The perfect pitch with NYT Strategy Director, Emily Yeo

Emily Yeo has built an international career shaping creative ideas that cut through complexity and connect with human truths. From her early days in branded content to leading multi-platform strategies at one of the world’s most influential media organisations – The New York Times, Emily has seen firsthand what makes ideas resonate. In this profile, she shares practical, hard won advice for creatives looking to stand out and get ahead.

Can you tell us about your career journey since graduating from QUT?

I left university sure I would step into a career in PR, but by chance, I applied to a start-up in “blogger talent” and sponsored content (and got the job) which sent me down the path of branded content where I remain today. Since then, I’ve worked in media and social agencies and publications, finally landing at The New York Times four years ago.

What are some of your career highlights?

Getting the job at NYT was a huge moment — to be accepted into a company I admire, with some of the smartest people I’ve ever met, felt like a triumph. From a work stand point, I’ve been part of teams to produce two IRL brand experiences, one was an immersive wine tasting experience, the other an AI-powered Art show. It’s always very cool to see your work take physical form. I also got to work with Usain Bolt!

What are the most surprising differences you’ve noticed from working in communications and strategy in Australia and America?

In my experience, Australian companies applaud a wide-array of skills and expertise; knowing a bit about everything. Whereas in the US, specialities go deep, and specific experience is highly sought after.

From your experience, what distinguishes a strong creative pitch?

A good creative idea is more compelling when it’s tied to a problem and human truth - it gives the creative a reason for being. And when it comes to the actual pitch, getting rid of those “autopilot slides”, the agendas and creds slides, and instead beginning with a conversation, a question or an interesting story. Remember, we’re usually one pitch of many so how can you be different.

How do you encourage originality in pitches without losing clarity or focus on the brief?

In creative brainstorms, we like to use Walt Disney’s Three Rooms principle, which lets us share all ideas freely, without comparing them to the strategy brief initially. Nothing is too crazy or too big or small. From there it is my job to refine these ideas, along with my creative counterpart to ensure we remain true to the brief.

What’s the hardest internal hurdle a pitch needs to overcome at The New York Times and what is your advice for Creatives to overcome this hurdle?

Simpler is better. Sometimes we can get so caught up in building on a idea and adding more to it, when the simplest version is the strongest. Its not advice we haven’t heard before, but it is the advice I think we can all stand to remind ourselves.

How do you tailor core messaging for multi-platform promotions

Understanding how people use various platforms - when they use them, what they use them for etc – and tailoring creative to that. An audio ad should have a short headline for listeners to takeaway, a longform video should be entertaining or deeply informative for example.

What is your advice to creatives wanting to stand out in the age of AI?

Use AI in creative development but be critical of ideas / use your own experience to polish ideas and make them stand out. Everyone has the same tools at their disposal - not everyone has your unique interests, perspective, experience.

What should early-career creative practitioners focus on learning that will still matter in 5 years?

The basics of writing or design or strategy - you have to know the foundations, know the rules, in order to know how to break them.

What are your pro tips for landing a position with an international organisation based overseas?

Be on the ground. Companies are reluctant to speak to candidates who aren’t in the city.

What is one skill that you couldn’t live without and why?

Critical thinking and curiosity. Always ask why and if you don’t understand something, ask, learn. Not knowing, especially in early years isn't a bad thing, in fact, it’s expected. So don’t think you have to know everything from the get go.