Career Profiles
  1. Management
  2. Strategy
  3. Buying
  4. Research
  5. Digital

There is such a vast range of career opportunities within the media communications sector and each agency often has a unique role to offer. NGen thought it might be helpful for members to have access to some of the core job descriptions and to profile some inspiring professionals in this field.

Kate Gunby

Head of Insights and Metrics, OMD

Return to top
Kate Gunby

My first job in the industry
My first job was for Millward Brown in the UK where I started back in 1997. I did loads of quant analysis over loads of different categories; it was a great introduction to the research industry.

Most inspiring moment in my career so far
I always get inspired when our recommendations are implemented and we see the success. That’s one of the great things about working for a media agency; we get to see this much more than it seems to happen with traditional research agencies.

Most challenging task
Building OMD Metrics from scratch, took a while to get the first client which was a big high when it happened, from then we’ve just kept on growing.

What I enjoy most about my role
I love the variety, always working on different clients in different industries.

Five tips for success

  1. Find a job you enjoy.
  2. A great idea backed up with numbers is always a winner.
  3. Try and look at things from a few points of view, makes it easier to offer a range of solutions.
  4. Keep up to date with what’s going on in the industry.
  5. Learn which battles are worth fighting.
Coming Events

Strategy: What You Wanted to Know (Melbourne)

16 Sep 2010

Target Audience: NGen members with 2-5 years industry experience

Spaces Available: 40

Details:
As a first for NGen, you will have the opportunity to hear from some of the industry’s most senior Strategy Directors on the thinking that goes into creating a great strategy. This session will be led by Brett Dawson – Agency Director from IKON Communications, David Trovell – Strategy Director from Starcom, Angela Feruglio – Director, Business Planning from Mindshare and Justine Bloome, Group Strategy Manager from PBL, who collectively have over 45 years of experience.

Understanding the Brand, the Market and the Consumer are crucial in determining insights that lead to choosing the best channels to connect the message to the consumer. This session will take you through those steps, and there will be a short workshop to determine “how to get an insight”. If you want a Career in Strategy, this session will provide you with the knowledge of what is required.

Content
This 3 hour session will be delivered by 4 Senior Industry Directors, covering:

Demystifying the role
What is Strategy
Where it fits in the mix
Brief summary of all the different job titles
Evolution of Strategy i.e., 5 years ago versus now

Strategic Toolbox
1. Brand Knowledge – Brett Dawson - IKON
Information and intelligence that is critical to understanding the solutions that the communication program should address.

2. Research into insight – David Trovell - Starcom

What is an insight?
Highlighting various types of research and analyses required
Demonstrating some examples of how to generate insights from the data
The influence of an insight across all communication and creative
Workshop – how to get an “insight”

3. Channel Expertise and measureable outputs - Justine Bloome - PBL
Master of all or specialist of one
The communication options
Learning to understand the attributes, relevance, effectiveness, efficiency
What can be measured aside from sales? I.e., impact, effect, awareness, consideration etc

4. Tell a Story – Angela Feruglio - Mindshare
The core idea that the communication plan will hang its hat on. The story that will provide the direction for all implementation.
Getting in shape
What a Manager looks for in a great strategist


Please register your interest to attend by Thursday 2nd of September. We will confirm after registrations have closed on whether you have secured a place.
Members are advised to have received confirmation with direct managers to attend any NGen workshops prior to registrations of interest.
More