Strands of Genius: Sophie Gallagher + The Pace of Progress 2024 Media Trends
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
Generative AI is the most disruptive technology breakthrough of the last decade. With six out of ten respondents to the dents 2023 Global Media Client Survey reporting they are already engaging with generative AI in their marketing activities, the technology is set to take center stage in the coming months and years. From search to creativity, to media planning and production, generative AI takes media effectiveness to new heights.
:: DIVE IN | THE INTERVIEW ::
SOPHIE GALLAGHER, CREATIVE STRATEGY DIRECTOR AT SLINGSHOT MEDIA
>> Sophie Gallagher guest curated Strands on October 12th, 2023. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
I always loved writing, storytelling and getting lost in books, which has been a mainstay in my career. At university I was determined to be a journalist, and spent a few years writing for newspapers and magazines in Australia. But I then became fascinated with digital, and began peeling back the layers on digital media and marketing roles, moving into social media and content strategy. I was then offered a dream role working for Vogue and GQ Australia in their commercial team, learning how to tell stories for brands. I was even part of the small 'war room' that helped to create a news publication for Gen Z. That is where I fell in love even further with strategy and helping brands lead culture, which led to me joining creative media agency, Slingshot Media as a strategist. I am now their Creative Strategy Director.
What excites you most about what you do?
So much, but two things especially: Seeing what other's don't to find the secret sauce that takes a brand into a new dimension, and finding the best way to tell that story. I love getting a problem and searching hard to find a solution, and being able to immerse myself in research and culture to find that solution is a privilege.
What beliefs define your approach to work? How would you define your leadership style?
Mentoring others is very important to me, and something I will continue to learn and develop for the rest of my life. I would define my leadership style as invested, helping others achieve their goals - or discover their goals. For young women especially, I want to open up the doors to all the opportunities I had to bang doors down to receive.
What has been the most rewarding project you’ve worked on and why?
Can I choose three?
Working with our team to create a media-first retail campaign with MILKRUN (a fast grocery delivery service in Australia) for Sony Home Entertainment's Bullet Train. Working to launch a creative media idea that had never been done before was an exciting challenge.
Being part of the team that created a brand new news publication from scratch, from the very first brainstorm to CX, design, content, go-live and everything in between. A life-changing experience.
Creating a communications training program for young women in my agency, and seeing their confidence flourish and grow. Incredibly rewarding.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
Elevate diverse voices - in your business, in your creative, in your work. Prioritising voices of power means we have less creativity in thought, diving into a sea of sameness which benefits nobody and makes our society and industry poorer as a result. I love this HBR analysis that lays all the research out quite clearly: "Learning to amplify colleagues could be a simple and practical way to help every employee’s voice be heard."
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
I am passionate about so many things that often my interests bleed into my work, so I don't believe an easy split work/life balance is possible. But when you have moments of more work, you need to follow those up with more moments of life.
My biggest tip is to find your 'practice' and keep doing it. For me, it's yoga, Pilates, reading, gallery hopping, trying new food. Make it a non-negotiable and see how you become lit up as you keep practicing. Also, don't turn all your interests into work (note for me, yoga already turned into yoga teaching!). Sometimes you can just find a passion and enjoy it as that.
What’s your media diet? Where do you find inspiration?
I find it everywhere, but fiction, films and art especially - I love how it translates and amplifies small moments of human experience. I'm a big reader of The New York Times, The Guardian, The Sydney Morning Herald and The Atlantic. Lots of newsletters, like Culture Study, StratScraps and The Hyphen. And also podcasts, of course: How To Build A Happy Life, The Imperfects, Unlocking Us. The trick is making sure it's a diet, and not a continuous feast (something I am working on!).
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
Never be the smartest person in the room - it means you miss the opportunity to ask questions and understand problems. The smartest thing to do is to communicate answers in a simple way that your audience understands and resonates with. I learnt this (and continue to learn this) from Lisa Overall, Molly Blacker and Simon Corbett - some of my mentors at Slingshot.
Also, writing simply is powerful - and there is an art to it. I learnt this from my editor and mentor while at The Australian, Liz Colman.
Can't forget 1 + 1 = 3, of course.
If you were not working in media, what would you be doing?
I would be an author or academic. Hopefully one day I can combine both with my media career!
You can keep in touch with Sophie on LinkedIn.
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rockON,
faris & rosie & ashley | your friends over at geniussteals.co
@faris is always tweeting
@rosieyakob hangs out on instagram
@ashley also writes for deaf, tattooed & employed