Our Industry Profile takes a 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 speak to Redengine SCC strategy and social media director Paul Isbell.
Duration in current role:
I’ve been at Redengine SCC for four months unless you include the time I spent at the agency before – I left and came back - so 18 months in total.
How would you describe what the company does?
Creative agency that shifts behaviours and drives action through brand, content and social.
What do you do day-to-day?
Finding solutions for clients, which means I write stuff (briefs and frameworks) and I look into unique ways of approaching content – particularly social – and innovative ways of distribution.
Define your job in one word:
Perseverance – as my nan used to say, patience is a virtue.
I got into marketing because:
By chance. I worked in TV production for the first five years of my career and then decided to get a job at a PR agency, the internet and blogs were kicking off and then brands started to promote themselves on Facebook. The rest is history!
What’s the biggest challenge you face in your role?
Time – there’s never enough time. However, it always works out in the end.
What’s the biggest industry-wide challenge you’d like to see tackled?
The fact that digital and traditional media are always pitted against each other.
Also, the dream that one day there will be a standard measure we are all benchmarked against. We can all but dream.
Previous industry related companies you have worked at:
Ikon, Profero, Golin, Virgin Mobile and Holler.
Who has been a great mentor to you and why?
I’ve had so many great mentors. Natalie Musico at Ikon, Olivia Loughnan at Virgin Mobile, Kate Richardson and most recently Jye Smith at Redengine SCC. All have shown me different ways of approaching and honing my craft.
Words of advice for someone wanting a job like yours?
Listen. I’ve learnt a lot from listening to the people above.
If I wasn't doing this for a living, I'd be:
A historian of some sort. I studied history at university and if I am reading something it’s guaranteed to be a history biography.
My philosophy is:
Treat others how you want to be treated. Cliché I know, but in an industry built on relationships it is one of the things I have learnt – especially over the past few years.
My favourite advert is:
So many – most recently I loved the Nike London ad, they nailed it.
Music and TV streaming habits. What do you subscribe to?
Spotify, Netflix – the usual. I love music so Spotify has been a game changer for me – No more scratched CDs.
Tell us one thing people at work don’t know about you?
I was an actor when I was a kid and was in a show in London’s West End.
In five years' time I'll be:
Probably doing the same thing. If not, I’ll give that history gig a crack!
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.