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 iProspect Australia managing director Oliver Rapson.
Time in current role/time at the company:
Going on 12 months, seven years all together….
How would you describe what the company does?
Putting it simply iProspect's role is to find ways to help our clients convert people’s intent into action by executing data driven experiences in media
What do you do day-to-day?
I help our clients define their challenges by expanding their understanding and seeing what they truly deem a KPI. In turn we challenge our team to find the best and most relevant solutions.
Define your job in one word:
I got into digital advertising because:
At the time, 20 years ago, it was vastly different to anything else, it was ground breaking, new and exciting. I was a closet geek and found the digital space was exactly what I was looking for, and a place of endless opportunities.
What’s the biggest challenge you face in your role?
It's all behavioural. Getting people to trust in the new or different.
What’s the biggest industry-wide challenge you’d like to see tackled?
Ad planning has to be truly integrated. The language needs to be a holistic one otherwise you will always have contradicting ideals and/or directions. Having situations where the left hand does not talk to the right just doesn't achieve anything in my experience.
Previous industry related companies you have worked at:
Unique Digital, Steak (both London).
Notable campaigns you have worked on:
There have been plenty, but perhaps running the Avis account across 14 markets was a true challenge. It was all so new at the time, with different languages and limited tracking. It was a complete minefield, but very interesting.
Who has been a great mentor to you and why?
A chap called Simon Burgess. At the time he was the new business director at Unique, 15 years ago I think, and as a new starter I was blown away by how personable and interesting he was. He made everyone feel special and just had a great way about him. Everyone who worked with him loved him. I think that is an engaging skill to possess.
Words of advice for someone wanting a job like yours?
Be organised, methodical and pragmatic, oh and don’t wait around for something to happen, that’s your job!
If I wasn't doing this for a living, I'd be:
My mantra is:
Be kind and listen to everyone, that’s a good start.
My favourite advert is:
M&S This is Not Just food campaign. All of them. Some of the early ones (mid 2000) really brought to life the mundane and made people excited about pretty normal food, which I thought was genius. It's very multilayered and certainly taps in to what we all love most. Food!
Music and TV streaming habits. What do you subscribe to?
Both, I love music and have an extensive range covering Brazilian jazz, to heavy metal. This makes the random shuffle function quite exciting in my eyes. I have the same problem with Netflix, I tend to oscillate between Narcos and The Crown. Very strange, says a lot about me I guess.
Tell us one thing people at work don’t know about you?
I lived in Africa and South America for much of my youth, so a lot of Australiana and local colloquialisms were taken on board at a later stage in my life. All of which I embrace and which makes Australia my home.
In five years' time I'll be:
A pilot. I'm thinking of going from my private pilot's licence which is something I've been wanting to do since I was a kid.
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