Mediaweek Academy Superstar Rebecca Drummond Talks Industry Training
Rebecca Drummond took on the role of Group Strategy Director at Wavemaker ANZ this year, and soon she will take the stage in a panel for the inaugural Mediaweek Academy.
Prior to the event, Drummond spoke with Media week about her professional journey, the importance of training and development and what she hopes attendees will take away from the day.
Drummond joins the Mediaweek Academy as a Superstar, alongside Legend John Steedman. Although humbled by the superlative, she admitted the label came with a hint of impostor syndrome.
“As an industry, we’re so quick to label someone a superstar or a star based on their accomplishments, successes and victories, which I think sometimes can paint an unrealistic picture of what this word means.
“For me, the times in my career where I’ve really felt like a superstar, we’re in the middle of personal growth and really high lingering moments that are behind those accomplishments and those wins.
“Things like hearing ‘no’ that made me come up with braver ideas, understand where my knowledge gaps were, and be motivated to learn more or turn feelings of helplessness into a lifelong goal to use my skills to give back to charity and pro bono opportunities.
Drummond added: “I think the moments of upset and failure are so important to share because they show the courage and determination you need, to me that’s where the real superstar label comes in. Game.”
While some in the agency world stumbled upon their work and developed a career from there, Drummond had his eye on the industry. She chose the field and earned a bachelor’s degree in communications and advertising from Charles Sturt University in 2012.
Drummond considers herself lucky to get her start in media, crediting lecturers and developers at her university who connected her with industry contacts and nominated her for internships and work experience opportunities. .
No two days are the same for Drummond as Group Strategy Director of Wavemaker ANZ. She explained that her role sees her helping clients find opportunities to connect and convert consumers in the buying journey to advise them on innovative solutions that unlock business growth.
“The other part is working closely with the strategy team to develop and run training courses, strategy ideas, develop processes and different tools around Wavemaker’s positive provocation product, and help facilitate these programs, like brainstorms and workshops,” she said.
Drummond noted that the role of group strategy director offers many different aspects. She added, “What’s constant throughout my day-to-day role is constant collaboration, another part that I love.”
Training and development courses and initiatives are an increasingly effective way to help professionals advance in their careers and stay in the industry.
Drummond shared that such courses are important to respond and provide even if talent was in surplus.
“I think education is absolutely crucial in helping people get the knowledge they need, the critical thinking, the empowerment and the skills they need to change their future, whatever the level or the stage of your career,” she said. .
“I’m entering my 10th year in the industry and I’m still finding ways to grow, learn and improve,” she added.
The strategist revealed that she took the plunge and did a master’s in communications at her alma mater.
Having had his fair share of industry training sessions throughout his career, Drummond shared that the best classes she ever took were the ones that weren’t part of her job description.
“I think it’s the courses that have helped me develop a broader and more comprehensive perspective of our industry as a whole,” she said.
Among her highlights was the Advertising Council of Australia’s Award School, which she described as a creativity-based training course.
“There were techniques, particularly in the likes of idea generation, idea refinement, and brainstorming, that I still use in my role years and years later.”
Another course she noted was the Mini MBA, founded by Marc Ritson. She said: “It’s been good for marketing because it’s helped me understand what a day in the life of a marketer looks like and how, as a media strategist, I can help bring the value and at what stage of this marketing journey for them. ”
For those just starting out and early in their media careers, Drummond noted that it’s important to ask questions. She said, “Just ask that question you’ve been postponing because you might be a little worried it might sound like a stupid question.”
The strategist also added that it was important to say yes to every opportunity that presented itself – whether it was giving presentations, taking on new tasks or working on new and different things.
“The times when you feel the most uncomfortable are the times when you will evolve the most. I think it’s so important to have the courage to ask for things and say yes on a whim and to be open to learning and growing, especially when you’re just starting out,” he said. she stated.
For leaders managing young professionals, Drummond noted the need to give them the space to learn and grow in a non-judgmental zone.
The strategist explained: “It’s important to give them that space to be able to ask for these things and make and learn from mistakes with these new opportunities and be able to continue to inspire that confidence and self-confidence in those who are starting out. ”
Looking at the state of the media industry in the coming year, Drummond offered a positive outlook and said she was pleased to see business back and reinvigorated.
“You see this energy and enthusiasm coming from all ends of the spectrum, from clients, media agencies, partners to creatives. You see this incredible burst of energy where everyone craves to create. I want to impact the communications or channels they use at that time. »
Drummond also said it’s been positive to see agencies focusing and leaning on initiatives that have a purpose, especially with the environment and sustainability.
“I see a lot of different groups in this space and I’m developing innovative solutions on some of these bigger issues and coming together as an industry to solve them,” she said.
“I think the state of our industry is in a really good place to start moving in those directions,” she added.
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As the start of the Mediaweek Academy nears, Drummond shared advice she previously received about training sessions.
She said: “There will never be a training session where 100% of the content is applicable to you. But if you can find a connection, or resonate with a thought, or part of a lesson, or even just a quote from that session to pick it up and make it part of your routine, so that’s an amazing thing to be able to do.
“Each time you go to a different module or a different session and take something away from it, you will only improve your career path and you will only strengthen the skills you need to continue to grow and grow throughout your career,” she added.
Drummond added that she was thrilled to be part of the inaugural Mediaweek Academy and to join the panel with industry “legend” Steedman.
“I’m thrilled to learn as much as everyone else from him and to be a part of this with him and Sparrow. I’m just super excited,” Drummond added.
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