Spend 10 minutes with… Susan Parker
Over the past twelve months “Spend 10 minutes with…” has been a regular part of the printed Campaign Brief magazine. It will continue to be so, however CB will also regularly repeat the segment online. Here we catch up with Susan Parker, Marketing Director, West Australian. Newspapers.
What did you do before getting into advertising?
At 13 I lied about my age and got a Saturday morning job at the cigarette counter in Woolworths. My grandfather was my best customer buying his weekly carton of Woodbines. I earned $3.40 per hour. My first job-hop was to Aherns – it was motivated by brand values!
What was your first job in the industry?
I’ve always been on the Client-side in Marketing – first job was Marketing Product Officer at Perth Building Society, later Challenge Bank. Some industry stalwarts were my peers and mentors – Andrew Meredith, Tony Dale, Colin Penny, Steve Nottage, Colleen Hanson, Rob Errey. Marketforce and Mojo (Sydney) were our agencies.
Do you have a favourite ad/campaign?
Coming from a background in financial services marketing, I loved It’s Your Money Ralph, a campaign launched in 1988 by the State Bank of Victoria. It was a tag-line that stuck in the vernacular for years, and as an insight, it had credibility. From a biased p.o.v. the Challenge Bank launch ad (1987 – ‘This is the Moment’) was also ground-breaking for its ‘lifestyle’ instead of ‘product’ focus, and it had a great soundtrack. Recently, for originality and media placement, the LiveLighter ‘Grabable gut’ ad in The West Australian.
What ad/campaign do you hate most?
Most that are hateable are best forgotten – why give them any more exposure? There’s one particular one which I’ve chosen to forget altogether, so from those I care to recall; any that shout at me and any radio ads that have an emergency services siren in them. I either think I’ve been caught speeding or I create a hazard by trying to get out of the way of a phantom fire truck.
What is your career highlight to date?
My current role is pretty special – it’s as dynamic as any FMCG business could get with a new product launched every day; product penetration higher than most leading brands; and industry transformation being the topic of the moment. Strategically we could be at the zenith of our product lifecycle or we could be at the nadir of a new one.
Who is the most interesting, or most inspiring, or funniest person you have ever met or worked with?
Most interesting – Bob Cronin (left), Editor in Chief at The West Australian. He’s a great storyteller and the doyen of newsprint. Inspiring – Christine O’Reilly, bff and Global Head of Infrastructure at Colonial First State. Funniest – Colin (Daisy) Mullins (above right) – was all of the above and more. It saddens me that the Industry probably can’t ever have another Daisy. Daisy today would not be pc!
What do you like about where you live?
Everything. I’m sandwiched between river and sea and spend heaps of time in/on both. Love you Perth.
How do you spend your Saturday evenings?
Preferrably with 2 x dogs; 1 x Spud (husband); 1 x couch; 1 x Channel 7 AFL.
Do you have a favourite restaurant?
The newly re-opened Mosman Park ‘local’ called Suburban Table by Gary Rishworth. He’s my hero when it comes to developing Perth’s dining expectations. He brought Mustard Catering to Perth from London in the 80s and transformed our 21st birthdays parties, weddings and celebrations into events where the food was memorable for the right reasons. He gave us great bistro in the 90s with a shared-table at Van’s and now he’s ‘retired’ to give us the best take-home in the Perth. In between he’s been an entertaining friend, caterer and host, passionate and humble about his craft. He’s the real McCoy when it comes to master chef, ruling kitchens, consuming passions, and beats every Jamie, Heston and Gordon pants down.
Do you have a favourite movie?
Indochine (1992) starring Catherine Deneuve. This was the catalyst for me visiting Vietnam the first time in 1993, just one year after the trade embargo with the West was lifted. It was an amazing place to see at such a time. It’s changed a lot in the several times I’ve been back, but the movie remains the same!
What are you currently reading?
I was reading Men Are Stupid, Women Are Crazy a collection of the late Peter Ruehl’s poignant AFR columns, but Spud swiped it so I’ll have to finish it later. On my Kindle I’m reading The French Blue an historical novel. It’s a sort of “Indiana Jones meets Marie Antoinette” story by Richard W. Wise. If you are a film producer, this story will make a great movie.
What are the 3 things you take on holiday?
My Kindle, my yacht and my whole family.