Virginia Hyland - Engaging Women

“That’s the trick with digital now you can’t just put beautiful work out there you have to be able to measure it and give tangible results to clients.” Virginia Hyland.

Time to hear from someone who backed herself and now enjoys the fruits of self-belief.

Virginia Hyland is the founder of HM Communication Group; the largest female-owned media agency in Australia.

It boasts big name clients include Vera Wang and Rimmel and has 40 million in billings.

At just 17 this mum-of-two left her home in Gilgai NSW with barely any cash to try her luck.

I caught up with her after she was nominated as one of the rockstar finalists for a Telstra Business Women’s award.

Martine Harte: Virginia I suspect many readers may be sketchy on what a media agency does, can you fill us in?

Virginia Hyland: So media used to be part of creative agencies.

Creative agencies would try and create a television commercial then decide where to spend the money to advertise that commercial.

But as media became around a five billion dollar industry (in this country) and digital launched then clients were more confused than ever as to where to spend their advertising dollars.

Media agencies basically split off from creative agencies and became specialists in how to advertise and spend money, targeting a customer that would actually bring results for clients.

You started an agency with zero backing, what gave you the confidence to take the plunge?

Virginia Hyland: I don’t know if it confidence or stupidity! (laughs)

What happened was I left ACP and was working for an agency where One.Tel was our biggest client and One.Tel went bust.

I just thought it was a great time to give my own agency a go.

Within six months I’d actually picked up a few clients. It meant I could actually pay my new mortgage and I stayed with it.

Tell us why you headed to the big smoke as a teen with big dreams..

Virginia Hyland: I was living in Gilgal (nine hours drive from Sydney) I had a dream of working at the Sydney Morning Herald as a journalist; but it turns out they only accepted two graduates a year.

So I decided to enter through the back door. There was a job going in the Sydney Morning Herald in the advertising section. I moved to Sydney and enjoyed it so much I stayed in advertising!

I’ve read that you worked with publishing icon Nene King when you were in your twenties, that must have been a ride..

Virginia Hyland: It was an eye-opening experience to see how an incredibly successful publisher operated day-to-day.

She was a scary person to work for as I was young and admired her so much, she was incredibly committed to her editorial and to her magazine.

You also took the cosmetic brand Rimmel from number three in the market to number one?

Virginia Hyland: Yes we even knocked L’Oreal off their perch (which never, ever happens).

We were able to show Rimmel that if you change your creative slightly you are just going to appeal more to that younger audience.

We were able to measure everything we were doing. That’s the trick with digital now you can’t just put beautiful work out there you have to be able to measure it and give tangible results to clients.

Was that the Kate Moss campaign?

Virginia Hyland: It was and we actually dialled Kate and the Union Jack up, Kate actually still works extraordinarily well for the audience.

What’s the next thing for you?

Virginia Hyland: Coding is the area where there’s not enough people on the ground with enough skill and knowledge to be able to build something really well.

So my idea is to bring in coders.

What’s your dream project?

Virginia Hyland: It’s actually making my Country Kids Connect group massive.

I am connecting them with people who can give them advice and opportunities.

My dream is to have thousands of country kids being accepted into career paths they really want to try.

Because for me it’s been a magical ride and one I never would have imagined when I was sitting in my town of 500 people.

Do you have any time management tips?

Virginia Hyland: Just let it wash over you. Know things will get better (laughs) I’ve seen so many mums trying to do so many things at the same time and then they’re unhappy.

Engaging Women