Rehab Agency’s MD on Getting Ahead the Kinder Way
Kerry Wilson has climbed the career ladder of advertising steadily from the days when she drove the iconic Red Bull car with the can on top, through account executive to account manager, account director, business director, head of digital, client service director to her current role – managing director at Rehab Agency, which defines itself as a “digital innovation agency providing growth through emerging technology for brands worldwide.”
Kerry is passionate about people, systemic changes that impact generations, and the world around us. Her focus is on how technology and innovation influence lives, rather than just the mechanics behind them. At Rehab, her goal is to eliminate the imposter syndrome often associated with innovation and tech, making it more accessible to clients and teams while establishing a culture of excellence. Kerry is also passionate about being successful with integrity, and makes it her mission to install it into the culture at Rehab for all employees.
LBB’s Alex Reeves sat down with Kerry to find out more.
LBB> You used to work for Red Bull, actually driving the car with the can on top. What was that job like?
Kerry> Besides crushing the can on height restriction barriers a couple of times, I absolutely loved it. I loved that there was always a reason for driving around giving away free cans of Red Bull, whether that was targeting drivers by partnering with traffic police at roadblocks or delivering to students' dorms during exams, it was always part of a wider campaign.
LBB> Why did you decide you wanted to work in marketing and advertising?
Kerry> I was intrigued by advertising at a young age. I always thought about the “why" behind the work, especially TV ads (I was an ‘80s/’90s kid who didn’t have the ability to skip ads or binge watch shows!). I’d consider the audience an ad was intended for, whether the messaging hit the mark, how it made me feel and if it made me want to do something after seeing it.
LBB> Once you got into it, what were your most formative experiences?
Kerry> At my first agency role I was an account exec/PM and the only client service person in the business, reporting into one of the founders who gave me a real-life ‘The Devil Wears Prada’ experience. It was tough, but incredibly valuable as a crash course in account management.
LBB> What do you wish you learned more about the business earlier in your career?
Kerry> That everyone is winging it! I spent so many years waiting to know all that they knew, expecting to fill the gaps that would make me this well rounded strategic leader ‘one day’. And then I realised that everyone is making it up as they go along, following their gut instinct and voicing their opinion in a confident and believable way (leveraging their knowledge and experience of course!).
LBB> In your role as managing director at Rehab Agency, what are your biggest priorities?
Kerry> As an agency focused on innovation, it’s enormously important that we maintain our lead in this space in order to ensure we’re best placed to support our clients through what can only be described as the most challenging time to be a marketer. In addition, our priority right now is ensuring that our team is allowed the space to learn, grow and stay ahead through the work that we do for ourselves and our clients. Our curiosity as a team creates a culture that naturally fosters learning and development in a safe space that works hard to remove imposter syndrome and allows growth.
LBB> How are you working to make tech and innovation more accessible to clients?
Kerry> For the last two decades, Rehab has been ahead of the curve when it comes to innovation and emerging tech. This means that we’re often educating our clients and peers on the upcoming changes to the tech and audience landscape. A lot of what we are talking to clients about doesn’t result in something they want to buy until 6-12 months after we’ve spoken to them about it. We’re relied on as experts in our field and are super proud to work with some of the most progressive brands in the world, always delivering pioneering work that doesn’t come with a blue print. We are the complete opposite of ‘sausage factory’ when it comes to agencies which is both our greatest USP and biggest challenge!
LBB> What does being 'successful with integrity' look like to you?
Kerry> There are many ways to get ahead in life, some kinder than others. You can compete, feeling the need to win against all odds and knocking others down in order to thrive yourself. Or, you can be secure enough in your own ability and strengths, allowing others to shine, sometimes instead of you. This is especially important in female leadership. There are so many obstacles and barriers to success as a woman in business, especially in male dominated industries like ours. Often, women assume that there is only one seat available at the top table for a female leader, feeling threatened and behaving in a way that becomes combative rather than collaborative. My mission is to make space for many successful women leaders as I progress in my career – celebrating and empowering them along the way.
LBB> What are you most proud of recently that you wish more people knew about?
Kerry> Navigating the last few years in business for anyone has been a challenge, but as a small independent agency, it’s a whole different ball game. I’m so proud of our team, how we’ve pivoted with the market and positioned ourselves to solve some chunky challenges for our clients, most of which we can’t talk about publicly. Remaining secure in the knowledge that what we’re doing makes a huge difference to the careers and the work of the clients that we choose to partner with.
