Industry Profile: Flashtalking regional director JAPAC Georgia Brammer

8 June 2021

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 Flashtalking regional director JAPAC Georgia Brammer.

Time in current role/time at the company:
Eight years.

How would you describe what the company does?
Flashtalking is a trusted, media-independent platform for advertisers who value control of their data, allowing them to personalise, protect, measure and optimise their digital messages across any screen.

What do you do day-to-day?
My days are largely spent collaborating with advertisers, agencies, and partners across JAPAC to curate sophisticated personalisation and measurement solutions – and ones that are operationally efficient and scalable for all involved, so that we can get on with the impactful work. Each market and advertiser is so unique in their requirements, infrastructure, maturity and practices, it’s a really rewarding challenge to understand these and tailor our solutions in accordance.

Define your job in one word:

I got into adtech because:
I came to quickly appreciate that my creativity and university accounting course content wasn’t a combination conducive to great career longevity.

What’s the biggest challenge you face in your role?
Complacency. By no means unanimous across the industry, but it can be incredibly frustrating seeing outdated methods of measurement and operating still being leveraged when there are a wealth of sophisticated solutions and tools within reach. At Flashtalking, we’ve managed to position ourselves as a strategic partner rather than just a platform, where we have the opportunity to help educate and dismantle perceived barriers to keeping up with an ever-evolving industry and building a successful digital marketing foundation.

What’s the biggest industry-wide challenge you’d like to see tackled?
Identity. It has become reminiscent of the “Year of the Mobile” that ended up lasting five or more years. With Chrome’s planned changes, Apple’s continued updates and the booming adoption of CTV, we need to stop simply liking the LinkedIn posts about identity and start implementing real solutions.

Previous industry related companies you have worked at:
Fairfax and Australian Associated Press (AAP).

Notable campaigns you have worked on:
McDonalds Monopoly is always an annual favourite. McDonalds, Omnicom and DDB really push the boundaries in the degree and scale of personalisation they achieve throughout the competition in their digital marketing; activating sophisticated audience data sets, leveraging in-app based KPIs for optimisation, fuelling OOH optimisations with digital learnings. Each year these boundaries are pushed.

Who has been a great mentor to you and why?
For me it is my industry peers – they keep me on my toes, they inspire, they share, they support... and they’ll listen to me over a wine. I have the privilege of working with some of the best vendors, advertisers, and agencies, and it is truly industry individuals, like Charlotte Banister, Phil Cowlishaw, John Matthews, and Yun Yip, that make all the difference.

Words of advice for someone wanting a job like yours?
Always try to think outside the box and embrace change as an opportunity.

If I wasn't doing this for a living, I'd be:
Consuming less coffee.

My mantra is:
This tends to alter daily based on what’s coming through in my Instagram feed, but usually the mantras relating to hard work and tenacity resonate most.

My favourite advert is:
Any TV ad with a dog in it. My six kilo cavoodle, Frankie, gets a regular ego boost every time she chases the dog off screen. (It’s less endearing when watching a two-hour film like Marley & Me or Best in Show).

Music and TV streaming habits. What do you subscribe to?
Binge, Netflix, Stan – I love an anxiety-inducing drama like The Undoing, Your Honour or Succession. Spotify gets a very heavy daily workout – the busier the day, the faster the beat.

Tell us one thing people at work don’t know about you?
They know far too much already.

In five years' time I'll be:
In admiration of my team’s successes and growth across the JAPAC region – all while holding back two dogs from the TV, instead of one.

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