“All Fun, All the Time”: Madeleine Semit on Being Creative
Madeleine Semit started her journey in 2016 as a marketing assistant for Uber, before moving on to L’Oreal as their marketing coordinator. In 2021, Madeleine freelanced as a creative, providing creative brand strategy for small businesses such as Bothello, Seekers and Adoni Art.
Today, she is a creative working at Howatson+Company, where she has worked on projects such as Exhibit-Ai for Maurice Blackburn. That project was recognised at Cannes, winning a silver and two bronze Lions.
Casey Martin spoke to Madeleine about her creative journey, and what the future might hold.
LBB> When did you realise you wanted to be a creative?
Madeleine> After Uni I started working in marketing, in-house. I found I was always seeking more of the "fun bits" — which allowed creative thinking.
When we got to work with a creative agency on a campaign, I was pretty mind blown to discover that a role existed which was all fun bits. All the time.
The reception area was also an elaborate looking set that resembled the kitchen from the Simpsons, which peaked my intrigue even more.
LBB> How did you get started, and what has been the most exciting part of your career so far?
Madeleine> Even though I’d discovered that this exciting role existed, I didn’t see myself as a creative. So I spent a few more years admiring the industry from afar.
Until I lived with a creative housemate — while WFH, his constant laughter and bizarre work convos made me finally take the plunge and enrol in ad school
I’m so glad I did. A classmate and I started working together at Howatson+Company. A year in, it’s been so exciting to work with so many different people, and see how everyone's unique talents and styles gel together.
Also, getting to work on causes like provoking change for people seeking asylum, with Exhibit A-I, has been really rewarding.
LBB> What does being a creative mean to you?
Madeleine> Tuning in to what captures your attention, intrigues you, or makes you feel something. I think so much of our creativity and personal style comes from the unique blend of experiences and references that have struck a chord with us.
LBB> What have you learnt from your time at H+C, and how have your previous experience working freelance and as a marketing coordinator translated into your role there?
Madeleine> At H+C, I've learnt just how amazing collaboration can be. Seeing how our accounts team can get clients behind your vision. Or how designers can make anything look awesome. Or how the tech, media and production teams can make pretty much any wild thought a reality — is really special. On the copywriting side, getting practice at boiling loads of information down into something simple, memorable and sometimes just plain silly, has been a really fun skill to hone.
In previous roles, I got to get comfortable with not knowing the answers. In management consulting in particular, the role involves jumping into an industry or capability you know nothing about. Learning how to take a big unknown and navigate your way to something tangible has definitely rang true in this job.
LBB> What challenges have you faced during your career and how have you overcome them?
Madeleine> The toughest challenge so far was finding a career that made me feel excited about the future. I think we put a lot of pressure on ourselves to “pick” a path from a young age, and stick to it. But it’s so hard to know what the day to day reality of that career might be like until you’re in it.
It took some time to understand what I genuinely enjoy in a job and how to do more of it. Switching lanes in your career can feel scary, but it’s so worth it. When I changed my mindset to focus on enjoying the journey, and the day to day, everything fell into place.
LBB> What/who are your biggest inspirations?
Madeleine> Comedians are amazing. I think they’re also probably the most powerful and persuasive communicators out there. We hang off their every word, and in the process they wake us up to ourselves and the world. And nothing beats a good laugh.
LBB> What do you believe the future holds for you?
Madeleine> One of the best parts of this job is that it’s a personal journey of honing your style and craft — you also get to collaborate with so many incredible people. Just seeing where that journey can lead to feels really exciting. I’ve always loved drama and theatre, so if there was ever a chance to work in a writers room, that would be a dream.
