Clemenger Brisbane Strategy Director Erin Core started her media career in TV production before moving across to the advertising world, where she has worked for over a decade. In 2017, she completed the popular IPA Strategic Planning Residential – which she describes as a “must-do” course for career development. We chat to Erin about the course, her current role and life after IPA.
TCC: What made you want to do IPA Strategic Planning?
I’ve done a few AdSchool courses over the years and always found them really practical and valuable for everyday work. I had been interested in this IPA Strategic Planning Course for a while, especially after my MD, Rob, couldn’t stop talking about how inspiring and useful he had found it. So I made it a must-do for my career development in 2017.
TCC: How would you describe it in a nutshell?
A starburst of planning inspo. Three intense days of getting under the skin of the best job in the world. I enjoyed being able to step back look at the discipline of planning, rather than just getting it done – it really gave me new perspective and inspiration.
TCC: What was the number one thing from the course that you were able to apply in your day to day work?
Definitely number one was a fresh perspective – of both planning in general and what kind of planner I want to be. Plus, I’ve been able to utilise lots of great charts and tools that are part of our everyday bag of tricks now.
TCC: What is the best thing about your job and being in the industry?
I thrive on the variety you find across an agency client base. I love that on any given day I might be working on both an ice cream brand plus an interstate migration campaign. In strategy, you’re always learning about something new –seeing the parallels across categories and applying new thinking from one industry to another is really exciting. I also love that the advertising industry attracts people who constantly want to make stuff happen, which brings a really fresh kind of energy to each day.
TCC: What are your main sources of career inspiration?
Wanting to be a strong, independent, successful role model for my daughters inspires me. I’m also lucky to be share desk space with some incredibly bright people who inspire me every day.
TCC: What have been some career highlights since completing the IPA course?
Since completing the IPA Strategic Planning Residential, I was promoted to Strategy Director and now lead the strategy and planning department of Clemenger Brisbane.
TCC: What’s your passion outside of work?
I’m really, really into CrossFit. The community is amazing, it sets a great lifestyle example for my kids, it’s a health investment for the rest of my life, and it’s just SO fun developing new skills. I find it’s a refreshing physical offset to the mental demands of advertising – for a whole hour each day, I don’t have to think. (Yes, I know, I know… the first rule of CrossFit is to never stop talking about it!)
IPA Strategic Planning Course
Planning in a Post Specialist Era: This three-day residential course aims to define the new era of strategy and showcase the knowledge and skills that planners need to think in an agile, flexible and influential way.
The course is recommended for strategic planners, account managers and brand managers with at least five years experience.
3 Day Residential
Date: 2-4 September 2018
Venue: Ovolo Hotel, Woolloomooloo Sydney
Corporate member: $3,300 per person (including GST)
Non-member: $5,500 (including GST)