As originally published via AdNews.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it’s oOh!media strategy and creative director, Stephanie Ross.
Time in current role / time at the company:
15 years at oOh! and 6 months in my current role.
How would you describe what the company does?
We make brands unmissable, through a world-class Out of Home network, supercharged by market-leading data and creative capability.
What do you do day to day?
I have the pleasure of leading a brilliant team of strategists and creatives. They work hand-in-hand with our sales team to deliver bold, innovative, insight-led responses and initiatives. They also bring deep creative expertise and inspiration to market. The end result is outcomes-driven campaigns that deliver real impact for brands.
Define your job in one word:
Fulfilling.
I got into marketing/advertising/media/tech because:
I’d just moved to London and was looking for an industry that would enable me to learn fast, channel my curiosity, and build a network in a new city. It turned out to be the perfect punt – 20 years later I’m still learning, and the people from my very first media job remain some of my closest friends, despite the 10,000+ miles now between us!
What’s the biggest challenge you face in your role?
Driving best-practice creative in OOH. We know the power of our network, but what appears on it is just as critical to success, with creative accounting for 41% of ROI. As OOH continues to grow share, I’d love to see more OOH creative developed and tested with the same rigour as other broadcast channels.
What’s the biggest industry-wide challenge you’d like to see tackled?
As a parent, online safety and wellbeing is what keeps me up at night. The pace at which the digital world is evolving is incredible, but it brings real challenges for the next generation. I’d love to see greater accountability from platforms and advertisers alike in helping set healthier standards and boundaries for the sake of my little ones, and all those coming of age in a digital world.
Who has been a great mentor to you and why?
I’ve been lucky to have some incredible mentors, but I’ve learned just as much from the people around me every day. My ‘work wife’ Ally Henthorn is a constant source of support, perspective and counsel. Along with the many women and mothers I’ve worked with, who’ve generously shared wisdom on both career and life. Watching them thrive professionally while keeping small humans alive and happy is endlessly inspiring.
Words of advice for someone wanting a job like yours?
Be curious. Work hard. Seek out people you can learn from. And bring your best self to work every day, talent will open the door, but how you show up for those around you will shape your career.
If I wasn’t doing this for a living, I’d be:
Baking up a storm in my own little cake shop… or planning holidays for a living. Ideally both – buttercream and boarding passes.
My mantra is:
I’ve been told many times that my superpower is my ability to always find the joy in things. Even in tough moments I’m hard-wired to seek out the silver lining. So, I think my mantra, in the immortal words of Eric Idle, is ‘always look on the bright side of life’.
My favourite advert is:
I’m a sucker for the John Lewis Christmas ads – I cry every year without fail. From an OOH perspective, I love work that stops you in your tracks through simplicity, emotional storytelling or clever use of context. The British Airways ‘A British Original’ campaign is a perfect example of all three done brilliantly.
Music and TV streaming habits — what do you subscribe to?
Everything, it feels like, although the kids’ profiles get far more airtime than mine. Spotify is my constant though: music always on, and a good podcast on the commute.
Tell us one thing people at work don’t know about you:
This is tough as I’m a chronic over-sharer… but they might not know that I used to be a competitive Irish dancer, or that I once came face to face with a bear while hiking in Yosemite, fortunately with a less grizzly ending than Leo’s.
In five years’ time I’ll be:
The industry is evolving so quickly it’s hard to predict – but hopefully still surrounded by brilliant people I love learning from, doing work I’m proud of, and carving out plenty of time for travel and adventure with my family.
