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Game Changers: Sarah Harris Interviews Tony Paykel and Caroline Doran

Caroline Doran and Sarah Harris and Tony Paykel

It’s every business’ best friend: an authentic media company that’s stood the test of time providing multi-media communication and marketing strategies which work. Tony Paykel, Caroline Doran and the team at Paykel Media are that company.  

Paykel Media General Manager, Caroline Doran is proud of the company’s accomplishments. In this Game Changers interview with Channel Ten’s Sarah Harris, she puts the success of the company down to “the number of years we’ve been in operation” (nearly 20) and having the owner still heavily involved in the organisation.

 “Our mission is to help our clients navigate this increasingly complex world of communications with smart media solutions”.

Tony Paykel adds their “authenticity” is key, and reflects on the staff they attract and the client base too.

Advertising leaders Tony Paykel and Caroline Doran
Advertising leaders Tony Paykel and Caroline Doran from the boutique agency Paykel Media

That client base includes some of Australia’s best known brands. “We attract a client who is probably a family business and possibly privately run. Not necessarily small in turnover or sales, but ones that really value our input and support when it comes to marketing and advertising advice”.

And they’re loyal too. “We have clients who’ve been with us since 2002, and when they move job or position, they rehire us in  their new role”. Clearly, the Paykel reputation is paying off, with the company’s billings growing year-on-year since opening their doors.

Paykel Media bosses on the set of Game Changers

On how Paykel has evolved in the fast-changing media landscape over the almost two decades since they launched, Caroline tells Sarah “We have changed our offering according to our client requirements, their audience’s changing media habits and the ever evolving online world”.

As an independent company with offices in three states, Paykel is able to remain flexible and innovative in a changing digital landscape. “We invest as a business in understanding consumer changes” explains Caroline. “It’s part of our job, and I think we do it pretty well”. Tony reflects “A lot of our clients rely on us now to actually teach them, and that’s a great thing”.

Tony Paykel and Caroline Doran with Game Changers host Sarah Harris. Pix Cliff Kent
Tony Paykel and Caroline Doran with Game Changers host Sarah Harris. Pix Cliff Kent

However, it’s not about dictating what the client should do, but about working in collaboration. “It’s a partnership” Caroline is keen to point out – “we’re working with their media dollars, its financial transactions and we want to make sure we use that money wisely”.

While the global advertising industry is male-dominated, Paykel has a refreshing view on this as well.  Not only is the female/male ratio high, so is the staff allegiance. “I think the environment we create is very important. We have lots of working mothers so lots of flexibility. That can be part days, half days, days off. We certainly work a full week, but we don’t work extra-long hours which is another attractive thing” Caroline says without a hint of apology, “No-one’s there much after five – that is, if they haven’t left earlier!”.

As a testament to this being a Game Changing company, Caroline makes a revealing comment about her boss “He empowers women”.

Music to our ears.

Tony Paykel has since departed Paykel Media

Written by Robyn Foyster

With over 30 years experience as a journalist and TV producer, Robyn Foyster is the owner and publisher of the lifestyle websites TheCarousel.com, GameChangers.com.au and WomenLoveTech.com.

Robyn was voted one of the 30 most powerful women in media at the 2015 B&T Women In Media Awards.

Previously, Robyn was the Publisher and Editor of Australia's three biggest flagship magazine brands - The Australian Women's Weekly, Woman's Day and New Idea.

Robyn won Editor of the Year at the 2007 Magazine of the Year Award and under her helm The Australian Women's Weekly won the inaugural 2008 Australian Magazine Award for Australia's best mass market magazine and New Idea won the MPA's coveted Magazine of the Year award.

She can be contacted on [email protected]

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