Natalie is the Founder of Lacuna Agency and she offers Lacuna’s clients expertise in creating compelling content and best-in-class executions; skills she has honed in an exemplary media career of over 24 years.
Her passion and commitment to creative, boundary-pushing thinking have benefited a diverse range of brands across the finance, beauty, and automotive categories to name a few.
Proving the effectiveness of campaigns is a key priority. Nat has worked closely with Neuroscience Australia to pioneer the process of applying neuroscience to measure the efficacy of campaigns and use those insights to optimise subsequent activity.
Natalie’s vision is to create an industry-leading agency. Her promise is to ensure Lacuna is constantly pushing the boundaries of what is possible and to focus on forging new and exciting ground for every client, every time.
For more details, visit their website here.
Here we sit down with Natalie to learn a bit more about her journey as an entrepreneur.
Q. What inspired you to become an entrepreneur?
Natalie: Entrepreneurial traits have been inherent in me, even during my tenure working for others. I thrived on being proactive, generating new ideas, and exploring additional revenue streams, particularly in a fast-paced environment. This, coupled with my steadfast belief in the mantra that I’d rather regret something I did than something I didn’t, left me with no hesitation when the opportune moment arrived to decide between continuing to work for a company or venturing into entrepreneurship.
While I cherished my time working for media agencies, my passion for bold, innovative thinking sometimes clashed with the diminishing openness to such approaches as these organisations expanded. Larger companies often perceive unconventional ideas as challenging, and I felt compelled to break free from any constraints on broader, client-benefiting thinking that could arise in such environments.
Q. How did you get started?
Natalie: In the early stages of my career, I dedicated most of my time to managing beloved brands at media agencies in Australia. Recognising a void in the local market regarding passion and understanding of the partnership landscape, I saw an opportunity to elevate these collaborations to new heights.
With a commitment to creative thinking and seizing opportunities beyond the standard, I founded Lacuna Agency. It stands as a highly specialised media agency, offering a spectrum of services including brand strategy, media planning and buying, brand partnerships, talent management, social media management, and content creation. Our bespoke solutions are always tailored to clients’ requirements, anchored to objectives, and guided by the mantra: Insights, Ideas, Execution.
Known for my dedication to doing whatever it takes, I prioritise both the big picture and the finer details. Launching Lacuna was a strategic move, and with a relatively low initial investment in the service industry, I set up an office at home to keep expenses in check, a decision that proved especially prudent when faced with the uncertainties of the industry, particularly during the onset of COVID-19.
The name “Lacuna,” which means ‘blank space’ in Spanish, embodies my belief that the agency fills a void in the Australian market for partnership and media specialism. Throughout the journey, I drew inspiration from within, seeking advice from those around me but staying true to my vision and avoiding distractions. The story of Lacuna Agency is one of recognising a gap, pursuing innovation, and ultimately delivering unparalleled value to our clients.
Q. What was your biggest startup challenge? What steps did you take to overcome it? What did you learn?
Natalie: The most significant challenge I faced at the start of my entrepreneurial journey was burnout. Fuelled by a competitive spirit, I imposed tremendous pressure on myself during Lacuna’s launch, relentlessly pursuing success and pushing myself to the limit. However, despite my efforts, I found myself never fully satisfied, always looking ahead without taking a moment to acknowledge and celebrate achievements.
It took about six months of maintaining this intense pace for me to realise the importance of celebrating wins, both big and small. Furthermore, I acknowledged that operating at such a relentless pace was unsustainable.
In response, I shifted my approach to embrace and celebrate victories, which not only served as inspiration to keep achieving but also prompted a positive change in my mindset. Additionally, I began prioritising my health and establishing boundaries for myself – because as the saying goes, sometimes you need to slow down to speed up!
Q. What is the most memorable thing you’ve done since you started your business?
Natalie: Answering this question is challenging, but one standout moment was securing Holden as Lacuna’s founding partner, a recognition highlighted in key trade press. It was a proud affirmation that clients believed in my vision, reinforcing my decision to venture out on my own.
Equally, I take immense pride in the resilience I’ve shown since Lacuna’s inception. Navigating the challenges of COVID-19, having to adapt the business structure, and subsequent service offerings demanded constant self-motivation, even on days when it seemed hard.
While it might appear small, I genuinely believe that resilience is a paramount quality for any business owner, and reflecting on these moments remains one of my proudest achievements.
Q. What is one book you recommend, and why?
Natalie: “Crucial Conversations: Tools for Talking When Stakes Are High” by Kerry Patterson, Joseph Grenny, Ron McMillan, and Al Switzler.
This insightful book provides a comprehensive breakdown of key principles for fostering productive conversations, even in the face of heightened emotions. Both communication and emotional intelligence are areas where continual improvement is valuable for everyone, and this book has prompted me to reflect more deeply on my self-expression and ways to enhance it.
Q. What are your top 3 favourite online apps, tools or resources and what do you love about them?
Natalie: As an entrepreneur juggling various roles and striving for efficiency, apps can play a pivotal role in streamlining tasks and allowing me to focus on what truly matters.
First up, we have Canva, a design platform that has revolutionised my approach to visual content creation. Whether it’s crafting engaging social media posts, designing presentations, or developing marketing materials, Canva allows me to create engaging content for my clients that is in line with their brand aesthetics.
Moving on to ChatGPT, which has become an indispensable tool for me. Its versatility in supporting communication, training & development and problem-solving is unmatched. Being a solopreneur, the availability of a 24/7 resource to bounce ideas off is incredibly advantageous.
Lastly, the Metricool scheduling app has become my ally in managing the world of social media management – both from a time and output perspective. It streamlines the entire process by offering comprehensive analytics, content scheduling, and engagement tracking in a single platform. Through the automation of post scheduling and meticulous analysis of performance metrics, Metricool guarantees that my management of clients’ social media accounts is not only consistently effective but also guided by valuable data-driven insights. This not only saves time but allows me to maintain a dynamic and engaging online presence for my clients, fostering brand visibility and audience interaction.
Q. In terms of legacy, what is the mark you’d like to leave on the world?
Natalie: My desired legacy is grounded in unwavering perseverance, dedicated hard work, and a profound appreciation for the balance between professional success and personal relationships. I aim to be remembered as someone who faced challenges head-on, demonstrating resilience in the pursuit of my goals. Alongside my commitment to career achievements, I have always valued and prioritised the precious moments spent with friends and family.
My commitment to charity work, particularly with Polished Man, is also an integral part of my legacy. This reflects my belief in leveraging success to contribute positively to the world. I aspire to leave a legacy that inspires others to persevere, prioritise their loved ones, find joy in their endeavours, and make a meaningful impact on the world, just as I have strived to do throughout my journey.
Q. In one sentence, what’s the best advice you’d give to someone just starting out on their entrepreneurial journey?
Natalie: Embark on the journey without delay, as making excuses and waiting for perfection can hinder progress, so trust your instincts, take the leap, and live by the mantra that we only regret the chances we don’t take.
To keep up to date with Natalie and her journey, connect with her on Lacuna Agency and her Instagram.