Allie Ommundson.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's oOh!media's business manager Alison Ommundson.
Time in current role/time at the company:
1.5 years in my current role and coming up to 3 years at oOh!
How long have you been in the industry?
Almost 3 years, started my media journey at oOh! and still here.
How did you get here? Was this always the plan?
Not the plan at all, I had no idea my role even existed. Like most people, I had never thought twice about how a billboard came to be! Post university I spent a couple of months travelling in Europe, I applied for a few marketing-related jobs and a month after returning I found myself walking into the oOh! office in a sales role and never looking back.
Who is your right-hand person/who guides you day to day?
I would say my insanely talented group business director, Skye Williams, has had a huge impact on my day-to-day. Already having a personality that thrives on problem-solving, Skye’s guidance has helped me to develop a strategic skill, that sets my ability to service clients apart from others. She continues to lead our team with passion and care, serving as a role model in building stronger relationships with our agency partners, finding efficiencies in everyday tasks, and ultimately putting our clients first in every decision we make.
What’s the best thing about the industry you work in?
The pivotal role creativity plays. Whilst there’s a time and place for rinse and repeat marketing, the opportunity to experiment with different channels, formats, creative, and ways of buying, is so real (and so many brands are doing it well – think Uber Eats for example). With that comes fierce competition as clients push to find clear space or out-of-the box solutions; but it’s also where the exciting opportunities lie. We are continuously motivated to think a little differently and provide a new, unique and personalised approach to each client's challenges.
And the biggest challenge?
As most would say, the biggest challenge is the change the industry is facing daily. Navigating one media network with different environments is difficult enough (with tender wins, changing council regulations and new entrants), but keeping up with the entire media landscape proves a whole other challenge. We’ve been in a powerful decade of innovation, and with that, advertisers are unlocking new opportunities to reach and engage with audiences. This can be difficult for media planners/buyers, but also from a provider’s point of view. It highlights the need for us to keep up; ensuring our agency partners are confident with our products, the shifting competitive landscape and how OOH can collaboratively work with other channels.
Whose job have you set your sights on in the future?
That’s a great question, and one that I don’t have an answer to. I am still finding what makes me ‘tick’ and that could be strategy, sales or something completely different. However, what I do know, is that I want to be leading a high performing team, and more importantly, a happy one. I’ve had so many great leaders throughout my short time in the corporate world, which have made an incredible impact on how I show up at work. Chris Freel (Freelo), has absolutely topped the list in terms of the type of leader I want to be, so if I can grow into something similar in the future, I’d consider that a success.
Where do you turn for inspiration?
Depends what inspiration I’m looking for; if it’s lifestyle like where to go for dinner, what to pack for Europe, how to style ballet flats (lol) then it’sTikTok... (shows what era I’ve grown up in). In terms of personal growth my inspiration will always be the leaders I’ve had the pleasure of working with and my family and friends who continue to inspire me to become a better version of myself.
My favourite advert is (and why): (please include a link)
This is a hard one, but the ad that has stuck with me most, is, ‘Tastes OK’, the creative stunt by Pepsi, which throws shade at their rivalry with Coca-Cola. I find ads that use humour stick so much more (probably because the world is a little dire these days).
Tell us one thing people at work don’t know about you?
McDonalds wouldn’t hire me until I was 14, and I was desperate to make serious pocket money in order to "save for a house" (folding the washing and saving my canteen money wasn’t cutting it). So, when I was 12 years old I ran a store on eBay (legally, illegally?) selling timber offcuts from my parent's joinery business. I was, coming home from school in Year 6 and jumping on the iPad to answer questions about types of timber, difference in grain, and of course, a little negotiating on price. What can I say, born a hustler!!
Where do you see yourself in 5 years time?
This may be a little far-reaching right now, but I’d love to be working for a multinational company, based overseas. I have always been fascinated with international business and the influence that longstanding culture has on relationships and negotiations. Outside of career aspirations, I’d love to be making time for the important things in life - traveling, spending quality time with family and friends, and continuing to grow personally.
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
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.