Staff Reporters
Feb 29, 2024

Creative Minds: Rosie Stone on becoming an unexpected creative force but loving it anyway

The Leo Burnett creative made quite a U-turn from writing Justin Bieber articles to solving briefs, creating campaigns and finding 'aha' moments in advertising. Here's her story.

Creative Minds: Rosie Stone on becoming an unexpected creative force but loving it anyway
In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured?

Name: Rosie Stone

Origin: Sydney, Australia

Places lived and worked: Sydney and Melbourne

Pronouns: She/Her

Leo Burnett Australia, Melbourne, associate creative director, 2022 – present
Leo Burnett Australia, Melbourne, senior copywriter, 2021-2022
Leo Burnett Australia, Melbourne, copywriter, 2018-2021
Loud, Sydney, copywriter, 2017-2018,
Ogilvy, Sydney, copywriter, 2014-2017

1. How did you end up being a creative?

Studying journalism at university, I hoped to become Australia’s next top foreign correspondent. I’d imagined travelling to war-torn countries, bringing the nation hard-hitting news from the frontline, and telling the kind of stories the world needed to hear. Instead, I found myself as the fashion editor of a teen magazine, writing intellectually challenging articles like “What Justin Bieber accessory should you be rocking?” and reviewing films I’d never seen before, like Disney’s Cars. So, I decided to pivot and took a job in PR at an advertising agency. Promptly discovering I was a very enthusiastic but unequivocally terrible suit, I was lucky enough to switch to the creative department and haven’t looked back.

2. What's your favourite piece of work in your portfolio?

The most recent work for Johnny Walker in partnership with AFLW was a real highlight. The stories of these incredible women, their willingness to share them and the genuine love and pride they took in the game were amazing. As a long-time lover of sneakers, seeing bespoke ones come to life was incredible to watch.

3. What's the one piece of work you most wish you'd done? 

Oh, there’s so many. But if I had to pick, I would love the recent “Mouthville” work done by Colenso BBDO for Delivery. It's weird and wonderful, and I wish I'd done it.

4. Who do you most admire?

Lee Lin Chin, former anchor, SBS World News

Former SBS World News anchor Lee Lin Chin. She’s a mix of iconic fashion choices, unapologetic opinions and wry humour. She takes the big issues seriously but never herself.

5. What advice would you give to 10-year-old you, if you could?

They’re lying to you; you’ll never use mathematics.

6. What really motivates you?

Solving a problem. There’s nothing quite like an “aha” moment.

7. What would you do on your perfect day?

I’d take the dog for a nice long walk in the sunshine and eat a different pasta at every meal.

8. What’s your favourite music, film or book of the past year, and why?

If you haven’t read Hanya Yanagihara’s “A Little Life”, do yourself a favour and buy a commercial quantity of tissues and read it immediately. It’s heartbreaking and beautiful in the way only good books can be.

9. What's your guilty pleasure? 

Watching videos of celebrity homes on Architectural Digest’s YouTube channel. I think Troye Sivan’s home is magical; Cara Delevingne’s home haunts me.

10. What makes you really angry?

Slow walkers.

11. What makes you really happy?

Dogs at the park; their happiness is contagious.

Campaign Asia

Related Articles

Just Published

2 days ago

BBC splits its India operations

Following a series of tax raids in 2023 and shifting regulations, the BBC announced it's dividing its operations in India this week, as it seeks to meet the country's foreign investment rules.

2 days ago

Focus on ability rather than disability, new ...

Initiative led by SPD Contact Centre and agency ABrandADay aims to tackle the underemployment of Persons with Disabilities (PwDs) in Singapore.

2 days ago

H2 2023: Telstra disrupts the norm with its $100 ...

North America dominated the global creative landscape in H2, but high-value shifts from APAC, like telecom major Telstra abandoning the traditional agency model made news.

2 days ago

The individual vs the collective effort in ...

Brands have the power to revitalise the value of sustainability, its collective progress, and individual benefits—and now is the time for them to do it. Natasia Wangsaputra opines.