In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's iProspect's senior programmatic executive Liam Chard.
Time in current role/time at company:
I’ve just ticked over 2 years at iProspect.
How long have you been in the industry?
About 3.5 years.
How did you get here? Was this always the plan?
I studied marketing at university and have always gravitated towards digital. I graduated during COVID (which was bizarre) but was lucky to land a job at Nine in their programmatic team working with an awesome group of people. When COVID settled down and the world opened again, I decided to explore Central America and Indonesia; something I’ve always wanted to do.
When I returned, I decided to give agency-side a go, where I started working in the iProspect programmatic team. It’s been 2 years since then and what an incredible time it’s been!
Who is your right-hand who guides you day to day?
Everyone I work with (too many to call individually)! Although, a big shoutout to my director, Alex Perez, who has taken everyone’s work to the next level since he joined the programmatic team.
Also, a special mention to my girlfriend Kate and our rescue Staffy Ronnie, who both make me appreciate the simple things in life and make each day a treat!
What’s the best thing about the industry you work in?
No day is the same. Programmatic is fast paced and there’s always new things to learn and opportunities to grow.
Media in general is a super social industry, and I’ve met so many amazing people and developed great friendships.
Innovation and performance are a focus at iProspect, and I love testing new products and showing value to our clients beyond standard media metrics. I work with a lot of smart people who care deeply about the work we do so it’s a great environment to be a part of.
And the biggest challenge?
There’s a lot of complex information, data and digital opportunities available, which can be overwhelming. I believe it’s important to strip it back as much as you can and focus purely on what matters to clients. There is beauty in simplicity.
Whose job have you set your sight on in the future?
I wouldn’t want to take anyone’s job, and I think the AI overlords would beat me to it anyway! If I can just keep learning, working hard and trying to bring more value to the agency and our clients, I’m happy to see what happens in the future.
Where do you turn for inspiration?
My parents and family. Being the youngest of 4 children, I’m inspired by them all for different reasons.
Also, everyone at iProspect, from my programmatic team members to the senior leadership team. We all work under Marcelle Hoyek (Chella), who’s a great example of an emphatic leader who drives excellence in people. Chella has built a people first culture, which I feel lucky to be part of.
Tell us one thing people at work don’t know about you:
I loved playing Guitar Hero on Xbox as a kid which got me into picking up an actual guitar. Late last year I had a cameo with my friends’ bands ‘The Good Kids’ (shout out, go show them some love on Spotify) at a gig at the Harbord Hilton. Midway through the performance the speakers fell due to a mosh pit and we got pulled from the stage to try and calm the chaos.
In five years’, time I’ll be:
No idea, but hopefully a more well-rounded person that doesn’t take life too seriously. If I can help support a team at work and make people enjoy their day to day more, all whilst driving innovative and fun work, that sounds pretty cool to me.
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