Our Young Guns profile takes a weekly look at some of the young talent aged 30 or under 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. Last week we spoke to MediaCom strategy director, David Toussaint.
This week we head to Sydney to speak to Pacific Magazines social media director, Jonathan Munschi.
How long have you been in the industry?
Six years.
Duration in current role/time at the company:
Four months.
What were you doing before this job and how did you get this gig?
I was cross platform integration manager in Melbourne also at Pacific Magazines. I was the go to person for all things digital/social in our Victorian office. I got the job thanks to my amazing boss in Melbourne, Simone Dalla Riva. She probably believes in me more than I do.
Define your job in one word:
To understand the people who read, listen, watch us to create the content they want to engage with on each social platform.
What were your real and cliché expectations of working in the industry?
I thought I would be spending my time drinking champagne or revolutionizing the world every morning at 10:15 am but definitely not working too much.
How does the reality match up?
Humm, as usual, only bubbles are reliable.
How would you describe what the company does and what does your role involve?
Pacific Magazines creates content that goes everywhere and I am making sure what lives on our social platform resonates with our amazing fans and followers.
Best thing about the industry you work in:
People. This industry is bourgeoning with smart, enthusiastic, passionate, visionary people.
Any major hard learning’s in the job so far?
Pick your battle.
If you had to switch over to another department, which would it be and why?
Dev, I would love to have the skills to know how to build a product from and invent the next Uber, Outbrain, Nest. I am sure I wouldn’t have the patience though.
What's exciting you about the industry right now?
Every time you get comfortable, everything changes and you need to unlearn and relearn.
What concerns you about the industry and its future?
Nothing really, it’s a smart ecosystem, I am sure we will sort it out.
Who's your right hand person/who guides you day to day?
That’s a cliché… my partner.
And your almighty mentor that you hope to dethrone?
My boss at Le Figaro (France) who’s now CEO France of GroupM, Pierre Comte, probably one of the smartest men I have ever had the chance to work with. Actually can I have two?
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
2020? I’d love to be leading a strategic content team encompassing the ideation, the content, its amplification with data underpinning everything. One thing at a time. Let me focus on social first.
What is the elephant in the room? The thing that no one is talking about – but they should be.
There is a transition to digital and data and everyone is doing or at least talking about it. Nobody talks about the transition of the strategy and the ideation. Publishers are becoming agencies and to some extent, they already are. The cards are being re distributed and everyone needs to reinvent themselves to truly add value.
Where do you turn for inspiration?
I have my own endless list of websites and people I follow. Apart from that? Again people. Nothing better than Shiraz and a good group of friends to come up with really cool ideas.
Tell us one thing people at work don’t know about you?
Tequila makes me sick. Keep it for yourself.
Favourite advert is:
I don’t think it ran here in Australia but the Tipp-ex ad 'Kill The Bear' was phenomenal, they broke the model and created something unique. For days, weeks, we only heard about this ad.
What’s your personal motto?
I borrowed it, sorry. “I never lose. I win or I learn" - Nelson Mandela.
I got into advertising/ad tech/marketing etc because:
Because one of my best mates was in advertising already. I had no idea what I was doing.
If I wasn't doing this for a living, I'd be:
Probably a lawyer I guess, I studied law for way too long.
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