Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Alfred Lagos: director and founder at Lexlab
Time in current role/time at the company:
Five years and six months at Lexlab.
How would you describe what the company does?
We are a team of 100% Australian owned and operated paid digital advertising specialists who help agencies and brands with all their programmatic needs. From search and social to digital out-of-home, we have all digital advertising covered. Our approach focuses on objective based media buying by integrating the most relevant technology to deliver the most meaningful campaigns for our clients.
What do you do day-to-day?
My main role is to focus on what the business is doing tomorrow and integrating the latest technology into campaigns. I also make sure the team is supported by being there to troubleshoot anything that comes at them.
Define your job in one word:
Tech-Nerd (technically two but you get the drift).
I got into marketing/advertising/media/tech because:
I'm obsessed with new technologies and seeing the practicalities of how they work. The best part of what I do is testing and integrating new and emerging technologies into the team and our clients.
What’s the biggest challenge you face in your role?
Constant change. Programmatic advertising definitely isn't for anyone who thinks they can stand still.
What’s the biggest industry-wide challenge you’d like to see tackled?
Resourcing and hands on training: There’s plenty of big thinkers, but not enough doers. It’s why Lexlab exists but I also think individuals moving up the ranks need to realise you should never stop working in the ad platforms.
Notable campaigns you have worked on:
We run a lot of movie advertising campaigns but being a part of the #1 box office movie for Liam Neeson’s ‘Honest Thief’ was a big win for us. Beating out a horrible marvel movie was the real highlight though. Running the entire programmatic digital campaign for Cancer Council Australia’s Bowel Cancer Screening was a career highlight as the team got to use our advertising powers for good rather than evil. We smashed the year-on-year KPI’s for both buying efficiency and on-site measurement which got more people testing their poop than ever measured before.
Who has been a great mentor to you and why?
I’m not a massive believer in individual mentors but I do think there are many people who have slices of value that I admire. I aim to be a Frankenstein of all the most admirable elements of people I meet. My career has also taught me that negative people are just as inspirational too, for how not to be and act.
Words of advice for someone wanting a job like yours?
Every bit of effort counts. I ran hobby businesses for 15 years before Lexlab and would often wonder why I kept doing it, but most days I lean on the experiences learnt during that period.
If I wasn't doing this for a living, I'd be:
A window cleaner on Punt Road who just has to worry about a squeegee, soap and water.
My mantra is:
Embrace the difficult, because if it was easy, our clients would do it themselves.
My favourite advert is:
Being a father of a five and a seven year-old, this Cadbury Garage one gets me every single time: here
Music and TV streaming habits. What do you subscribe to?
I’m a tragic emo and indie rock fan which might explain why I’m a failed musician. And in terms of streaming platforms, our hideous monthly streaming bill means its way easier to say what I’m not subscribed to.
Tell us one thing people at work don’t know about you?
My emo band once supported Shannon Noll. (I tend to keep that secret).
In five years' time I'll be:
Doing more of what I'm already doing but with more time for holidays.
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