GPY&R hires SMC Sydney’s Tiphereth Gloria to lead social media
Social Media Club Sydney co-founder Tiphereth Gloria is to move to GPY&R Sydney to lead the agency’s social media efforts in her sixth role in just over two years.
In a press release announcing the move, GPY&R’s digital director Todd Martin said Gloria’s hire was a “coup” for the agency. He added:
“Tip is the author of www.digitaltip.com.au; a social media marketing and social strategy blog. Last year, she broke the HabitatUK Twitter Hashtag Spam story which shattered all records on Social Media Today and was picked up by leading news sources globally.
Until 2008, Gloria was a digital communications consultant at Westpac. Since then, she was head of digital at Brave New World for four months, executive producer for digital at Leo Burnett for nine months, head of digital production at The Campaign Palace for three months and social media manager at Amnesia Razorfish since June 2009.
Amnesia has seen a turbulent few months with key staff departures and the global company being sold to Publicis. Last week, Amnesia’s video campaign for realestate.com.au was pulled after just two days.
Among the brands Gloria worked on at Amnesia were the Nine Network, Microsoft, Aussie Home Loans, Pepsi Australia, World Vision, and Carnival Australia.
Martin said Gloria had “outstanding strategic credentials. She’s also a featured blogger on pre-eminent aggregation site of top global social media bloggers, Social Media Today.”
In the same press release, Gloria said: “So many times social is sold in as a campaign strategy that disappears after a few weeks. Working with dedicated strategy planning team at GPY&R will make a huge difference to integrating social as part of their clients’ brand strategy.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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We all wish her well and an enjoyable, productive 3-4 months at GPY&R
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Well done Tip 🙂
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Good luck Tip,
(Edited by Mumbrella)
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Thanks for the well wishes. It’s interesting what people focus on. Regarding the amount of roles I’ve had in what appears to be a short space of time:
1. I was at Westpac for 18 months
2. Brave did not work out – it was not a good cultural fit which is why I moved quickly to:
3. Leo Burnett. I was happy there and would still be there except for the global financial crisis. I was retrenched in January 2009 along with 10% of Leo’s staff at the time.
4. The role at Campaign Palace was a contract role.
5. I’ve had an amazing opportunity at Amnesia Razorfish and really appreciate the talented people that I’ve worked with including Michael Buckley, Iain McDonald, Jennie Bewes, and Doug Chapman.
So, thanks for the well wishes, I’m looking forward to my next challenge.
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(edited by Mumbrella)
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Short Stay: maybe you should publicise who you really are instead of hiding behind your anonymity so you can act as bookmaker? You might be able to cash in.
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Hey Tiphereth – just wondering what your social media role will include? Seems companies and agencies are realising a need for this role but are unsure of how best to fill it. How best to lead an area that requires so much micro-management?
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Hey Andrew, part of avoiding micromanagement is to hire people who are naturally social and so there’s no need to teach the mechanics. Then it can be about working on the voice and personality of the brand. As for the role, its always a fine balance between strategy and implementation, with constant monitoring informing any changes required on an ongoing basis.
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What’s with censoring peoples comments, Tim? Did you not learn from Nestle’s attempts and the enormous amount of negativity directed towards them for it?
You can’t just black out peoples negative comments on something because you don’t like it or you think it could offend the person mentioned in the post. Give Tip a chance to respond to these people, or respond yourself, I’m sure both of you have a thick skin and can deal with people being negative, lord knows the entire industry is full of bitching anyway so it is hardly new.
If you feel the need to censor the comments made on your blog, then you are hardly any better than Sen. Steven Conroy himself, the man with no concept of what the Internet is about.
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#nocleanfeed
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Hi anonymous,
Thanks for the question. Our policy is to allow free discussion of ideas and concepts, but where messages are personal, abusive or libellous we remove them.
It’s always a judgement call, and I try to get it right (I hate deleting comments). In general, thoughtful and well argued comment (even if anonymous) tend to remain. Those that are potentially libelous do not.
Cheers,
Tim – Mumbrella
Well done Tip
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Congrats on the role Tip!!! 🙂
GPY&R is lucky to have you,
Good luck & all the best!
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conflating personal abuse with free speech is just straight up wrong. Even the USA, with its absolutist laws around freedom of speech, recognises that distinction.
Good luck Tip!
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Thanks Nick, Chris and barry. I agree with barry that free speech is often touted as an reason for the haters to be abusive as they want to be. Its appropriate for Tim to delete personal attacks and keep the mumbrella debate around ideas and issues.
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Congrats Tip! That’s awesome. Good luck at GPY&R.
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The GFC certainly caused a few career road bumps. Makes me feel better about my 3 gigs in 2 years.
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Thanks Damian! And congrats to you too on your new gig.
Beaudacious, I found this inspirational site Cards of Change http://www.cardsofchange.com/ around the time I was retrenched and only had the short term contract role. Its really great to see how other people turn around a negative situation such as retrenchment into career positives.
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Hey Tip congrats on the new role.
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Thanks Matthew! Seems like the time of the year for change – congratulations on your new role too
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Tip just how closely are you monitoring this release? 30% of comments above are from you! good luck in your new job.
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Congratulations!
Hope all goes well and we see some great stuff as a result.
🙂
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Hey Tip – fantastic news – all the best with the new role !
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Congrats Tip.
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@How closely is this being monitored
I expect, like the rest of us who didn’t untick the ‘Notify me of followup comments via e-mail’ box, Tip gets an email each time it is updated. Thus it isn’t really difficult to stay up to date.
Keeping up to date with what people say about you and engaging in that conversation surely shouldn’t be discouraged?
I think it is nice she is thanking people that have congratulated her.
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Thanks Zoe, Stephen and Sar!
Re How closely is this being monitored, there’s a great function on Mumbrella that let’s you be notified when people post a follow up comment. You should try it sometime.
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Strikes me that Tip’s recent pinball career moves are merely symptomatic of adland’s obsession with the latest fad, regardless of their client’s needs or expectations. No wonder the city financiers have little regard for the sector. Granted there are notable exceptions, but in the main, it’s managed by a priveleged group of out-of-touch has-beens who talk strategy and walk impulsively.
Plenty of very talented people in this game, most of whom are pawns to the knee-jerk reactions and short-term decison-making of inferior superiors.
Hmph.
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Well done. Help make GPY&R what is should be.
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Darren, you may wish to scroll up and read my earlier comment @9.54 am regarding my so-called “pinball career moves”. You may have escaped having been retrenched during the GFC and you may or may not work in advertising. But there were literally no jobs being advertised for the best part of 3 months at the beginning of 2009 and the advertising industry itself only just started its recovery by the end of 2009. Whether the GFC impacted as much on the economy or not, it certainly made a dent in my career which is being dissected in this post and the follow up comments.
You also don’t know me personally and you certainly don’t know how I talk to clients about social media. Its not for everyone and I am the first to say that. If you consider the evolution of digital communications and digital advertising, social media is not a fad. Its changed the way people behave.
As for the “city financiers” you may want to shoot a message to the people who run the UBank social media channels and tell them the finance sector has little regard for social media
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I too have had four roles in the last four years and its the first question anybody ever asks
At the end of the day this industry moves quickly and jobs come and go whether we like it or not. But It’s all about what we learn from those experiences along the way that holds us in good stead for the future
There is alway a new opportunity just around the corner and you are definitely testament to that
Good luck in the new role
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Congrats Tips – this is a fantastic news 🙂 A well diserved exciting new role for you!
Cheers,
Michael
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Congrats, Tip!
Wishing you all the best in your new role 🙂
Cheers
karalee
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Congrats on the new role, Tip and all the best at GPY&R!
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Thank you David, Michael, Karalee and Brian! I hope to catch up with you all at SMCSYD or Digital Citizen events
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The press release, the article and the comments on this page are themselves an interesting experiment in social media.
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Congrats Tip. Hope you’re ignoring all these negative well wishers!
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thanks Graham! There are a lot of haters in social media, and they like to be anonymous. They are easy to ignore.
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Just wanted to note the quality keyword density in this SEO link-baiting for Tip’s blog.
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Wow. Agencies still pay people to set up Twitter accounts and Facebook pages. I’m in the wrong job
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Tip,
I didn’t even bother reading the comments after the first three – the less said about it the better I think.
I just wanted to voice my heartfelt support and congratulations and I know that you will add great value to wherever you are at.
Remember “don’t feed the trolls” 🙂
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Hey Geoff thanks for your support 🙂
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Congrats Tip! No doubt you’ll make this new role a success
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All the best Tip!
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What’s the deal with censoring shortstay?
It may not have been a backslapping circlejerk comment like most of the rest in here, but it wasn’t offensive or obscene or personal, and it made a fair point in a wry manner.
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Why does she keep writing back?
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Because its social media! Derrr!
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Hey Tip,
Congrats on the move. See you here soon 🙂
Cheers
Aden
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You’re an idiot blah.
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Thanks Aden – looking forward to it 🙂
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@blah “Why does she keep writing back?”
Because social media is all about communicating with other people in social media.
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She keeps writing back because if she can keep this conversation going she’ll get into the ‘Most Discussed’ list and stay there….
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Dear The Explainer, I keep writing back because it’s a conversation. It’s thanks to the people like you that keep commenting that keeps this article in the most discussed list. If I was commenting unnecessarily, to “game” the most discussed articles, I would be talking to myself rather than responding to other peoples comments.
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