CB Hot Suit Takes: Danielle Moeller, Founder and Director, Town Square
CB Hot Suit Takes is our new Q&A series for extremely busy CEOs and senior leaders across the industry ~ covering careers, creativity, challenges and the song that sums it all up. Next in the hot seat is Danielle Moeller, Founder and Director of Melbourne independent agency, Town Square.
1. What made you get into advertising?
It was an accidental opportunity. After 13 years client-side, with three children under 2.5 years, I was asked if I wanted to open an advertising agency. I said yes and Town Square was born. Brave or stupid, or a bit of both, who knows. Regardless I have been lucky enough to work with some amazing people on some equally amazing projects.
2. Which piece of work are you most proud of, and why?
I’m proud of lots of work but I have to pick Know First Aid. One of my favourite lines if things get fruity in the agency is ‘we’re not saving lives people’, but with our almost 30% of cause related clients, including St John Ambulance Victoria we are, or at least contributing in some small way, to saving them. This first instalment of the campaign still gives me goose bumps and most importantly motivates me to ensure my first aid training is up to date. Is yours?
3. What’s the biggest challenge you face in your role right now?
Argh, tough time to answer this. We have many clients in travel, some located in the Middle East, others with travel offerings in the area so the geopolitical context is not good (world’s biggest understatement). Seeing all the work that has been done to position these destinations come quite literally under fire is heart breaking. Closer to home let’s be honest, the industry is facing a lot of upheaval and threats from many sides, but I continue to believe in the power of a great idea that can move people.
4. What’s the most recent thing you’ve learned – professionally or personally?
6 7
5. What song best sums up your career so far?
Nina Simone – Feeling Good.
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