CB Hot Suit Takes: Nicole Lennox Gray, Director, Wildlings Creative Agency

CB Hot Suit Takes is our new Q&A series for senior leaders and senior suits across the WA industry ~ covering careers, creativity, challenges and the song that sums it all up. Next up in the hot seat is Nicole Lennox Gray, Director, Wildlings Creative Agency.

1. What made you get into advertising?
At 15 I met Alan Morris and Alan Johnston (MOJO). Through the ciggies and creative chaos, I watched a group of incredibly talented people working (and laughing) on campaigns like C’mon Aussie C’mon and I Still Call Australia Home… I’d found my career.

2. Which piece of work are you most proud of, and why?
Everything we created for Tourism Victoria. In a category dominated by destination montages, we focussed on storytelling to sell the emotion. The work was cinematic and evocative, helping shift perceptions of Victoria from cold and grey to Australia’s cultural heart.

Can I have 2? We’re really proud of our Unicorn, which has made a real impact on behavioural change for gambling harm. We didn’t preach; we became part of the experience to raise a flag.

3. What’s the biggest challenge you face in your role right now?
Operating in a Perth market, the challenge is scale, making work that has real impact with smaller audiences and budgets, while still building a strong, distinctive brand over time.

4. Was there a moment, a course, an experience, a mentor or advice that really kick-started your career?
Not so much my career, but my thinking – Binet & Field’s ‘fame drives effectiveness’ and the importance of long-term brand building to enable short-term activation. In a world of fast content, we need to remember our craft and the power it holds.

5. What’s the most recent thing you’ve learned – professionally or personally?
Don’t be an Unc or NPC. We’re being mogged by content creators. Agencies need to dial up the rizz if we want to continue to slay, don’t be mid.

6. What song best sums up your career so far?
Tubthumping by Chumbawamba.

Read previous Hot Suit Takes below:

Jo Bulline – Trilogy
Brendon Lewis – The Brand Agency
Georgie Frampton – KWP+Partners
Hannah Muirhead – Chapter
Silvana Visinoni – Workhouse Advertising
Nat Green – Block
Kelsey Fraser – VML
Simon Stewart – Rare
Kate Kenyon – Berlin 
Nita Davey – Trilogy
Magda Wood – Gatecrasher Advertising
Amber Martin – Hypnosis Creative Agency