This week’s Meeting of the Minds sees Kristy Barclay-Allen and Lucinda Bauermeister from Meta 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.
Kristy Barclay-Allen, Industry Head, Independent Agencies, Meta ANZ
Favourite podcast/read – The Diary of a CEO podcast. I can’t get enough of Stephen Bartlett. I find his authenticity and vulnerability compelling. And for my guilty pleasure listening, a friend of mine makes podcasts and his latest is brilliant! Talk 90s To Me, which dives into the wild decade of chaos, creativity and hedonism that were the 90s in Britain… as someone who grew up in that decade, it gives me all the feelings!
Current streaming binge – The White Lotus ; I’m late to the party but now totally hooked. I started with season 3 and have jumped back to season 1, so am being treated to the delights and antics of Jennifer Coolidge.
Misconception about your role – That I also work for RayBan Meta because I am OBSESSED with our AI-enabled glasses! It’s fascinating hearing from advertisers and creators about the ways they are already integrating wearable technology into their work, from wearing them to shooting creative to enabling work calls on the go. I own two pairs myself and already have my eye on the new Oakley Meta models! Wearables also represent an exciting new opportunity in the world of advertising, which I am always here for.
Best career advice – Surround yourself with brilliant people who you admire and respect and do the same in return.
Leadership hero – Impossible for me to call out just one! I feel fortunate to have worked with some brilliant leaders. The current leadership team at Meta with whom I have the privilege of working with are next level. They lead with authenticity and direction, yet with such care. We see great examples of leadership in our day to day. I try to learn a little bit from everyone and apply to my own role as a leader.
How do you stay motivated – I have the privilege of engaging regularly with independent agencies from all over the country. When I hear and see first hand how Meta has transformed their businesses and lives, that is the true motivation for me to keep doing what I do everyday.
Outside of work, my kids are my number one motivation – they inspire me to be the best person I can be and to set roots in this beautiful country, having moved to Sydney from Singapore two years ago.
Best training course/session – I’d recommend Blueprint for anyone wanting to upskill on Meta! LifeHikes offer great soft-skills training which I have taken great value and learned from.
I wish someone had told me – That you don’t have to achieve everything in your twenties. I keep getting served content on Instagram where people are reading out a beautiful poem about an 83 year old woman who wakes up in her 30-something year old body. It makes me cry every time. Life is precious so I encourage my fellow peers to live in the moment and try not to be too concerned about the future, especially when it comes to pursuing career goals.
Something that’s surprised you about the industry – There is a disproportionate number of independent agencies founded by men, which highlights the need for more female leadership in this industry. If you are a female agency founder and we aren’t connected – please reach out on LinkedIn!
What is your hot take on the industry – We are at a pivotal moment marked by rapid technological change, economic uncertainty and evolving consumer behaviors, with independent agencies evolving and growing at speed. Not only are they winning business and talent from the traditionally dominant agencies, they are adapting their offerings, business models and ways of working to meet our industry’s changing needs. I am grateful to be a part of this movement.
Favourite way to switch off from work – It takes me a while to completely switch off from work, but my favourite way to do it – and do it properly – is a holiday! On a snowy mountain, beautiful beach or exploring a new city. When I am physically away and surrounded by family and friends, I will fully engage the off button! I am very grateful to have an incredible team that enables me to return to work refreshed.
Career goal for 2025 – Continue to raise the profile of the incredible independent agencies we collaborate with at Meta and continue to be the best leader I can be for my team.
Lucinda Bauermeister, Agency Partner, Meta ANZ
Favourite podcast/read – Business of Fashion – I’m an economics nerd so love tapping into that side of an industry that I’m deeply passionate about!
Current streaming binge – Love is Blind UK! I’m a reality TV tragic ; I find after a long day of work I often want to disassociate a bit and relax and reality TV never lets me down.
Misconception about your role – That I am able to provide tech support, this one really gets me! I find strength in deep thinking and developing strategic marketing approaches, so am definitely the last person to ask when it comes to tech issues and always rely on our capable team as needed.
Best career advice – This is a very simple one: focus on what’s important, both in work and life. The sub-text here is to ruthlessly prioritise, both within your role and also when it comes to work and life balance. If you strip everything back, whatever remains is always priority number one.
Leadership hero – Emma Grede, who is the CEO and co-founder of Good American, and a founding partner of Skims. I recently heard her story on a podcast and fell in love with her bold style and ongoing commitment to her family. A little closer to home is Naomi Shepard, Director at Meta ANZ. What they both have in common is that they’re mothers first, but unapologetically intuitive and strong leaders in their respective businesses. As a single mother, I admire their leadership philosophy so much.
How do you stay motivated – By connecting with agency founders and their teams! The best part of my job by far is building relationships with the agencies I work with. From founder to practitioner level, I thrive on building personal connection first and everything flows from there. I’m so lucky to work with the best group of agencies (unbiased, obviously!)
Best training course/session – Own the Room; I first did this training in 2018 when I started at Meta and did a refresher a couple of years ago. If you’re someone that struggles to present to any crowd size, do yourself a favour and sign up for this course! It’s the best training I’ve done.
I wish someone had told me – That everything will work out the way it’s supposed to. I was working in an extremely toxic environment in my previous company and didn’t see any way out. My beautiful mother (who is loving but ‘firm’) pushed me to stick with it until I found a better opportunity. Thankfully this led to my first role at Meta and my life changed for the better. The old adage, ‘good things come to those who work hard’ is certainly true for me.
Something that’s surprised you about the industry – How genuinely kind everyone is! I’m always taken aback by my peer’s willingness to share insights and connect, and the insane level of humility of those t who are at the top of their game.
Favourite way to switch off from work – A salt-water session! My son and I head down to the beach after work on most days and I find it’s the best way to re-connect with what’s really important.
Career goal for 2025 – Dive deeper with all my agency clients. I’m in the privileged position to hold the title of agency partner for nine of ANZ’s most innovative independent media agencies and I want to give them every possible nugget of knowledge and tips from our team so they thrive. I started this role last year and spent the first twelve months finding my feet, so 2025 has truly been the year of turbo-success!
Top image: Kristy Barclay-Allen and Lucinda Bauermeister