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When I started at Megaphone as a junior account manager, just 23 years old and fresh off the back of a successful career stint in New York, I remember being asked where I would like to see myself in five years and my answer changed the course of my career forever. My answer: “In a C-Suite role”.
Now, this probably isn’t your typical five-year answer from most 23-year-olds, but it was one I believed I could achieve with the right mindset, bold ideas and the support I knew I would get from my mentors. I saw the opportunity in the question.
Not only did this answer massively alter my professional trajectory, but it also colours how I view the modern workplace and our evolving society to this day.
What I learned from my own experience is that youth is not a weakness, and sometimes all you need is for someone to give you the opportunity. I keep these thoughts with me in my management and recruitment.
Fast forward eight years, I am now the CEO of Megaphone, a full-service digital marketing agency, and I have always had two main goals: one, to be the world’s best marketing agency, and two, to be the best place to work. In order to achieve both, I know that investment in our younger talent and future leaders needs to be front of mind.
When we talk about a ‘young workforce’, we are talking specifically about a 30-and-under demographic who have been born into a world where social media and digital activity are as accessible as riding a bike. Becoming CEO while being categorised as this workforce, I realised the advantage we have and how we operate within the industry, grasping the complexities of new technologies and trends that eventually make it into the everyday lives of Australians.
The power of future-focussed minds
In our dynamic marketing landscape today, being a digital native isn’t just an advantage – it’s essential. Our innate grasp of digital platforms and our technological agility allow us to execute strategies that tick the boxes of what modern consumers want.
From harnessing AI for personalised marketing insights to leveraging overnight social media trends for impactful campaigns, young leaders and their workforce are at the forefront of driving change and moving the industry’s dial.
In many industries experience trumps everything, however, marketing is intuitively a young person’s game. Unlike marketing veterans with decades of experience behind them, younger team members are not battle-hardened by negative experiences or shackled by the fear of making mistakes. They bring a level of optimism, tenacity and confidence that makes them a real asset to any organisation. They are digitally fluent, adventurous and have uninhibited enthusiasm to try new things, without fear of failure as a limiting belief.
To break through marketing traffic with exceptional campaigns, there needs to be a degree of moving the dial and trialling something new. Whether it be with machine learning and AI tools, Gen Z trends and behaviour, or understanding the evolution of influencer marketing, being a young leader in a digital space requires a degree of risk-taking. While previous generations were more likely to take calculated risks based on data from previous campaigns, we now have more data than we could have dreamed of at our fingertips 24/7.
I subscribe to the adage that modern problems require modern minds to find solutions. We see it every day in the marketing industry, it is a hot bed of young creatives that have been trained their whole lives to live and breathe digital. The way they adapt to rapid changes in consumer behaviour, market trends and technology should be the benchmark for agencies. Their agility and ability to pivot quickly can be a significant advantage in staying ahead of competitors.
Young leaders also approach work-life balance differently, focusing on integration rather than division. At Megaphone, we have seen great success with our nine-day fortnight. Driven by recent advancements in AI, the new working week has proven itself to foster a more supportive and flexible work environment. Our adventurous and forward-thinking team backed this transition, and we are all reaping the rewards. It is a small example of how embracing new technology has enhanced the workplace and a sign of things to come.
The way I see it? The future of marketing belongs to those who not only welcome change, but those who embrace it. The people who value diversity and inclusion and prioritise innovation above all else will see growth year-on-year and staff retention will be at its best.
A new generation of talent
Investing in young professionals goes beyond recruitment; it’s about fostering a culture where creativity thrives and diverse perspectives flourish. By nurturing an environment that encourages bold ideas and embraces inclusivity, we cultivate innovation that propels our agency – and the industry as a whole – forward.
Young leaders are in a unique position. We have the opportunity, and responsibility, to shape the trajectory of our ever-evolving industry. I firmly believe the most successful agencies in Australia over the next five years will be those that have invested in their young workforce, preparing the next generation of C-Suite, ready for anything technology throws our way.
As we stand on the brink of a new era defined by technological advancements and shifting consumer behaviours, it is the fresh perspectives and bold decision-making of younger professionals that will lead the way in our industry.
Lauren Oakes is the CEO of Megaphone, a full-service digital marketing agency based in Melbourne, Sydney and Brisbane. Landing the role of CEO at 26, Lauren is determined to empower young people in the industry and embrace technological advancements that will drive the industry forward and improve outcomes for clients and her award-winning team. With experience spanning three continents and heading up the growth of Megaphone from a four-person start-up to an international agency operating, Lauren has experience and insights that have culminated in a unique skill set and perspective on marketing’s future.
