Industry Profile: Taylor Fielding at TFM.Digital

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.

Taylor Fielding: CEO and managing director of TFM.Digital

Time in current role:

3 years in my current role as MD at TFM.Digital.

How would you describe what the company does?  

TFM helps businesses build better connections with their audiences. We are trusted and transparent media advisors with a strong focus on the franchise industry.

What do I do day to day?  

Aside from normal business ownership tasks, my main role is to develop a high-performing team of leaders. All working towards our mission of being the agency of choice for Franchise groups. My other day-to-day tasks are engaging with our media partners and working with key stakeholders with our client group. 

Define your job in one word: 

Dynamic.

I got into my industry because:

I have always had a passion for marketing and advertising, and I was drawn to the fast-paced and constantly evolving world of digital marketing. When I learned about the unique challenges and opportunities that the franchise industry presents, I knew it was the perfect fit for me.

What’s the biggest industry wide challenge you’d like to see tackled?  

Increased access to media tools and measurement for independent agencies that do not cost the world. The costs of some of the tools to be able to measure the media we buy are sometimes higher than the cost of the buy itself. We need to make these more accessible which will give more confidence to the channel. 

Previous companies: 

WPP & OMD.

Notable campaigns/initiatives: 

At WPP I worked across QLD Government, specifically in Health & Education.

At OMD I worked across Vita Group (Telstra's then-largest retail store licensee), Super Retail Group - BCF, Destination Gold Coast, Village Roadshow Theme Parks & Uniting Care QLD. 

During the height of COVID, we worked to roll out BCF's inaugural biggest backyard campout to reignite the Australian spirit of the great outdoors within the safety of lockdowns.  

Who has been a great mentor to you? 

I don't have a single mentor but I have a really good network around me to whom I owe a lot of thanks. Many learnings, opportunities and pieces of advice have come out of this group.

Words of advice:

Embrace change and innovation.

If I wasn’t doing this for a living: 

Sailing Instructor, going back to my first ever volunteer and paid job which I took for granted back then!

My philosophy is: 

A value of mine is ambition, and I'm always striving to work with those who hold the same values as myself. 

My favourite advert is: 

Anything Qantas - the way they convey such a sense of pride and emotion in a 15 or 30-second advert always excites me to see. I know they always produce great content so it 'turns my head'.

Subscriptions: 

AdNews, Mumbrella, The Australian, Inside Franchise.

In five years time I'll be: 

Running a multinational agency and working with nine of Australia's reputable brands.