. 

Whose job have you set your sights on in the future?  

The brain behind Heinz's creative platform and content strategy is someone I'd like to have lunch with. Future me would love to be a part of the engine room behind a brand not just finding ways to participate in culture but carving out a space they can own. Heinz is one of the best at this at the moment.

Where do you turn for inspiration?  

I spend hours (more than I'd like to admit) scrolling, searching, and stumbling upon different local and global content and campaigns from a huge variety of brands, talent, and experts. I live on the platforms I talk to brands about every day, with LinkedIn my current go to hub for insightful thought bubbles and brilliant campaign work, and TikTok and Meta continuing to house influencer work I'm obsessed with. The team I work alongside are also the best creative companions. 

Tell us one thing people at work don’t know about you?  

As much as I'd love to list something exciting, I think my team knows everything there is to know about me because I talk too much and am guilty of oversharing.

In five years time, I'll be:

Working for a brand I'm obsessed with, making campaigns and content people can't stop talking about.

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

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus