As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we talk to Lucy Batchelor, Senior Strategist at The Works in Australia. When asked what she draws her inspiration from she replied, “Comedy,” adding that “Comedians are the best creative strategists. They reveal insights that make us humans in the audience feel so seen.”
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the work, what she doesn’t like about it, and more.
Name: Lucy Batchelor
Agency: The Works, part of Capgemini
Position: Senior Strategist / 2IC of the Strategy Department
Hometown: Buckinghamshire, England
Current Location: Sydney, Australia
Education: Macquarie University, Bachelor of Commerce, 2018
How did you get your first break in the industry?
After changing my university degree 3 times, I was fortunate to land an internship in my final year at The Works agency. Little did I know at the time that my 8-week internship would set me on the path I’m on now.
Clearly, it was love at first sight because I’ve never left!
What is your personal mantra?
If you change the way you look at things, the things you look at change – Dr. Wayne Dyer.
This mantra reminds me that what we look at is not nearly as important as how we look at it.
Not only is this relevant to my professional context, whereby my day-to-day calls for challenging the status quo, asking why 5 times, and unearthing fresh insights that unlock solutions to problems, it’s also relevant to my personal life.
It can be easy to forget the power we have over our daily lives, especially when life gets a little tough. This mantra keeps me focused on what I can control. My perception.
From what person, place or thing have you drawn your greatest creative inspiration?
Comedians are the best creative strategists. They reveal insights that make us humans in the audience feel so seen. They often pair two lateral thoughts together to create tension and an idea. Often I know comedians have hit a true ‘aha’ when I hear ‘haha’s’!
What do you love about the job?
I love that my job involves working with people, understanding people, and changing people.
The industry I’m in, and the environment I work in, is full of smart, creative, crazy, funny, strategic, nerdy and friendly people. I feel so fortunate that every single day I am surrounded by people that challenge me and support me.
“My job enables me to make change. Whether it be encouraging thousands of women to get tested for Osteoporosis so that they can access treatment sooner, educating children in schools about recycling to save 1.7 million bread bags from landfill or encouraging more Australians to donate to children in need.”
The role I’m in gives me the opportunity to dig behind the business problem and understand the human problem. I get to learn about the ins and outs of how human minds work and the contradictions between what we say we want and what we actually want. I’m given the opportunity to speak to experts in their field whether it be Vets whilst working on a dog food brand, or a neurosurgeon whilst working on launching a tech start-up. As well as speaking to the people on the fringes, those who are extreme users of a product or service learning all about what makes them tick.
Lastly, my job enables me to make change. Whether it be encouraging thousands of women to get tested for Osteoporosis so that they can access treatment sooner, educating children in schools about recycling to save 1.7 million bread bags from landfill or encouraging more Australians to donate to children in need.
What about your job are you not so crazy about?
No explanation required! (Sorry Maria)
What is some work you’ve done that you’re most proud of?
A recent project with The Smith Family must be a career highlight.
Working with a cross-functional team I led the development of an evolved brand positioning and expression of a 100-year-old, much loved children educations charity.
It’s a piece of work that proves the power in working together and is a piece of work that will truly go onto help more Australian children overcome educational inequality caused by poverty.
Unfortunately, it’s not yet launched in the market so I can’t share a link… but keep your eyes peeled!
If you had to choose another career what would it be?
After feeling the benefits of having a mindset coach myself I’d love to pass that on to others. It’s also got a lot of synergies with the role of a strategist – understanding people and helping them change.