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.
For our last Young Gun, we spoke to Deepend net developer Alexandra Watson.
This time we speak to digital accont director at GroupM's [m]Platform, Dominique Netto.
How long have you been in the industry?
Duration in current role/time at the company:
What were you doing before this job and how did you get this gig?
I’ve worked across full service, digital, PR and media agencies including Ikon, 303Lowe and independent agency Longtail to get to know all aspects of the ad industry. I’ve built up a great networking base on LinkedIn and have either found roles or been poached via the platform.
Define your job in one word:
What were your real and cliché expectations of working in the industry?
It’s a fast-paced, coffee-filled, creative industry made up of passionate people wanting to disrupt the market and make a change.
How does the reality match up?
How would you describe what the company does and what does your role involve?
We’re GroupM’s digital arm of specialists who are actually bridging the audience intelligence gap using tech, data, supply and people, not just talking about it. I lead the digital and strategic investment for [m]Platform’s direct clients by finding the best technology and digital resolutions to meet client objectives and by asking the right questions to progress the tech landscape.
Best thing about the industry you work in:
The passionate people
Any major hard learnings in the job so far?
Being accountable for business results despite technology, data or resource constraints. You have to find a way to make it work no matter what which is part of the fun and how innovation is born.
If you had to switch over to another department, which would it be and why?
The data and analytics team. I love getting into the mindset of the audience, planning strategies to reach them and then watching it all unfold when they complete an action or change their behaviour.
What's exciting you about the industry right now?
The progression of tech and data which is moving at an incredible speed.
What concerns you about the industry and its future?
The role of the media agency as more clients start setting up internal media teams. The survival of the media agency will depend on what unique data, proprietary tech, quality inventory and people/relationships they have.
Who's your right hand person/who guides you day to day?
And your almighty mentor that you hope to dethrone?
I’m inspired by Nicolle Pangis, global COO of [m]Platform, who’s climbed the ranks despite gender roles by managing to sustain a family and be a global industry leader. Power!
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
A leader in the business, breaking barriers in the industry by building [m]Platform’s client portfolio and growing a successful team.
What is the elephant in the room? The thing that no one is talking about – but they should be.
Data ownership laws and the fact that no one has the ability to control and monetise their own personal data.
Where do you turn for inspiration?
Meeting with other women in the industry to find out about their wins and challenges and keeping up to date with developments by reading articles.
Tell us one thing people at work don’t know about you?
I crashed into two police cars when I bought my first car.
Favourite advert is:
So many good ones but today it has to be this one – KFC ‘The Whole Chicken’ by Mother
What’s your personal motto?
Never take no for an answer, constantly challenge and disrupt to initiate change.
I got into advertising/ad tech/marketing etc because:
I loved the idea of being able to persuade someone by taking them on a journey and telling a story. There’s something really fascinating about how people react to seeing an ad and how it changes their behaviour or initiates them to perform an action.
If I wasn't doing this for a living, I'd be:
Activating for women’s rights.
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