Dynamic Duos: Late nights, charity bike rides, and karaoke created a lasting connection
This week in Dynamic Duos, we hear from Atomic 212's general manager of Sydney, Ash Carter, and general manager of data and technology, Tom Sheppard.
In Dynamic Duos, Mumbrella each week asks two colleagues with a professional and personal affiliation to share with readers the importance of workplace relationships in an increasingly hybridised world of work.
Ash Carter:
I started working with Tom 11 years ago, when I first joined what was then Department 212 (D212) as we were establishing a media offering to the existing Atomic Search business. Working on the media side of the business at D212 was strange at first because, having come from Mediacom (where everyone lives and breathes media) all of a sudden I had to explain to people with very strong digital backgrounds what it was we even did on the “brand” side.
Tom was the smart, SEO guy at Atomic Search. And being one of the agency’s first employees, I recall he always had a leadership aura about him which has continued over the years as he has led teams, clients and then departments as we have evolved.
Our worlds started colliding more and more as the media landscape was changing, and clients wanted the one-stop shop for their media solutions. This saw the opportunity to bring Atomic Search and Department 212 together as Atomic 212 and we started collaborating on clients end to end. This continued to evolve as our media solutions became more accountable and measurable, and Tom shifted to a focus of data and technology. I was recommending where our clients needed to spend their budget to achieve targets and reach their audience and Tom was the guy who helped prove it was working!
Then, six years ago, we were put together to run half of our client group in Sydney. This really showcased the benefits of people with two different backgrounds working together to deliver results for our clients. We’ve just continued to build on that partnership even as both our roles have evolved and changed in the agency.
The reason we work so well together now is a shared work ethic, a desire to just do good work, and our ability to partner with our clients to solve their challenges.
Tom’s ability to always try and uncover the next 1% improvement means we are constantly discovering new ways to look at briefs and results and then bringing our teams on that journey to deliver to clients.
One of the most important things for me when it comes to our work and careers is to always ensure you are learning and making a step change. Working with Tom you get that – every day and each challenge that comes with it – making him one of the best colleagues to partner with to evolve my perspectives and solutions.
Tom Sheppard:
Ash and I first met at work, but we were in completely different teams – Ash was in planning and trading, and I was in the digital team, specifically SEO. Our roles didn’t naturally overlap much, but we ended up working together for the first time on an integrated media pitch. We were responsible for the implementation section, figuring out how to bring the strategic insights to life across different media channels. It went well and over the next few years, we kept finding ourselves on the same projects, building a solid working relationship along the way.
As time went on, we started managing a large portfolio of clients together, which worked because our skill sets complemented each other so well. Ash had the planning and media investment expertise, and I focused on digital performance and measurement, so we covered a lot of ground as a team. We had some big wins, learned a lot from each other, and built a strong level of trust.
But beyond just working well together, we stayed in contact because we genuinely got along. We’ve had plenty of long days and late nights solving tricky client problems, and those experiences create a connection that lasts. Even though our careers have gone in different directions, we still check in, swap ideas, and keep up with what’s happening in the industry. There’s a mutual respect there – not just for the work we did together, but for the way we think and approach challenges.
At this point, it’s less about having worked together and more about knowing that when we do talk, it’s always a valuable conversation – whether it’s about work, industry trends, or just catching up.
Ash on Tom:
Most memorable moment with Tom: There have been a few recent karaoke nights which deserve an honourable mention, because Tom does a great rendition of Oasis.
Best word to describe him: Driven.
Most annoying habit or endearing behaviour he has: Tom’s most annoying habit is his ability to outsmart you during any (respectful) argument, because he is just… So. Damn. Smart.
His most endearing habit is his genuine care for people and for his work. Tom might move a million miles an hour, but he will slow right down when it comes to caring for people, his family, his team and his colleagues.
Tom on Ash:
Most memorable moment with Ash: We did a charity bike ride from Sydney Olympic Park to the Blue Mountains over a weekend. It was something like 100 kilometres a day, totalling 200 kilometres – which felt like 2,000 kilometres! This was a great opportunity to know Ash even better outside of work.
Best word to describe her: Tenacious.
Most annoying habit or endearing behaviour she has: She doesn’t have any annoying habits. She’s intelligent, awesome to work with, calm, and a true leader.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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