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Moments with marketers: Kate Richardson


Moments with marketers: Kate Richardson


Marketingmag.com.au chats to Kate Richardson – general manager at Stickywood. If you
like to see a certain
marketer profiled, please email your suggestion to Kate Kendall, online
editor, on [email protected].

1. What do you do?

I head up Stickywood, an entertainment consultancy that is part of the Brand New Media group. My primary focus is on the development of new entertainment concepts that span the TV, online and mobile environments.

2. What was your first job?

My first job in high school was working in a chemist, complete with white zip-up uniform and requisite brown sling backs. My first ‘real job’ was as a marketing assistant at Belvoir St Theatre in Sydney. The pay was piffling and I had to work at night at the bar as well! But I didn’t care, I loved that place – it was an amazing time to be there, watching the work of people like Neil Armfield, Geoffrey Rush and Cate Blanchett.

3. What did you study?

A BA in Communications at Charles Sturt University in Bathurst and more recently, an MA in International Relations at the University of Sydney.

4. Describe a typical day?

That’s the great thing about this business, there is no typical day.

I wake up to Fran Kelly religiously (that’s er on Radio National), followed by either yoga, tennis or brekkie with a friend or colleague. I usually start and end the working day by scouring my favourite blogs, social sites, marketing and business news, and anything else I find along the way.

In between, it’s a mix of client and new business meetings, researching new opportunities, creative development sessions, project meetings, talking to potential partners, broadcaster discussions, marketing strategy, oh, and making it all happen. We operate on very different timelines to most agencies as our projects are often 6-12 months just in planning and development.

In the evenings? I’m guilty of going out a little too much (namely to dinner), so I’ve put myself on a strict new regime of staying in, embracing my inner cook and bingeing on classic films and DVD series (I’m currently hanging out for True Blood series 2 and Mad Men series 3).

5. What is on the agenda for 2009?

We’ve got some exciting plans in the pipeline – initiatives we’ll be talking about over the next few months. At the moment, my focus is on developing projects for 2010.

6. What brand do you love the most? Hate the most? Why?

A brand I don’t have much time for is Starbucks. To me they are typical of the lowest common denominator style of chain store that overwhelmed us in the late 90s with an average product, savvy marketing and ruthless business practices. I’m happy to see a move back towards the ‘unique and boutique’, and a new appreciation for provenance and storytelling.

A brand I really love at the moment is Pixar – I admire their passion for people and ideas, and the way they strive for the best in storytelling through a unique combination of creativity and technology. For me, there is something incredibly exciting about the intersection of visionary creativity and commercial smarts. I guess that’s why I’m in this business.

7. What do you believe has been the most significant moment in the history of marketing?

I could say the internet, but that would be predictable. Proctor and Gamble setting up their own production company back in the 30s and funding early radio soap operas was a pretty significant moment in the history of marketing. People seem to forget that brands have been forever funding entertainment – Australian TV pioneer and legend Reg Grundy started his business with the help of a few brands. It’s just that the dynamics behind the model are changing.

8. Where can people find you?


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