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 strategist Ruby Meers.
Time in current role/time at the company:
I’ve been at oOh! for 2 years and 4 months.
How long have you been in the industry?
I started my media career in 2021 at an indie agency, before making the leap over to the media‑owner side.
How did you get here? Was this always the plan?
Does anyone actually plan a career in media? I certainly didn’t. I started out as a graphic designer but within a year I’d been swept up in the colourful, ever‑evolving world of advertising. I wanted to do more than push pixels in Photoshop, so I threw myself into everything from writing radio scripts to helping on TVC shoots. It was an incredible way to begin a career. Outdoor quickly became my favourite part of the mix; it’s bold, exciting and unapologetically visual (you can probably tell I was a designer). When I was ready to expand my horizons, I saw a creative strategist role at oOh!, I immediately went, “THIS IS PERFECT!”.
Who is your right hand person/who guides you day to day?
I’m lucky not to have one person, but the whole oOh! village. I work next to some of the most talented creative and strategic minds in the industry: Alex Rog, Josh Gurgiel, Ally Henthorn and Kate Leslie.
What’s the best thing about the industry you work in?
This industry is, well…fun! Outdoor is big and exciting. I love that it has the power to captivate people and make them stop in their tracks. Media is buzzing and it has an incredible network of people. There is a unique connection when you meet someone who works in the industry. Everyone knows everyone.
And the biggest challenge?
As the monoculture disappears, audiences are now spread across countless niches, which makes cutting through and captivating them tougher than ever. One challenge I’m seeing as a strategist is the idea of a single, shared ‘culture’ is disappearing. And without a clear, refined definition of what culture is, it becomes much harder to understand what resonates.
Whose job have you set your sights on in the future?
Sorry Josh, I’m coming for you! I’d love to be able to have ‘Head of creative’ on my email signature one day. Shoot for the stars right?
Where do you turn for inspiration?
I have a membership to the National Gallery of Victoria (NGV) and I go to just about every exhibition. It’s probably my greatest source of inspiration. Much like advertising, some art has real depth and meaning. Some simply catches your eye. Both can spark something.
My favourite advert is (and why):
De Beers ‘Right-Hand Ring’ print campaign. I learned about this campaign back in university. It has stuck with me ever since because the strategy is so clever. It encouraged women to buy diamond rings for themselves and wear them on their right hand, symbolising independence, self‑expression and personal achievement rather than romance or marriage. Ring sales had declined with marriage rates dropping as we edged closer to the new millennium, so the message reframed diamond buying as something women could do for themselves. Celebrating their individuality. I loved this and I also love that it’s a print ad.
Tell us one thing people at work don’t know about you?
I love furniture! Almost all of my furniture is vintage or handmade. I confess that I have too many chairs for my 2 bedroom flat…but who’s counting?
Where do you see yourself in 5 years time?
I hope I’m still growing and learning and that I’m leading in some capacity. In 5 years, I hope I’m still practicing as a creative and maybe even have a robot by then. Who knows, given how fast things are moving. Hey Siri, put a reminder in for 5 years to look at this article again.
