by Mollie Berry
Grace is a passionate and pragmatic marketer amidst a creative class of artists, designers, makers and performers whose work is inspired by the wild allure of the landscape. In her role as Account Manager at The20, she aspires to access this creative storm in order to communicate the unique charm of Tasmania to the world.
1. What did you study at university? How did you reach your current position?
I’ve always been fascinated by society, people and patterns of behaviour which led me to study a combined Bachelor of Arts/Bachelor of Business with majors in marketing, psychology and sociology. I was awarded the Clemenger Tasmania Scholarship in my final year, which included a 2-week corporate internship at the agency where I was tasked with completing a market research report that identified demographic, behavioural and attitudinal trends in Tasmania. It was the perfect opportunity to showcase my skills in an industry setting and resulted in permanent employment just 4 months later.
2. How would you describe your role at The20?
My first role at Clemenger Tasmania, who have recently rebranded as The20, wasn’t exactly what I wanted but meant I had my foot in the door for bigger, better things. I started as a fresh-faced Receptionist before moving into the data driven world of media planning and buying. This is where my project management skills were recognised and I was made an Account Manager. In this role, I am the bridge between the client and the agency. This involves all internal and external communication, interpreting a client’s business goals in the form of a brief that a team of creatives can use to develop a range of deliverables from newspaper advertisements and television commercials to websites and events, using an integrated platform to estimate costs, allocate resources and oversee progress, as well as identifying potential opportunities for new business.
3. What is the most challenging aspect of your work?
A successful Account Manager has the ability to wear many different hats simultaneously. This has always been the most challenging aspect of my role since I manage a number of clients across a range industry’s, from banks and car dealerships to grocers and disability support services. It requires me to have a comprehensive understanding of the brand landscape for each of these clients, which means I am always learning and evolving in line with industry trends to deliver the best possible service.
4. The20 is involved in a wide range of projects with both government and private groups. Do you have a favourite project or campaign?
You can’t change the world by being just like it. So I’m particularly passionate about small Tasmanian businesses who are willing to be bold. I was recently involved in branding a new business, Berera Radiology, that came about because the owner recognised the industry had become too focussed on numbers, not patient care. I had the privilege of managing the development of a brand name, positioning line, logo, website, signage, stationery and billboard that reflected his vision of a service that understands how each patient’s condition affects their lives, their family, their friends and their teammates.
5. What advice would you give to a student interested in a similar career?
Separate yourself from the competition by developing your personal brand and a strong portfolio. It’s important to know who you are and what you stand for and have some way of showcasing it. The more corporate internships you can do the better, and if there’s no opportunities in your field on interest don’t be afraid to create them. Passion is the precursor of success.
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