Serena Knight.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Hatched's strategy executive, Serena Knight.
Time at the company:
Eight months.
How long have you been in the industry?
Three years.
How did you get here? Was this always the plan?
Media was not the plan at all! I was studying commerce with a marketing major, so the media industry was not on my radar. When I was looking for internships to pad out my resume before graduating, I found one that looked like fun at IPG Mediabrands. The internship introduced me to the wonderful world of media, after which I started my career at UM as their Strategy Executive across Federal Government and Nestle.
While I was there, Hatched Managing Partner and Head of Strategy Danni Dimitri reached out to offer me a position. Everyone I asked about Hatched only had good things to say about both the agency and the people. So I knew it was the right place to be.
I’m always on the lookout for an opportunity to challenge myself. When that opportunity comes, you take it.
Who is your right-hand person/who guides you day to day?
My stunning Strategy Director, Berlian. If we’re not laughing in the corner of the office over a meme, we’re working on strategies. In both (more so strategy), she has taught me an incredible amount: different approaches, frameworks and storytelling, to say the least. I respect her brilliance immensely.
What's the best thing about the industry you work in?
The exposure across different clients and multiple categories, trying to solve a variety of business problems, means I never get bored!
And the biggest challenge?
Knowing when to pause and appreciate the work that’s been achieved before moving on to the next thing.
Whose job have you set your sights on in the future?
I would love to host a Dimension 20 season on Dropout. Watch out, Brennan Lee Mulligan.
Where do you turn for inspiration?
Lots of places! YouTube video essays, Instagram, Substack, the Young Archie submissions from the Archibald Prizes, and chatting to the people around me.
My favourite advert is:
I love the Salvation Army Hanger Donation campaign from Sao Paolo. Not just because I love thrifted clothing and fashion, but because it’s a beautiful mix of both brand and performance marketing executed in a really intelligent way.
Tell us one thing people at work don't know about you:
I had the fun opportunity to be a hair model back home in Tokyo and won a couple of competition cash prizes.
Where do you see yourself in five years?
Covered in tattoos and still loving my work.
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