We were beyond excited to find out that our talented Strategy Director, Mel Johnstone, had been selected as a finalist for the B&T Women in Media awards for 2019. In the lead-up to the awards being announced, we thought we’d do a quick Q&A with Mel and share some of her thoughts about her role at Splendid, Australia’s B2B tech marketing sector, and where she thinks the industry is headed.
After years of talking about 5G and speculating when it will happen, it's finally here in Australia - with the roll-out happening right now.
When I was at university completing my Bachelor of Media, I decided advertising was the right career path for me, and was excited to learn more about the digital and creative world. A few years later I picked up Ikebana (the Japanese art of flower arranging) and fell madly in love with the world of flowers. Torn between the 2 paths of floristry & advertising, I finally found the solution in 2017; a Splendid side hustle.
Just a few months ago, we produced some direct marketing (DM) material for a client – with great success. Though it was far from being a traditional DM piece, its impressive response rate definitely indicates the strength of DM as a modern marketing tool.
Workplace expectations have changed and this is opening up all kinds of conversations about EX.
For an industry that prides itself on creativity and innovation, advertising is unashamedly gruelling and inflexible when it comes to its workplace culture. For whatever reasons, the industry seems to be holding tight to its Mad Men style heritage – with employees expected to work long hours in a central office against continual deadlines.
For your small business customers, finding the budget to upgrade their technology can often be tricky – as much as they appreciate the benefits of doing so.
Giving Australia’s fresh food producers essential visibility and control over their operations.
As a staunch believer of a customer-centric approach in every circumstance, I remember the definite moment when the tech industry had that shift in mindset.
Best guess? Over 80% of reporting for I.T. B2B campaigns has little-to-no impact on future campaign effectiveness.