In this series, AdNews takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. This time it's 303 MullenLowe's CX strategy director Charles Rallings.
Time in current role/time at the company:
Six months this time round at 303ML, five years previously.
How would you describe what the company does?
303 MullenLowe is an agency with a genuine CX understanding and capability across planning, data and tech, combined with agency smarts in strategy, creative and media.
I reckon we punch above our weight in CX, using the power of data to know what customers actually do online and throughout brand touchpoints, and then use it to find opportunities to grow our client’s brand value and experiences.
What do you do day to day?
It can change on a daily basis which I’ve always liked about the industry.
Common threads are lots of collaborating with our data and tech teams, writing briefs, bouncing ideas off the planning team, talking with clients, writing strategy decks, presenting.
Define your job in one word:
Inquisitiveness.
I got into my industry because:
I loved to draw. At that time art directors spent a chunk of their time getting paid to draw up their ideas - seemed like a win-win.
Jump a few years later and I transitioned from creative to digital as I wanted to know how it all worked, a trait that has stayed with me as the space continues to evolve.
With the broader discipline of CX, curiosity is still a driving force for me. As tech platforms keep forging head, the opportunity to work with people who know how to use them and continuing to learn and present ideas is still a driver.
What’s the biggest challenge you face in your role?
The challenges are two-fold.
Keeping up with the constantly changing landscape of platforms and capabilities to stay ahead and changing perceptions of what an agency can offer in the CX space.
Ad agencies are known for their ability to think creatively and laterally. It shouldn’t be a big leap they can harness this as part of the strategic process to deliver CX and digital transformation programs.
What’s the biggest industry wide challenge you’d like to see tackled?
Value. In a world of constant pitches, RFIs and RFPs that use simplistic equations and spreadsheets in a race for a lower overall number, we need to come up with a better method to place value on the work we do beyond head hour rates and minimal bonus structures.
Who has been a great mentor to you and why?
I haven’t really had a single mentor but have certainly taken advice from a number of different people over the years, and worked alongside some inspiring leaders.
Words of advice for someone wanting a job like yours?
Be willing to take the time to understand how stuff works, be a sponge.
Know when and where to use what you’ve learnt.
If I wasn’t doing this for a living, I'd be:
Restoring cars or building tiny homes.
My philosophy is:
Lead by example. Do what you say you’re going to. Keep learning.
My favourite advert is:
Currently KIA ute ad. Great strategy and idea, best use of sports stars I’ve seen, would love to see the talent bill.
Music and TV streaming habits: what do you subscribe to?
Most of them. I have adult children at home and between us we’ve just about got the full set.
I’m not a fan of binge watching.
Mostly it’s Spotify – music or podcasts.
Tell us one thing people at work don’t know about you?
Ride-on mowing makes me very happy.
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
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