In Conversation with Jess White
Jess White spent 10 years working client-side for nationally recognised and listed property groups including Mirvac and The GPT Group. Her experience extends to consumer and lifestyle brands, having also worked in communications roles at Mercedes-Benz and L’Oréal Australia.
Jess joined Cassette 12 years ago as Strategy Director before taking on her current role of CEO & Partner. Jess’ days are spent working closely with clients to develop strategic solutions to their business and marketing needs and then supporting the team at Cassette in the execution of those strategies.
Outside of work, Jess is a mother to Izzy and Ollie, a wife to Mick, practices yoga and meditation and loves to travel.
How did you get into the creative industry – was it by accident or design?
It was definitely by design. The early part of my career was spent working client side, starting with a marketing internship at DaimlerChrysler, followed by marketing roles at L’Oréal Groupe, Mirvac and eventually The GPT Group.
Leaving The GPT Group at 26 without a new job lined up was risky, but I knew I needed a change. Reflecting on when I’d been most fulfilled and inspired, it was when I was working with various agency partners. From collaborating with the top minds at Universal McCann, or repositioning brands with FutureBrand, to being on photoshoots with leading Australian photographers and stylists – they were my happiest days. I realised early that navigating corporate structures wasn’t for me, so I left that world behind in search of a more fulfilling career path.
My best friend Charlie Goldsmith had founded Cassette at age 19, and over a decade later he was keen to explore other pursuits. So, one afternoon sitting on his couch, I decided to join as “title TBC” with the aspiration to grow Cassette from a design and print studio, to a creative and communications agency.
So far, what’s been the biggest challenge of your career.
Without question, the last 4 years have been the most challenging. Professionally, I had zero idea how to lead a business through such high levels of uncertainty and market volatility. I had spent the first 10 years at Cassette in some form of ignorant bliss when I look back! The market had been stable and strong, the GFC barely touched our business, and growth was almost a given. Enter the pandemic and post-pandemic years – needless to say I’ve learnt a lot, and I’m certainly a little burned out as a result if I’m honest, but I can see green shoots and brighter days ahead. I also had two small babies during those years, adding a nice dose of sleep deprivation and the dual challenge of finding my way as a mum and business owner.
What drives you?
Learning. I have an unquenchable thirst to learn – and it’s never limited to one area or topic. You could put part of that down to my hyper focus ADHD superpower, and the other part to a real sense of curiosity about the world around me.
I don’t think you can be creative without being curious.
Running an Independent Agency must have its up and downs. How do you and your teamwork through this.?
The ‘health’ of our culture is our first KPI. It’s above profit, growth, awards, everything. 13 years into running Cassette, I’ve learnt if the culture is strong, everything else follows.
If you could change something about the Creative Industry, what would it be?
I’d like to see the advertising industry improve its retention of female senior talent. Too often, I hear women say they’ll switch to client side when they plan to start a family. We need to make agency life as attractive, with better equality in pay and flexibility to retain top talent.
In your opinion, what do you think the future holds for the Creative Industry?
Interestingly, as Cassette starts to explore the opportunities of AI, I am increasingly excited about the future of our industry. While other industries will likely ‘fall’ to the efficiencies and other benefits of AI, I believe deeply that AI cannot replace the curious minds we have as creative thinkers. And in a decade, working within the creative industry will hold an even higher level of appeal than it does today, because it will be one of the industries where, as humans, we can bring our unique and irreplicable talent to the world.
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