Industry Profile, Starcom Sydney new MD, Toby Barbour

Pippa Chambers
By Pippa Chambers | 15 February 2016
Starcom Sydney MD, Toby Barbour

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. 

This week we head to Sydney to speak to new Starcom Sydney MD, Toby Barbour

Duration in current role/time at the company:

Two months in current role, two years and three months at SMG.

In one sentence, how would you describe what the company does?

We create connected brand and consumer experiences for our clients that deliver great results.

In one sentence, what does your role involve?

Creating an operating environment to inspire, challenge and develop our talent which will in turn lead our client’s transformation by providing tomorrow’s business solutions today.

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

Winning the Festival of Media Asia Agency of the Year and also taking home the Spikes Asia Festival 2015 Media Agency of the Year title were certainly highlights. We also won MFA, Festival of Media Asia and Global awards for Optus.

Other highlights include winning the inaugural MFA 5+ award, ranking third in the Calibr8or Agency Survey across all metrics and seeing Australia being ranked as the number one market in the SMG global network.

Best thing about the industry you work in:

Speed of disruption and change which creates future opportunities.

Previous industry related (ad land/ad tech) companies you have worked at:

Consumer electronics sector, most recently at Sony Electronics.

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

Hopefully leading our business which looks significantly larger and considerably different to that of today.

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

I used to live in and play rugby for Las Vegas.

Top networking tip:

Do it! It’s absolutely critical to your future success.

My favourite restaurant for a business lunch is:

Sake at The Rocks.

My favourite advert is:

Nike Air 1990, “If I can do that I can do it better than that, and if I could do that what could be better than that!"

My must-have gadget is:

Garmin Forerunner 910XT

My favourite media is:


My favourite TV show is:


The last book I read:

Chrissie Wellington “A life without limits: A world champion’s journey

My mantra / philosophy is:

Poem IF by Rudyard Kipling

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

I’d seen the impact of the digital revolution in CE brands and wanted to ensure I was in the stream of digital, data and analytics - cliché but true!

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

A professional sportsman – one can only dream!

In five years' time I'll be:

A busted axle still trying to be a professional athlete

Define your job in one word:


What's your poison:

Dark chocolate

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