Oranje Creative (Oranje) is an Adelaide based, full-service advertising agency. Operating and delivering like the big agencies but without the overheads; charging less for the same calibre of work.
With an approach that has evolved over 20+ years of industry experience, Oranje uses innovation and creativity to answer the needs of today’s dynamic and fragmented communications landscape. Oranje is agile, responsive, adaptable with a can-do attitude. The team thrive on a good challenge and hit the ground running every time.
At Oranje, clients work directly with the people delivering their work. There’s no hierarchy of account management, executive or coordinator types creating roadblocks. Just one unified team working together for the same goals. Oranje listens to their clients stories, with an innate understanding of what is required. What is delivered comes from a commitment and respect for the brands created. Oranje nurtures these relationships and brands to ensure both go on to thrive. This approach is fuelled by their dynamic creative team, who boast expertise across a broad group of creative disciplines. A team who are, and will remain, all female.
Historically the advertising industry is a male-dominated workplace. Globally, 89% of creative teams are male-led, with only 12.6% of women being Creative Directors and 1% Founders. shocking statistic when 89% of consumer choices are made by women. Oranje’s Founder and Creative Director, Melinda Parent’s, vision when she started the business was to establish Adelaide’s first all-female agency.
Advertising has predominately been “man-made.” Oranje’s goal is to develop “woman-made” content, reflecting brands in an authentic new voice. To do this, they focus on increasing the status of women working in advertising and the creative industries, encouraging female
participation through creative direction and leadership to drive this much-needed change. Melinda’s passionate about spearheading change. She wants to nurture and support women in business, to give visibility to the work of women in advertising. To give-back.
To this end, Melinda has provided over $1M pro bono creative for women in business – single mothers, start-ups, not-for-profit, donations and sponsorship – since she founded Oranje. Melinda’s focused on building a long-term legacy with her foundation, the Australian Creative Women Foundation (ACWF), supporting women at the start of their careers in the creative industries; setting them up without the hurdles faced by those before them. By supporting and championing each other, we all rise.
In more than 20 years of experience, the ripples of Melinda’s work are turning into waves.
When did you start your business?
2000
What was the inspiration behind starting this business?
After graduating from university, Melinda had the vision to establish Adelaide’s first all-female creative agency. With courage and determination, she achieved her goal in a heavily male driven industry.
Melinda’s vision has built a strong community and support system for women. Being a Creative Director, woman, and successful business owner, makes her a bit of a unicorn. She knows what its like to fight your way through in the industry. 20 years-on, Oranje’s a creative force.
What are you most excited about in your business?
Historically the advertising industry is a male-dominated workplace. Globally, 89% of creative teams are male-led, with only 12.6% of women being Creative Directors and 1% Founders.
A shocking statistic when 89% of consumer choices are made by women. Oranje’s Founder and Creative Director, Melinda Parent’s, vision when she started the business was to establish Adelaide’s first all-female agency.
Advertising has predominately been “man-made.” Oranje’s goal is to develop “woman-made” content, reflecting brands in an authentic new voice. To do this, they focus on increasing the status of women working in advertising and the creative industries, encouraging female participation through creative direction and leadership to drive this much-needed change.
Melinda’s passionate about spearheading change. She wants to nurture and support women in business, to give visibility to the work of women in advertising. To give-back.
To this end, Melinda has provided over $1M pro bono creative for women in business – single mothers, start-ups, not-for-profit, donations and sponsorship – since she founded Oranje. Melinda’s focused on building a long-term legacy with her foundation, the Australian Creative Women Foundation (ACWF), supporting women at the start of their careers in the creative industries; setting them up without the hurdles faced by those before them.
By supporting and championing each other, we all rise.
In more than 20 years of experience, the ripples of Melinda’s work are turning into waves.
What has been the most challenging thing about starting your business?
Melinda’s journey has been marked by various challenges and a lack of representation in male-dominated industries. Throughout her education, professional modelling and then her creative career, she’s faced a scarcity of female role models. However, having firsthand experience of the effects of gender bias and underrepresentation has provided valuable insights into the challenges and barriers women face, and a powerful catalyst for Melinda to
champion change.
And we can’t deny we haven’t been stung by the “boys club”. In 2014 we were hit hard, losing 80% of our business in one clean swipe. A long-standing client changed management. An all-male agency was brought in overnight. No warning. No reason. It was down to the big boys.
Whilst having better gender balances within the industry wouldn’t necessarily change the outcome for Oranje, it would certainly even the playing field.
Melinda’s mission is to guide Oranje’s team to be unique, strong and purposeful in their creative journeys and their wider lives.
To us, success is all about relationships. Our approach ensures a platform of respect where we all strive for excellence and our connections stay strong.
What advice would you give to other women thinking about starting a business?
1. Out of a negative experience always comes a positive solution as long as you are prepared to learn and grow from experience.
2. Believe in yourself – you have to trust your instincts and know your value, no matter how tough things get.
3. Take a step back from the challenge and make sure your operations are aligned with your business goals.
4. Work hard and ride the wave – you never know who you are going to meet on the way – and you often to need to hit rock bottom in order to come back up and shine.
5. Continue to develop your relationships and keep those that believe in you close.
6. Good business is all about relationships.
7. Trust your intuition
8. Be honest and do not be afraid to diplomatically speak your mind
Why did you enter the AusMumpreneur Awards?
My son nominated me – and was thrilled there was a Creative Industries award! Willem has always been part of my studio and business. I worked right up to the moment I went into hospital to give birth to him – and he basically lived in the studio, with our all-female team, until the day he went to School. He is now actually a little entrepreneur himself and runs his own success side hustles when not at school!
What did you enjoy the most about being part of the awards?
I really loved the fact Katy and Peace are absolutely genuine. Genuinely care. Genuinely nurture. Genuinely listen. Genuinely professional. Genuinely impressive!
What surprised you most about the awards?
The huge following. The huge number of awards covering so many deserving industries. The wonderful collaboration.
How did the awards help you in your business?
The awards are such an accolade – and the Creative Industries are very rarely listed in national awards like this. STEM, medical research etc are always the successful forerunners.
What advice would you give to other mums thinking about entering the awards?
Absolutely enter. This is a chance of a lifetime, a platform for your voice to be heard in male dominated industries and your chance to dive into an extraordinary network of women.
What has been the best thing about starting your own business?
Oranje strives to create a positive impact for women’s equity in the much underfunded/underrepresented creative industries. It’s a long-term commitment and the focal point of Oranje’s existence.
Oranje proactively promotes our female team into leadership. The value Oranje places on each team member is immense and their involvement within the business is pivotal. We encourage our team to follow-through to next-level leadership and feel ownership of Oranje. Potential talent is lost when half the population in the creative pool is overlooked because they’re female.
Globally, female creative leadership roles are few and far between. Giving women more influence via creative leadership would change the face of advertising. Improving gender diversity will lead to better storytelling and provide more opportunity for underrepresented voices.
Because better talent is the catalyst for better advertising.
Oranje’s inclusive, collaborative approach is vital to our creative operations. Our team works without a strict hierarchy. We advocate for an organic, fluid-structure giving everyone the opportunity to present ideation, think-outside-the-square and get their hands dirty along the way. This allows us to excel on every front by providing firsthand industry experience – and understanding – to speak effectively to our audiences.
Therefore, we need women speaking to women.
And that’s what Oranje is about.
What’s happening next in your business?
Since its establishment, Oranje has been driven to change the equity of women through and we will continue our mission by:
1. Changing the message of advertising toward women. Creating content with an often unheard voice.
2. Focusing on fresh creative culture. Fostering environments where women can be the best versions of themselves.
3. Putting our money where our mouth is, supporting and creating causes and campaigns that elevate women and improve visibility.
Women are prime decision-makers when it comes to consumer activity, making up to 89% of household purchases, demonstrating why women should be included in creative leadership. The industry is still uninformed as to how to talk to women.
Oranje will continue to create campaigns designed to talk in a way that reflects how women see themselves, not how men perceive us.
Oranje’s purpose has always been to create content accurately representing women. We believe “woman-made” content displays an easy, unconscious competence when it comes to marketing to women. Creative which is characterised by a pronounced set of behaviours, distinguished from traditional brands.
That’s because women are no longer focused on blending-in.
The industry needs to recognise the consumer experience and instinct, that women bring into focus. This creative ethos is found behind every one of our campaigns, no matter what industry we are creating content for.
Oranje strives to create a positive impact for women’s equity in the much underfunded/underrepresented creative industries.
It’s a long-term commitment and the focal point of Oranje’s existence.
What are your big plans for the future?
To the future, and buoyed by the success of Oranje’s creative campaign work, Melinda is focused on building a long-term legacy with her new foundation, the Australian Creative Women Foundation (ACWF). ACWF will support women who want to start out in the creative
industries – setting them up without the hurdles faced by those before them.
Then there’s AdChat: The Creative Womans’ Perspective – an international podcast series in the making. Agencies of all sizes and establishment are involved. Melinda will conduct interviews, explore creative operations, discuss protocols and exchange experience to help bring gender equality to the industry.
The goal of AdChat is to benefit Australian women in creative industries, by:
– opening-up about the industry and championing change
– providing networking initiatives
– mentoring young female executives
– creating female leadership roles
– employment of working mothers
– creating flexible, adaptable environments
