Campaign Brief – Next

Each month, Campaign Brief WA selected one up and coming creative to feature in their series ‘Next’. I was chosen in March, 2019.

Anneliese Sullivan, The Brand Agency

I chose to work this industry because…I actually originally wanted to be an editor or publisher, but discovered copywriting while studying at Curtin. Shout out to all my tutors, especially Ally Crimp and Mitch Mitchell – I wouldn’t be here without them.

The best thing I have done so far is…work-wise, winning the White Horse Award – it was completely overwhelming to join a list of winning writers I’ve always looked up to. I’m also proud of the work I’ve done with the PADC to take a public stance against sexual harassment at award shows. It’s time we cut that shit out for good.

The work/campaign/brand I most admire is…right now, The World’s Biggest Asshole by The Martin Agency. Everything about it, especially storytelling, is supreme. I’m also a huge fan of OkCupid’s ‘DTF’ campaign by Wieden+Kennedy.

I would like to…See more confidence in creativity. You can’t always prove an idea will be effective before you make it. Sometimes you just have to trust that it feels right and make a leap of faith, even if there isn’t data to back it up. 

I think the biggest challenge the industry faces is…tackling unconscious bias towards women in our workplaces and the ads we write. As advertisers, we’re incredibly privileged with a platform that influences people’s perception of the world, and that comes with great responsibility. We need to use it for good.

I wish I had been asked…about my thoughts on the first Twilight film. It’s an amazing piece of art that captures a time and mood perfectly, and has one of my favourite ever soundtracks. I have many opinions, but this is probably my most controversial. 

Doing this photo was…strange to be on this side of the camera.