Industry Profile: Group director at Locate by Ooh, Adam Cadwallader

Pippa Chambers
By Pippa Chambers | 1 February 2018
Adam Cadwallader

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.

Previously we met with Quantcast ANZ MD, Andrew Double. Today, we head to north Sydney to meet group director at Locate by Ooh, Adam Cadwallader

Duration in current role/time at the company:

Five years

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

We are the worlds best out-of-home media company.

In one sentence, what does your role involve?

I am lucky enough to run six different channels for oOh! including our Office Media, Café, Venue, Study, Gym and Social Sports businesses as well as our amazing content initiatives such as theupsider.com.au under the Locate by oOh! brand.

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

Bringing together the Office Media businesses and the transformation (across all of our channels) that has been undertaken with ROI information for our clients, content for our audience and connectivity for our property partners has been incredible, entertaining and I’ve learnt so much.

Best thing about the industry you work in:

Aside from the people… the wine.

Previous industry related companies you have worked at:

I started out at Fairfax but found my place in out-of-home working for Network Outdoor, Eye, Inlink, Place Based Media and now oOh!

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

I would really love to have built our networks to a globally enviable position, and hopefully doing more work with oOh! abroad.

What is the elephant in the room? The thing that no one is talking about – but they should be.

I think the elephant (artificial intelligence) is being talked about but needs stronger consideration at greater pace; I went to a conference in the USA earlier this year and there wasn’t a word about it. I was actually gobsmacked.

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

I’m pretty open, maybe a little too much sometimes, but probably something to do with my insane and somewhat useless CD collection. (I can also fly a plane).

Top networking tip:

Be yourself, and if you can’t do that be brave and kind.

My favourite restaurant for a business lunch is:

Restaurant Hubert, I love the hidden nature of it.

My favourite advert is:

Has to be the “MasterCard priceless campaign” – it’s the gift that keeps on giving

My must-have gadget is:

The torch on my iPhone

My favourite media is:

I love Bite TV in the pubs, “off chops HD”. Predicable answer.

My favourite TV show is:

All time? Probably Seinfeld, but I loved Vikings.

The last book I read:

When Breath becomes Air, Paul Kalanithi… heartbreaking actually.

My mantra / philosophy is:

If it’s not on the plan, it’s not on the buy.

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

I started writing jingles for a country radio station, realised I was better at selling them than writing them.

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

I’d love to fly for the Royal Flying Doctor service, seems like a great challenge and great work

In five years' time I'll be:

Hopefully 10 kilos lighter (and regrown my hair)

Define your job in one word:

Colourful

What's your poison:

Scotchy, scotchy, scotchy

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