Our Young Guns profile takes a weekly look at some of the young talent across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.
Last week we spoke to Val Morgan account manager Carley Schad. This week we meet OMD Australia's Sydney-based marketing and business development manager Danielle Le Toullec.
How long have you been in the industry?
I've been in marketing for six years.
Duration in current role/time at the company:
I’ve been at OMD for 3.5 years.
What were you doing before this job and how did you get this gig?
I was in the social team at OMD for the last three years and was approached internally to take up the role of marketing and business development manager for OMD nationally. Prior to this I was working in marketing at Merivale (hospitality industry) and then at Moshtix (music/ticketing industry).
Define your job in one word:
What were your real and cliché expectations of working in the industry?
I actually didn’t know much about media agencies when I finished my communications degree. When I was looking for a new role in 2014, it was a recruiter that suggested OMD to me. So, in all honesty I didn’t know what to expect starting out as it was a whole new world to me.
How does the reality match up?
The media industry has turned out to be a great fit for me. I love the pace, the people and the fact that no two days are the same. In my experience at OMD there is a huge focus on training and commitment to delivering a very high standard of work. I’ve had the opportunity to speak at a few university talks over the past year and am glad that the Media Federation is prioritising the pipeline of talent to reach students from more diverse degrees - that would have historically gone straight for a PwC or Deloitte. I’m currently part of a mentoring program with ANU students called Momentum which is focused on this
How would you describe what the company does and what does your role involve?
OMD’s core function is the overall strategic direction and guidance of clients’ media and communications investment. I’ve gone from a specialist role as a senior social manager where I was responsible for social strategy, influencer management, overseeing content creation across four to five clients, to now working in the marketing team.
My new role is focused on ensuring that OMD is the most sought-after agency for current and prospective clients, talent and preferred partner for media owners. My responsibilities range from internal and external communications, events, awards, pitches and overall how OMD is represented in market.
Best thing about the industry you work in:
The opportunities, training and passion. I love that we’re really encouraged to not only keep learning but also the industry support and emphasis on giving back. I’m a committee member of the MFA 5+ and NGEN mentor so I’ve been lucky to see first-hand how much goes into events and initiatives focused on newbies and old timers, and everyone in between. The passion for connecting and collaborating with other businesses (agencies and media owners) and sharing knowledge is something that I haven’t experienced in any other industry.
Any major hard learnings in the job so far?
The job will never be “done” so you need to make time to look after yourself and prioritise your health and wellbeing as high as your deadlines. I’ve also learnt the importance of celebrating the small wins.
If you had to switch over to another department, which would it be and why?
I’ve just switched from the social team to marketing so staying put for now!
What's exciting you about the industry right now?
The fact that the industries b*llshit radar is turned all the way up. You can’t get away with a “just because” idea, you need the data to back it up now. The focus on transparency is also incredibly important as it means wherever you are (agency or media owner side), you can’t hide behind inflated numbers or buzzwords any more.
What concerns you about the industry and its future?
The focus on the urgent over the important. We need to prioritise time to work on bigger picture projects that will propel us forward in the long run, whilst making sure that the day-to-day continues to run smoothly.
Who's your right-hand person/who guides you day to day?
I’m lucky to have several influential people in my life that guide my career in different ways. I’m part of a very collaborative team in marketing and I am grateful to have some amazing friends that are further along in their careers in media who I wholeheartedly trust for advice (Helen Guard and Danni Dimitri). I was at a talk recently and it was suggested to create a board of directors for your life and career that you can consult – which I’ve been fortunate to create.
And your almighty mentor that you hope to dethrone?
Not too sure about the dethroning part but I’ve really benefited from the support and guidance of Kim Hamilton and Tom Hutley in my career thus far.
Career-wise, where do you see yourself in three years and how do you plan on getting there?
Combining my passion for health and wellness with my career in marketing, in an environment where I’m working with people I can learn from and continuing to find ways to give back to younger people coming up through the ranks. In terms of a plan to get there, I’m a big believer in being clear on the direction you want to go, but not being too rigid in the route it takes to get there.
What is the elephant in the room? The thing that no one is talking about – but they should be.
The industry's increasing investment and over reliance on influencer marketing.
Where do you turn for inspiration?
Podcasts, nature and exercise. Tim Ferriss has been my go-to for learning from the habits of truly outstanding and successful people. And I find I think more clearly when I’m active so I make sure I prioritise that!
Tell us one thing people at work don’t know about you?
My mum is the eldest of 14!
Favourite advert is:
This one from Gillette got me: https://www.youtube.com/watch?v=WjjhcdcBkK4&t=1s
What’s your personal motto?
It’s a French phrase that my dad says to me, “Tout va s’arranger” which roughly translated means “everything arranges itself”. That, and the solution to any problem is to get into the ocean or the gym!
I got into advertising/ad tech/marketing etc because:
It was the perfect blend between what I was naturally good at and areas that I wanted to be challenged in. I was also attracted to a career that would be fast paced and where I’d have variety - marketing within a media agency definitely doesn’t disappoint.
If I wasn't doing this for a living, I'd be:
I’d be in the health/wellness industry helping people to understand how and why they need to look after their bodies and minds if they want to lead long and happy lives.
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