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 speak to Twitter sales director Angus Keene.
Duration in current role/time at the company:
I’ve been with Twitter for four years.
In one sentence, how would you describe what the company does?
We keep the world informed by helping people see what’s happening and what people are talking about right now.
In one sentence, what does your role involve?
Providing leadership to our team to help them grow our business in a way that makes us proud.
Within the last six months/year, what stands out as the company’s major milestones?
2017 was a huge year for Twitter. We've seen fantastic audience growth here in Australia and around the world. We continue to make the platform simpler and easier to use and we've done some incredible content partnerships to bring live and highlights video to Twitter. Late last year we broadcasted the Melbourne Cup, the ARIAs, the Pitch Perfect 3 premiere red carpet and behind the scenes at the Australian Open. We’re set for an even bigger year ahead with a tonne of video content partnerships in the pipeline.
Best thing about the industry you work in:
The people, the creativity and the diversity
Previous industry related (ad land/ad tech) companies you have worked at:
Fairfax, Big Mobile.
Career-wise, where do you see yourself in three years time?
At Twitter, continuing to lead the team, accelerating our growth and affirming our position as one of the most important brands in the country.
What is the elephant in the room? The thing that no one is talking about – but they should be:
The elephant in the room is quality of audience. Too many brands get caught up focusing on the number of views or followers but do little to go beyond that figure.
An audience number is just a number without understanding who is making up this audience. Brands needs to question whether the audience actually aligns to who it's trying to target. And whether it’s actually people who will take action or are just passive, looking and forgetting almost immediately. Brands need to focus on building and attracting a quality audience rather than just going after more people that may or may not actually be relevant to your brand.
Tell us one thing people at work don’t know about you?
I don’t mind a little weekend gardening
Top networking tip:
Listen.
My favourite restaurant for a business lunch is:
Toko
My favourite advert is:
Never Say No to Panda (a TVC series for an Egyptian dairy cheese product, “Panda.”) and Play Melbourne for Tourism Victoria.
My must-have gadget is:
I’m not really a big gadget guy.
My favourite media is:
My favourite TV show is:
Stranger Things
The last book I read:
Legacy. The best leadership books I’ve ever read.
My mantra / philosophy is:
Sweep the sheds (see Legacy)
I got into advertising/ad tech/marketing etc because:
With no experience in media I was given a chance by Dave Wright in the early Fairfax digital days. Haven’t looked back, thanks Dave.
If I wasn't doing this for a living, I'd be:
Captain of the Socceroos
In five years' time I'll be:
Hopefully making a difference within a business that matters to the world.
Define your job in one word:
Rewarding
What's your poison:
Barossa Shiraz
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
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