The Faces Behind OOH: Haylee Wyld

This month, we're talking with Haylee Wyld, Digital Coordinator at Involved Media, to discuss her experience working in the media industry and what she loves about OOH.

How long have you been in your current role?

I’ve been in my current role as a Digital Coordinator at Involved Media, my first ever role within a media agency, for about one year. In addition to completing my Bachelor’s in Communications in early 2024, I have previously worked as a retail assistant, interned for a fashion-orientated PR company called iD Collective, and obtained a part-time role as a Communications Coordinator for a not-for-profit organisation called Kidsafe NSW. I believe all these roles helped me to build the skills and knowledge for the role I’m in today. This role involves serving clients, meeting deadlines, being responsive and effective at communicating, thinking critically, adapting, and being passionate. It also involves being aware of brands and consumers.

What made you want to enter the advertising industry?

I’ve always loved the concept of advertising since studying it within the subject of

business studies during HSC. I’ve always been interested in the strategy side of

advertising, finding opportunities or gaps in the market, deciding on suitable and

strategic placements and their capabilities, and deciding on audiences and a creative approach based upon research from previous campaigns or trends in the market. One of the aspects I found the most intriguing was the importance of understanding the psychology behind consumer behaviour, and the consumer journey, in how it helps brands to understand buying behaviour of certain segments and how the design of creatives or their placements can be chosen strategically achieving the desired impact. Additionally, I love how advertisements generate an image of a brand’s product or service in the mind of consumers, and how this resonates in the cognitive memory.

What does a typical day look like for you?

No day is the same when you work for a media agency, but that’s what I love about my role, it’s multifaceted! I have unique responsibilities for clients across their many campaigns to achieve the objectives and goals they desire. However, a typical day would begin with catching up on emails from the day before, finance admin, daily maintenance on the delivery of live campaigns, team and client meetings, planning media through creating production matrices with the creative team, tagging and tracking set ups, planning and creating media plans, creating fortnightly and post campaign reports, briefing vendors on upcoming activity, building campaigns on self-managed platforms, communicating and keeping vendors accountable to deliver the planned activity.

What do you love about working in media?

One of the aspects I love about working in media is assisting in building success for clients by understanding their needs and desires, not just on a surface-level, but by proactively meeting their needs by going above and beyond and seeing the growth and impact being made because of it. Additionally, providing value to clients by offering media options that are the most suitable to reach the desired outcomes, critically analysing their brand in the market and putting forward the best strategy for them, and providing them with the right feedback to progress in the future by working with other industry leaders and vendors. Moreover, networking is a great aspect of media, meeting different individuals and their unique stories and experiences. I also love how industry experts come together to strive for success

and continually achieve outcomes for clients, as well as achieving their own goals for their business because of the collaboration. Lastly, working with great brands is a bonus. I’m lucky to have the opportunity to work on amazing brands at Involved Media and having a role to play on their journey in achieving overall awareness and consideration is awesome!

What makes OOH unique?

I think today due to consumer behaviour, convenience and the advances of technology everything is predominantly online or on social media platforms. Although OOH is never in the palm of our hands, I believe its impact stretches far beyond. Whether you’re commuting to work, driving the kids to school, having some retail therapy, or filling up your car with petrol, OOH targets people in a natural setting. OOH is all around us, and consumers are often exposed to it when they have significant dwell time, making it more likely to leave a memorable impression.

Proudest achievement in your career so far?

Since starting my role at Involved Media, I’m proud of the pace at which I have been able to establish good relationships with clients and vendors early on, helping to build a trusting and efficient work environment. Additionally, I threw myself in at the deep end to learn more hands-on and find my groove in my role within the company. Lastly, at Involved Media, we work together as a team to ensure we deliver for our clients. Recently, other co-workers have taken leave, and I’m proud of myself for taking on more workload and facing unknown challenges along the way. I believe it has helped me to grow and develop in my role early on.

Fun fact about you not many people know? 

This is not much of a fun fact, but I have a great sense of direction when driving to different areas. If I have been to a destination at least once I am able to recall the directions and return to it with no guidance needed. I am often the driver on big family or friend road trips. Additionally, if I wasn’t in the media industry, another interest of mine would be to open a coffee/florist called ‘Wyld Bean’.

What are your goals for the next 12 months?

As I am still quite new to the industry and have lots of learning ahead of me, I would like to continue advancing my knowledge and skills at Involved Media, progressing in my role and assisting in growing the success of the company and our clients. Additionally, I would like to do more travelling, as I haven’t been overseas, yet I have many countries on my bucket list, however, one of my dream holiday destinations would be to go to San Francisco and visit the Golden Gate Bridge. I also love the beautiful hills and landscapes of the city and the unique houses.

What is your favourite OOH campaign?

There are so many to choose from but if I had to choose one it would be the Specavers airport ads. With humour as the focus, these digital OOH billboards caught travellers off guard with misdirection – saying ‘Welcome to Melbourne’ when they arrive at Sydney Airport, and vice versa. This copy was also accompanied by the infamous punchline, “Should’ve gone to Specsavers”, highlighting the important underlying message and relatable mishaps that can arise from poor vision. It served as a timely message to nudge Australians to prioritize eye health ahead of the busy holiday travel season.