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.
This week we speak to James Sawyer - Managing Director, TotallyAwesome AUNZ
Time in current role/time at the company:
One year celebrated on 23 March 2021.
How would you describe what the company does?
TotallyAwesome is the Australia’s most advanced digital media network for GenZ and families. We help brands reach audiences under 18 years-old in an age-appropriate, brand safe environment, on target and effectively. We’ve been working in a data-less environment for over 7 years and offer contextual media placement in thousands of YouTube channels, websites, apps and gaming environments.
Clients come to us as we deliver what we say we will as we reach over 300 million active monthly digital users under 18 across APAC. We follow the most advanced Government regulations protecting kids’ data and privacy, as well as having a resident practising psychologist who helps shape our products and bespoke research solutions.
What do you do day-to-day?
A bit on! I was brought in toscale the Australian operation and it’s been a busy year of recruitingstaff of 20+ now (during a pandemic), developing the team, introducing new products in new categories, building out a programmatic offering, driving marketing and PR – not to mention keeping my bosses in APAC in the loop ( …and sometimes in check!). My most important job though is to help Australian brands and their agencies understand just how important GenZ are to their future marketing plans and to deliver more effective campaigns in a brand-safe, kids-safe and contextual environment.
Define your job in one word:
Exciting.
I got into marketing because:
The 90s was a good time for advertising. A friend of mine got a job in the mail room of George Patterson and was able to drive new Nissan ZXs around the city in a so called “mail run”. That was enough for me to say ‘sign me up’ and I was fortunate to get an internship there. I started out in the creative department before quickly moving to the media department, which was great fun (especially as there were only three channels). I then went to another iconic agency up the road called MOJO and worked with Mo and Jo and the rest is (my) history….
What’s the biggest challenge you face in your role?
Being able to scale a relatively new business as a ‘youth digital media network’ in a post Covid environment when most agencies are still WFH.
What’s the biggest industry-wide challenge you’d like to see tackled?
The last couple of years have thrown up quite a few, but sticking to industry issues in our control. I’m looking forward to seeing how the wider industry will adapt to the inevitable post-cookie ‘apocalypse’, and privacy-first environment we’ve moved into. TotallyAwesome is already living in this world and my personal belief is that it makes for better thinking, better strategies, better content, better engagement and a better overall ecosystem.
Notable campaigns* you have worked on:
Not going to lie I’ve worked on some ‘bad’ brands over the years including some memorable campaigns for Casinos, Banks, Gaming, Booze and Insurance brands. All with questionable positive impact on our community. TotallyAwesome has been a nice change of direction for me as already worked with brands doing positive things for our future generations of kids and teens. Like encouraging more young girls to contemplate STEM subjects as a viable future vocation in tertiary education.
Who has been a great mentor to you and why?
I’ve been lucky to work with Pat Crowley (Essence AU CEO) as a colleague, mentor and mate for over ten years. I’ve always respected his honesty, integrity, humanity and humbleness; he is simply an all-round good guy, no matter who you are or where you are in the pecking order. I know that I’ve taken a lot from his style of management and leadership. And, knock on wood, it seems to be working for me so far too…
Words of advice for someone wanting a job like yours?
Media and agency life can be a tough place to be sometimes – but you learn a lot even when you don’t think you are learning. It’s a great industry and keeps on changing. Not many industries change as much or as fast as ours and that should be seen as exciting. You might not be in the right role now but just keep working hard and learning and being open to new areas and opportunities. This job came to me at the perfect time. It was fate (and I’m a fatalist). As for words of advice: work hard, learn new things, be kind and people will want you on their team!
If I wasn't doing this for a living, I'd be:
Gosh I’ve thought about that a lot over the last two Covid years. Like most no doubt. As a father of two amazing teenagers almost 15 and 17 now you realise just how critical this time of their lives is and what sort of impact being present at home to see them grow and develop. You also realise just how hard it is for these kids to grow up these days given all their social, technology and other ‘bad’ distractions and influencers. So, I’d learn more about psychology, mental and physical wellbeing and take kids off the grid. Like travelling, surfing, skiing and camping (just so happens to be things I like also).
My mantra is:
Do your best. Get into the detail. Have a point of view. Be a good bloke.
My favourite advert is:
The Lemsip ‘man cold’ ad from the mid-noughties! It got a few runs over Christmas when the family all came down with Covid…..“Lauuuurrraaaaa”. It’s still so good and (shamefully) so true!
Music and TV streaming habits. What do you subscribe to?
You name them I have them, largely due to having that house of teenagers. I’d say there was a questionable ROI on most though. It’s either a generational thing or a time thing, but I can’t binge. But couldn’t live without my sport and Foxtel so that gets more of my attention than any others.
Tell us one thing people at work don’t know about you?
Here’s three. I rowed for Australia; in my youth I once dated the ‘girl in the red dress’ from matrix; I’m a worm farmer.
In five years’, time I'll be:
Doing my boss’s job (don’t tell him).
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