Mia McGarr.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Pedestrian Group's creative strategy executive Mia McGarr.
Time in current role/time at the company:
7 months (since January 2025)
How long have you been in the industry?
I got my start in media and strategic comms working at a PR agency in June last year, while I was still studying. So it’s been just over a year.
How did you get here?
Started by working as an account manager in PR, representing OnlyFans creators. Pitched an angle to my now manager, Jess Gilliland, off the back of a piece she’d written for Pedestrian.TV. Started chatting, met up for coffee, realised we’d both lived in Germany and could hold our own in a pop culture debate. A few weeks later a job opened up in her team and here we are.
Was this always the plan?
Yes and no. While studying Journalism the only goal was to get into the world of media and write stories. The path revealed itself as I went, curiosity is key.
Who is your right-hand person/who guides you day to day?
Jess Gilliland and Rachel MacBeth. No question. Jess’ brain is a treasure trove of culture insights, deepcuts and ideas, if you think you have her pinned down, think again. Rach is the steadying force that gives us the confidence to paint outside the lines.
What’s the best thing about the industry you work in?
At its best, this industry is one that is built for and by creatives who push for work that’s based on collaboration, interrogation and the guts to push beyond the standard.
And the biggest challenge?
I think the biggest challenge for strategists will always be finding that perfect balance between commercial and creative, on a tricky day it can feel like a bad game of tug of war but on the better days it feels like a perfectly balanced tightrope, the tension’s what makes it strong.
Whose job have you set your sights on in the future?
Alex Cooper seems to be doing pretty well for herself. Honestly, I try not to get too stuck on one set plan for the future but I do know that I want to contribute to business and project strategies that create impact and drive connection. Travelling and continuing to push myself out of my comfort zone are also incredibly important to me, so working internationally in the future is also an ambition.
Where do you turn for inspiration?
Reading as widely and weirdly as possible is a big one. I’m subscribed to an unhealthy amount of substacks and I love a youtube video essay (not reading, I know). I’m also very lucky to work with some incredibly funny and chronically online people, so our morning coffee runs and yaps are a must to keep the cogs turning and see what’s coming up on other peoples algorithms.
Tell us one thing people at work don’t know about you?
I owned a fish named Roger with a housemate once, he liked bikini models.
In five years' time I'll be:
Solving problems, learning and still writing, even if it’s just for me.
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