Young Gun profiles takes a look at the young talent across the Australian advertising, adtech, marketing and media sector. Aiming to shed light on the varying roles, people and companies across the buzzing industry.
Bryn Bradford: partnerships director at Atomic 212°
Time in current role/time at the company:
I had the pleasure of joining Atomic 212° six months ago when they opened up the Brisbane office.
How long have you been in the industry?
Four and a half years.
How did you get here? Was this always the plan?
I finished university thinking I was going to lead brave and bold marketing campaigns, but after two years and a reality check I found myself talking with my mentors who directed me towards media planning and a bigger agency mindset. I was lucky to land at Ikon Communications originally, a place that cultivated working and playing hard, backed by incredible minds and leaders. From there, I was set on staying in media and continue to enjoy the rewards of learning and growing professionally across different clients and agencies.
Who is your right-hand person/who guides you day to day?
I’ve had some incredible mentors guide me along the way, but day to day now I have professional guides in the leadership team across Atomic 212° with each bringing formidable strengths from our head of office, client lead, head of strategy, data and client services. Personally, I have my partner who I find levels me mentally day to day, as she works in the health sector, she adds a perspective that allows me to bring calm and focus to my work.
What’s the best thing about the industry you work in?
We have the opportunity to challenge and be curious about our clients, audiences, strategy, implementation, and the ‘what’s next’ in media. Curiosity is my favourite trait that we get to apply almost every day in my work, and while it doesn’t always reinvent the response, every now and then it results in a gem I look back on and am proud of.
And the biggest challenge?
That we are challenged in a highly competitive category; how can we fight for or protect any clean spaces, growing channels and innovative ideas? Sometimes easier said than done but some days these come hard and fast and others by a trickle.
Whose job have you set your sights on in the future?
Currently my sights are set on owning my new job and building a wider partnerships lead in the Brisbane market, but in future I would like to see this become a national opportunity that sits across multiple offices and clients.
Where do you turn for inspiration?
I have been lucky enough to travel since I started in media, and I find a different environment inspires me to consider best practices in larger countries and view displays of how media is done so well across planning, creative and execution that it impacts me along the way. This year I visited family in the UK and was taken aback at how national brands used traditional media so effectively, from taxi wraps to large scale activations – it inspires me to think outside what we do here in the Australian market.
My favourite advert is:
A long-standing favourite of mine is Nike’s iconic ‘Take It To The Next Level’ long format ad, refreshing the first person story for any junior footballer wanting the tingles of scoring the winner in front of a stadium full of fans. Either that or (showing my age here) the old Gameboy ads which were a nostalgia hit that shows how creative has changed since the 90s.
Tell us one thing people at work don’t know about you?
I often have a fear of outfit repeating, and consciously avoid the same getup in the one month if I can.
In five years’ time I’ll be:
Hopefully leading a booming Atomic 212° office in Brisbane after year-on-year growth!