Technology Unsung Heroes Public Relations

Unsung Heroes - the social media executive: Robin Hutchinson, Switched On


By Shawn Lim | Reporter, Asia Pacific

May 2, 2018 | 4 min read

The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients.


Robin Hutchinson is a social media executive at Switched On, a WPP-owned digital agency in Australia.

As they are seldom in the spotlight for their contribution to the success of campaigns, and this is their time to shine.

If you think of someone who deserves this recognition, please get in touch with Shawn Lim and nominate them. You can read the most recent feature, which looks at the role of the YouTube news writer, here.

Robin Hutchinson is a social media executive at Switched On, a WPP-owned digital agency in Australia. While his job requires him to use Facebook, Hutchinson is keen to stress that his job is more than just sitting in front of a computer and surfing social media.

Why is your job important?

Concepts and strategies are all well and good, but without someone actually executing the ideas they would never see the light of day. I'm that someone.

What is the hardest and most stressful part of your job?

I manage a wide variety of campaigns for different clients, all happening concurrently - so my work has a habit of snowballing if I don't stay on top of my priorities. Looming deadlines never fail to heebie my jeebies!

What is the most rewarding part of your job?

Final client sign-off on creative assets. Seeing ideas come to life and the positive reactions from users online.

First thing that comes to people’s minds when you tell them your job?

"So you spend all day on Facebook and get paid for it?"

How would you correct/explain to them what you do then?

The Facebook I use isn't like the Facebook you use. Just picture big, grey spreadsheets that take a long time to load.

Is there anything you want to change in your job?

The sheer volume of emails. Wow, there are a lot of emails. At least I can now add 'proficient at inbox organisation' to my LinkedIn!

Which was the campaign that you worked on, that you are most proud of?

My team has been producing a series of recipe videos for a major shopping centre client. Aside from the great results and responses we've seen so far, I'm most proud of this campaign because it's my first professional foray into the world of creative. Producing these videos from start to finish has been a hell of a learning experience, but also tons of fun.

Who is someone you want to emulate in your industry?

My manager, Sarah Tu. She always seems to be one step ahead of me, but I'm nipping on her heels.

If you weren’t a social media executive, what would you be?

I planned to follow my passion of playing cocktail piano in bars and restaurants, so I'd probably be homeless.

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