Human on the Inside with Gambol’s Camey O’Keefe
Human on the Inside. We’re big believers in the power of human skills. But don’t just take our word for it - the evidence for excellence powered by human (‘soft’) skills is everywhere! In this engaging, ever-enlightening series, we speak with industry leaders, innovators and game-changers to learn a little about their personal career journeys, and how human-led strategies, philosophies and cultures are proving a force for good in their working worlds …
Maxme: Welcome Camey, and thanks for stepping into the #SuccessIsHuman Spotlight!
You’re the Director at Gambol Creative and also the Founder of Suit School.
In 1 sentence (ok, we’ll give you 3), what do your roles entail?
Camey O’Keefe: Gambol: Playing well with others - building business & shaping brands through creativity.
Suit School is my way to support the development of strong Agency Suits. Training Playmakers.
M: You’ve built a dynamic career over 25 years in the advertising and marketing industry, holding senior creative and strategic roles across leading agencies including BWM Dentsu, Blue Hive/GTB, The Hallway, and Trout Creative Thinking. Along the way, you’ve led major integrated campaigns for brands like Ford and Kmart, and established yourself as a respected voice in the field. Now, as the Founder of Suit School and Director at Gambol Creative, you’re focused on empowering account service professionals and reshaping the workplace to be more playful and human-centred. You also share your expertise regularly as a panelist on the ABC’s Gruen.
How does all this work speak to your personal purpose and what drives you as an individual?
CO’K: I want to build a more playful world of work. I believe this will allow us to get to more creative outcomes, faster and with less friction. This is a collective ‘grand ambition’ - the change I’d love to see in the world.
On a more 1:1 level, I’m motivated by a strong drive to enable people to do their best work, playfully. Suit School is my effort to support individuals to become this potent force for serious play at work - to help them be effective Playmakers.
M: Tell us a little about your personal education pathway/s - what led you to where you are now? How closely do your formal qualifications match your current career?
CO’K: Despite being a big fan of the ‘squiggly career’ my initial education pathway was pretty conventional and linear - and does quite closely match my current career.
I went straight from school to university, studying Marketing & Media at Murdoch University ahead of entering the ad industry - in Account Management.
It was perhaps 10 years into my career that I start actively exploring adjacent (and what some might consider less conventional) avenues to bolster my professional qualifications - which includes pathways such as:
The School of Life - 2 Day Play Masterclass
Cert IV Executive Coaching
Certified Lego Serious Play Facilitator
Intro to Improv course
That said I was always an avid learner - seeking out books, events and short courses that would spark my imagination and allow me to expand my knowledge. I am a massive advocate for self-driven learning & development.
M: If you could share one piece of career advice to your 21 year old self it would be ...
CO’K: Take the leap - start small but do the damn thing.
That will often mean less talk (or overthinking) and more action - which may feel scary in the moment but promise, you will very rarely regret doing so.
M: Maximising the potential of individuals, communities and businesses through the power of human skills is the reason Maxme exists. Can you tell us a little about the role and / or value of human skills in your workplace or industry right now?
CO’K: Ooft it’s everything. Human skills have always been at the heart of the creative communications industry - we’re in the business of ideas & storytelling for influence - we need people who can move people. In an increasingly online world this remains true.
Our role starts with a deep desire to better understand human behaviour and why people make specific choices. Sure you can research but you need to refine this knowledge and build on it ongoing. Then use it to the best effect - to generate ideas and drive decision making.
In my role as a Suit, it requires an ability to apply it in the room when decisions are being made. This requires real time observation, empathy and attunement, it’s not something you can outsource or code for.
In an AI era - human skills are more critical than ever. Tech journalist Kara Swisher advises that Creativity and Randomness are the two most valuable assets we can offer as a counter to super computers. And guess what - you achieve this through play.
So yeah, clearly I’m biased but Play is the most human skill we have and it’s never been more valuable.
M: Self Awareness sets the critical foundation for all Maxme learning experiences. What’s your strongest trait / personal super power?
CO’K: Optimism.
I’m forever grateful that I seem to be hardwired to see the glass half full.
Even in the face of evidence to the contrary, I have a healthy belief that things will work out. To be clear, I’m not delusional, instead hopeful always.
M: And on the flip side, what’s one human / ‘soft’ skill you’ve had to really work on improving over the course of your career?
CO’K: Embracing ambiguity. Getting comfortable with the messiness - and allowing others to do so also. Which is so important in my field, as this is often where the magic happens - where unexpected new ideas emerge.
M: If you could share one piece of career advice with recent Uni graduates or candidates keen to work for an organisation like yours, what would it be?
CO’K: Don’t worry so much about making mistakes. Everyone is finding their way and learning as they go. Instead ask questions and seek out experiences (big and small) that enrich you. Then strive to make a meaningful contribution.
M: You’ve been granted approval to add one Uni graduate to your business, but have 100 applicants, all with outstanding academic results. How do you find your perfect candidate - what are you looking for?
CO’K: The ability to ask quality questions. The appetite to do so.
I would look for the candidate that demonstrates humility and hunger in equal measure.
M: In the words of American philosopher, psychologist, and educational reformer John Dewey, “education is not preparation for life, education is life itself.”
What’s next on your #learning agenda?
CO’K: Sales & finance.
Feels odd for me to write this response, as I was never particularly money motivated or interested in ‘closing deals’. But each chapter brings new learning requirements and as someone who launched my own business in 2023, I realised this is a skill I need to improve.
Self awareness tells me I’m more excited by ideas and stories than dollars and cents but that this can be a shortcoming in business ownership. One that I need to work on.
Camey O’Keefe
Founder of Gambol
Camey O’Keefe is the founder of Gambol, a seriously playful creative company helping teams do their best work by making space for play.
A strategic suit with 25 years inside top agencies and global brands, she’s built a career around making creative work better: for the people behind it and the businesses it serves. She’s the creator of Suit School, a certified Executive Coach, and a regular panellist on the ABC’s Gruen. Through it all, her belief is simple: when people play, ideas flow, teams gel, and the whole organisation lifts.
Ready to develop the human skills within your organisation, team or self? Explore our menu of Maxme Products & Programs or simply download the Hodie app to get started today.
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