Our Young Guns profile takes a weekly look at some of the young talent across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.
Previously we met Yahoo senior sales manager Jimmy Aoun. Today we meet Blue 449 performance manager Daniel Humphreys.
How long have you been in the industry?
Four years.
Duration in current role/time at the company:
I’ve been at Blue 449 for three years, two years as a performance manager.
What were you doing before this job and how did you get this gig?
I was at a UK digital agency and prior to that I was a litigation solicitor managing commercial disputes. I found out about Blue 449 (then Match Media) when I started looking for agency roles in Sydney with independent credentials. I had my interview the same day that I landed in Australia.
Define your job in one word:
Fulfilling.
What were your real and cliché expectations of working in the industry?
None really. I didn’t know what to expect as I was a solicitor and this was a career change because there appeared to be more opportunity to do what I’d enjoy. Thankfully I was right!
How does the reality match up?
I love it. Agency side develops rapidly which continually peaks my curiosity and delivers opportunities for my development.
How would you describe what the company does and what does your role involve?
Blue 449’s reason for being is helping our clients grow by delivering work that works. We achieve this by collaborating and having no fear to overcome their challenges.
My role in delivering growth involves delivery of market leading biddable media and developing my team to do similar.
Best thing about the industry you work in:
Every time I make a breakthrough, the next challenge appears. This keeps me invigorated, provides clear goals, and satisfies self-fulfilment.
Any major hard learnings in the job so far?
There’s always learning opportunities in media. The most valuable lesson I’ve learned to date is the idea of taking 100% ownership. I believe in ownership of everything that I can influence and focus on what I can do to improve the situation for the most favourable outcome.
If you had to switch over to another department, which would it be and why?
Business strategy, because biddable media skillsets and business strategy are closer today than ever before and I’m excited by the challenges they are presented with.
What's exciting you about the industry right now?
The fast paced changes in media. The biddable media game has changed vastly since I started. The game of keyword coverage or manual optimisations is over because Google has democratised automated technology. Now, the business that best understands their customer will ultimately win. As a result, my focus is increasing on advising clients on how to use their data to fully understand their customers and apply this understanding to further their business objective.
What concerns you about the industry and its future?
Honesty and integrity. Honesty and integrity should take precedence above our ambitions.
Who's your right hand person/who guides you day to day?
This depends on the topic. I’m exceptionally fortunate to have several mentors in Blue 449 and outside to support me. Duncan Parfitt, our managing director and Josef Charlesworth, our business strategist have been incredible guides through my accomplishments to date.
And your almighty mentor that you hope to dethrone?
Tom Bilyeu, although he doesn’t know it yet. He’s the founder of Impact Theory whose mission is to inspire others to build things that solve the world’s biggest challenges. It might sound corny but mentoring and helping others to achieve their goals is a big part of what I love.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
Closer to leading the performance team, with opportunities to make use of my leadership, business and mentoring skills. I’ll achieve this by seeking constructive feedback, introspection and grit.
What is the elephant in the room? The thing that no one is talking about – but they should be.
As above, honesty and integrity.
Where do you turn for inspiration?
My team, mentors, friends or YouTube.
Tell us one thing people at work don’t know about you?
Pizza is my least favourite takeaway. It’s a glorified, sloppy sandwich.
Favourite advert is:
Success is built on failure. Take it from Michael Jordan.
What’s your personal motto?
Fall seven, rise eight.
I got into advertising because:
It turned out law wasn’t actually like Suits.
If I wasn't doing this for a living, I'd be:
A full-time poker player likely living off the generosity of my friends.
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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