Our Industry Profile takes a 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 speak to Audience Group managing director Tom Evans.
Time in current role:
Three and a half years.
How would you describe what the company does?
We use a mix of data, media and technology to help our customers to sell more of their products and services. We help them buy media more efficiently and effectively, measure its contribution to business performance and predict the outcome of future advertising investment.
What do you do, day-to-day?
I make sure that our clients are consistently getting the very best from us. That involves working on our products, partnerships, people, performance and profitability (I like the letter P).
Define your job in one word:
I got into advertising because:
Advertising was my saviour. My early career lacked direction. I started in insurance underwriting, which I hated only slightly less then mowing the lawn. I moved into sales then product management. In those roles I worked with the companies’ agency suppliers, giving me some exposure to advertising and media which I loved immediately.
What’s the biggest challenge you face in your role?
Making sure that we are an active part of our client’s future business; that our contribution is highly regarded as added value. And making sure we have the team and skills to deliver that future state.
What’s the biggest industry-wide challenge you’d like to see tackled?
Misconceptions and dubious metrics. The industry has come a long way and should really only be an evidence-based practice in this day and age.
Previous industry related companies you’ve worked at:
Third Wave and Iconic Brand in London.
Notable ads you have worked on:
There’s a few but, topically, I was reading this morning that the Motorola Razr is making a comeback. I worked on the original launch as one of my first significant campaigns. I think that makes me 67 in advertising years.
Who has been a great mentor to you and why?
My current business partner and co-director at Audience Group, James McDonald, is pretty handy to know. I also had some great nurturing from an MD in my early career, who really helped me to develop a rounded-out skill set.
Words of advice for someone wanting a job like yours:
It’s a very broad landscape that’s constantly shifting, so you can get caught up in areas of little consequence. Try to focus on the things that will make a difference.
If I wasn’t doing this for a living I’d be:
That’s a hard one. Since advertising found me, I haven’t thought about doing anything else. Perhaps one day I’d like to make wine. Or provide commentary for the MotoGP.
My mantra is:
Don’t make your problems my problems. Unless you’re a client.
My favourite ad is:
Yellow Pages ‘Bicycle’, a lovely bit of nostalgia and it reminds me of my dad.
Music & TV streaming habits. What do you subscribe to?
All of them.
Tell us one thing people at work don’t know about you?
I have to switch the lights on and off five times before I go to bed, or else people will die.
In five years’ time I’ll be:
Wondering what I’ll be doing in five years’ time.
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