Industry Profile: Finecast head of client services Liv Geen

7 July 2020

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

This week we speak to Finecast head of client services Liv Geen.

Time at the company:
Eight weeks at Finecast but six and a half years within GroupM, most recently with Mindshare.

How would you describe what the company does?
Finecast has the ability to target and reach Australian households in an Addressable TV world that enhances and compliments all TV and video campaigns.

What do you do day-to-day?
Manage and support our agency partners in Mindshare, MediaCom, Wavemaker and Essence to ensure their client campaigns are successful and that addressable TV through Finecast has a continual role to play within their screens ecosystem.

Define your job in one word:
Dynamic.

I got into advertising because:
I was curious about the world and I always wanted a job where I’d never repeat the same working day twice. I’ve had the best time in my career across various roles and agencies, and I’ve met some great people and clients. The greatest joy is watching a campaign finally come to life as it has been in the works for months and I still get a great sense of pride when I see the campaign finally hit the market.

What’s the biggest challenge you face in your role?
Like many it’s the unknown as we navigate through COVID-19 and beyond. Starting a new role amidst COVID-19 has taught me a few valuable lessons and I have a new appreciation for onboarding new team members. Like everyone I’m waiting to see how the world has changed once we come out of COVID-19 and what this means from both a professional and personal standpoint.

What’s the biggest industry-wide challenge you’d like to see tackled?
Staff retention and less agency turnover has always been a topic of conversation, but one that we haven’t quite solved. Sometimes we think we have to move to a different company to progress, but I’ve loved crafting my career within GroupM, and I think showcasing the opportunities for development within companies is a way to do it.

Previous industry related companies you have worked at:
For the majority of my career I have been in agencies so joining Finecast has given me a new perspective on my previous agency history. And I’ve already found that it’s helped me in this role.

Who has been a great mentor to you and why?
Nicola Lewis (GroupM chief investment officer). Nicola has been my boss, my confidant, my mentor, my friend and continues to support my career and guide me through the ups and downs. She has always been a true professional and I admire that.

Words of advice for someone wanting a job like yours?
Work hard, stay focussed, be curious and embrace new opportunities.

If I wasn’t doing this for a living, I’d be:
Either a chef or a travel writer.

My mantra is:
Always say thank you.

My favourite advert is:
Years ago, I worked on the Road Safety Council WA and we created a campaign for Speed called “Enjoy the Ride”. There was a beautifully shot three-minute film/ad that still resonates today. Check it out here:

Music and TV streaming habits. What do you subscribe to?
Most SVOD services and Spotify.

Tell us one thing people at work don’t know about you?
I studied journalism at uni and worked as a talkback radio producer at 6PR in Perth for three years before starting my career in media agencies.

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