In the fast-paced world of advertising, where creativity meets strategy, Marijana Simunovic, Co-Founder and Managing Director of Weave, is a force to be reckoned with. Her journey into the advertising industry was not a straightforward one, but it was the energy and pace of an ad agency that ignited her passion. This is a story of how a love for art, English, and creative writing led her to the heart of the advertising world, where she now navigates the challenges of delivering quality work in a rapidly changing landscape.
A Creative Journey
Simunovic's path to advertising was not pre-ordained. Her careers counsellor suggested a work experience at an ad agency in Year 10, and it was this experience that sparked her interest. The energy, ideas, and people she encountered that day left a lasting impression, making her realize that creativity could be a career. This realization, combined with her love for art, English, and creative writing, set her on a path towards the advertising industry.
The Pride of a Job Well Done
When asked about her proudest piece of work, Simunovic points to the Tooheys rebrand for Lion. The challenge was to respect the iconic Australian brand while giving it the clarity and confidence it needed for the future. The project was a success, and it was the collaborative approach that made it so rewarding. The process was as good as the outcome, with a great client, a great team, and a genuinely collaborative approach.
Navigating the Challenges
The biggest challenge Simunovic faces in her role is figuring out how to deliver quality, thoughtful work in a way that's commercially sustainable. Budgets are shrinking, expectations are increasing, and it's a challenging time for independent agencies. Clients still need strong strategic and creative thinking, but the way that work is valued, scoped, and delivered is shifting. This has led her to spend a lot of time thinking about the next version of a business like Weave, how to protect the quality of the work, look after her people, and build something that can keep evolving over the next 1-3 years.
Learning to Let Go
The most recent thing Simunovic has learned is the importance of letting go. This applies to her wardrobe, where she's trying to be ruthless, and to her business. Holding onto something that isn't right can limit space for new opportunities. Letting go isn't always easy, but it's usually where the next bit of clarity and the next opportunity come from.
The Song of Her Career
When asked what song best sums up her career so far, Simunovic chooses 'Dog Days Are Over' by Florence + The Machine. The build of the song resonates with her, particularly the idea of running towards something bigger. Her career hasn't been linear, but it has been about growing into herself, backing her instincts, and learning to take up more space.
In the end, Simunovic's story is a testament to the power of creativity and the importance of letting go. As she navigates the challenges of the advertising industry, she continues to inspire and influence those around her, leaving a lasting impact on the world of advertising.
