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.
Iggy Rodriguez: Creative partner at The Works, part of Capgemini.
Time in current role/time at the company:
1 year
How would you describe what the company does?
A creatively driven company hell bent on making ideas that have significant impact in the world.
What do you do day-to-day?
I lead the creative vision for the agency. Ensuring each member of every department is inspired and motivated to deliver world-class creative excellence for our clients.
We have an internal philosophy called ‘Be Significant’. Creating end-to-end customer journeys that are truly worthy of people’s attention. Impact over awards. Acts not ads. Customer first creative.
Define your job in one word:
Wild.
I got into advertising/ad tech/marketing because:
I love the magic of creativity.
You never know when a brilliant idea is going to strike. In one second, something sparks that has the ability to change the way you see everything. To alter minds, change behaviour and make the world a better place.
What’s the biggest challenge you face in your role?
Standing still. This industry is constantly in flux and evolving at a rapid rate. It's not enough to merely keep up, you have to be in front of culture.
What’s the biggest industry-wide challenge you’d like to see tackled?
Technology and data will continue to change the way consumers interact with brands. What was new a couple of years ago is the norm in how customers seek, shop and want to be serviced.
It is hard for companies to keep up and have the right data strategy, technology platforms, and most importantly, the team capable to work in these platforms.
As a service provider to clients, we need to make sure we keep ahead of how customers are interacting with brands, to be proficient in new tech like the metaverse and NFT's and how consumers are interacting with brands in these new spaces. We need to have the creative talent to come up with fresh ideas to help brands connect with consumers in this new eco-system.
As such talent can never stand still on their learning and we will need to invest ahead of the curve to make sure we are competitive and able to guide our clients.
Previous industry related companies you have worked at:
R/GA California
McCann
Leo Burnett
Saatchi & Saatchi
DDB
Ideas you've been proud to be a part of:
Innovating brand world-first technology so that Coca-Cola's Small World Machines could unite people from India and Pakistan.
Writing and choreographing a K-Pop hit with Supergroup ‘SuperM’ as part of a dance for wellness campaign with Prudential Asia.
Coining the concept of protecting your ‘Man Brand’ for Hahn Super Dry.
Helping incentivise young drivers to be safer on the roads with Samsung’s S-Drive program.
Bringing Augmented Reality to beaches as an innovative way to teach rip safety to Aussies for Samsung Pocket Patrol.
Who is/has been a great mentor to you and why?
Andrew Ostrom was one of my first Award School tutors who I've always stayed close to and he’s helped mentor me through the years.
I’ve also been fortunate to work with some amazing creative leaders over the years like Rob Reilly, Mark Tutssel, Tiffany Rolfe, Andy Dilallo, Steve Back and Matt Eastwood that have helped shaped my thinking and approach to creativity.
Words of advice for someone wanting a job like yours?
Tenacity over talent.
If I wasn't doing this for a living, I'd be:
A chef.
My mantra/philosophy is:
Not to worry and stress about what’s out of my control.
My favourite advert is:
One of my favourite ideas ever was ‘Climate Name Change’ from Barton F. Graf that renamed hurricanes like Katrina and Sandy to the names of actual United States policy makers who deny climate change. Genius.
Music and TV streaming habits. What do you subscribe to?
I’m a sucker for cooking shows like Chef’s Table.
Music I'm into everything from old funk, classic punk and rock to modern rap.
Tell us one thing people at work don’t know about you?
As a passionate Argentinian who loves meat, when I'm not behind the laptop I'm usually behind the grill barbecuing or cooking something over the wood fired oven at home.
In five years time I'll be:
Still in love with creativity.
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