Young Gun: iProspect digital planner - programmatic Anthony Crocitti

23 July 2020

Our Young Gun profile takes a look at some of the young talent across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.

Today we speak to iProspect digital planner - programmatic Anthony Crocitti.

Time at the company:
Just under two years.

How long have you been in the industry?
This is my first job in the industry.

How did you get here? Was this always the plan?
I studied marketing but started my career in ‘Bid Management’ (responding to infrastructure tenders). I was sick of talking about others being ‘trusted advisors’ and wanted to start living it myself, in a marketing capacity. When the iProspect job became available, and having a love of all things digital, I went to extreme lengths to make sure I wasn’t overlooked.

Who is your right-hand person/who guides you day to day?
Nick Hayes (iProspect digital strategist) - he gets all forms of digital, has elite client relationship skills and is an all-round amazing support and mentor. Not too mention his uncanny ability to find anecdotes/interesting facts to add to any situation.

What’s the best thing about the industry you work in?
It’s evolving quickly. The capabilities within programmatic is like a book that gets republished every day. From the ability to sync BVOD to TV, to the upcoming capability to buy linear TV programmatically, programmatic out of home, native – innovation in programmatic is rapid.

And the biggest challenge?
Implementing the absolute ‘best in class’, omni-channel digital solutions, with every client.

Whose job have you set your sights on in the future?
An end to end digital product lead that helps align brands tech stacks to best achieve their business outcomes. I’m keen to be a programmatic specialist but maintain my position as a ‘digital specialist’.

Where do you turn for inspiration?
At iPro and Dentsu there are so many colleagues that inspire and motivate me to do amazing digital work. But outside of work, I turn to hobbies like running, tennis and cooking to level myself and activate a different type of creativity.

My favourite advert is:
Carlton Draughts, ‘It’s a big ad’. It’s just some great (but also horrible) ironic humour that fits down my ally.

Tell us one thing people at work don’t know about you?
I have an innate eating ability. I once ate 43 dumplings in one hour. I’m not proud of it (partly because it’s disgusting, partly because I thought I could do more) but it happened.

In five years' time I'll be:
Right now, I think ‘Customer Lifetime Value’ (CLV) is the mecca of marketing. In five years time, I’ll be challenging and guiding innovative brands to go beyond CLV and adopt the next marketing mecca.

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