Nichole Provatas - Cultural Matchmaking

Coming back to Australia, you had the joint role when we met, I think then, Digital Creative and Strategy.

And it was Weebuckin at this point, correct? Because there was a few rebrands, right? Yeah.

And yeah, when I was doing the research, that incredible stat from a few hundred thousand to three million in revenue, is that the hard number? That's an incredible feat.

Yeah, it was.

Well, I think it was even just a bit over that.

And that was over a period of a couple of years, like two or three years.

And like, it was great.

We had, we fueled essentially new specialist services within that team.

We had new types of skills, new types of people entering the business.

It was a real kind of happy and thriving time.

And we had some really amazing leaders that kind of enabled that all to happen.

What was your strategy to do that? Because you've got a very interesting history of like you were in the trenches doing the work.

You made this great pivot to New York, developed a specialization and then came in, you know, was the business builder essentially, you know, and that, you know, obviously I don't just mean commercially, but I mean, teams, culture, all those things that go with it.

For you as that kind of leader, what was your strategy around that?

Well, I actually, when I was in New York, I moved to Edelman Digital for a number of years and actually returned to Australia with Edelman at the time.

And so at Edelman in New York, I was exposed to some, like just the beauty of specialisms in a comms agency.

Edelman Digital, I think, was over 200 people at the time just in New York.

And so I saw the inner workings of how to bring creative strategy, comms, social content, the head community management team at the time, bring all of that together.

Do you remember

that?

It's pivoted ever so slightly.

Yeah.

But yeah, so I saw kind of that, the beauty of how it could all work together.

And I think, so I had this almost like utopia experience in New York.

Then coming back to Oz, of course, is super different, much smaller scale, much less resources.