Industry Profile: Audience Precision managing partner Sammy Bolton

2 June 2020

Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, 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 Precision managing partner UK and USA Sammy Bolton.

Time at the company:
I've been here since day one, my focus has always been strategy and operations. My role now is focussed on being the face for Audience Precision (AP) internationally, which is different, but I love the new challenge. I've been in this role for 18 months now.

How would you describe what the company does?
We help brands eliminate guesswork from their marketing strategy and media buying.

What do you do day-to-day?
I am the connection between our key clients and our business. I immerse myself into our clients’ business and then work with my teams to ensure our products and services meet the needs of the client. I love creating, so I am still heavily involved in some of the design elements of our technology and products.

Define your job in one word:

I got into advertising because:
I fell into advertising by chance, and I stayed because it is forever changing, leaving me no time to ever get bored… I love how fast it moves.

What's the biggest challenge you face in your role?
I would say the diverse levels of knowledge and understanding about marketing across my clients. It's a challenge that I love dealing with though as I really enjoy the educational side of my role…

What's the biggest industry-wide challenge you'd like to see tackled?
Time management/time pressures. I don't think I have ever worked a day where something wasn't needed to be done yesterday. It's frustrating because strategic thinking, creativity and accurate analysis always get dropped and they are all key components to great marketing.

Previous industry related companies you have worked at:
REA, MEC (in London) CBS interactive (in London), Fairfax, Adstream, Brandscreen.

Who has been a great mentor to you, and why?
I have two.

Haydon Bray, my business partner and CEO. During the past five and a half years of building AP with him, I don't think I have ever once sat in my comfort zone. He has set me big, impossible goals, fuelled me with his belief, and given me space to create, build and deliver things I never thought possible. He has also taught me so much about running a business. I love building AP with Haydon because the sky is the limit through his eyes, and that is inspiring.

Secondly, Georgina Smallwood my first boss in media at REA, over the past 11 years we have always checked in with each other. Georgie is an inspiring female leader, and I would go to her when I need to hear, “Sammy you have got this!”

Words of advice for someone wanting a job like yours?
Be willing and ready to put 150% every day, and I think to do that you have to be passionate about what you do and the industry generally.

If I weren't doing this for a living, I'd be:
Something creative in fashion or interior design.

My mantra is:
Forget the mistake, remember the lesson.

My favourite advert is:
I LOVE this ad for TV2 Denmark; it's a big dose of warm and fuzzies.

Libra Invisible Pads - ood for a giggle.

Music and TV streaming habits. What do you subscribe to?
Spotify is my number one for music and podcasts. I have Netflix, but I generally scroll for 15 minutes get overwhelmed and can't decide and switch it off. I'm not a big TV person.

Tell us one thing people at work don't know about you?
Absolutely terrified of the dentist.

In five years' time I'll be:
I don't do five-year plans anymore, too much can change in five years, so all I can say is I'll be five years older working on my 2025 goals.

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