Young Guns: Adshel audience intelligence specialist Florence Wong

By AdNews | 6 September 2018

Our Young Guns profile takes a weekly look at some of the young talent across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.

Today we speak to Adshel audience intelligence specialist Florence Wong.

Time in current role/time at the company:

Just over a year

How long have you been in the industry?

three years in media and five in market research 

How did you get here? Was this always the plan?

Nope. I chose to study a marketing degree thinking all roles would be like those in the TV show Mad Men. I finished uni without a real clear direction so I chose to continue with a post-grad degree in International Finance while working full time at a marketing research company. It was only there that I found myself fascinated with being able to develop insights from information and shape a strategic approach to a brand challenge. Now I strive on being able to dig into whatever data source and being able to find or see something other people haven’t thought of before.

Who is your right hand person/who guides you day to day?

I have a great team here at Adshel. They are incredibly supportive and inspiring. And they always make me laugh (which is really everything when these are the people you spend most of your time with!) 

What’s the best thing about the industry you work in?

How it’s constantly changing and evolving. I think I would get bored otherwise.

And the biggest challenge?

Making sure I’m staying up-to-date and relevant. There is so much new research and studies out there and the industry is constantly evolving, it’s important to make sure you keep learning so that you are leading rather than just following everyone else.

Whose job have you set your sights on in the future? 

I think I still have a lot to learn in this industry and can see me moving into more pure proactive research. I do think someday I would like to work for an insights team client-side. I like the idea of being able to influence business strategies from the other side.

Where do you turn for inspiration?

I suppose the people around me? I feel like a lot of problems can be solved by just talking it over with the team and being able to get different people’s point of views.

My favourite advert is (and why):

I am really enjoy the Koala mattress ads right now because they make me laugh. I also really like the Spotify ads where they use their user data to come up with creative ways to really engage with people

(Who is this person? Were they forgiven?)

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

I think my problem is with what people at work don’t know about me. It’s worrying to think how predictable I am.

In five years' time I'll be:

Ruling the world, with the puppy I’ve been talking about getting since forever by my side.

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