Amy Beadon joined uberbrand earlier this year, bringing more than a decade of industry experience to the agency and the role of senior copywriter.
Mediaweek chatted with Beadon about what attracted her to the branding agency, her career highlights, and what she hopes to achieve with the agency.
Beadon on her start in the industry and career in Johannesburg
Beadon got her start in the industry through an internship with Ogilvy Johannesburg, followed by being offered a permanent position at the agency.
Her career then saw her move to Ogilvy & Mather Sydney for four years, working with their clients at the time, KFC and Diet Coke. She returned to Johannesburg in 2011, where she worked for The Jupiter Drawing Room and Joe Public United.
Why uberbrand stand out from the rest
Back in Sydney, Beadon revealed that she stumbled across the post for a “strategic copywriter” on Seek for the branding agency.
Beadon noted that she was immediately attracted to the prospect of a more strategic contribution and learning more about building brands from the ground up instead of pure creative campaigns.
“I did a bit of stalking and liked what I saw,” she said.
From her first interview with the agency, she sensed a welcoming, collaborative, supportive culture.
“When I met the team, the deal was sealed from my end. It’s so important to find a place with good people – not only talent but good humans,” she said.
Beadon reflecting on her career and professional highlights
Looking at her career, Beadon said that a particular highlight has been being one of the eight world-wide winners of the Cannes Chimera Award.
“In association with the Bill and Melinda Foundation, the global brief was to solve world poverty, and our idea was to place a “Good Cents” button on online banking platforms that would let users round their balance off and donate the surplus cents to a dedicated fund,’ she said.
“We were flown (all expenses paid) to a creative workshop at the Foundation in Seattle, and I got to collect the award on stage in Cannes. Surreal!” Beadon added.
Industry advice and career outlook ahead
For young copywriters coming up in the industry, Beadon said that her top piece of industry advice is always to stay curious.
“Curiosity is the difference between taking a different route home and seeing things that could spark an idea and doing things the same way.
“Always ask questions. Always wonder ‘What if,’” she added.
Meanwhile, looking ahead at her own role., Beadon shared that she hopes to do more great work and build fantastic brands with uberbrand – all while trying to maintain a work/life balance.
“As a mum, I have to physically carve out time for the things that are important to me – so wish me luck!” she added.
Top image: Amy Beadon
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