Industry Profile: M&C Saatchi's LIDA MD, Victoria Curro

Pippa Chambers
By Pippa Chambers | 19 August 2016
Victoria Curro

Our Industry Insights Profile takes a weekly 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.

Earlier this week we spoke to Ten GM of digital, Liz Baldwin. Today we head to Sydney to speak with Victoria Curro, who is MD at LIDA - M&C Saatchi's CRM and direct agency startup.

Duration in current role/time at the company:

I’ve been the MD for two months and have been with LIDA for one year and seven months.

How would you describe what the company does?

Customer engagement specialists who help brands have better relationships with their customers.

What does your role involve?

Inspiring the team and inspiring our clients to put customers at the centre of their universe.

Within the last six months/year, what stands out as the company’s major milestones?

We’ve doubled in size with both employee and revenue growth and have been able to maintain our ‘unique’ workplace culture.

Best thing about the industry you work in:

The strategy. I love being able to sit down with a black sheet, a business problem and tackle head on how we’re going to crack it. I also love the mentorship of great talent.

Previous industry related companies you have worked at:

Lavender, McCann, George Patterson.

Career-wise, where do you see yourself in three years time?


What is the elephant in the room? The thing that no one is talking about – but they should be.

No one is really talking about how marketing technology will disrupt the entire industry, not just customer engagement.

Tell us one thing people at work don’t know about you?

I collect bread tags.

Top networking tip:

Be generous with your time helping others. Being thoughtful, helpful and authentic will mean you build genuine relationships.

My favourite restaurant for a business lunch is:


My favourite advert is:

The Optus EPL ad with Idris Elba… Because, Idris Elba, need I say more?

My must-have gadget is:

My iPhone 6.

My favourite media is:


My favourite TV show is:

Stranger Things on Netflix.

The last book I read:

The Whites by Richard Price under the pen name Harry Brandt.

My mantra / philosophy is:

“Today is going to be a good day.”

I got into advertising/ad tech/marketing etc because:

Truthfully, because my boyfriend at the time was doing a marketing degree and I thought to myself, why not? So I enrolled too.

If I wasn't doing this for a living, I'd be:

A lawyer.

In five years' time I'll be:

A yoga master who is sitting on an island in the Mediterranean, pursuing my mosaic arts and crafts hobbies.

Define your job in one word:


What's your poison:

At the bar: A Silver Fox cocktail

At work: An open brief


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