Page 114 - AdNews magazine Mar-Apr-May 2023

JESSICA SUTANTO•PLANNING DIRECTOR, BMF
What’s the biggest challenge in
your role?
Making sure to get enough stimulus. As our time gets
crunched it’s too easy to draw on things we know or hit up comfort sources. So, one of the biggest
challenges is to be
rigorous enough, have really varied inputs, check my own biases, and safeguard time to twiddle my thumbs, see, feel, watch, read, and experience things broadly for the sake of it, not just in the context of a brief.
What attracted you to BMF?
For me, it was threefold: The clients, the work, and Christina Aventi.
The clients: Getting to tackle thorny problems like domestic violence is both interesting
and fulfilling.
The work: BMF builds brands with real personality and a full spectrum of tone. Brands that
make me want to go full pagan ritual and then also trust tradies enough to get a reno.
And Christina Aventi – enough said.
What are you focused on for 2023?
A new normal! But really... I’m not sure I can deeply concentrate in an open plan office anymore, I have too much FOMO. So, 2023 is about finding a new equilibrium, between office collaboration and solitary confinement to develop a better working rhythm. Also getting out of the content funk, consuming more stuff, from more sources...but also in moderation.
JOSIE FOX• ASSOCIATE CREATIVE DIRECTOR
What’s the biggest challenge in your role?
I would say the biggest challenge for all creatives is getting
great work made. Back when
I was a junior, I attended a
talk where a panel was asked
a series of questions, one of which was: ‘what’s the most important quality of a creative?’. My favourite response was
‘a short-term memory’. The panellist went on to explain that great creatives need to be able
to come at the 3rd debrief with the same enthusiasm as the 1st. And given the current advertising, and broader global climate, this sentiment is still incredibly relevant. Research, feedback, or just the call of the beach on a hot day while working from home - all have the ability to challenge even the most motivated of us. But channelling our inner goldfish can
sometimes be the trick to pushing past good to great. (And the occasional lunch time dip!)
What are you focused on for 2023?
Helping see the BMF netball team to victory. But more broadly, developing my style as a creative leader. Thankfully, adland continues to evolve its archetype of a creative leader. And the industry not only recognises but celebrates people who break that mould. For me, it’s really important to hone my leadership skills in a way that feels true to who I am.
I was awarded ‘Most Emotional’ student at my year 12 graduation, and while it wasn’t intended as a compliment I see my emotions
as a strength, particularly when it comes to being a creative director. I plan to spend the year leading with empathy and creating an environment where everyone is
comfortable to be their emotional selves too.
What do you love most about your role?
Forgive the cliché but I love the diversity. One day I’m hyper focussed on Turduckens, and the next I’m guiding teams to help improve the mental health of young Australians. As an ACD, I’m able to flex both my creative and creative directing muscles in the same day. Cracking
a brief yourself, and guiding teams to do the same are entirely different experiences but are equally rewarding.
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