Our Industry Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This week we meet with Andrew Antoniou, managing partner at Orchard.
Duration in current role/time at the company?
Coming up to 10 years at Orchard ... That was quick! The role has changed significantly, we started as four and we're now 70+ which means I can focus ‘on’ the business a litle more and not writing WIPs and contact reports. And no, I don’t miss it.
In one sentence, how would you describe what the company does?
We partner companies to invent better marketing and creative solutions that make a difference. That difference could be to increase sales, improve NPS or disrupt a category but whatever it is, technology and digital is at the heart of it.
Within the last six months/year, what stands out as the company’s major milestones?
We recently opened a New York office which was very exciting although I’m still waiting for that reason to pop over and visit.
Best thing about the industry you work in?
It has to be the people, the weird, wonderful and sometimes way-out-there types that populate this space.
Previous industry-related companies you have worked at?
I started at The Times and WWAV Rapp Collins in the UK before spells at Brand Dialogue, WSA Online, Spike and Grey3 in Australia.
Career-wise, where do you see yourself in three years’ time?
Overseeing the launch of complementary products in the meditation, behavioural and neuroscience space as it’s an area I find fascinating but don’t have enough time to explore.
Tell us one thing people at work don’t know about you?
I started my career in the media department. I escaped thanks to a man named Andrew Knott (thank you sir!)
Top networking tip?
Take a genuine interest in other people. You also can learn a great deal.
My favourite restaurant for a business lunch is:
I’m a big fan of Toko in Surry Hills, has to be the best Japanese in town (sorry Sake advocates).
My favourite advert is:
The Kia Ora TVC (UK) from the 80s: "it’s too orangey for crows, it’s just for me and my dog". It's 30 years old and I still remember the jingle.
My must-have gadget is:
Not a gadget but currently addicted to Audible on the mobile.
My favourite media is:
Too much of the internet unfortunately (plus Premier League on Fox Sports 5).
My favourite TV show is:
The only TV I get to watch is Shaun the Sheep on ABC every evening so that would have to be the clear winner right now.
The last book I read:
Legacy by James Kerr as recommended by my friend Mr Savage.
My mantra / philosophy is:
How can you pour more into the cup if the cup is already full?
I got into advertising/ad tech/marketing because:
Honest answer is that back in London advertising was synonymous with lunches, parties and ... those old enough will know what I mean. It became more accountable and serious very quickly after I made my breakthrough - timing!
If I wasn't doing this for a living, I'd be:
Teaching football (soccer) to kids whilst also building self-esteem and confidence along the way.
In five years' time I'll be:
Still under 90kg hopefully.
Define your job in one word:
Messy.
What's your poison?
Single malts with a good friend.
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