This week’s Meeting of the Minds brings together Bridget and Emma Schmidt, sisters from Publicis Groupe’s Spark Foundry. The siblings reveal their leadership heroes, current streaming binge, and career goals.
This special edition of the Mediaweek series showcases diverse perspectives, thoughts and opinions by bringing together two different points of view from an industry rookie and an experienced expert.
Emma Schmidt, client partner and Bridget Schmidt, client manager – Spark Foundry
Bridget and Emma Schmidt
Favourite memory of your sister:
Bridget: Standing by her side on her wedding day. Also, our work Christmas parties together! It’s always fun to be able to go together and enjoy celebrating the year we all had at Spark. We have both made so many friends at Spark Foundry over the years, so all being together really makes it such a fantastic experience.
Emma: Our first Media Hall of Fame event together when I moved back from the UK was pretty fun! It was quite amusing, because we’d never been at a media event together before. Plus, after being away from the Australian market for four years, it was the perfect reintroduction!
Also, watching her become an aunty and my daughter Matilda’s favourite person. The relationship they share is extremely special, and one that I admire.
Why did you join the industry and what role did your sister play in that?
Emma: I studied journalism and communications at university, and I saw a job advertisement in a trade publication for my first agency job 12 years ago. I didn’t really know what I was getting myself into, but I haven’t looked back! Being the oldest sibling in my family, both Bridget and our brother James ended up following suite, and now we all happen to be in the media industry.
Bridget: I studied public relations at university and as I went into my last semester, I was ready to start working full-time in the industry. Emma was living in London at the time but had previously worked at Spark Foundry in Melbourne. She recommended I see if there was a role available, and now I’ve been here for six years!
Who’s the more ‘corporate’ sister, and who’s the creative rebel?
Emma and Bridget: Although we can be opposites outside of work, we both have a professional/corporate side to us as well as a creative side.
Do you ever team up on projects? What’s that dynamic like?
Emma and Bridget: We don’t actually, which has been something we were sure to communicate from the start. We love each other, but it’s probably a good thing!
What’s the biggest perk — or challenge — of working with your sister?
Emma: Having someone to commute to and from work with is pretty handy!
Bridget: I do enjoy being the passenger!
Do you talk about work when you’re off the clock, or do you have a ‘no work talk’ rule at family dinners?
Emma and Bridget: We try not to, but we don’t have any set rules around this. When you spend so much time together, it can be hard not to sometimes.
Misconception about your role:
Bridget: With all three children working in media over the past 10 years or so, you would think our parents would understand that we aren’t the ones that made the ad creative…
Emma: Yes! No, Mum and Dad, we don’t create the ads, we place them!
How has the industry changed/evolved?
Bridget: I would say the biggest change in the industry is the continuing shift towards digital platforms. Although above the line still plays a key role, the way we can activate in the digital space continues to evolve rapidly.
Emma: Indeed, television is very much still alive, though now part of a broader ‘total screens’ landscape. Advancements in data and technology have enabled far more personalised communication. While the social landscape continues to be a cluttered environment, with both brand advertisements and influencer content competing for attention, making it more challenging than ever to engage younger audiences effectively.
Best career advice:
Bridget: ‘If you can’t change your situation, change your attitude’. Working in media can be unpredictable at times. You might not be able to change what’s happening around you, but shifting your mindset and perspective can help you make the most of it
Emma: Always say yes, even when challenges may push you beyond your comfort zone. Growth comes from embracing discomfort, and every opportunity leads to even more open doors.
Leadership hero:
Bridget: Spark Foundry has so many amazing people to look up too across the business, but I think what makes Spark Melbourne such a joy to work for is the culture Peter Butler has built. To quote Pete himself, “It’s the vibe” that makes Spark such a great agency to work for.
Emma: Pete has done a great job of building the Melbourne office from the ground up. I’ve watched the agency grow in size at a rapid pace, and it can be hard to maintain the soul of an agency and culture when that happens. Yet you still get the same welcoming feeling walking into the agency today as you did nine years ago, which is testament to Pete’s leadership.
What’s your hot take on the industry?
Emma: AI is not going to steal jobs – but it’s also not going anywhere. That means we need to learn how to leverage it effectively and safely. Those who embrace it correctly will enhance their roles, not lose them. We need to adapt or get left behind.
Bridget: It’s about working alongside AI to enhance our processes, improve efficiency, and build stronger relationships with audiences.
Career goal for 2025:
Bridget: Continue to grow and develop within Spark while maintaining a strong work/life balance.
Emma: Continue growing and learning professionally, while balancing the demands of being a working mum and prioritising what matters.
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Past editions of Meeting of the Minds.
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Top image: Bridget and Emma Schmidt