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.
Joanna Georges: head of AU & NZ at Scope3
Time in current role/time at the company:
I joined in May this year so a couple of months in!
How would you describe what the company does?
We work with agencies, brands and publishers to reduce the carbon footprint of the media and advertising industry.
What do you do day-to-day?
At the moment, it's a lot of talking and an equal amount of listening. We’re on a mission to decarbonise the digital media and advertising industry which means there’s many stakeholders and potential partners out there. It’s exhilarating to be working on something that is new(ish) to both the market and the industry. I’m passionate about sustainability so it makes the sometimes long days more than worthwhile.
Define your job in one word:
Meaningful.
I got into advertising/ad tech/marketing etc because:
Like so many people in our industry it was an accident. I’d studied events management, my first digital role was at a cold call company selling ‘digital pages’ with a focus on SEO (back in the day when you could put it in white text to get on the front page of Google!). I was assigned to work with heavy industrial companies so I spent a lot of time educating the mining and offshore industries about ‘this new digital thing’. I found it incredibly interesting and have never looked back.
What’s the biggest challenge you face in your role?
Educating the market that sustainable digital advertising doesn’t mean more expensive digital advertising. You can reduce carbon quickly, cost efficiently and improve your KPI’s.
What’s the biggest industry-wide challenge you’d like to see tackled?
Knowledge management and training. The changes are constant and are always coming at us fast. It can be tricky to balance the demands of achieving results in the here and now whilst keeping abreast of what comes next.
Previous industry related companies you have worked at:
The Trade Desk, Mobilewalla, Eyeota and iCumulus.
Who is/has been a great mentor to you and why?
My Mum. I grew up as one of four girls and instilling independence and confidence was something that she always drilled into us. My Mum did not believe in the traditional ‘ethnic hierarchy’ and gifted all four of her girls with unshakable self-belief, determination and limitless ambitions. Directly industry related there have been many that I’ve learned from, both senior and junior to me and I’m a big believer in never stop listening and keeping an open mind as you’ll never know what little gem you’ll pick up.
Words of advice for someone wanting a job like yours?
Be curious and never burn bridges. Do the job/role you want to be doing and take advantage of all networking opportunities, it’ll help keeping open and having a growth mind-set.
If I wasn't doing this for a living, I'd be:
Working in event management. That was the original plan before digital media turned my head.
My mantra / philosophy is:
I’ve got two. You don’t ask, you don’t get. And, you never realise how much you actually know, so back yourself.
My favourite advert is (and why):
It is still the 2010 T-Mobile ad as set in Heathrow Airport. It was heartwarming and ground breaking at the time (If you haven’t seen it you may end up with something in your eye….). Locally, Dumb ways to Die is a classic (they even created an app post the campaign - genius!).
Music and TV streaming habits. What do you subscribe to?
Far too many. Spotify, Netflix, Stan, Amazon Prime, Disney+ and, most recently, Audible. I’ve got two very young kids and whilst I was hesitant, as I love picking up a physical book, it’s much easier to squeeze in more listening time.
Tell us one thing people at work don’t know about you?
I’m a huge football (soccer) fan and full blown Arsenal tragic. I actually selected the team in my early 20s to be contrary as a close friend was a Tottenham supporter. However, it turned out to be a wise choice for future domestic harmony as ten years later I met my husband who is an equally passionate Gooner (that’s an Arsenal fan for the uninitiated).
In five years’ time I'll be boasting about…
How a little bit of effort from a lot of our industry helped clean up the industry and reduce Australia’s carbon emissions.
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
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.