In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Enigma's Senior media manager Sophie Rivers.
Time in current role:
Just shy of two months in my current role, but have been with Enigma for 4.5 years now.
How long have you been in the industry?
5 years.
How did you get here? Was this always the plan?
In my final year of Uni, Creative MD at the time Peter Chapman and GAD Brendan Swansborough guest-lectured at my marketing course, and they clearly nailed the pitch - I walked out knowing I wanted to work at Enigma. By some incredible luck, a Media Coordinator role popped up right as I graduated. Dream timing. Truth be told, I thought I’d be making TV ads alongside them… turns out I was wrong. But I’m glad I landed in media instead of creative! 4.5 years on, I’ve discovered its way more fun strategising how the ads are seen, not just made.
Who is your right-hand person?
I’ve got to go with right-hand people: Sally Lawrence and Courtney Birch. Sal is a phenomenal operator - she’s talented, smart beyond her years, and a mentor who constantly inspires me, pushes my growth, and genuinely cares about her people. And Court? An absolute gun who keeps me laughing through the chaos and makes all those infamous “busy patches” manageable. Between the two of them, I’m lucky to have the perfect mix of brains, guidance and humour in my corner.
What is the best thing about the industry you work in?
The constant evolution! Media never stays still - there’s always new platforms, new tech and new ways of getting our clients in front of customers. It keeps me curious, challenged, and (just quietly) ensures my job will never be boring.
And the biggest challenge?
Again, probably the constant evolution haha. The second you think you’ve nailed something, the algorithm changes, the industry shifts or a new channel appears out of nowhere. It keeps me humble, caffeinated on sugar-free V’s, and very aware that ‘nailed it’ is only ever temporary.
Whose job have you set your sights on in the future?
Is it too cheeky to say our squeaky-shoed Chief Media Officer, Justin Ladmore? Aim high, right! If not him, I’ll happily follow in the footsteps of Sal! Both are incredible leaders with big heart and inspire me daily. Beyond Enigma, I’d love to make my mark on an iconic brand like Mecca, Aje or Louis Vuitton.
Where do you turn for inspiration?
Peers and mentors are definitely my daily inspiration - their ideas, energy, and perspective push me to think differently. Industry events and conferences are also brilliant for a mindset reset. One talk or panel can spark ideas that stick, helping me approach campaigns and challenges with a fresh perspective or creative flair.
My favourite advert is:
It has to be Carlton Draught’s iconic ‘Big Ad’ *cue yourself singing “This is a big ad, a very big ad”*. I remember friends at school showing me and thinking it was the coolest thing ever, I couldn’t believe it was a real ad! It proves advertising doesn’t always need to cram in USPs or deals to have impact. Another favourite is Coca-Cola’s ‘Share a Coke’ campaign. I don’t recall the ads, but I vividly remember rummaging through cases of Coke to find a Sophie can - shows how a simple ideal like personalisation can have massive cultural impact.
Tell us one thing people at work don’t know about you?
To be honest, I’m a bit of a yapper so the guys at work know most things about me already! New people I meet though are usually most surprised by the fact that I absolutely hate coffee (that’s pretty criminal considering I work in media), or maybe that I thought the saying was “every cat and their dog” not “every man and their dog” and have confidently quoted that in a media recommendation before. Wish I could say that was just a one off actually…
In five years’, time I will be:
In five years, I’d love to be juggling all the things - leading amazing teams, running headline-making campaigns, and experimenting with new media and marketing innovations. I want to be someone people look to for guidance and a thought leader in the industry. Watch this space!
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