12 women thriving in APAC: Lizi Hamer

Lizi Hamer, regional creative director, Octagon | AUSTRALIA

Tell us about your career path and achievements.

Maybe one day I can answer a series of questions about being a creative director, not a female CD.

I started with one foot in the art world and another in sport from a young age, so it’s no wonder I ended up as regional CD at Octagon and co-founder of SisuGirls.org.

I cut my teeth in advertising at McCann Sydney, winning my first digital Cannes Lion in the first year on the job. My creative journey took me to Saatchi & Saatchi Sydney where our team changed Australian law in partnership with Greenpeace with their ‘Reverse Retail’ campaign.

Moving to Asia, I worked as creative first for Sapient Nitro and then Arcade, where I led the Heineken account across Southeast Asia, building Heineken’s music presence through a 5-year social experiment; ‘The Heineken Original Sound Experiments.’ I captured the attention of fans as I worked on groundbreaking projects with Red Bull, Magnum Ice Cream and Airbnb.

Since joining Octagon I have led the creative output of the APAC region. In the Australian market we recently worked with Dove Men+Care and David Pocock to challenge the stereotypes of masculinity within society. An important message led by an incredible man and a brave brand.

Most recently, we have reinforced the partnership of Standard Chartered Bank and Liverpool Football Club with a VR experience – Inside Anfield. I believe in the power of smart partnerships and generous ideas. You either have to be entertaining or useful, and on a great day both.

Who is your role model?

Damon Stapleton, ECD, DDB New Zealand. He says, “great work takes courage and bravery.” Damon was ECD while I worked at Saatchi & Saatchi, Sydney. I learn and continue to learn from his wit, his ability to find the heart of the idea and his passion for craft. Damon taught me to learn about human beings, understand their drive, cares, worries and passions. And he always supports the maverick. Colleen Decourcy, partner and global ECD, Wieden + Kennedy. “There’s a constant tension between the craft and the curiosity, that says “let’s do something new.” Colleen is a women who sits on a global stage and leads by example. She talks frankly about the industry, success and motherhood. Her ability to shape an organisation from the top in today’s world is essential. I believe it’s important to have a global understanding of the landscape.

My incredible peers are role models as they continue to inspire and motivate me to keep pushing the boundaries; Laura Jordan Bambach [creative partner at Mr President in the UK], Melanie Cook [APAC head of strategy at Sapient Nitro], Yasmin Quemard [senior creative at Ensemble Australia] and Miranda Dimopoulos [CEO of the Interactive Advertising Bureau of Singapore]. Smart intelligent women who are rocking their stages.

Do you think there’s a glass ceiling in advertising in Australia? 

Gender breakdown in Australian agency creative departments. Source: Campaignbrief

I think some progress has been made in Australia to get more women into the creative department. But seeing more at the top hasn’t eventuated yet.Keep going SheSays you’re helping support women in the industry.

Working to make creative teams more diverse is essential. Having diverse teams means there will be more opinions, more understanding, a range of personal experiences that shape us and in turn deliver more varied and creative ideas.

There is no quick fix to changing an entrenched culture. It requires commitment, target setting, real policy and procedural change from the top. Plus a dash of boldness to build tomorrow’s creative teams.

What are the sort of challenges you have faced as a woman in making it to the top of your profession?

The challenge I always faced was in asking myself: ‘do I become one of the boys or do I escape the boys club and hope to grab hold of insights, briefs and good jobs through other means?’ While I’m still in the middle of my career, I believe you need champions on the inside to survive – both male and female. I was fortunate to have several male champions, and I know they continue to support women in creative departments throughout Australia.

What is your view on the assertion that women do not want management roles in advertising?

I can only speak for myself. I certainly want to be an ECD and a CCO. I recognise that holding a management role is very different in a creative department, as opposed to ‘being a creative’. Our industry needs to figure out how we nurture supportive leaders who can build diverse departments, spot new ideas and strategically align businesses to embrace creativity. The Modern Creative Leader conversation at VIVID has started this conversation.

What do you make of the claim that women aren’t as creative as men?

An individual is as creative as they dare to be. You have to dance a fine line of courage, dramatic thinking, human understanding and absorb from the greats who have created the rules for you to break. It is individuals who choose to become creative. It is only you who holds you back. The only thing to learn is say every idea out loud.

What advice would you give to a woman who aspires to be a creative director in Australia?

If you think about glass ceilings, people and the conventions that may hold you back – you’re wasting energy you could spend on creativity. Be creative, be optimistic, be excited and deliver exceptional work. Learn what you want and how to ask for it. But ultimately be the inspiring person you’d want to work with.