Our Young Gun profile takes a look at some of the young talent across the advertising, ad tech, 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 Quantcast senior client partner APAC Amanda Grindele.
Time in current role/time at the company:
Three and a half years with Quantcast, 10 months in the Australian office.
How long have you been in the industry?
How did you get here? Was this always the plan?
I’ve always had a passion to work within the advertising industry. I think this stemmed from being interested in better understanding the world of business and and an interest in creativity. And, perhaps, because I wanted to make Nike ads like Helen Hunt’s character in the movie What Women Want.
Who is your right hand person/who guides you day to day?
At Quantcast we work as a team. My right-hand person would be my account management counterpart Ruth Cosgrave, we have a great day-to-day rhythm. We are open and honest, hold each other accountable and go above and beyond to make sure our clients are set up for success and our accounts are serviced to the highest standard.
What’s the best thing about the industry you work in? Where do I start?
After five years I am still as passionate about the industry as I was on day one. I love the innovation and creativity that the industry delivers along with the learning opportunities that it brings. One of the best things about the industry is the people. Being surrounded by people that bring great energy, are smart, creative and exciting to be around is where I thrive.
And the biggest challenge?
Attribution is hard work and people often default to metrics that they’re comfortable with or that easily tick a box. We are looking to help our clients solve their business challenges and really encourage them to measure what’s of value – e.g. awareness, sales, etc. and move away from meaningless metrics like click-through rate. This is a big challenge within the industry, and we all need to work together to address this to ensure we’re delivering the best outcomes for our clients.
Whose job have you set your sights on in the future?
I don’t have a specific person or role in mind but I do believe that you should always invest in yourself; your education, your relationships and opportunities that fuel your passion. I’d like to find an opportunity in the future that allows me to “give back” and has a social impact.
Where do you turn for inspiration?
It may seem simple, but I find it effective – I get some fresh air. Taking a walk and reminding myself of the beauty that surrounds me every day gives me bursts of inspiration. At Quantcast, I’ve found mentorship and inspiration from our agency sales lead for NSW Hannah Cooper. She has great experience and is a natural born leader. I have learnt a lot from her during my time here.
My favourite advert is:
Nike Air Jordan – it was revolutionary in terms of weaving a celebrity into the fabric of a brand’s image. It paved the way for celebrity endorsements and cemented Nike as the global pinnacle of excellence and swagger, which they’ve been able to build upon for the past 30-plus years. On a personal note, Michael Jordan was my childhood hero, which in hindsight was largely due to this campaign.
Tell us one thing people at work don’t know about you?
As part of my social impact work, I spent three years as a quarterback for the Bluebells American Football team as part of the Young Texans Against Cancer charity. I also paddle boarded 21 miles up the Brazos River in Texas to support The Flatwater Foundation, an organisation dedicated to providing those diagnosed with cancer, their families and loved one’s access to mental health therapy and family support.
In five years' time I'll be:
A little bit older and wiser, continuing to chase personal and professional growth and surrounding myself with wonderful people. Perhaps I’ll own a couple more dogs too!
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