Archibald/Williams’ account manager Natasha Polczynski, like so many in the advertising industry, had a different path mapped out for her before she found her calling. The budding dancer wanted to be a ballerina, which she calls her greatest passion in life and ‘one of her main loves’. “At first it was all about wanting to be a ballet dancer but then I studied journalism. I thought I’d be a journalist until I realised the industry is difficult to get into.”
Natasha studied at University of New South Wales in Sydney for a Bachelor of Media and Communications, majoring in journalism – before she realised that the industry wasn’t for her. Though she looks back at her student days with warmth she does believe that being one of many meant it was harder to stand out. “I struggled with the lack of attention that lecturers and tutors would give you and the motivation to push forward at that stage of my life but found that it was really good for growth.”
After ‘falling into the industry’ thanks to a friend who recommended her for a role, Natasha learnt to hone her craft with a few lessons in those early days, the most important being to manage expectations. “I felt like I always had to jump on things right away - to people please. I soon learnt it was better to take my time and make sure I got it right in the first place!”
She took away many positives including an appreciation for the social side of her role, “managing and feeling in control” and juggling many projects at the same time which closed the gap between being a strategist and a creative at the same time. Now that Natasha’s settling into the industry, she has a real appreciation for the diversity that each day brings: “One morning I’ll be attending a TVC shoot in northern Sydney and the next, I’ll be presenting a strategy deck on a performing arts company.”
Her first project was for National Broadband Network, an Australian national wholesale data network, for their disconnection campaign. “This was the communications strategy and messaging for the nation-wide compulsory switch from ADSL internet to various types of fibre technology with the NBN. This was a very complicated journey but was great to learn the agency 101 process, and gain confidence in my abilities. (I’m also now an expert in all six NBN technology types).”
As someone who describes themselves as ‘very extroverted’ and ‘extremely chatty’ and who finds their energy from being around people, lockdown in Sydney was a tough experience. “The lockdown experience was horrible especially for an extroverted person. Being social and living in a small apartment with just one roommate is a real challenge but luckily my family lives close by so I would go and visit when I could.”
Speaking of family, Natasha is proud of her Polish heritage though regrets not travelling to the country yet or being able to speak the language. Her grandfather moved to Sydney shortly after World War Two and only went back once, so she is keen to be able to explore that side of her history when time allows it.