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 GroupM chief science and analytics officer AUNZ and mPlatform AU head Juan Franco.
Time at the company:
One and a half years at GroupM HQ and eight years with the Group in MediaCom.
How would you describe what the company does?
Results driven media investment for our clients.
What do you do day-to-day?
Unlock the ROI of media channel investment.
Define your job in one word:
I got into advertising because:
Analytics can fully be applied in this industry and is critical to advertisers achieving effective results.
What’s the biggest challenge you face in your role?
There is a real lack of numerate marketing people and lack of numerate people with advertising/marketing knowledge. We need to have more of both!
What’s the biggest industry-wide challenge you’d like to see tackled?
Freedom of data accessibility.
Previous industry related companies you have worked at:
OMD and Unilever.
Notable ads/campaigns you have worked on:
Westpac Air Rescue Helicopter. A lot of analytics work is very behind the scenes!
Who is a great mentor to you and why?
Mark Lollback, current GroupM CEO. Because he made me realise I had to focus on the big picture, and what analytics can achieve for clients, rather than just the pure analytics.
Words of advice for someone wanting a job like yours?
Learn how to prioritise workload and juggle the ad hoc requests every day without losing sight of the long-term projects, deal with the politics and love what you do.
If I wasn't doing this for a living, I'd be:
Coaching a professional soccer team.
My mantra is:
Do things that make you happy! If not, stop it.
My favourite advert is:
Hahn Premium beer, jacuzzi commercial. It oversimplifies, but it showed the difference in perception between males and females.
Music and TV streaming habits. What do you subscribe to?
Tell us one thing people at work don’t know about you?
I’m no good at DIY. I am the worst handyman!
In five years' time I'll be:
Managing a GroupM/WPP analytics and tech company.
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