Women in the Industry: Amanda King

One of the first data planners in the industry in London, Amanda King began her career on the client side. Attracted by the fast-paced lifestyle of the agency world, she defected to an independent shop in Soho, later relocating to Australia to work for Ogilvy & Mather.

The stint at Ogilvy was short. After six months, King followed her entrepreneurial spirit to set up Octopus, a full-service agency that attracted clients such as MasterCard, Westpac and Optus. The company was later sold to WPP, with King moving to Publicis Groupe, and later to DDB Sydney to oversee all non-advertising companies, including what is now Rapp, Tribal DDB, Mango and Remedy.

Having won business from Arnott’s, Konica Minolta, Continental and Dell, she was appointed regional president of Tribal in 2007. She has since extended the agency’s network in Asia-Pacific to include 17 offices, and works closely with Dirk Eschenbacher, who is also managing partner and regional executive creative director.

King once told Media that if she were not in advertising, she would probably be working as a war reporter. Clearly someone who relishes a challenge, she is also the mother of two teenage children.

How did you get into the ad industry?

I was an analyst on the client side in the UK, and the agency we worked with asked my boss if they could take me into the agency. Which was very exciting. I didn’t really even know what they did. They just seemed to have a lot more fun then we did. I was however, fresh out of college!

Who was you career inspiration?

I think the person who first inspires you at a young age is someone who acts, does and has what you don’t have. I left my first agency and went to work for a small boutique hot shop in London’s Soho Square. They did everything - direct, data, PR advertising. I was their data planner. My CEO drove a Ferrari and went out to expensive restaurants every day. He was really well-respected and really quite brilliant. At 25 I wanted to be so good that I could lead that sort of life.

As for my inspiration in later life, I sort of got a second go through a man that has done everything, been everywhere, survived an air crash and has the most amazing clarity when looking at what is important. Clients adore him and I do too.

What is your advertising philosophy?

Be brave, really know your target, be strategically innovative, be able to substantiate and always laugh and have lots of fun. And remember, you’re not a doctor; no one dies if you muck up. There may be a lot of shouting, but if you are true to your word you can usually sort it out. And make time for yourself... massages and manis!

Why aren’t there more women at the top in advertising (specifically in the creative field)?

I think it is still a very male-dominated world and men usually still pick men – it’s a sort of boy’s club. I also think it’s because there is a lack of senior female talent to choose from. We naturally leave the work force to have children and few of us return. Within DDB Group, we really try to push women forward. We have a woman on the worldwide board, a couple at regional president level and at global account level. At Tribal DDB, our India and Philippines offices’ have very senior women in media and creative. Creative directors though, hmmm… not many.

Is the industry doing enough to attract female talent?

Attracting talent is becoming harder, full stop. Top business minds are being lured by management consultants who are now realizing that they have to play in the communications, and especially digital and technology landscape. We cannot compete with their salaries or the support packages that they offer, such as health and maternity leave.

Is our industry doing enough?

Probably not. When you get to the top, the demands become more and more intense. You are on call for a 20 hour day, especially if you have global reporting. The job changes constantly as the markets evolve and you have to work hard to stay on top of trending, as well as the unbelievable cultural changes we are currently experiencing.

What advice would you give to young women looking to advance their careers in advertising?

Pick a company that is a future thinker. A company that recognises talent and has the approach that, as long as you do your job and impress the hell out of your staff and clients, you can lead whatever life you need to. For example, you don’t have to be chained to a desk, an office, a country, a start time or a working week. Life is fast and stressful. A company that recognises that people have to lead their lives their own way to be good at what they do is a great company. I think I work for one.

What was your biggest challenge in 2009?

Finding great talent to realise the opportunities that were presented to us. We got there because of the strength of the support culture we have in our organisation.

And your biggest achievement?

Would have to be winning Digital Agency of the Year Asia-Pacific and breaking my targets by over 100%, whilst also being a mum and wife, and still trying to be a party girl too! As a woman you have to maintain balance.

I’d like to include something on expectations for 2010 (can be personal and professional).

It’s going to be an amazing year. I believe clients will start to open their eyes to the potential digital has on their entire business, not just their communications calendars. We will see a noticeable shift and Asia will be the epicentre of it all.

My personal goal is just to… enjoy.