Industry Profile: SCA national head of creativity Matt Dickson

Pippa Chambers
By Pippa Chambers | 6 June 2017
Matt Dickson

Our Industry 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.

We previously spoke with to Adrenalin general manager Vicky Lalwani.

This time we speak to Southern Cross Austereo (SCA) national head of creativity Matt Dickson.

Also, check out the third radio ratings of 2017 here

Duration in current role/time at the company:

I’ve been with SCA for nine years and in my current role for a year and a half.

How would you describe what the company does?

Southern Cross Austereo is an entertainment company. We reach pretty much all of Australia via radio, TV and/or digital.

What does your role involve?

I spend my time creating solutions to client challenges that (hopefully) fit well with our entertainment offering and resonate with our audience.

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

Rather than one major milestone, what stands out for me is SCA’s continual growth and innovation. Our ventures into Vevo and podcasting give people like me more platforms to execute ideas on.

Best thing about the industry you work in:

Audio creativity is such an even playing field – everyone has access to the same tools as they’re so cheap. It means the best (not the biggest) idea always wins, and that has always appealed to me.

Previous industry related companies you have worked at:

Prior to working at SCA, I worked for Nova for six years and before that was at SCA (then Austereo) for three years. I developed a taste for gardening leave.

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

Still creating entertaining ideas, but perhaps for bigger clients, budgets and audiences.

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

‘Brand love’. Do people really love a brand? Do they really want an ‘immersive experience’? Or are they just happy to buy a product without having a long term relationship with the brand.

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

I tell people I love listening to jazz, but I really love listening to metal.

Top networking tip:

As Cypress Hill famously once sang, ‘what go around come around, kid’. Be generous with your time and effort for others in the industry and it will come back to you.

My favourite restaurant for a business lunch is:

Yeah right. I have a bag of almonds (un-activated) on my desk that usually ends up being my lunch.

My favourite advert is:

FCB New Zealand created a radio campaign for Gregg’s Instant Pudding which used the medium beautifully to prove their proposition and to entertain the audience. I wish I’d come up with it.

My must-have gadget is:

The voice memo app on my iPhone. It’s great for capturing an idea before it’s gone.

My favourite media is:

Audio. As I mentioned earlier, I love that it’s such an even playing field for anyone to create great work on.

My favourite TV show is:

High Maintenance. Low budget, big heart, and full of interesting characters.

The last book I read:

‘Manufacturing Consent’ by Edward S Herman & Noam Chomsky

My mantra / philosophy is:

Who gives a shit? For me it’s the best question to ask about the work we make. If the answer is no one, we need to start again.

I got into advertising because:

I love the mix of art and science.

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

I would love to be a lawyer, but I think I’ve left my run too late.

In five years' time I'll be:


Define your job in one word:


What's your poison:

It depends on the occasion. Which I guess means anything, really.

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