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.
Frank Carlino: group investment director – NSW at Carat
Time in current role/time at the company:
Five years.
How would you describe what the company does?
In a nutshell, at Carat we work with various media, channels, and marketing strategies to increase a client's online and offline visibility.
What do you do day-to-day?
I have two hats (or caps), one that leads the media investment across Carat NSW and the other is client lead on Greenstone Insurance & Pandora Jewellery.
With the media landscape changing at a rapid pace, and clients looking for a simple answer, I work with them to identify and generate value across all media opportunities.
Define your job in one word:
Collaborative.
I got into media because:
I didn’t make it as a professional basketball player.
What’s the biggest challenge you face in your role?
Keeping up to date – with constantly evolving market trends. I don’t TikTok or listen to Taylor Swift so I feel a little out of touch at times.
What’s the biggest industry-wide challenge you’d like to see tackled?
Recruitment & retention – finding & retaining quality & relevant people.
Media audience measurement – standardisation & methodologies for individual media channels cross platform.
Previous industry related companies you have worked at:
Starcom, OMD, UM, Foxtel Media.
Who is/has been a great mentor to you and why?
Peter Horgan. He’s probably going to read this one day and laugh, but his invaluable advice on all things media investment has made me who I am today and he’s the only guy I know who’s negotiated in a pub off a drink coaster.
Words of advice for someone wanting a job like yours?
Build your brand. Build your network.
If I wasn’t doing this for a living, I’d be:
Running music events across the world.
My mantra/philosophy is:
Cliché as it sounds but seriously...Work Hard. Play hard.
My favourite advert is (and why):
The ‘Share a Coke’ campaign in 2011, which involved changing the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with…’ a popular name.
Music and TV streaming habits. What do you subscribe to:
Spotify, Prime, Netflix, Stan, Kayo, Optus Sport, Foxtel, Disney, Paramount.
Tell us one thing people at work don’t know about you?
Whenever you hear Gangstas Paradise in the office it’s my fault!
In five years’ time, I’ll be:
I’m hoping to be on long service leave.
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