I think the term ‘media’ is most often used to refer to mass communications or journalism…but anything can be media if we want it to be.

Tell us about yourself:
In addition to my full-time duties as a digital strategist, I hold two board positions. One is with this training academy. The other is with a digital out-of-home media infrastructure start-up. I am also co-developing a search engine analysis product that will lead to greater performance of online PR.

What’s your involvement like in your non-full-time roles?
With the board member positions, my roles vary. But providing advice, being a champion and driving new business growth opportunities are all part of it. If I had to sum it up in a few words, ‘strategic business development’ would be appropriate.

Tell us more about your background and experience?
My career in marketing communications kicked off almost 15 years ago, when I was working for a family-owned Korean food and beverage import and distribution firm. I was employed as their sales and marketing guy, and was responsible for expanding the client base from Asian grocery stores to the broader Australian market. It was this role that sparked my interest in marketing communications.

I then went on to work for a local brand experience agency where I was responsible for delivering events, stunts and road shows for many top tier brands.

Following that agency, I was employed at Naked Communications. At the time it was a small boutique comms agency, a bit rough around the edges at times but a huge amount of fun. Again, I delivered some amazing projects and campaigns, including managing the production of the world’s then third largest vehicle, and overhauling a music competition into a talent development program.

After a few years I left and freelanced for a range of agencies and production houses before joining Havas Worldwide in a Senior Project Manager role. Before long, I was off freelancing again, prior to joining creative-media agency Cummins&Partners, managing digital production for their Sydney-based clients.

I moved on after 12 months to join Edelman where I lead the revitalisation of their non-PR business unit. I was promoted almost immediately to Deputy General Manager of the Australian operation where I stayed for over 18 months before continuing acting as a consultant again.

Define ‘media’:
I think the term ‘media’ is most often used to refer to mass communications or journalism. While I agree that this is media, it doesn’t constitute the full realm of media.

Media, I believe, is anything that facilitates communication. It can be a newspaper or a website, it can be a car, an email, a sculpture, a painting or anything in between.

Media therefore, encompasses art, communications, journalism, marketing, and of course, performing arts. But like I mention above, media is just anything that facilitates communication. And it seems that in this world we live in, anything can be media if we want it to be.

Advice to new entrants of the marcomms industry:
My advice to new entrants of the marcomms industry is to not be afraid. Don’t be afraid of making the wrong decisions or mistakes. But don’t be impatient either. It takes time to learn and do tasks well, and years to gain the necessary experience to be seen as a trusted voice on a subject matter of your choice.

So in the early years of your career, focus on a particular role or area, and hone your skills and knowledge. Gain further education to keep you stimulated, which will become important further down the track.

And don’t give up. Your career will be distinguished and rewarding in the arts and media industry if you stay focused.

So what education or training and skills are required to excel in the industry?
Have a specific skill, something you are knowledgeable at and good at and can work to become an expert in. Use that as the basis for your burgeoning career. And that could be anything from design through to performance, journalism or video production.

But don’t stop there.

Get further education in business management. That way, you can learn the art of business planning and management, human resources management and finance. All of which are going to help you excel in your career as you progress.

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