Georgia Smith, 18 September, 2024
From a QUT classroom to the helm of a leading media agency, Alison Costello’s career is a testament to the power of ambition, hard work, and making the most of opportunities presented to you. Her journey from QUT student to Managing Director at OMD Australia highlights how real-world learning and industry connections can launch a successful career.
Kickstarting a career with a QUT degree
When Alison Costello was contemplating her future after high school, business was an obvious choice, though she wasn’t sure about the specifics.
“Business was front of mind, but I wasn’t sure what area,” Alison shared, “Advertising seemed fun and engaging, and I quickly realised that the constant change in advertising excited and motivated me.”
She chose to pursue a Bachelor of Business/Bachelor of Creative Industries, majoring in advertising and marketing—QUT’s emphasis on real-world learning was a big selling point.
“I knew real-world knowledge and experience would be critical to ensuring I was equipped for a job after my degree. Theories will lay a foundation, but practice and experience can elevate you and set you apart.”
QUT’s comprehensive program ensured Alison had a broad understanding of the advertising, marketing, and media industries.
“My degree was incredibly well-rounded and provided me with a breadth of knowledge across many facets of the industry.”
Securing a job while studying: the power of QUT’s industry connections
Alison got her start in the industry while still studying by taking advantage of QUT’s industry mentorship program.
“QUT’s industry mentorship program kick-started my career by connecting me with a senior media professional.
“This contact led to my first opportunity in the industry as a media assistant at an agency I had dreamt of working at after seeing their building nearly every day when travelling between the Gardens Point and Kelvin Grove campuses.”
This was just the beginning of a successful career in digital media advertising.
“I spent a few years getting my head around all the media channels and when the opportunity presented itself to move into a full-time digital media role, I took it. The lure of constant change and evolution was exciting.”
The flexibility of QUT’s courses ensured she could take advantage of this opportunity and still finish her degree.
“QUT gave me the flexibility to finish my degree part-time so I could accept a full-time role in industry and hit the ground running in my career,” Alison reflected.
Climbing the ladder in digital media
Alison’s career trajectory in the digital media industry has been one of steady growth and achievement. Starting as a media assistant, she has worked her way up through various roles, honing her skills and building a reputation of loyalty and dedication.
“I’ve prided myself on finding growth opportunities in all the agencies I’ve worked at, which has resulted in me staying for significant periods of time. It’s meant that I’ve built a strong reputation of loyalty and dedication within the industry.”
Her career has been marked by incredible opportunities, including overseas travel.
“Through working at global agency groups and across international brands, I’ve also been fortunate enough to travel overseas in various roles, which has created opportunities for growth. This has included trips to Google’s Head Office (or Googleplex) in Mountain View, California, the annual Cannes Advertising Festival in the south of France, as well as Tokyo and Singapore.”
Bringing the real world back to QUT
“QUT’s real-world positioning is not simply a tagline but something the university delivers on,” Alison stated, “our industry evolves at an incredible pace, so it’s important that students are being taught the latest skills and knowledge.”
QUT’s award-winning lecturers and tutors bring their real-world experience and industry insight into the classroom, always ensuring they are up to date with the latest in industry.
“I’ve attended many industry events since finishing my degree where QUT academics have also been in attendance. It’s a testament to their desire to provide students with the latest perspectives.”
QUT academics are actively engaged in the industry, allowing them to call on influential industry connections to guest lecture and tutor. Alison is one of those industry guests.
“I have been fortunate enough to bring my real-world experience back to QUT as a guest lecturer and tutor myself.”
Leading the way in digital media
Alison’s career at OMD Australia has been marked by rapid advancement. Starting as Head of Digital in 2020, she quickly progressed to National Head of Digital, then Chief Transformation Officer, and now Managing Director, QLD.
“Taking on an executive position within the biggest media agency in Australia is definitely one of my career highlights,” she said.
Now a leader in the digital media industry, Alison is passionate about the opportunities to influence key societal issues through her work.
“Now as a leader in the space, I’ve come to realise the incredible opportunity we have to influence key societal issues. We have the ability to influence people, business, culture and the economy, and through that, highlight issues such as sustainability, diversity and inclusion,” she explained, “I’m proud to work for a business that is committed to positive change, these bigger-purpose initiatives are the reason I’ve been in the industry for as long as I have.”
Looking back on her career, Alison reflected on what has made her so successful.
“I always say an innate curiosity is what sets you up for success in what we do.”
Alison Costello’s journey from QUT student to Managing Director, QLD at OMD Australia is a powerful reminder of where a strong foundation, real-world experience and passion can take you.