CB Hot Suit Takes: Matilda Hobba, Co-Founder, Pembleton
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 Matilda Hobba, Director of Projects & Member Liaison, Pembleton.
1. What made you get into advertising?
I was 20 years old, working in a PR agency and hating it very, very much. An agency friend of mine offered me a job making Bunnings ads with him, so I quit that afternoon. It turns out swapping column centremetres for claw hammers was a good decision.
2. Which piece of work are you most proud of, and why?
I have two equal favourites from the past twelve months:
The first is for Aussie telco, Belong. I love this campaign for its acknowledgement of the sometimes complex relationship between technology and families – and also – the complexity of family dynamics in general! It is (in my humble opinion) insightful, heartfelt, genuine and beautifully shot. Critically, it makes me feel better about all the arguments I have with my man about how to get to places.
There are lots in this series, but I’m fond of this one:
The second is for new sunscreen brand, Evil Ray. It’s a great demonstration of what happens when you include creativity as a brand creation input – rather than just an advertising output.
3. What’s the biggest challenge you face in your role right now?
Nice offices are expensive.
4. What’s the most recent thing you’ve learned – professionally or personally?
Despite all the data in the world, you can’t Moneyball your way to great creativity.
5. What song best sums up your career so far?
‘Rip it up’ by Orange Juice.
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