We recently sat down with three members of our Media team, firstly to congratulate them on their successful accreditation in Roy Morgan’s ‘Asteroid‘ software. However we also wanted to see if we could work out what makes them tick….. Here is what we found out
1. Tell us who you are:
2. Where did you grow up and what do you miss about home?
Emily (Em): I grew up in Düsseldorf, Germany and at this time of the year I miss the Christmas markets. It’s just not quite the Christmas anymore without the scent of gingerbread and warm, spiced wine in the air. There’s a special feeling when you step outside and smell the snow. Bundled in a warm jacket and floppy hat, eating Pommes Frites and a Nutella Crepe – it doesn’t get much better.
Jordana (Jordy): Born and Bred in Perth, Western Australia. Moving to Sydney has been such an easy and welcoming transition although I do miss being able to jump on a boat and head over to Rottnest Island for the day.
3. What was your first job?
Stefania (Stef): First job was a DVD store in a local shopping centre near my house at 15. My work ethic was 10/10 – I used to sit on this makeshift chair made of stacked up milk crates and rest my feet on the counter. The company ended up going bankrupt (can’t imagine why?) and my budding career in overpriced box set sales ended as quickly as it began.
Jordy: Looking back, I’m not to sure how I did it for so long but I worked the till and fryer at the local fish and chip shop. When mum picked me up she made me sit on a towel and regardless of the weather – windows down was a MUST.
Em: My first paid position was in 8th grade, I played the voice of Klara the Grumpy Good Luck Fairy in an animated movie called Princess Lillifee. The funniest part of the job must have been recording all of the sounds. Talking like a grumpy good luck fairy at 14 was pretty easy, who isn’t grumpy as a teenager? But having to make the noise of lifting a heavy box or a sound for surprise, grumps or general amazement were different stories. There were a few jokes thrown around that I’d never actually picked up a heavy object in my life because I was at such a loss with how it sounded. Plus, there was a pink carpet premier. That was a pretty cool perk in a first time job.
4. Describe Metropolis using 3 words
Jordy: Fun, Passionate and Innovative
Em: Supportive, Innovative and ever-growing. Everybody at Metropolis is a team player, there is always someone around to give a helping hand or answer a question… oops thats not just three words, Sorry!!
5. What is your favourite part about your job at Metropolis?
Stef: There are a few things that make having a 9 – 5 an appealing concept. Metropolis has a really supportive environment where your career goals are fostered, and you’ve always got a great team behind you to help you learn. The work squad brings phenomenal banter, the finance ladies let us steal their chocolate, and overall it makes me glad I didn’t pursue a life of petty crime. Thanks for keeping me off the streets Met, you bunch of legends.
Jordy: My favourite part about my job is how much I am learning each day. Whether it is going to seminars, peer to peer training or supplier meetings I find myself constantly learning new things about the industry and up skilling on all things media.
6. What excites you most about the Industry?
Em: I’m excited about the impact digital is having on Advertising, for example Virtual Reality and the futuristic direction we’re headed in. I went to an event by National Geographic at the Sydney Opera House, promoting Bob Poole’s new book, which visualizes the vast landscapes of Africa and the wild beauty of animals. On my way into the area there was an African Safari group advertising their services through VR headsets. Sitting with my headset on and looking around in every direction, I was in Africa; climbing a mountain and then diving under the sea. This was a fantastic example of how to target your audience and use the technology to support your brand & product.
Jordy: It excites me that there is something new every single day. Being such a fast paced industry keeping up can be challenging at times although I feel as though I would get bored in an industry that was not for ever changing.
7. We talked at the beginning about how each of you recently received accreditation from Roy Morgan for their Asteroid software. Now that you are using the product, how have you found it has benefited Metropolis and added to our offering for clients?
Jordy: From location-based profiling to media consumption habits, the information that can be sourced from Roy Morgan is endless. Being able to narrow down such specific habits and trends of our clients target market allows us to comprise high performing campaigns time after time. With such a sensitive market these days, it can be difficult to have a full understanding of consumer habits and how they are forever changing – although with the software available by Roy Morgan, we are constantly having updated databases and findings sent through, ensuring our campaigns are always performing to their full potential. By having access to such resources as Roy Morgan, Metropolis continues to be a power house within the Lead Gen industry.
Stef: It allows us to enter stalker mode 5000 – we know everything about everyone. (Not actually,) but as Roy Morgan is a psychographic profiling tool, it allows us to learn more about the lifestyle attributes and characteristics of people living in a certain area, as well as what media platforms they’re most receptive to. This in turn allows us to create a more targeted, relevant media strategy and advertising mix.
Em: Roy Morgan allows us to go one step further for all of our clients. The insightful information on the population provided means we can make more informed decisions on the audience to target for individual campaigns. A massive benefit is being able to identify and track trends in the real estate market. This is also advantageous for our company holistically as we are able to remain leaders in our field and continue to deliver outstanding results to our clients.
8. What is your favourite piece of advertising (past or present)?
Em: While it is a little typical, I can’t go past the John Lewis Christmas adverts each year. These demonstrate carefully crafted, imaginative and emotionally charged content. I believe advertising that connects with its audience on a personal level is what separates the good and the great. Do you really have a heart if you don’t tear up at the Man on the Moon?
Stef: Every time I see a Corona ad I’m transported to a playa in Acapulco on a balmy summer afternoon. I don’t even drink beer but their campaigns, branding & imagery are always on point.
Jordy: I’m seeing a trend with Stef’s answer, for me it’s the Absolute vodka campaign. To have an advertising campaign run for 20 years rolling out 1,500 ads following the same simple theme without tiring the market is pretty incredible. My personal favourite is the Absolute L.A creative.
9. What effect do you feel Digital Media is having on the Advertising Industry?
Jordy: Other than the obvious answers such as the ability to develop more highly targeted campaigns and reporting etc I think the most interesting change is the relationship between consumers and brands. With such platforms such as Twitter and Facebook, consumers are finally given a voice to respond to advertising and share their opinions. I think this is a significant change that has to be considered when creating advertising campaigns along with how these companies respond to these comments.
10. Which 3 people inspire you creatively and why?
Stef: OOOOoooh thats a hard one, but I have to say:
- Sticky Fingers – I went to one of their gigs in 2012 that was around 50ish people at this seedy pub in Annandale. I think one of them worked there so they had a hook up to use the stage. Watching them at Splendour in the Grass this year surrounded by 20,000 people and everyone knowing all the words to their songs was such a tangible result of their hustle and hard work. They’re killing it….. (awkward they’ve now broken up)
- Justin Timberlake – circa the double denim tuxedo/Maggi noodle haircut era- How’s the confidence on that guy? Anyone who carries themselves with such conviction while wearing a denim fedora/three piece is admirable beyond words.
- Baddie Winkle – If you don’t already follow this saucy minx on social media do yourself a favour and get around it. She’s 88 years old and has 2.5 million followers and I literally want everything in her wardrobe. She rebranded herself as a human after the death of her husband and son at 85, and she’s hilarious. See below:
11. What matters more than money?
Em: Family and travel. Family is the most important and I’ve come to appreciate those relationships more having lived away from most family members, most of my life so far. Perhaps it’s true, distances makes the heart grow fonder.
Jordy: Does it count if I say marrying Scott Eastwood? No it doesn’t
Stef: Coming first in Mario Kart on Nintendo 64. Aggressively power walking and successfully securing the last free seats at a bar. Bring your own cup day at 7/11. Watching your best friend fall down the stairs. The first ripe mango of Summer. Running for the train and making it. A bunch of things.
12. What is your favourite meal / place to eat in Sydney
Stef: Every time I think about the sweet and sour pork hock from Mr Wong I picture the two of us, arms linked, running along a beach in matching white linen outfits and exchanging giggles in the sunshine. So it’d probably be that. It’s f****** delicious and I highly recommend it to all carnivores. (Sorry for swearing, can you bleep that out)
Jordy: I still have a lot to explore in Sydney but for now I would have to say North Bondi Fish. Sitting on the balcony over looking the madness on Bondi beach is a personal favourite of mine. The people watching could almost be better than the food.
Em: Hands down Oscillate Wildly in Newtown. Perhaps not for every weekend, this experimental and contemporary restaurant offers an eight-course degustation menu. The creativity of these dishes is only matched by their mind-blowing flavor. The course that I always use as an example was the first when I went. A gin and tonic infused sugarcane strip, served standing in a rounded double-glass holder and surrounded by crushed ice. Getting tactile with the food, the server advised me to pick it up and chew, drinking the gin and tonic but not eating the tough sugarcane. It was very, very cool.
13. What does FY16/17 have in store for you?
Jordy: I have life admin from 2011… I wouldn’t mind ticking a few of those off the list.
Em: A very open ended question with an open ended answer! So far it’s meant re-connecting with family and old friends, growing my experience and appreciation for the many facets of the media industry, and traveling as much as possible. FY2016/17 will be a bit of a balancing act and I couldn’t be more excited to try as much as possible.
Well thanks Ladies for a great chat, I’m not sure if that’s made anything any clearer but it does give our readers a strange insight in each of you.
If you would like to know more about Media Strategy and Planing that our team can assist you with, please get in contact via phone 02 8277 5888 or email [email protected]