Agency Types – Melanie Wiese; Wunderman Thompson (Perth)

Summary

In this insightful interview, Melanie W, Chief Strategy Officer at Wonderman Thompson, shares her extensive career journey across global agencies, detailing her evolution from JWT to leading strategy teams at Wonderman Thompson. She discusses the importance of agency collaboration, the challenges of working with different agencies, and the innovation potential in agency operations, particularly with AI and financial models. Melanie offers valuable advice for students and new graduates, emphasizing the importance of cultural fit, curiosity, hard work, and proactive learning to thrive in the marketing industry.

Takeaways

• 😀 Melanie W is the National Chief Strategy Officer at Wonderman Thompson, managing a team of 16 strategists across Australia and working with the APAC and global teams for KitKat.
• 😀 Wonderman Thompson is a global agency with 20,000 employees across 17 countries, and is part of WPP, one of the largest advertising and media holding companies in the world.
• 😀 Melanie's career has spanned several agencies, including JWT, The Campaign Palace, and Gray, before joining Wonderman Thompson after the merger with Mcats.
• 😀 Working at big agencies in large markets, like New York, helps develop deep expertise in specialized categories, but working with smaller agencies provides broader experience across various industries.
• 😀 Moving between different agencies exposes individuals to new cultures, work environments, and methodologies, which helps in understanding how to collaborate effectively.
• 😀 Within Wonderman Thompson, the general approach is to prioritize in-house expertise, but if needed, the team collaborates with the best-in-class external partners for specialized work.
• 😀 Collaboration with other agencies can face challenges such as poor logistics, misaligned goals, and ownership conflicts. Strong collaboration and shared processes are key to success.
• 😀 Understanding the financial models of agencies is crucial for success. Agencies often work on head hours, but shifting towards value-based pricing can improve efficiency and client satisfaction.
• 😀 The future of agencies lies in leveraging AI for more efficient work and adopting financial models that align with professional service standards, moving away from the traditional hourly rate.
• 😀 For students entering the industry, it is vital to understand agency cultures, work hard, be curious, and actively engage in the industry through networking, asking questions, and seeking opportunities.

Q & A

Can you describe your role at Wonderman Thompson?

Melanie W is the National Chief Strategy Officer at Wonderman Thompson, managing a team of 16 strategists across Australia. She also works with the APAC team and globally for KitKat.

How many people are part of Wonderman Thompson globally and in Australia?

Wonderman Thompson has 20,000 employees globally, with 140 people working in Australia across 17 offices in different countries.

What was your career path before joining Wonderman Thompson?

Melanie began at JWT (which later merged into Wonderman Thompson), worked at The Campaign Palace on car brands, then spent time in New York at Grey before returning to Perth and joining Mcats, which was later sold to Wonderman Thompson.

What is the advantage of working with different agencies?

Working with different agencies exposes you to a variety of clients, industry categories, and cultures. This broader experience allows individuals to develop a diverse skill set and perspectives, which enhances their employability and problem-solving abilities.

What challenges do agencies face when collaborating with other agencies?

Challenges include poor logistics, lack of process flow, and competing egos. Successful collaboration requires clear communication, understanding roles, and aligning cultures and objectives to create a united team approach.

What advice do you have for students who want to understand agencies better?

Students should focus on understanding the agency culture, know where they thrive best, and be proactive in networking, asking questions, and getting involved in every opportunity. It's also important to be curious and show enthusiasm.

What is the importance of understanding the financial models in agencies?

Understanding how agencies are paid, particularly how revenue is tied to head hours, is crucial for professionals. It helps you understand why agencies operate the way they do and how you can improve within that structure.

How can agencies innovate in the future, especially with AI?

AI can play a major role in streamlining processes and reducing manual pain points in agencies. Additionally, agencies could innovate by adapting their financial models to be more value-based and charging clients based on outcomes, rather than time spent.

What key challenges do agencies face with the current financial model?

The traditional head-hour model is inefficient, as it rewards slow work. Agencies should shift toward value-based pricing, where clients pay for outcomes rather than time, enabling faster and more efficient work.

What is the most important piece of advice for new marketing graduates?

New graduates should be prepared to work hard and be proactive. They need to show a high-performance mindset, ask questions, get involved in every project, and go beyond basic compliance to demonstrate their passion and commitment.