Industry Profile: Admatic national MD and managing partner Matt Crook

By AdNews | 17 April 2018

Our Industry Profile takes a look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

Meet this week's industry profile, Admatic national MD and managing partner Matthew Crook.

Time in current role/time at the company:

10 months.

How would you describe what the company does?

A digital agency that unites human intelligence, creative enhancement, actionable data and advanced technology to provide brilliant work for clients who share a passion for progressive thinking and communications.

What do you do day-to-day?

Everything from redefining the proposition of Admatic and challenging our current vision, lots of pitching, flying to Sydney a lot, meeting with clients, ensuring we are constantly have our eye on the expansive digital opportunity whilst doing the current brilliantly and most importantly hopefully attracting great people and keeping our 40 staff excited and challenged.

Define your job in one word:

Unexpected (in a very positive way).

I got into advertising/ad tech/marketing etc because:

I wanted to be a copywriter but got a job in media at Clemenger BBDO as a way to move over. It never happened.

What’s the biggest challenge you face in your role?

Moving at pace and ensuring that independent, specialist agencies such as ours are invited to and continue to win in a changing playing field and competitive landscape.

What’s the biggest industry-wide challenge you’d like to see tackled?

Transparency. In particular relating to fee structures. It seems slightly off the agenda at the moment and it concerns me on many fronts from anti-competitive collusion issues to client trust.

It is an issue for publishers, clients and agencies. It is a house of cards for many groups that will tumble. There is a fundamental difference between stating contractual compliance and transparency and I fear that many do not understand this.

Previous industry related companies you have worked at:

I worked at Dentsu Aegis for 12 years in roles from CDO, chief strategy officer and head of all performance and data brands. Was a great experience…… for most of that time.

Who is/has been a great mentor to you and why?

I’ve never had a mentor but really enjoyed the early guidance of John Murray (Global head of Amplifi) and I have a number of people I lean on for specific advice when they know more than me (which is often).

Words of advice for someone wanting a job like yours?

Seek council on important issues, try to act quickly, think about the future, like people, stay out of politics, get out of the way of your team and leave the place in a better spot that when you arrived.

If I wasn't doing this for a living, I'd be:

I think a hybrid between gardening, movie producing and tennis player.

My mantra / philosophy is:

Go to bed each night still liking the person you are. I usually do.

My favourite advert is (and why):

I like the total experience Netflix creates around a customer. It is how we at Admatic see the world of communications elevating to. I’m not a huge fan of stand-alone ads with no broader purpose.

Music and TV streaming habits. What do you subscribe to?

iTunes, Netflix, Stan. Also I watch everything from L2 and Scott Galloway.

Tell us one thing people at work don’t know about you?

I accidentally reversed over a client 15 years ago with my car.

In five years' time I'll be:

Very proud of where we have taken Admatic to and the father of two teenagers and hopefully still liking myself as a human when I go to bed.

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