Michelle Turner.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's One Green Beans's junior content creator Michelle Turner.
Time in current role:
1 year
How long have you been in the industry?
3 years
How did you get here? Was this always the plan?
At uni I studied both Law and Design. These industries sit on opposite ends of the spectrum in rigidity and flexibility, tradition and creativity. The more I studied both, the more I knew I wanted to work in an industry that not only allowed, but admired, pushing the boundary and creating something novel.
Who is your right-hand person?
If I had to pick just one person (which is a hard ask) I would have to say my ogb Senior Content Manager, Gabi Karney, who I have the pleasure of sharing a team with! I count on her for creative advice, editing savviness and a much-needed laugh after a long day.
What is the best thing about the industry you work in?
The fact that the industry is ever-evolving. If you try to envision the industry in 10 years’ time, it would be naïve to be 100% confident in any certain picture. It gives us the unique characteristic, that there is always more to learn from the people around you, no matter your level of experience or seniority.
And the biggest challenge?
I know everyone is going to say AI, but AI. The technology itself is not the challenge, but the industry-wide fear and reluctance to embrace it, despite the fact that it’s rapidly growing significance is inevitable, no matter how much we try to reject it. Finding ways to embrace AI as a tool to fuel creativity and efficiency is crucial if we want to keep our titles as the ‘experts’.
Whose job have you set your sights on in the future?
I would love to lead a collaborative team in creative content production, but for who and where I do not know. Maybe an imaginary person in a job that does not even exist yet.
Where do you turn for inspiration?
I try to look for creative inspiration in forms outside of the social media field. Taking notice of the art in paintings, books, film, nature, architecture, as a way to expand my understanding of design and production. It is a fun and fulfilling challenge to step out of the echo chamber and find ways of incorporating other inspirations into content creation.
My favourite advert is:
Not an ad, but some people who I think are nailing socials right now are: Culture Digital Agency, Mode Mischief Studios and Broadsheet SYD. The creative style and strategy behind each vary massively, but what I love about all of them is their distinct and memorable personalities that break through the noise.
Tell us one thing people at work don’t know about you?
When I was a child, the first job I ever wanted when I grew up, was a camera operator on a film set.
In five years' time I'll be:
Still learning from my peers, leading a team and producing work that I am proud of.
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