ABC Media Cadetship Applicant: Lee Milverton
I am an art director, graphic designer, and creative consultant returning to Adelaide, Australia in April 2018. I enjoy working collaboratively with clients and teams to brainstorm, plan, and implement creative ideas and designs. Having worked in Washington, DC and across a global network for nine years, I bring a unique perspective and skillset to the ABC, as well as experience across design, advertising, communications, public affairs, and printing.
Why I would like to join the ABC Media Cadetship program and how it fits in with my future plans...
My move home to Australia and my growing interest in meaningful storytelling has given me pause to look sideways for opportunities in the media. I was very excited to come across the Cadetship as it looks like a fantastic opportunity to pivot my skills and learn the ropes of a new industry. At the same time, it gives me an opportunity to bring my talents and experience to the ABC and help the organisation move into the future with content and stories that represent and reach all Australians. I see myself collaborating with journalists, producers, creatives, and hosts to uncover new directions, stories, people, communication strategies, and visualisations that include burgeoning technologies. Ultimately, I hope to have a small part in touching people’s lives, providing value, and inspiring positive change.
I am particularly excited about the work placements with Radio National, Podcasting, Digital Design, and the Content Ideas Lab. Radio National podcasts have kept me connected to Australia news and culture while living overseas—the brilliant investigations of Background Briefing, the globe-hopping reports from Foreign Correspondent, the mind-blowing science of Cosmic Vertigo, and the “off the beaten track” stories from the Real Thing are just a few of my favourites. The total content package developed for these shows (including the audio, video, visuals, events, and digital) are unique, beautiful, and powerful. I am excited about the potential to fuse creative elements in new ways, find innovative storytelling methods, and ultimately, tell unheard stories.
Furthermore, the Digital Design and Content Ideas Lab align with my experience, skillset, and passion. I love thinking big and coming up with new ideas. I have collaborated with digital, video, and UX teams, and am excellent at solving problems. I hope to strengthen my digital and UX skills, and continue to develop the ability to not only think big, but also execute on the best ideas.
Example of Work
Honda in America - Advertising Strategy, Campaign, and Execution
At APCO Worldwide, I worked with the creative and project teams to help strengthen and broaden Honda's reputation among Washington influencers with a multi-year advertising campaign. My role involved new business development, strategic thinking, and fully designing a high-level presentation, creative spec, and campaign pieces thereafter. Under the direction of our creative director, I developed visual mood boards that would drive the campaign's look and feel, and presented it to our clients for approval. I then oversaw and co-designed a 3-month paid media campaign featuring highly targeted HTML5 animated ads that were adapted over time according to click numbers. More recently, I was the lead designer when the team partnered with Politico.com to write and produce an online sponsored story highlighting Honda in America's remarkable record of 50 years and zeros layoffs. To share the story, we used advertising platforms, Axios and Teads, to further the story's reach.
Overall, the campaigns have been very successful in supporting and improving Honda's reputation as a leading auto brand in the U.S. market. I learned that setting up a clear brand direction from the start allowed me to have the creative headspace to explore more novel advertising ideas. Whether it's the big bucks for advertising or stepping onto new ground with the latest technologies, I also learned that being prepared to work collaboratively with the client and fiercely studying everything about their world can go a long way in convincing the client of a new path forward.