CB Hot Suit Takes: Hannah Muirhead, Founding Strategy Partner, Chapter
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 Hannah Muirhead, Founding Strategy Partner, Chapter.
1. What made you get into advertising?
The Carrot:
I had a distant cousin who ran an advertising agency in London (Saatchi & Saatchi). When I was there on a gap year – aged eighteen – I met him in the lobby and thought it was the coolest place I had ever been. White marble. The Strand. Porsches everywhere. Proper 90s advertising.
The Stick:
I didn’t want to bill my time in 6-minute increments by becoming a lawyer.
2. Which piece of work are you most proud of, and why?
So many pieces of work.
Way back in my early career, I was lucky enough to work on a salty snacks innovation project for Arnott’s. Along with a great team we invented a raft of great products, some of which are still getting rolled out today 20 years later. Including Vegemite and Cheese Shapes. You’re welcome.
I will always be proud of the work we created for the Road Safety Commission for No One Plans a Crash. That campaign won a gong at AWARD award for Creative Strategy, was a finalist in the Effie awards, and swept up at PADCS.
I will always maintain we were robbed for not taking home metal at the Effies based on the solid results.
Most recently? The brand we created for Kalbarri – Faraway Closer. We love place branding, and our lovely client had a shoestring budget but a great landscape and appetite to put Kalbarri back on the tourism must do list.
3. What’s the biggest challenge you face in your role right now?
Trying to ensure the work we do is adequately valued in a category in rapid free fall after the rampant price discounting that has been common practice by agency leaders over the last decade.
Fun fact: Michael Farmer calculates that fees for creative agencies have dropped by 4% annually for over 30 year which is a 75% reduction in real prices. So much for the Porsches 😉
4. Was there a moment, a course, an experience, a mentor or advice that really kick-started your career?
I mean Ronnie Duncan – the OG Perth Planner. What a guy. He taught me so much about the art and discipline of advertising planning. That man had an encyclopedia in his brain. Will always be so grateful to have trained under him. And of course, Total Hunt.
5. What’s the most recent thing you’ve learned – professionally or personally?
Look after the people, the money will follow.
Applies as much to a fledgling agency as it does to parenting my kids!
6. What song best sums up your career so far?
Not pretty enough, Kasey Chambers.
Read previous Hot Suit Takes below:
Jo Bulline – Trilogy
Brendon Lewis – The Brand Agency
Georgie Frampton – KWP+Partners
Nicole Lennox Gray – Wildlings Creative Agency
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