Yasemin Akpinar.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Hatched Media Sydney account manager Yasemin Akpinar.
Time at the company:
I’ve been at Hatched for two years.
How long have you been in the industry?
It’s been more than four years!
How did you get here? Was this always the plan?
Marketing has always been something I naturally gravitated towards. Long before I officially worked in the industry, I was designing event posters for a band, helping businesses with their social media, and opting to do the marketing side of my Drama HSC assignment. Looking back, the signs were definitely there.
I was working in digital marketing at a pharmacy when I stumbled across a job ad for a media assistant (with no real clue what that actually meant). I applied anyway, and not long after, I had a great interview with the one and only Cat Edghill. Somewhere between media plans, finance loadings, and learning what media actually was, I was completely hooked.
I always said I’d work with Cat again one day, and after hearing so many great things about Hatched, you could say I happily followed her here!
Who is your right-hand person/who guides you day to day?
It is definitely hard to pick just one person, so I’ll say it’s all the people I work with. You know that age-old saying, “You learn something new every day”? Yeah… that’s never been an issue for me. I’m surrounded by incredibly smart, specialised people who constantly push me to be better at what I do and keep me learning.
What's the best thing about the industry you work in?
It’s not just about placing ads. It’s about understanding audiences, identifying opportunities for growth, and figuring out the smartest, most effective way to connect people with the right message at the right time. There’s a lot of satisfaction in seeing a campaign come to life, knowing the amount of insight, planning, and collaboration that went into it.
And the biggest challenge?
Explaining to people what I actually do for work. No, I don’t make the ads!
Whose job have you set your sights on in the future?
YouTuber and influencer Jack Edwards. I would get to interview Cillian Murphy and talk about books?!? SIGN ME UP!
Where do you turn for inspiration?
I draw inspiration from a lot of different places, but I’m naturally drawn to conversations around gaming, books and their adaptations into film and TV, evolving online behaviours, and broader cultural and political discussions. I’m always curious about what people are connecting with, what’s shaping those conversations, and why certain ideas resonate. Being tapped into those spaces gives you a stronger understanding of audience mindset and how brands can participate in ways that feel genuinely relevant rather than reactive. Immersing myself in these conversations sparks more unexpected, out-of-the-box thinking.
Being part of the BookTok community through my TikTok page has been a big influence, too. It’s such a unique and niche space, but the audience itself is large, highly engaged, and incredibly influential. Spending time in this community (posting videos recommending books, engaging with other readers, and seeing trends evolve in real time) has given me a strong understanding of how passionate audiences interact online, what drives engagement, and how quickly online communities can influence broader trends and conversations.
My favourite advert is:
Carlton Draught "Big Ad". It has lived in my head rent-free since the moment I first saw it. A truly iconic piece of Australian advertising history.
Tell us one thing people at work don't know about you:
I may have starred in a short film when I was younger. Prize for anyone who can find it…
Where do you see yourself in five years?
Making strides in media and hopefully working on a big, disruptive campaign. If that doesn’t work out… you’ll find me on a remote island somewhere, sipping on a coconut.
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