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Women in Media - Annick Perrin - Initiative

Welcome to MediaScope's profile series where we regularly ask 'Women in Media' about their career and experiences in our industry. 

This time I'm pleased to present Annick Perrin - Managing Director of major media agency - Initiative & Executive Committee Chair of Industry Association - MFA

Thanks to Annick for getting involved.

Name:  Annick Perrin
Company:  Initiative
Role:  Managing Director

Tell us about your industry background?Women in Media - Annick Perrin - Initiative

I wanted to join the police force however my mother talked me out of it so I luckily I ended up at Merchant and Partners when I left school at 18 years of age as a Co-ordinator earning $14,500 per annum.  Since then I’ve worked at the best communications agencies in Australia, Mindshare, Universal McCann, Carat, Mediacom, Ikon and now Initiative.  I was a Client Service Director at the age of 24 looking after $100m and a large team.  The best training ground early in my career was working on FMCG clients, Reckitt & Coleman, Unilever, Kelloggs, Nestle, Johnson & Johnson and Coca-Cola.

What is your role and what do you do?

I look after people and help them be the best they can be.  I aim to shift people to be high performers through understanding strengths and areas of growth.  Then build high performing teams for clients business that can generate great work and results.  I’m the Managing Director of Initiative Sydney.

What are your family circumstances and how do you manage your work/life balance?

I have two amazing boys, Harrison and Blake who inspire me every day to be better and because I love what I do and I’m very happy I hope I inspire them too.  I have enormous amounts of energy and I live life to the fullest so it’s rare that I feel overwhelmed, I’m very lucky.

Please outline your views on the general media market & the position of women?

It’s clear from the stats that there aren’t many women in senior leadership in our industry, however, it’s not easy when both you and your husband have big jobs, children, a home, a life and everything else.  There’s no easy solution to more women in senior leadership, it’s about the family unit and what makes you happy.  Trust me, I know all about it, I recently separated from my husband, it’s not easy.

What advice can you offer to women who are considering a long- term career in our industry?

If working, a career and a senior role is going to make you happy go for it.  There are times in your life when you need to take your foot off the peddle to ensure the happiness of the people around you, don’t think it will set you back, you’ll come back stronger when you have the energy and the headspace.  If you decide not to take your foot off the peddle make sure you have a lot of support around you to help.  It’s OK to accept help.

What challenges have you faced in your career and how have you overcome them?

I burnt out twice in my career from pushing myself too hard, once when I was 26 years of age and again after having kids.  My advice is don’t push so hard that you’re exhausted, have a longer term view and think about your whole life.  If it’s not working and you’re not happy, change it.

What can our industry do right now to better recognise & support women & families?

We need to support all people through their life changes, challenges and requirements, not just women.  Only advice I’d give to women is tell the senior people in your business what you want next, don’t sit back and wait around hoping it will happen.

What’s your favourite business and personal magazine, site or program?

Mostly I enjoy watching video, short interesting pieces of content, might be someone talking about what we do, innovations, processes, case studies etc.

Thank you!

If you know a 'Woman in Media' you'd like to see profiled please get in touch with your suggestion.


Further Resources

  • - Digital People Profiles - over the past 3 years we've profiled over 100 of the most well-known and experienced people in the Australian digital media industry through trade site - Digital Ministry
  • - Media Owner Profiles - we ask some of Australia's most successful media owners about running their business and ask them to offer advice to other media owners


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