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.
This week we speak to The One Centre head of media and connections Martin Bersagol.
Time at the company:
Almost two years.
How would you describe what the company does?
The One Centre works with incredible brands and start-ups to create and grow new things around the world. Lately, we’ve been working on a global concept to encourage ‘flexitarianism’; a design platform that’s shaking up the global construction sector; a social platform for sports lovers; a new campaign for a global beer brand – and lots more. We’re also implementing media and acquisition strategies for brands like ClubMed, Lounge Lovers and Decathlon.
What do you do day-to-day?
I lead the media team and offer at The One Centre, which means I’m in charge of the unit’s growth and daily management. Funnily enough, many people in my team come from France originally. There is a very mature and competitive digital media market there. I think we bring a slightly different approach to driving brand, marketing and business goals for our clients. We are very results-oriented, always trying to do better!
Define your job in one word:
I got into advertising because:
...Of the key, direct and measurable impact digital media can have on businesses.
What’s the biggest challenge you face in your role?
When we invest our clients’ budget on media platforms, we are sometimes their main source of cost and of revenue. This can lead to interesting talks and an “obligation of result”.
What’s the biggest industry-wide challenge you’d like to see tackled?
Media goes with creative, and creative goes with media. We need to work on both components at the same time ‘as one’ so that we can achieve the best results. And this is what we are trying to achieve at The One Centre.
Previous industry related companies you have worked at:
I’ve worked on all sides of the client/agency fence: Clemenger BBDO (advertising agency), The Coca-Cola Company (advertiser), Effilab (media agency), and The One Centre (strategy, creative and media).
Notable campaigns you have worked on:
The local adaptation and activation plan for the Coca-Cola 2010 World Cup campaign in France. It’s all about different celebration styles – I still love it, even today.
Who has been a great mentor to you and why?
My father. He worked his whole career in marketing and advertising – certainly he played an important role in my wish to evolve within this industry, even if he never pushed me specifically into that direction. He follows now my career from France and always gives me great advice.
Words of advice for someone wanting a job like yours?
Become a digital media ‘technical’ expert first. If you know the tools, it will inevitably lead you to higher and more strategic responsibilities.
If I wasn't doing this for a living, I'd be:
A pro golfer!
My mantra is:
Always be positive and open-minded. There is a solution to every problem.
My favourite advert is:
The first ad which got my attention was the 1998 Nike ad with the Brazilian football team at the airport. It was very innovative at that time – a smart mix of fun and inspiration.
Music and TV streaming habits. What do you subscribe to?
Spotify, Netflix, Stan (mostly to watch The Office US), and Kayo for sports.
Tell us one thing people at work don’t know about you?
I took one year off a few years ago and did a trip around the world with my wife. It definitely opened my mind to other cultures and mentalities and finally drove me to Australia where we immediately felt at home.
In five years' time I'll be:
Travelling in a campervan around Australia with my family.
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