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.
Rachel Hall: head of client solutions at LADbible Group
Time in current role/time at the company:
Come December, I'll be marking three years as the head of client solutions in Australia and celebrating my sixth year with LADbible Group.
How would you describe what the company does?
LADbible Group is a global leader in youth publishing, offering a central hub for entertainment, viral videos, trending and original content, and the freshest youth-oriented news on all major social platforms. What truly distinguishes us is our steadfast dedication to using our social reach for positive change, striving to improve the lives of our audience. This collective commitment is the heartbeat of every member at LAD, evident in initiatives like our impactful action and awareness campaign: UNHEARD.
What do you do day-to-day?
Empower and guide an exceptional team of insightful, strategic, and dynamic sales representatives. Beyond this, each day brings fresh and diverse challenges - from deepening relationships with crucial agency partners to better serving their media and creative endeavours for key clients, through to maintaining close connection with our UK-based board members. Given the constantly evolving digital landscape, I also remain focused on anticipating the next innovation to enhance our commercial offerings.
Define your job in one word:
Challenger.
I got into the media industry because:
Of meeting industry heavy-weights Teena Jameson and Jon Cole. Fresh out of university armed with a Mass Communications degree, I lacked the connections to breach the Brisbane media industry. Resorting to a traditional approach, I pounded the pavement with my CV in hand, making my way into numerous agency and network offices, including the boutique agency off James St - Media Circus. Jon and Teena extended an opportunity to me, and from that very first day, I was captivated by the rapid-fire tempo of the media world. The rest, as they say, is history!
Previous companies:
Global Radio, Nova Entertainment & Media Circus.
What’s the biggest challenge you face in your role?
Being a challenger brand out in market. With just four years presence in the ANZ region, amidst a sea of well-established networks and publishers, the task at hand is to carve a distinct path and demonstrate that collaborating with channels like ours is undeniably the most powerful approach for brands to capture the attention of the social generation. Retention for us is strong, so luckily for me once agencies and their clients lean in once, they’re often converted.
What’s the biggest industry-wide challenge you’d like to see tackled?
Prioritising business profit over adequate staffing across the board to me is compromising our overall content quality, leading to employee burnout, stifling creativity, and slowing diversity efforts. Just recently at the MFA Ex Conference, Initiative Australia took to the stage quoting that 79% of our industry is suffering from anxiety (Source: Mentally Healthy report). I’m sure that many are alarmed by this stat, and so feel it a highly addressable point for all businesses to take a serious look at.
Investing in well-staffed teams fosters quality content, supports employee well-being, and builds a sustainable, trusted brand.
Who has been a great mentor to you and why?
Sam Mellor is widely recognised as one of the industry's sharpest and most strategic minds. I had the privilege of working directly with him for nearly two years at Nova Entertainment and his guidance and leadership continue to influence my professional outlook. Sam has always challenged and treated me to perform beyond what I thought I could do - he epitomised advocacy on my behalf, and for that, I remain deeply appreciative.
Words of advice for someone wanting a job like yours?
Seize every opportunity to delve into the realm of the people's economy, gain a deeper insight into your colleagues and understand the challenges they face. Continuously strive to figure out ways to lend support, whether it's a colleague, a manager, or a client, ask yourself, "How can I be of assistance?" This is especially crucial in the domain of media sales, where it's easy for individuals to get fixated on how an agency or client partner can alleviate personal short term revenue pressures.
If I wasn't doing this for a living, I'd be:
Starting up a renovations business with my incredible chippy Husband, Sam Henry*, following a successful ‘Block’ season on Channel 9. *Sam is not keen on this, so anyone interested in being my contestant partner, hmu.
My philosophy is:
When it comes to work, it’s the small things that matter. The 1%’s - sweat the 1%’s.
My favourite advert is (and why):
Most recently, I've been captivated by Orange, the French Telco company's ingenious viral ad leading up to the FIFA Women's World Cup. If you haven’t seen it, google it immediately - the first time I saw it, my jaw practically hit the floor. This ad is a prime example of how leveraging cutting-edge technologies like deep fakes and staying attuned to cultural trends can result in truly mind-blowing work that results in virality.
Music and TV streaming habits: what do you subscribe to?
Spotify, Netflix, APV & Kayo.
In five years' time I'll be:
Still deeply engaged and fulfilled in this dynamic industry of ours, holding a role that allows me to navigate the rapid shifts and innovations within our field.
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