A day in the life… Julie Lee, Content Editor, Coles, Medium Rare Content Agency
Julie is the Coles Content Editor at Medium Rare Content Agency. Coles is one of the largest supermarket chains in Australia, and Julie’s role involves developing multi-channel editorial content for the business. She lives in Sydney.
It’s a beautiful Sydney day – the sun is shining and it’s already warm by 6am. I head down to the beach for a quick dip before work then it’s coffee, breakfast, Twitter check and out the door. Sometimes I walk or cycle but because I’m pressed for time today, it’s onto the train.
First job is to sign off the dyelines for the next issue of Coles mag. I’m in early-ish (7:30am) because I know I have a busy day of meetings. My role is to oversee the production of all content Medium Rare develops for Coles. This involves working with my editorial team to come up with strategic executions based on the client’s objectives. This can be anything from creating editorial ways to ramp up Coles’ campaigns within the magazine or ad hoc ideas for supporting in store events. The bulk of my job, however, is client relationship management. I talk to the client most days to check in with the progress of ongoing jobs and be updated on the latest Coles strategies.
Meet with the Food Editor, Art Director and Digital Strategist to brainstorm cover options for the next issue of the magazine. We pull together ideas based on current trends from Australia and overseas, and analytics from Taste.com.au, Australia’s largest recipe website. Once we settle on ideas we like, we work on our unique take, how can we add something to the ideas, how are we going to shoot them, and how are we going to amplify the ideas. Content produced for the magazine also goes on social and digital media, and Coles marketing collateral. It’s also uploaded to Coles’ websites and Taste.com.au, so we need to offer readers new ideas that work across many platforms. Because we’re coming into the cooler months of the year, we spend a lot of time talking about the best pumpkin soup and how much we love slow cooking.
Casting call for Coles Baby & Toddler magazine. The office is briefly overrun by kids ranging in age from six months to four years old.
The Coles client, Alex, has flown up from Melbourne to attend some workshops and strategy sessions. The first one of these is a Skype meeting with the Medium Rare Social Strategy Director, Scott Drummond. Scott is sharing the latest Facebook and YouTube developments and what this could mean for the Coles business and the content we create. Scott’s in London so the meeting is happening in the middle of the night for him.
There’s always a birthday in the Medium Rare office and today is no different. We have a birthday buddy system so everyone has to cook a cake for someone else once during the year. Today – lucky for all of us – it was the turn of one of our three food editors! She’s come up with a raspberry and hazelnut extravaganza.
We’ve had three food shoots going on today – two ad hoc jobs for upcoming Coles campaigns and a video shoot for iPad animation for the next issue of the magazine. Sophia, our art director, is sent the shots as they happen and offers real-time feedback. This is particularly important as each of the shoots has a very specific brief. I check in with Sophia throughout the day to see how the shots are looking.
My day usually ends with me cookicturesing a recipe from one of our upcoming issues for dinner. I like to try the recipes we’re developing so I can give feedback on what the cooking experience is like for a real home cook (check out my Instagram shots and you’ll see what I mean by ‘real home cook’!). Tonight though it’s a client dinner at Mr Wong’s, a hip Cantonese restaurant in the CBD. Dinner involved mild embarrassment when the crab – and crab bibs – came out!
It’s late – 12:30am – by the time I get home. One last Twitter check and off to bed.
Julie Lee, is the Coles Content Editor at Medium Rare Content Agency