Howatson+Company’s Head Of Production Holly Alexander On Using Creativity For Social Change
Howatson + Company’s head of production Holly Alexander is the brains behind some of this year’s most thought-provoking campaigns including 10pm Mattress and Exhibit A-i – a campaign that used technology to highlight the injustice of offshore detention centres. Ahead of the 2023 B&T Women In Media Awards, she talks about her career in production as well as the importance of social responsibility.
1) The Exhibit AI touches on themes that most Australians will find incredibly confronting, do you think it is important for our industry to bring these themes to light?
I do think it’s important. I also believe it’s our responsibility. Our industry has direct access to Australians’ lives. What we do exists on their screens, living rooms, and public places. We’re best poised to change perceptions and make an impact. In a way, more than politicians. If we have the opportunity to deliver critically important messages like the one Exhibit Ai was focused on, we must make the most of it.
2) A lot of brands may steer away from themes that are political or upsetting, so you think brands should be more involved in human social issues?
Not every brand has the right to talk about social issues. It’s clear when a brand is jumping on a bandwagon to boost its likeability or sales. However, if done authentically, in a way that can make an impact, then I’m all for brands making the world a more humane place.
3) How do you create content that engages the viewer on more serious issues?
It is important to not just write or create from our privileged agency POV. When we are working on sensitive social issues it’s critical to engage the right stakeholders, and the appropriate community groups. For example, with our Belong projects we work closely with accessibility consultants, on a recent Guardian project where we were talking about Indigenous rights it was critical that we engaged an Indigenous consultant, for Exhibit Ai the refugees themselves were actively engaged at every stage.
Then it is important to know if the message will connect – be that by shocking, moving or entertaining the viewer. If we don’t move the dial with the people watching or engaging with the content, we’ve failed. And wasted money that, often, could have gone to helping the cause or charity in a more meaningful way.
4) What does your own creative process look like from conception to final product?
Its always been really important for me as a producer to work in lock step with the creatives.
I sit with the ECDs and my producers are fully integrated with the creative teams so we are working with them on briefs early and often.
We start to talk about partners as early as the ideation phase because often that can help inform the way we imagine an idea into being. Who would approach this brief in an unexpected way? Who would take this to another level? How might that shape our thinking?
Then once we move into production on a project, it’s about making sure all the little decisions that are made in isolation don’t detract from the craft or the idea.
5) The 10pm mattress advert was one that really stuck in my head, what was the inspiration behind that?
10:PM is a start-up company selling eco-friendly, affordable mattresses. They came to us with a brief to launch their brand in a noticeable way. Lacking the budgets of their well-established competitors, we knew we had to create work that punched above its weight.
The inspiration for the Bed-verts idea came right outside our office in Surry Hills. Next door to it is an alleyway where mattresses are regularly and illegally dumped. One day we had the realisation that these blank mattresses are just blank billboards. And they’re completely free. Moreover, there are millions of them scattered right around the country. Then we thought, what if we could treat them like real billboards and craft beautiful long copy to stop pedestrians in their tracks? Everything took off from there.
6) Do you ever feel like being a woman has played a role (positive or negative) in your career and creative process?
It’s really important that I preface this by saying this is my own personal experience, not something I assume to be true for all women.
Being a woman has not been the thing that has defined or held back my career. However, I would say when I became a mother, I noticed the biggest shift in my outlook and attitude – for the better.
I became more empathetic to the world around me and to other people’s experiences. I also found myself growing in confidence. But over time, I also become less tolerant of wasting time – time at work is time away from my family.
If we are going to have a conversation about how to get things done, whether its budget-related or how to solve a production problem, let’s cut to the chase.
7) What advice would you give to women in the industry who want to be in creative roles?
I suppose this is easier said than done but don’t listen to the bullshit. The parties, the lunches, the showbiz side of our industry can get exhausting so reserve your energy for the work.
Stay hungry and hunt for the best briefs. Don’t be afraid to ask for the opportunity to work on something – best case you get to work on it, worst case you get told no and you find something else.
And if you get downhearted with the naysayers, mean comments or tough clients, just remember, most people in our industry are genuinely nice humans who want to do good work and live happy lives.
Generally, people aren’t out to get anyone else but if it ever feels otherwise, it’s always helped to just focus on what you can control: the work.
If you would like to attend this year’s B&T Women In Media Awards you can buy your ticket HERE.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.