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.
Laura Roberts: Managing director, APAC, at INVNT.
Time in current role/time at the company:
I've been in my current role since October 2017, when I launched INVNT's APAC operations. I initially joined INVNT as their first employee back in 2008 in New York. I then returned to the company in 2017 to lead our expansion into the Asia-Pacific region.
How would you describe what the company does?
INVNT is a global brand experience agency. We specialise in creating immersive experiences that connect brands with their audiences in innovative ways. Our focus is on delivering powerful, meaningful experiences that captivate and engage people, whether through events, activations, digital campaigns or hybrid solutions.
What do you do day-to-day?
On a day-to-day basis, my role is very dynamic. I work closely with our leadership team to develop and implement strategic plans for the APAC region. This includes overseeing the operational aspects of our campaigns, nurturing client relationships, and ensuring we are staying at the forefront of industry trends. I’m also heavily involved in team leadership, talent development, and ensuring our team is empowered to deliver world-class experiences for our clients.
Define your job in one word:
Innovator
I got into marketing because:
I had the opportunity at an early age to move to New York City where I worked on events for the likes of The Rolling Stones, The Who, Counting Crows and so on. I’ll never forget my first task as a coordinator – walking through snow in midtown New York looking for eye drops for a famous musician. From that moment I was hooked and the work evolved to experiential events working on programs for major blue chip clients.
What’s the biggest challenge you face in your role?
One of the biggest challenges is staying ahead of the curve in an ever-changing industry. The way people consume content and interact with brands is constantly evolving. As a leader, it’s important to continuously adapt, innovate and challenge the norm to ensure we deliver experiences that resonate with audiences across the APAC region. INVNT has established roots as an exceptional brand storytelling and experiential innovation agency with creativity at its heart. A reputation for being among the best, that we are very proud of.
What’s the biggest industry-wide challenge you’d like to see tackled?
One challenge I’d like to see the industry collaboratively address is the pitching process, which is often time-consuming and expensive. At INVNT, we frequently handle multiple RFPs, but they tend to be based on assumptions with limited client collaboration. Additionally, clients may change their minds or issue RFPs before securing the proper budget approvals. This process adds unnecessary costs, and procurement-driven quotas complicate things further. To improve, we advise qualifying each RFP thoroughly, requesting a ‘tissue session’ with the client to clarify needs, reviewing fine print on ownership, and addressing MSA terms early to avoid surprises.
Notable campaigns you have worked on:
I’ve had the opportunity to work on a range of campaigns that I’m proud of, but some of the most notable include pioneering Web3 experiences with Lamborghini, developing immersive reality platforms for one of the world’s largest airlines, and launching a global brand experience platform for Xero, aptly known as XeroCon. Each project was a challenge that pushed us to think outside the box and deliver extraordinary experiences that resonated deeply with audiences.
Who has been a great mentor to you and why?
I’ve been fortunate to have a few amazing mentors throughout my career. One who stands out is Kristina McCoobery, Co-Founder and CEO of INVNT. She’s taught me the value of empathy in leadership. Her vision and leadership have been instrumental in shaping my approach to experiential marketing. Understanding the needs of your team and clients, and staying grounded in your values is something that has shaped my approach as a leader.
Words of advice for someone wanting a job like yours?
Don’t be afraid to take risks and embrace the unknown. The marketing world, especially in a leadership role, requires a mindset that thrives on change. Be prepared to learn continuously, build strong relationships, and lead with authenticity. Stay curious about new technologies and trends and always keep the audience at the heart of your strategy.
If I wasn't doing this for a living, I'd be:
Skiing in Japan. All day. Every day.
My mantra is:
It’s old and obvious but has lived with me since a teenager - “work hard, play hard.”
My favourite advert is:
I love the ads from Uber – underpinned by humour.
Music and TV streaming habits. What do you subscribe to?
Spotify for podcasts – I listen to at least 1-2 hours of podcasts every day from health, leadership to thrilling crime programs. Netflix – not only a great partner of ours, but my go to for all content streaming.
Tell us one thing people at work don’t know about you?
I am an open book and when you are on the road together as much as we are, there is not much left to tell!
In five years' time I'll be:
Continuing to innovate within the marketing and experiential space, hopefully leading a team of passionate individuals who are creating even more groundbreaking experiences for brands. I also hope to be mentoring others and helping them navigate their own paths in the industry. INVNT will be at the forefront of integrating technology and sustainability into experiential marketing. And, skiing in Japan.
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