In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Enigma's business manager Samantha Laidler.
Time in current role:
1 ½ years
How long have you been in the industry?
1 ½ years
How did you get here? Was this always the plan?
Enigma was on my radar from the moment I first stepped into the agency on a tour organised by University of Newcastle lecturer Jess Wyllie, and agency Business Partner Brendan Swansborough. From there, I stayed connected, and the following semester completed an internship with the team. By the end of that experience, I knew I had to find a way back, so I kept in touch, and eventually landed a role.
Who is your right-hand person?
My whole team are absolute legends! They are smart, generous with their advice, and always ready to step in when you’re thinking, “so… what next?” I’ve been especially lucky to have Maddie F (Business Manager) as a mentor. She’s basically taught me everything I know, patiently showed me the advertising ropes, listened and answered my thousand questions, and somehow did it all while smashing her own deadlines.
What is the best thing about the industry you work in?
The best part of this industry is seeing the work out in the world. There’s nothing more satisfying than watching a campaign you and a team have poured into from ideation, right through to execution, come to life. That moment makes all the hard work worthwhile.
And the biggest challenge?
Finding the balance between client expectations and creative ambition. The challenge is to ensure that both sides are aligned so the work not only meets the brief but also pushes creative boundaries to deliver the best possible outcome.
Whose job have you set your sights on in the future?
I wouldn’t say I’m gunning for anyone’s job just yet, but I do know the direction I want to head. Strategy has always been where I see myself in the future, but for now, I’m loving the challenge of business management and soaking up everything I can along the way.
Where do you turn for inspiration?
It depends on what I’m after. For style, it’s Pinterest; for fashion and culture, Outlander Magazine; for music, surf films on YouTube; and for industry, it’s of course AdNews. When all else fails, I go for a surf or a run and somehow my brain always works it out mid-stride or mid-wave.
My favourite advert is:
That’s a tough one. The advert that sparked my curiosity and interest in advertising as a teenager would have to be the Dove Real Beauty Sketches campaign. It came out at such a pivotal cultural moment, really cut through, and resonated with me on an emotional level. It was then that I realised advertising was so much more than a catchy jingle or a clever tagline, it could change the way people see themselves and the world around them.
Tell us one thing people at work don’t know about you?
I am very competitive person, which probably doesn’t show up explicitly at work. Whether it’s sport, board games or trivia, I can’t help but get into the competitive spirit.
In five years’ time I will be:
In the next five years, I’d love to move into strategy. While I really enjoy business management, I’ve always been drawn to the higher-level strategic thinking that shapes the direction of the work.
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 adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.