MAMA MIA: FREEDMAN TEAMS WITH DROGA5
Mia Freedman, one of Australia’s most respected magazine editors, has joined the ranks of Droga5 this week.
At only 24, she became the youngest editor in Cleo magazine’s history – quickly establishing many trends that would be adopted across the category, like pushing women’s positive body image. In 2000, she was awarded the title of Editor of the Year by her peers at the MPA Awards. In 2004, she was appointed Editor-In-Chief of Cleo, Dolly and Cosmopolitan Magazine.
2006 saw her take up the reigns as creative director of the Nine Network; leaving in 2007 to pursue her book writing (she’s currently on her second) and focus on her popular blog, mamamia.com.au.
She joins D5 with a permanent desk at their new Surrey Hills office. Droga5’s creative chairman, David Nobay, says the move is in line with the company’s philosophy of reaching beyond traditional ranks for their ideas: “Bigger ideas come from broadening the conversation and connecting with creative-people like Mia who bring a whole new perspective and method. She’s passionate about where media is going, and knows more about marketing to women than anyone I’ve met. She’s also an inspiring, fun person to have around us.”
Freedman is equally enthusiastic about mixing it up with the guys at Droga5: “Ideas are what continue to drive me, and that’s what these guys are all about. They’re more open-minded than most of the industry I’ve met too, and are ready to listen as much as dictate.”
In addition to partnering with Droga5 on various new-business projects right now, Freedman will continue to write her weekly column in the Sun-Herald and Sunday Age and still does regular radio segments on the Austereo Network.
28 Comments
can i be the first to say please……
My, does she take a good photo.
taking a desk.
so she’s freelancing for them?
Well, after many years in the Australian ad-industry, can I just say how great it is to see a company aggressively hand-picking the absolute best people for the job.
And after working for many, many tight-fisted, deeply greedy and ultimately very scared management types – can I also say how much I look forward to Droga5 utterly ploughing its way through their ranks and clients.
The industry needs a total shakeup, and hopefully the work they’ll inevitably crack out will show clients and agencies that creativity and success can walk hand in hand.
And no, I have nothing to do with Droga5.
But fuck me, I wish I did.
What 8:05 said!
do we have to know everyone time they hire someone.
whos the cleaner?
Very smart move. These guys really know their shit. Hopefully they can use her talents better than Channel 9.
First stop, the portfolio of mags at ACP.
Dear 8.05,
I can’t buy your sweeping generalisation. Whilst you may have been silly enough to take jobs in agencies with scared, tight fisted and greedy management that is entirely your fault.
There are many more agencies that have for many years done exactly what Droga5 are doing; and that is hire the very best people in their fields and offer clients new, fresh, media neutral thinking.
The biggest hurdle to doing this is not the agencies that offer it, but the clients that ask for it and think they want it, but ultimately don’t do it. The same clients that would rather book 300 tarps a week and a bus side with the media agency and then tell the creative agency they need a 30 second script and a bus side by Friday!
Come on everyone!! a dose of reality please. What Droga5 are doing is commendable and their output will be great no doubt. But to suggest it’s all new and the opposite of what the industry is doing is not fresh, nor challenging, nor a big idea, nor anything else the PR says…..it’s actually bollocks.
8.05 If you’re not happy where you are or with your little world….move!
Droga5 are hiring….apparently.
11:32..
Who gives a toss which agencies are or aren’t offering ‘solutions’ and which clients do or don’t ask for it – the ads on TV are utter crap. Newspapers aren’t much better and the posters are utterly woeful.
Take a look at ad sites and flick through month by month – you’ll find ads for superglue, Hubba Bubba and a plethora of charities.
All sure signs of desperate creatives working on clients that, for whatever reason, aren’t buying.
And I think most people would agree that other than James McGrath, Nobby’s probably the only CD around capable of actually selling something real.
were all a bit bitchy aren’t we. Droga’s a great guy and i wish him well – there are some very nice signs that creativity is becoming a valued commodity again but it’s often the creatives themselves who devalue it. I think Burnetts from a distance has a great CD, I love Ant Shannons stuff, Matt Eastwood is no slouch, Fishlocks brilliant and of course Warren Brown is a legend. There i think I’ve sucked up to all the relevant people here. Actually it’s not about that – lets applaud those who are doing the hard yards, caring about their product and making a difference to the industry. Good luck to Droga’s team and let’s enjoy the pressure it will bring to bear on our on resources. Have a nice day.
12.22 if it’s all so fucking bad go drive a taxi…..you can read you’re stupid award annuals while you’re napping in the rank.
er i agree with the first guy!,
unprofessional I know but i cant stop staring at the photo
12:52
I suggest you read a fucking dictionary, or at the very least learn proper use of apostrophes.
And I’m actually in a fair few award annuals, before I came here of course.
I know a lot of people say ‘oh, same same’ about Droga but in reality he is different.
Who hires someone with a degree in maths at harvard (or wherever it was) to do creative stuff because he has ‘different ideas’?
I can’t wait for Droga to kick ass and hopefully his success rubs off on other agencies. Sydney should be better than London in terms of creative, given the raw talent that we produce. Plus, our budgets are tighter, so we need better ideas. Our clients ‘aren’t as educated’ so this creates a perfect opportunity.
Thank christ someone is taking a creative approach not only to his work, but to how he runs his business.
Build a successful business in 3 easy steps.
1) Get funding.
2) Spend all the funding on staff and PR for the business.
3) Then employ all the best people.
All this has shown everyone is the power of PR.
OK 3.03…well done on the award annuals.
However, my point is simple.
We should all be a little more positive about what we do and the industry we are in. It’s already fun, it’s already filled with great people and some incredible ideas come out of it – already!
The thing is even when it is at it’s worst – it’s better than any other job I know.
If Droga5 make the ad industry a better place – yeefarkinha!
er 3.03….i’m not sure what your talking about.?
I referring to the FIRST post … sometimes its not all about you 🙂
and when did this become a spelling and grammar blog?
“Who hires someone with a degree in maths at harvard (or wherever it was) to do creative stuff because he has ‘different ideas’?”
Erm, actually, you know who’s been hiring all kinds of non-ad people for years? Musicians, science majors, rappers…?
Goodbys.
But they’re rubbish and not at all cool, right?
Please, carry on. Far be it from me to get in the way of the collective circle-jerk.
Have they got any campaigns out yet?
that picture is going straight to the bank
I swear it’s the glossy lips.
I love the hand over the shoulder pose. Classic.
The entire of D5 should use that pose for their agency shot.
Can anyone help me out?
What work are Droga5 best known for?
Are they part of a bigger network?
I’m new to the ad biz.
6:26, you’re an illiterate moron. Or as you’d doubtless put it ‘your an iliterate moron’.
The standard of debate on this blog and the sycophancy for all things Droga are pathetic.
8:37, in answer to your questions, check out droga5.com.
You’ll learn as much from that as will from anyone on this site.
Um, 1.46pm…..
I’m a girl 🙂
And, yes, of course I would.
Congrats to Mia. I have grown up with your work, and I’m so glad that your immense talents are being utilised by the guys at Droga5.
oops,
clearly a woman of good taste