Women Who Will: Claire Stapleton

Welcome to 'Women Who Will' , an LBB series pitched in by creative director Becky Morriss and senior art director Alayna Kunitake. 'Women Who Will' aims to champion women across the industry and around the world, and sees interviewees share their ambitions, highlight who they look up to, and nominate others, creating a ripple effect of recognition and inspiration.

Claire Stapleton is a creative director at frog, part of Capgemini Invent, based in Sydney, Australia. With 20 years' experience across agencies in Australia and New Zealand, Claire has worked across financial services, travel, retail, FMCG, luxury, charity, and government -- and won a few awards along the way.

She’s a mum to two soccer-mad girls and a serial renovator with her husband, Reece. She’s also an artist and has pieces in galleries and private collections around the world -- and a heap at her parents’ place.

LBB> How did you get into the industry?

Claire> I went to design school at Massey University in Wellington, and after work experience at the Y&R offices, I picked up one day a week in my final year. Once I graduated, I was offered a full-time gig as a junior copywriter. Which was amazing, except I’d spent three years training as a designer and art director, so it was slightly daunting to switch to writing.

LBB> Who are some of the people along the way who have helped you most?

Claire> My parents, for so many reasons: teaching me the value of hard work and giving everything your best. British humour from my dad and the joy of a good story from my mum. My grandmother, for always being optimistic and seeing the beauty in things. My brother, for teaching me how to laugh.

In my career, my lecturer Euan Robertson who saw something back in ‘Intro to Advertising’ semester one. The leaders in my career who have supported and believed in me -- Chrissie Lahood, Jason Wells, Anton Hart, Duncan Munroe, Josh Moore, Maria Devereux, Ben Welsh, Micheal Andrews, Damian Pincus, Nathan Bilton, Jules Dormand, Douglas Nicol, Julie Raoux, and Jerome Gaslain, to name a few.

I have to thank Jules Dormand and Chris Dwyer so much for my move to creative director. Without their encouragement and persistence, I might have continued to think that I wasn't ready or good enough.

My husband, Reece, for teaching me patience and how to look after myself from a business sense. And my children, who keep me in check on what’s cool and what’s cooked.

LBB> Who have you looked up to throughout your career?

Claire> If I have to think about a woman who I’ve looked up to through my whole career, it’s probably Rachel Rider. I met her when she was 18, a grad, and working on our front desk at Y&R Auckland.

I watched as she proactively spent time in each department and quickly found her love in production. From there, I saw her grow, and grow, and grow, to the powerhouse she is now as EP at VML. She works hard but never loses the fun. I can still hear the red-faced CFO at Y&R yelling, “It’s not Clubmed, Rachel!”

LBB> Who do you look up to now?

​Claire> I look up to the next generation of men and women in our industry. I love their strength -- the way they put themselves and their lives first. The smarts they have. The talent. The morals.

LBB> If you could give your younger self one piece of advice on navigating the industry, what would it be?

Claire> Have your own taste and style and lean into it because it’s what sets you apart. Don’t try to please everyone. And be patient. Take a moment. Walk the block. Whatever it takes to calm the mind. And don’t worry, presenting does get easier.

LBB> Tell us about a piece of work that best reflects your ambitions.

Claire> Have you watched ‘The Final Copy of Ilon Specht’? The writer behind “Because I’m worth it”. When I saw it, it reminded me of what influence we can have.

As far as my own work and ambitions, I am proud of all the work at frog right now, but as a mother I love what we do to help children and young people. With TAFE NSW, we continue to help change perceptions on vocational education and our campaigns for The Smith Family see kids get ahead in life. It’s not work you often see on industry or award sites, but its influence in the world is more important than industry recognition, in my eyes.

LBB> How has a woman best helped you in your career, and/or you helped other women?

Claire> I learnt a pretty tough lesson early in my career. As a junior team, we were given an amazing brief for a new product and I don’t remember why, but we just didn’t try that hard. Our CD, Chrissie Lahood, had to come in and crack the brief, and instead of giving us the idea to run with, she told us we couldn't stay on the job, or go on the epic shoot and couldn’t be on the team credits. Nothing. I’ve never taken any briefs for granted again.

She also taught me to “just get it down” when starting a copy job. I still do this. It’s awful and messy, but it’s the first stab. And the job’s started, which is often the hardest part for any writer.

LBB> Where do you hope we are as an industry in a year’s time?

Claire> Doing a better job at keeping people in jobs.

LBB> And five years’ time?

Claire> In five years, I hope we are working better with AI. I still think the industry has a long way to go with work-life balance, equal pay, looking after mothers, and removing ageism.

I can’t wait to see what advertising looks like in five years. I hope it’s more sophisticated. More thoughtful.

LBB> What’s your non-negotiable?

Claire> Coffee, snacks, and being surrounded by people who are better than me.

LBB> Nominate the next woman you think should be part of this series.

Claire> I think Rach Rider should give it a crack. I pretty much did her intro.