CB Hot Suit Takes: Lucy Houldsworth, Director, Communicado
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 Lucy Houldsworth, Director, Communicado.
1. What made you get into advertising?
My dad worked in advertising, so I was exposed to it pretty early on. He also helped me land some very unpaid work experience across a few Melbourne agencies, which, in hindsight, was the best possible way to learn and make contacts.
Over time and different roles, that’s evolved into a passion for shopper and commerce, not just building brands, but actually driving action at the moment of decision.
2. Which piece of work are you most proud of, and why?
Less about a single campaign, more about the platforms we’ve built that connect brand to behaviour.
Work that bridges that gap, where a brand idea doesn’t just live in a TVC, but shows up in-store, in hand, and actually changes what people buy, that’s the work I’m most proud of.
3. What’s the biggest challenge you face in your role right now?
Helping clients move beyond campaign thinking into true commerce thinking.
The shopper journey is no longer linear, and the path to purchase is fragmented across channels, retailers and moments. The challenge is getting organisations aligned around that reality, and building ideas that work seamlessly from “fingertips to footfall.”
4. What’s the most recent thing you’ve learned – professionally or personally?
That simplicity is a competitive advantage.
In a world where everything is more complex, more channels, more data, more stakeholders, the brands and ideas that win are the ones that cut through with clarity and focus.
5. What song best sums up your career so far?
Go Your Own Way – Fleetwood Mac
A good reminder to back your instincts, take a different path when needed, and keep moving forward.
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