This week’s Meeting of the Minds sees Declan Ferns and Eliza Davey from Amplify reveal their leadership heroes, current streaming binge, and career goals.
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.
Declan Ferns, Paid Media Manager, Amplify
Favourite podcast/read – I like listening to podcasts that don’t make me need to use my brain, so it normally revolves around Football or Comedy. My favourite at the moment is “The Bomb Squad” Pod. Two Irish comedians just waffle to each other every week but it’s always a good laugh.
Current streaming binge – Again, I try to not use my brain so I’ll normally repeat watching programmes like Brooklyn 9-9 or Friends. Adolescence is my current watch with Stephen Graham.
Misconception about your role – That the role’s complicated. If you can understand the end goal and understand the audience’s motivations then it can be pretty straightforward. It’s a lot of strategic thinking and placing yourself in others to understand why a campaign is a success or why it is failing.
Best career advice – “Every problem can be fixed, so don’t stress about it”
Leadership hero – I wouldn’t necessarily say I’ve got a Leadership Hero, but if Tom Maynard or Alex Reid are reading this then I’ll cover my tracks and say them.
How do you stay motivated – By switching off and relaxing. To work hard, you need the perfect balance to avoid burnout.
Best training course/session – For me, the best training I’ve had has been on the job and learning from mistakes and understanding why things have happened in that way.
I wish someone had told me – N.A
Something that’s surprised you about the industry – Simplicity is often the key to success. In my career, I’ve seen highly polished, expensive brand videos flop while raw, organic-style content shot on an iPhone drives insane engagement. Audiences crave authenticity, and in many cases, ads that feel native to the platform (especially on TikTok and Instagram) significantly outperform high-production content.
What is your hot take on the industry – That a lot of people focus on “Virality” but if you focus on understanding your Target Audience, make your content relatable to them and motivate them to move down the marketing funnel and into your consumer journey that’s worth more to a business than “Virality”.
Favourite way to switch off from work – I’ve always been into the gym and fitness, so that’s probably my one way I can switch off.
Career goal for 2025 – Paid Media at Amplify is relatively new, so my goal will be to grow our client base by delivering a top class service, providing learning and recommendations for brands, so we’re always evolving and smashing the clients objectives and goals.
Naomi Hannan, Screen Agent, Amplify
Favourite podcast/read – I love podcasts that make me laugh and books that make me cry… Ride and Sexy Unique Podcast are my favourites and I tune in weekly. The best book I’ve read recently is Blue Sisters by Coco Mellors – you’re introduced to four sisters and I think everyone could find something familiar in at least one of their characters.
Current streaming binge – I’ve forced my fiancé to watch Grey’s Anatomy with me and it’s an incredible re-watch.
Misconception about your role – I initially imagined a linear path to success for myself and the people I represent. In reality, it’s anything but— every win comes from a different route.
Best career advice – Be comfortable with asking questions and really absorb things from the people who know more than you.
Leadership hero – My mum! She always said to me, and lives by ‘bite off more than you can chew and chew hard’.
How do you stay motivated – Surrounding myself with people, professionally and personally, that excel at what they do and motivate me to do the same.
Best training course/session – I wish I could say my degree because; hecs debt (RIP), but I’ve always learnt the most by ‘doing’. Looking for entry level work that’s even just adjacent to what you think you want can give a lot of clarity and guidance.
I wish someone had told me – It’s okay to slow down and enjoy the wins while you’re already looking to the next goal.
Something that’s surprised you about the industry – What’s surprised me is how much creators can leverage their audiences and how eager traditional industries are to tap into that.
What is your hot take on the industry – The wider industry’s need to separate ‘creators’ from ‘entertainers’ is outdated—these roles overlap more than ever, and the lines between them are blurring.
Favourite way to switch off from work – Spending time with my fiancé!
Career goal for 2025 – I’m focused on growing Amplify Screen and increasing opportunities for our creators and the company. We’re constantly working on exciting projects and being a part of that from the beginning is so exciting to me.
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Past editions of Meeting of the Minds.
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Top image: Declan Ferns and Naomi Hannan