In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Yango Media's senior media manager Dylan Sargant.
Time at the company:
Just over three years
How long have you been in the industry?
I have worked in the industry for more than five years now.
How did you get here? Was this always the plan?
I would say it’s always been the plan in some way, shape or form. In hindsight, having a dad who has been in advertising his whole life, and only ever spoken highly of the industry, was also likely a contributing factor. Outside of that, after completing a degree in media, it was starting a record label with a few mates and needing to advertise the company's EPs and events through digital channels which led to my first concrete interest in advertising.
Who is your right-hand person/who guides you day to day?
I think it’s hard to pinpoint anyone specifically, as I have been extremely lucky to work alongside some amazing people in my time at Yango, and previously at Pearman. I would call out my current boss, Luke Povee, who has been incredibly influential in helping me progress in my career. Since day one at Yango, he’s consistently given me opportunities and feedback that have pushed me to grow.
What’s the best thing about the industry you work in?
Two come to mind, the people and the fast-paced nature of the industry. There are so many gifted people in our industry to learn from, which is perfect when you’re looking to grow in your role. The industry also moves at such a rapid pace that there is always something to learn, keeping you and your clients on the cutting edge and driving the best business outcomes.
And the biggest challenge?
The biggest challenge in the industry is short-term thinking. Lots of brands are emphasising short-term, cost-effective solutions that drive temporary results, rather than investing in solutions that drive sustained long-term growth. These days performance marketing is full-funnel, and the brands that adopt this mindset and prioritise both brand (through quality placements) and performance spend, will drive sustained results and brand equity.
Where do you turn for inspiration?
Lots of places. My dad has so much experience in this space, so I’ve been lucky enough to draw inspiration from him, especially since he previously started his own company. I am also surrounded by a wealth of amazing people at Yango, who push me to be better. Outside of that, it would have to be podcasts and music.
My favourite advert is:
The John West salmon ad is a great one.
Tell us one thing people at work don’t know about you?
Despite the resting sad face, I’m actually happy most of the time.
Whose job have you set your sights on in the future?
I don’t think there’s anything specific, as long as it’s a job that I can continue to grow in and pushes me to eventually run an agency, either my own, or someone else’s.
Where do you see yourself in five years?
If not still at Yango, I would love to be running my own agency.
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