Dynamic Duos: ‘We are constantly mistaken for sisters or forever best friends’
In this week's Dynamic Duos, we hear from best friends Alice Almeida, head of data, research and insights, and Amanda Abel, resident paediatric psychologist, from TotallyAwesome. They discuss their blossoming friendship - including how they finish each other's sentences and how they're each other's go-to person.
In Dynamic Duos, Mumbrella each week asks two colleagues with a professional and personal affiliation to share with readers the importance of workplace relationships in an increasingly hybridised world of work.
Alice Almeida:
I heard all about Amanda before I met her. I was approached by TotallyAwesome’s executive chairman, Will Anstee, to run the research, data, & insights team in January 2021. Will was sharing the company values and products, and in the middle, he casually dropped that TotallyAwesome had an in-house paediatric psychologist who was brought on to make sure that everything TotallyAwesome, and brands do, was safe for kids and teens… I had to get him to repeat that part. It was the first time in my 23-year career where any media organisation that I know of had employed someone to care for the overall mental health of its audience! I was sold.
Our working relationship kicked off in lockdown. I remember getting off our first Teams video chat and being super excited about where research and insights could go with the support of Amanda and her incredible expertise. Research and insights is great, but until it’s backed up by actual behaviour, many believe it’s just a ‘nice to know’. Being able to report research findings, and then have Amanda step in from a psychological point of view and back it up with medical reports has been an absolute career highlight of mine; this shows that we were getting it right!
Amanda and I hit it off immediately. We finish each other’s sentences, we are always laughing, and have the ability to know what the other is thinking with just a look. We present a lot together and it’s like we have been rehearsing it for years – we just bounce off each other with so much ease. We are constantly mistaken for sisters or forever best friends.
Amanda brings so much to the team. A completely different mindset, obviously her incredible knowledge around the psychology of kids and teens, but most of all, she’s brought a level of warmth, respect, intelligence, and joy to the team that’s been incredibly refreshing.
On top of everything, it’s also very handy having a paediatric psychologist as a colleague, and now good friend, especially when juggling a strong willed 5-year-old at home!
Amanda Abel:
Late in 2020, I was approached by TotallyAwesome to join their team. My initial response was to dismiss the request because I had no interest in being involved with ‘advertising to children’. Luckily, as my husband pointed out, kids will be advertised to regardless, so if I got involved at least I would have some input into making the experience as safe and appropriate as possible.
The first few months were a very steep learning curve – being thrown into a whole new world of acronyms, processes and platforms, I was at times a deer in the headlights as I slowly started to understand the landscape of the industry. But – there was light at the end of the tunnel and my confusion was alleviated with the timely introduction of Alice Almeida who subsequently joined the TotallyAwesome team as the head of research and insights.
Alice struck me as an incredibly intelligent, worldly and knowledgeable person with a warmth about her that I was instantly drawn to. Since we first met on a Teams call, we have been closely connected both professionally and personally and our affinity with each other has lent itself perfectly to media appearances and our collaborative sessions with clients. Yes, we even finish each other’s sentences (and quite well, I might add!). Alice has been my go-to person to ‘translate’ the advertising industry into layman’s terms while I’ve helped her with the occasional parenting quandary. I’ve learnt so much from Alice during our time working together with clients and I can’t imagine working in this industry without her now!
Alice on Amanda:
Most memorable moment with Amanda: I could say it was the random food she brought on a plane to Singapore, or the gigantic suitcase she travelled with, but it would be how she always thinks of others. On a recent trip to Singapore, our hotel rooms were something out of a horror movie – the beds were rock solid, and everything was cracked or broken. I’m a people pleaser, so I didn’t complain. She complained and demanded better rooms not just for her, but me as well. She will always think of others first.
Best word to describe her: Treasure.
Most annoying habit or endearing behaviour she has: She will always be the first to say, ‘how can I help’ and genuinely mean it. It’s not the psychologist speaking, it’s just who Amanda is, and she’s a bloody gem.
Amanda on Alice:
Most memorable moment with Alice: Alice’s hysteria at my choice of airplane snacks on a work trip to Singapore. Is there really anything wrong with bringing your own avocado and crackers to eat on a flight?
Best word to describe her: Superwoman.
Most annoying habit or endearing behaviour she has: Annoyingly perfect… including her hair.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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