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.
Last week we spoke to Adobe head of digital transformation Scott Rigby. This week we head to Melbourne to speak to Tribe CEO Anthony Svirskis.
Duration in current role/time at the company:
Two years.
In one sentence, how would you describe what the company does?
Tribe is a marketplace connecting brands with micro influencers.
In one sentence, what does your role involve?
Devising strategies for growth, whilst setting up the operations and team to execute them.
Within the last six months/year, what stands out as the company’s major milestones?
Launching in the UK earlier this year has been a major milestone and the early traction we’re seeing there is very pleasing. It takes us one step closer to being a global platform. In Australia, we’re really proud of the brand and agency adoption we continue to see – we’re now launching about 10 campaigns a day from new and existing clients.
Best thing about the industry you work in:
Everything is new, there’s no playbook or history to rely on.
Previous industry related (ad land/ad tech) companies you have worked at:
Prior to Tribe I worked in a fast growth listed e-commerce company called Shoply, and before that I had my own businesses in Europe.
Career-wise, where do you see yourself in three years time?
Running Tribe as a global company.
Q: What is the elephant in the room? The thing that no one is talking about – but they should be.
The level of innovation in the advertising industry has never accelerated faster, so how the hell do brands and agencies keep up?
New publishers and channels pop up every day, technologies are being continually disrupted, strategies now need to be reactive in real time, and the ad industry is shifting from passive consumption to personal consumption by choice.
Being able to stay at the forefront of this rapid movement will without doubt provide considerable advantages over competitors. This can only be achieved through embracing innovation at an organisational level and continually seeking out cost and time efficient solutions in order to pass savings onto clients and businesses.
Tell us one thing people at work don’t know about you?
I got fired from my first ever job at Red Rooster.
Top networking tip:
Remember people's names. I’m still working on this one.
My favourite restaurant for a business lunch is:
St. Ali in South Melbourne.
My favourite advert is:
Ricky Gervais for Optus
My must-have gadget is:
iPhone.
My favourite media is:
Podcasts.
My favourite TV show is:
I secretly enjoy Married at First Sight. Seinfeld is an all time favourite.
The last book I read:
Platform Revolution
My mantra / philosophy is:
Enjoy the ride.
I got into advertising/ad tech/marketing etc because:
Tech is always changing, there is never a dull moment or opportunity to relax.
If I wasn't doing this for a living, I'd be:
Trying to start some sort of business.
In five years' time I'll be:
Taking more regular holidays.
Define your job in one word:
Thrilling.
What's your poison:
Espresso Martini – often needed to keep me awake past 10pm.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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