Carly Cluse: Account Director
We caught up with Carly to find out more about her story.
Explain a little about yourself and the role you play in the creative communication industry, e.g. how did you start out in the industry and what has your journey been?
My entry into the industry was through a large print based media company, from there I moved into smaller boutique agencies.
I found success in building relationships with my clients and understanding their businesses thoroughly enough that I could dynamically offer agency services.
The day to day interaction with varied industries helped identify a gap for quality data driven marketing recommendations to be the centre piece for the creative ideation and evolution of creative ideas, from this Cluse & Co was founded.
At Cluse & Co the core of our approach is to take the brand and creative process, create a minimum viable creative to test in market which is then evolved through iteration with real campaign data based on tactical marketing executions, using digital platforms to feed results back into the creative process.
What do you enjoy most about what you do?
I find the greatest satisfaction is working through the initial creative ideas to the stage that something starts to resonate with the market. Helping clients understand the insights from digital activities and seeing the conversion change based on the data is very pleasing.
What challenges have you faced in the industry and how have you overcome them?
The most significant challenge I have faced in this industry is effectively balancing work and life commitments. Flexibility for women in the workplace can be very hard to come by and often we are expected to compromise our roles as mothers in order to thrive and be respected in our work roles. I feel a responsibility to encourage women in our industry to effect a positive change that enables us to do both and create normality for working mothers. Cluse & Co advocates for family friendly and flexible working arrangements.
What advice would you give to someone just starting out in the industry, particularly young women entering the creative community?
Always keep learning, the more you understand about other roles in the industry function, the further your career will go. You will be surrounded by peers with great knowledge and experience - seek out a trusted mentor. Be open to advice and feedback from those around you, ask questions.
How do you believe the industry could be more accommodating to women?
The wider question is how do businesses become more accepting of less traditional working arrangements? Technology now enables most roles in the industry to be completed anywhere in the world, yet most agencies and businesses in general require a traditional working model.
Providing a forum for women where they can discuss issues such as these that are unique to them in this industry is a great step forward. Feeling supported in the workplace, not necessarily accommodated to, regardless of gender is so important.