Industry Profile: Carat chief marketing officer, Adriana Colaneri

Sarah Homewood
By Sarah Homewood | 17 May 2016

Our Industry Insights Profile takes a weekly 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.

Today we head to Melbourne to speak to Carat Australia chief marketing officer, Adriana Colaneri.

Duration in current role/time at the company:

Current role 12 months; at Carat for 10 years as Group Business Director.

In one sentence, how would you describe what the company does?

We are in the business of redefining media for our clients. We are no longer focused solely on media outputs but rather delivering business outcomes for our clients.

In one sentence, what does your role involve?

Custodian of the Carat brand and reputation in the Australian market.

Within the last six months/year, what stands out as the company’s major milestones?

After a hugely successful couple of years of growth for the Carat business, in 2015 the marketing team has focused on converting this momentum into reputational leadership in the market. This has resulted in a bigger profile and presence for our product and the talented team that delivers it, with increased recognition in the Carat global network and local award wins.

I am most proud of our diverse executive leadership team which is 50% female. Women have been the backbone of the media industry for decades and its time that our contribution is recognised with more leadership appointments.

Best thing about the industry you work in:

There has never been a more exciting and dynamic time to be working in communications, and it keeps us all on our toes. We are entering a market that demands innovation and I believe that Carat is in a unique position to navigate our clients through this to deliver transformative business results.

Previous industry related (ad land/ad tech) companies you have worked at:

I have worked in the industry for 20 years commencing my career at JWT, followed by George Patterson Bates/Mediacom, ZenithOptimedia and now Carat. When I joined the Melbourne management team in 2005 alongside Catherine Krantz, we had 12 team members. That number has now grown to 140. The team has worked hard for every new piece of business and contrary to popular belief, Melbourne received only one client from the Mitchell merger.

Career-wise, where do you see yourself in three years time?

Nobody knows what the future holds but whatever I decide to do, I’ll make sure it makes me happy.

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

I was an A grade tennis player in my youth and recently I ran my own online jewellery store for 7 years.

Top networking tip:

The squeaky wheel gets the oil.

My favourite restaurant for a business lunch is:

Rosetta at Crown. Italian’s do it better and love the outdoor courtyard.

My favourite advert is:

David Jones #itsinyou series.

My must-have gadget is:

Apple iPhone….isn’t it everyone’s?

My favourite media is:

Instagram.

My favourite TV show is:

Currently, tie between Game of Thrones and House of Cards. All-time favourite is Mad Men.

The last book I read:

The Outliers by Malcom Gladwell.

My mantra / philosophy is:

Love what you do and fear a women who can run in high heels.

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

Finding a job after finishing my humanities degree out of university was challenging. A good friend of mine, Andrew Will, now sales director at NOVA100 Melbourne was working at Network Seven and got me an interview at JWT. The rest is history…

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

An investigative journalist or politician.

In five years' time I'll be:

Loving life.

Define your job in one word

Fabulous.

What's your poison:

Pinot Noir.

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