30 Years In Media Agencies

Like most 18-year-olds, I had no idea what career path I wanted to take so I thought to myself “just do something fun”. I enrolled into RMIT to do a Bachelor of Media and Communications. Fun it was not. Six weeks in, on a Friday afternoon, I was sitting in an economics lecture and decided that this structured style of learning was not for me. I waited until the lecture ended, walked to the nearest phone box and called mum to tell her I’d made the decision to leave uni and that I’d get a job in the next two weeks, and that is exactly what I did.

April 18 marks my 30 years in the media industry. An achievement I’m extremely proud of. Given the average tenure is 7.8 years and the average age is 32.7 years, some might say I’m past my use by date, but I definitely feel I still have a few more years in me.

The day I received the call (on the landline) to inform me that I’d secured a Media Traineeship at AIS/Leeds Media was such a happy moment for me and the beginning of a wonderful, sometimes exhausting, but mostly fun career.

Spending three decades in media agencies isn’t just a career, it’s a front row seat to the ever-evolving world of advertising, technology, and human behaviour. From the days of print dominance to the rise of digital and now AI-driven campaigns, I’ve witnessed massive shifts that have reshaped how brands connect with audiences. But beyond the trends and technologies, this journey has been about people, creativity, and agility.

Here are some of the biggest lessons I’ve learned over 30 years in the media industry.

Lesson 1:  Change Is the Only Constant

When I started, traditional media, TV, radio, and print ruled the advertising landscape. Wearing black on a Monday was mandatory, as I’d spend most of my day in the fax room flicking through The Age and Herald Sun looking for tearsheets (“What the hell are those?”, I hear you ask) Fast forward to today, and digital, social media, and AI-driven strategies have taken centre stage. The ability to embrace change, rather than resist it, has been the single most valuable skill in staying relevant. The media world doesn’t slow down for anyone, and those who refuse to evolve get left behind.

Lesson 2: Creativity is key

Data, analytics and automation are powerful tools, but at the heart of every great campaign is creativity. The most successful brands understand that numbers can inform decisions, but storytelling is what drives emotion and engagement. I don’t drink beer. In fact, I can’t stand it. However, two of my favourite ads are from beer brands (I feel like a Tooheys and any VB ad ever made). Whether it’s a compelling TV ad, a viral social campaign or a clever piece of native content, creativity is what makes an audience stop, think, and act.

Lesson 3: People Matter More Than Platforms

Yes, algorithms shape the content we see, but at the end of the day, advertising is about people. Both the consumers we reach and the teams we build and work with are equally as important as each other. I’ve said it time and time again and I’ll say it again… YOU ARE ONLY AS GOOD AS YOUR TEAM. Surround yourself with the right people. Building strong relationships with clients, colleagues, and media partners is just as important as understanding the latest trends.

Lesson 4: The Best Campaigns Are Built on Insight, Not Just Instinct

Thirty years ago, we relied heavily on experience and intuition. Don’t get me wrong, the “gut feeling” approach to media still has its place, but today’s most successful campaigns are built on insights, real consumer behaviour, cultural trends, and data driven decision making.  Now, we have access to analytics that can predict audience behaviour with incredible accuracy. The best media planners and strategists are the ones know how to use a blend of both.

Lesson 5: Media Buying & Negotiating Is Both Science and Art

A successful media plan isn’t just about securing cost-efficient ad space – its about reaching the right audience wit the right message, at the right time. Over the years, media buying has evolved from traditional negotiations to programmatic bidding but the art of media buying, understanding audience psychology, brand positioning, and market timing remains just as critical as the science behind it. Negotiation has always been a passion and a strength of mine. I learnt by listening to those around me and now apply it to all aspects of life. Sadly, in a remote-first world where fewer people pick up the phone, this skill is becoming rare.

Lesson 6: Crisis Management Is Part of the Job

Every media professional will, at some point, experience campaigns that go off track. I remember one specific instance -  one of my team members politely asked if they could speak to me. I could tell by the nervous look on their face that there was a problem. A $200k problem. I sat with them, they explained the situation and I reassured them that I would fix the problem on the proviso that they sat near me and listened to every single conversation I had with the media partners.. It was a real-time lesson in crisis management: be honest, don’t lie, own the mistake.. We stuffed up and we needed a favour. Every single media partner I spoke to that day chipped in and helped.  Shit happens. It’s the way you conduct yourself when they happen, is what’s important.

Lesson 7: Never Underestimate the Power of Networking

What most people don’t know about me, is that 30 years ago I was painfully shy. I remember the day I was called into the MD’s office. He sat me down, praised me for my strong work ethic and then told me: “If you don’t learn how to drink red wine, Marianne you won’t succeed in this industry." He went on to explain that being a hard worker wasn’t going to cut it. I needed to get out of my shell, get over my shyness and learn the Power of Networking. Many of my biggest opportunities came from industry connections. Whether it’s job referrals, chance meetings or client wins, this business is built on genuine relationships. The media world is smaller than it seems, and your reputation follows you. I’m the first to admit that I’m very direct and it doesn’t suit everyone. I’m direct but never rude. Building strong, genuine relationships can open doors you never expected.

Lesson 8: Work-Life Balance Matters More Than You Think

For years, I bought into the “work hard, play hard” agency lifestyle — late nights, weekend work, media events every second night, and pressure to deliver, even when running on a hangover. In 2015, I burnt out. After a family holiday in Thailand, I broke down on the flight home. The thought of another year at full tilt, running from pillar to post, was to much for me to bear. I spoke honestly with my (incredibly supportive) manager and took a 9-month leave of absence to focus on my mental health. It wasn’t a holiday — it was a reset for my mental health and to learn techniques to manage my stress and anxiety. I learned that burnout isn’t a badge of honour. The most successful people don’t work the longest hours — they work smart, delegate, and make time for life outside of work. 

Lesson 9: Passion Keeps You Going

Thirty years is a long time in any industry, but the reason I’ve stayed isn’t just because of the free lunches and fun events, it’s because I love what I do. The fast pace, the people, the challenges, and the ability to shape how brands connect with people make this industry exciting.  I still get excited when a campaign goes live. I still take pics when I’m walking past a billboard with a client’s ad on it. I still sing along to a great jingle. If you’re passionate about media, advertising, and storytelling, you’ll never stop learning, and that’s what makes this career so rewarding. You can teach people a craft, but you can’t teach people how to be passionate.

Final Thoughts

Looking back on three decades in the media industry, I see an industry that has transformed in ways I never could have imagined. At its core, media is still about connection. Connection between brands and consumers, between creativity and strategy, and between the people who make it all happen.

For those just starting out, my advice is simple: stay curious, stay adaptable, and never stop learning. Surround yourself with passionate people because having bums on seats isn’t enough. The industry will keep evolving, but the fundamentals, understanding people, telling great stories, and delivering real value, will always remain the same.

Here’s to the next 30 years (jokes). Whatever comes next, I know one thing for sure, it won’t be boring and I will continue to have fun.

This article was first published in AdNews.