Our Young Guns profile takes a weekly look at some of the buzzing 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.
Last week we spoke to Maxus digital manager, Will de Wit. This week we head to Sydney to speak to MediaCom content distribution director Ryan Manning.
How long have you been in the industry?
Six years.
Duration in current role/time at the company:
Eight months in my current role and three years at MediaCom.
What were you doing before this job and how did you get this gig?
I was a specialist at an SEO and PPC agency north of London. I wanted to move to Sydney and broaden my exposure to all forms of media. As with most expats, the weather played a part!
Define your job in one word:
Evolutionary.
What were your real and cliché expectations of working in the industry?
Coming from a small boutique agency I was really worried that the industry would be slow moving with meetings about meetings. I was also worried that media would not embrace SEO and it would be a constant challenge to drive SEO consideration.
How does the reality match up?
Yes, there are meetings about meetings, but in general that’s where it ends. The industry has proven to be a fast-paced and dynamic with the increase in digital investment driving a more experimental and forward-thinking culture.
SEO as a discipline has also changed along with my personal role. Education is the foundation of any successful SEO or social team and in my experience clients, colleges and partners have been excited to learn.
How would you describe what the company does and what does your role involve?
My role as content distribution director within MediaCom Beyond Advertising (MBA) is to inspire, challenge and guide our awesome team of distribution professionals. We make sure that all of the content we touch is discovered by the perfect audience at the perfect time. Whether its SEO, influencers, community management or seeding, we are firm believers that great content deserves a great audience and it’s our job to make sure.
Best thing about the industry you work in:
It’s a cliché but it has to be the people, everyday I have inspirational chats, debates and lessons from people with different backgrounds, goals, experience and roles. This industry has no cap, there are no limits to what a media agency can achieve, this uncapped potential and hunger for innovation really drives me.
Any major hard learnings in the job so far?
Not everyone wants to try new things and change can be very confrontational with stakeholders and KPIs. I have learnt quickly that education and data can be core in getting things over the line.
If you had to switch over to another department, which would it be and why?
I would love to give strategy a crack, a large part of my job is already strategy across content and how its delivered but broader strategic platforms and innovation has always interested me.
What's exciting you about the industry right now?
Virtual reality, augmented reality and real-time marketing really excites me. The tech that we use to consume content defines the content we produce and how we talk to audiences. Mobile has already had this impact but it’s really exciting to think about the future communication possibilities technology will bring us.
What concerns you about the industry and its future?
Programmatic and data. One of the biggest advances in digital marketing over the last few years has been personalisation. I feel that the danger now is that programmatic buying and data will suffocate marketers and prevent us from being creative, taking a risk or making a real connection with people.
Who's your right hand person/who guides you day to day?
MediaCom director, Nick Thomas.
And your almighty mentor that you hope to dethrone?
MediaCom executive creative director and head of MBA, Gemma Hunter.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
I have no idea what I will be doing in 2020 and that’s my goal. I am in an industry and role that is moving so fast that seeing four years ahead is impossible. If I am innovating and leading a team who love what they do and are inspired to do it better then I will be happy.
What is the elephant in the room? The thing that no one is talking about – but they should be.
Data monopolies such as Facebook and Google. We can’t let these businesses dominate digital because they have the monopoly when it comes to reach and data.
I was going to talk about ad blocking, people talk about it, but they are talking about the wrong things. We should be talking to people in ways they don’t want to block, not worrying about how we stop ad blocking software.
Where do you turn for inspiration?
I turn to my friends and colleges, working in a business that has 300+ amazing people nationally inspiration is never far away.
Tell us one thing people at work don’t know about you?
When I interviewed on Skype from the UK I was wearing a shirt and pyjama bottoms.
Favourite advert is:
I love this Adidas advert and campaign. They took a really strong position ‘There Will Be Haters’ and backed some of the most controversial players and issues in football. The execution is also pretty awesome!
What’s your personal motto?
‘Live The Dream’ - it goes on every birthday and leaving card I ever write.
I got into advertising/ad tech/marketing/media because:
I took a marketing degree at university as I felt it was an exciting combination of creativity, tech, psychology and strategy. I want to be doing something different everyday and marketing does not disappoint.
If I wasn't doing this for a living, I'd be:
A Formula 1 engineer (I was very close to doing a specialised degree in F1 engineering at university).
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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