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.
Today we speak to Criteo Head of Retail Media Roger Dunn:
Time in current role/time at the company:
4 months
How would you describe what the company does?
Criteo is a global technology company that helps marketers and media owners reach their goals through the world’s leading Commerce Media Platform, powering retail media for the world's leading retailers and brands.
What do you do day-to-day?
I help retailers become publishers, by helping them establish and grow their retail media business. Retail media enhances the relationships they have with brands and merchants and allows retailers to turn their first-party data and audiences into a new revenue stream via investment from both advertisers and agencies.
Define your job in one word:
Relationships
I got into marketing/ad-science because:
After telling me about the lavish media parties, a good friend got me into my first job at the agency he was working for in London. I started out as a broadcast buyer at PHD, at the time when Pattison, Horswell and Durden were still close to the business – Nick Horswell used to run wine tasting nights and it was just before Jonathan Durden entered Big Brother as a contestant. It was a great place to start-out, although I quickly moved over to the digital department after seeing the potential for growth.
What’s the biggest challenge you face in your role?
Knowledge gaps. While the retail media space is white hot, with Forrester predicting it will top almost AUD $70 billion in global revenue next year, there is still a broad range of understanding in the market. Some Australian retailers are building sophisticated advertising businesses, while others are yet to explore the space or establish dedicated teams & tech.
What’s the biggest industry-wide challenge you’d like to see tackled?
Addressability. As we look towards the future, there will not be a single solution for addressability. Marketers will test and learn multiple solutions to find the one that’s right for them. With first-party data at its core, retail media will be one of those solutions – offering advertising at the point-of-purchase, or targeting known shoppers, combined with the opportunity for closed loop reporting.
Notable campaigns you have worked on:
While at GroupM, one of my proudest achievements was establishing the Commerce business, initially at MediaCom, then at the group level. While this particular example wasn’t a campaign – it was a genuine client solution - I led a cracking team who created SPARC, a digital shelf analytics solution for some of our biggest FMCG clients. It allowed them to track and optimise their e-commerce success and was recognised with award shortlists and investment for development from the business.
Who has been a great mentor to you and why?
I wouldn’t say it was formal mentoring, but I really appreciated Rose Herceg’s support in putting me forward as e-commerce lead for the WPP SME (Subject Matter Expert) Program. Sophie Madden was also great to work with on the MFA Interactive Board during my tenure, where we created the Digital Foundations certificates.
Words of advice for someone wanting a job like yours?
Be passionate. Keep your finger on the pulse. Immerse yourself in the subject and take every opportunity that comes your way.
If I wasn't doing this for a living, I'd be:
Renovating houses – before I moved to Australia a good mate and I bought, renovated and rented out a couple of properties in London.
My mantra is:
Every business is now an e-commerce business, as that’s where almost 100% of their growth will come from.
My favourite advert:
I love the classic Guinness ads like “Swimblack” or “Evolution”, or the classic Levi’s ads that introduced us to Stiltskin or Flat Eric, but I will always remember this one for being quite bizarre, very distinctive...and slightly terrifying. I give you Reebok’s “Belly” by Lowe Lintas The Classic Reebok Belly.
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