Our Industry 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.
This week we head to Sydney to meet David Kennedy-Cosgrove, managing partner for creative shop VCCP Partnership.
Duration in current role at the company:
In one sentence, how would you describe what the company does?
We see ourselves as transformation partners who help brands get closer to consumers.
In one sentence, what does your role involve?
Balance. Balancing the needs of our client partners, our practitioners, our creative and strategic engines and of course, our finances. Plus unloading the dishwasher.
Within the last year, what stands out as the company’s major milestones?
Winning the ING Direct business and delivering a standout campaign that has already had a transformational effect on their business performance. Winning the Fitness First Australian, Asia and UK business which has led to us shaping a new brand experience and campaign that runs through the heart of the organisation - it’s a living example of our 'it only works, if it all works’ mantra.
The renewal of our relationship with Ancestory.com.au which has led to an outstanding campaign. Additional new business relationships in the form of Transport New South Wales, Poor Tom’s Gin and Saniflo. And above all, the teams fantastic work delivering on–going effective campaigns for our wonderful TAFE, Appliances Online and Compare the Market clients.
Best thing about the industry you work in:
Creative diversity. The range of business problems we tackle, and the creatively diverse ways in which we endeavour to solve them never ceases to amaze and keeps us all coming back for more.
Previous ad land companies you have worked at:
The BBC, Weapon7/AMV BBDO, Havas Worldwide and Fallon.
Career-wise, where do you see yourself in three years time?
Ideally in an industry that’s even more creatively diverse.
Tell us one thing people at work don’t know about you?
I’m English, but I don’t think they’ve worked it out.
Top networking tip:
Prepare two – three key topical themes, and be ready to discuss.
My favourite restaurant for a business lunch is:
Nomad or Nel (a fairly new english addition to Sydney).
My favourite advert is:
I’m lover of a sharp proposition. This piece from Sky TV UK circa 2007 delivered a beautiful proposition in such a simply unexpected way. It’s also pure advertising indulgence at it’s best.
My must-have gadget is:
An Excel sheet – so many practical applications.
My favourite media is:
The Guardian. It’s the real alternative to what is otherwise quite a staid Australian media landscape.
My favourite TV show is:
Anything involving flying.
The last book I read:
Clive Davies, the Sound Track to My Life.
My mantra / philosophy is:
In for a penny, in for a pound.
I got into advertising because:
By accident. I was working a pharmaceutical company about 12 years ago, when a chance encounter on an evening out seen my strike up a friendship with an advertising crowd. It sounded like it paid better.
If I wasn't doing this for a living, I'd be:
Potentially a builder, if my dad had his way.
In five years' time I'll be:
Maybe in Asia or the USA.
Define your job in one word:
What's your poison:
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