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 meet Lachlan Brahe, vice president, Australia and New Zealand at US-founded internet analytics company, comScore.
Duration in current role/time at the company:
18 months
In one sentence, how would you describe what the company does?
We are a global media measurement and analytics company, which helps our clients understand their audiences, know if their advertising is working, and access data where they want and need it.
In one sentence, what does your role involve?
Education, commercialisation, evangelism, innovation … and perspiration.
Within the last six months/year, what stands out as the company’s major milestones?
The recent launch of our Industry Trust Initiative has been outstanding. We took the major opportunities and issues in digital marketing – programmatic media, viewability, brand safety, ad fraud and transparency – and built a platform where buyers and sellers use the same data to conduct better transactions on quality inventory.
Best thing about the industry you work in:
The incredible pace of change in digital marketing ensures there’s rarely a dull moment. I get excited by innovation and disruption, so I thrive in an environment where boundaries are pushed, ignored and trampled on. The evolution of digital is also bringing some interesting people into the mix, from backgrounds as diverse as media, actuarial disciplines, commodities trading, computer science and project management … and that’s just in my team.
Previous industry-related companies you have worked at:
At age 24, I was quite surprised that I wasn’t an internationally renowned rock star, so I bluffed my way into an online media sales job and was head-hunted shortly after for a role as an account director in a “proper” digital agency. I really didn’t know what I was doing, but I loved it. I spent the following 15 years in media agencies, including about 10 years riding the wave of mergers and acquisitions through emitch, Carat, Aegis and Dentsu Aegis. The evolution of that business – the pace of change and opportunity – is exactly what I love about the industry.
Career-wise, where do you see yourself in three years’ time?
Well, I already travel a lot but I could see myself potentially relocating to accommodate a wider Asia Pacific remit. However, I think the potential for the convergence of audience measurement (such as combined digital and TV reporting like what comScore offers in the US and Europe) could open some doors in Australia too.
Tell us one thing people at work don’t know about you?
I am a massive Doctor Who nerd. I stop short at dressing up at conventions but I’ve been collecting memorabilia and props from the show since the 1970s.
Top networking tip:
I think it was Paul Keating who said “people are interested in others but fascinated by themselves”. That’s my rule for conducting any networking type of conversation.
My favourite restaurant for a business lunch is:
The Cut … it’s all about the protein.
My favourite advert is:
Dave Chappelle’s fake ad for Samuel L Jackson beer (NSFW):
My must-have gadget is:
Despite my job, I’m an analogue kinda guy. It’s probably my power block (cordless phone charger). I’ve never had a mobile phone with a battery that outlasts my verbosity.
My favourite media is:
Vinyl
My favourite TV show is:
Doctor Who
The last book I read:
Reamde by Neal Stephenson (not a typo). Neal has been out-visioning the social impact of the age of technology since the 1980s.
My mantra / philosophy is:
“Seek ye the gnarl!” – a quote from my all-time favourite author, Rudy Rucker. It embodies the notion of surfing the boundary of order and chaos … that’s where the interesting stuff is happening.
I got into advertising/ad tech/marketing, etc. because:
…being a full-time musician was bad for my health. Plus, my lack of technicality, coupled with my child-like sense of wonder, means that I get to say “F&$K, that’s amazing!” on a regular basis.
If I wasn't doing this for a living, I'd be:
Writing a PhD thesis on the relationship between Jack Kerouac’s prose and improvisational jazz of the 1950s.
In five years time I'll be:
46… F&$K, that’s amazing! I recently completed a Master’s in Business and Technology, so in five years, I’m hoping to be using more of the skills I learned from that to look at ways that management theory can adapt and innovate at the pace of technological change in our industry.
Define your job in one word:
Edgy
What's your poison:
30g whey protein, 10g glycine, 10g creatine
Want to take part in our Industry Profile? or have some one to nominate? Email pippachambers@yaffa.com.au
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