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.
This week we head to Sydney to speak to Torstar founder and director, Tory Archbold.
In one sentence, how would you describe what the company does?
We create and build retail brands through strategic communication.
In one sentence, what does your role involve?
Partnering with global retail brands to help them achieve their business objectives and advise CEO’s and their executive team’s on communication strategy to ensure they effectively engage with consumers in this market.
Within the last six months/year, what stands out as the company’s major milestones
Creating and managing a memorable brand experience for the launch Mercedes Benz GLC in Byron Bay, launching Sephora.com.au in Australia through a digital partnership, working with Seafolly to deliver half a billion dollars in global PR value for the launch of Gigi Hadid as brand ambassador, working on the relaunch of Grazia as a pure play media title and creating the first Australian Nespresso consumer event.
Best thing about the industry you work in:
The people and brands I work with.
Career-wise, where do you see yourself in three years time?
Merging Torstar with a global like-minded agency.
What is the elephant in the room? The thing that no one is talking about – but they should be.
Frustration over the performance of influencers in our industry. A one-shot Instagram post or Snapchat does not deliver long term brand engagement.
Tell us one thing people at work don’t know about you?
My daily meditation ritual.
Top networking tip:
Coffee not lunch.
My favourite restaurant for a business lunch is:
Coffee is the new lunch. Icebergs if I have time.
My favourite advert is:
I cannot resist Nespresso and George Clooney.
My must-have gadget is:
My mobile phone(s).
My favourite media is:
Multimedia and I hear I need to get up to speed with virtual reality.
My favourite TV show is:
Usually something on a Qantas plane – Suits, House of Cards.
The last book I read:
Was in Kamalaya Thailand - Manuscript found in Accra by Paul Coelho
My mantra / philosophy is:
Never give up.
I got into advertising/ad tech/marketing etc because:
Because I love communicating and wanted to connect with like-minded people and brands. My passion is turning nascent brands into household names.
If I wasn't doing this for a living, I'd be:
Helping to empower others that life is about taking chances and believing in yourself.
In five years' time I'll be:
Shopping with my daughter for a formal dress.
Define your job in one word:
What's your poison:
Casamigos tequila on the rocks with a squeeze of lime.
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