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Seven hires new Head of Commercial Data and launches new partnership with Adobe

By SEVEN

The Seven Network today announced the appointment of Dean La Rosa as Head of Commercial Data and a new partnership with Adobe for its 7REDiQ audience intelligence platform.

Mr La Rosa will join Seven on 10 May, responsible for identifying and delivering commercial data solutions for customers and partners. His resume includes commercial data roles at Nine Network and, before that, two years at Acxiom.

The Adobe announcement is a key element of the 7BYOD (Bring Your Own Data) product suite as it now connects over 6 million SWM-iDs with an Adobe ID.  

The partnership means Seven can now offer data enrichment to more customers, giving them the ability to identity new customers from Seven’s growing signed-in user base, unlock insights and turn those insights into campaigns targeted across Seven’s digital channels.  

Today’s announcement comes hard on the heels of the launch of new strategic data partnerships for 7REDiQ with Unpacked by Flybuys, the data division of Australia’s most popular loyalty program, and Weatherzone. 7REDiQ’s other data partners include TEG, Carsguide and Mastercard. 

With rich insights into the behaviour of more than 6 million people who have registered with Seven’s market-leading 7plus platform, 7REDiQ gives marketers the ability to define their own customers by their passions, affinities, purchasing power, behaviours and attitudes. 

Now we have taken the step of offering Adobe customers a granular understanding of their audience inside the 7REDiQ platform through Adobe ID match, as part of Seven’s BYO data solution. 

This secure and compliant environment gives brands the power to append their own customer data against our verified audience data and data from our premium second party data partners.

Charlotte Valente, Seven West Media Chief Marketing Officer

We are very excited to welcome Dean to the team. His talent and experience will help us build our first-party deterministic data approach to prepare for the decline of third-party cookies.

As we continue to add new data partners and innovative technology solutions to 7REDiQ, Dean’s experience and skills will help us fast track commercial data led solutions for our clients.

Nicole Bence, Seven West Media Network Digital Sales Director,

I’m excited to be joining Seven. What they have accomplished over the past 12 months is incredible and people are taking notice. Seven’s approach to connecting Flybuys and Mastercard data to logged-in users on the largest screen in the house – all in time for the start of the Tokyo Games – clearly demonstrates how innovation, insights and results are at the heart of 7REDiQ.

Dean La Rosa

Face to Face with Jessica Britten and Sally Welsh

By SEVEN

With Mother’s Day approaching Sunday, we’re keen to shine the light on amazing working mums! In this weeks’ Face to Face, we chat with Jessica Britten and Sally Welsh who job share the role of Group Sales Manager in the Melbourne office.

Q1. How did you both get into the advertising industry and specifically Sales?

JESS: My first job in advertising was at Seven in 2007 as a Sales Coordinator and I have worked in media sales ever since. This is my second stint at Seven after 6 years in the UK but what I love about sales is that no two days are the same and there’s never a dull moment!

SALLY:  I recently joined Seven from 12 years at a media agency, and I’m enjoying the new challenge that sales brings. I have worked with the team at Seven across my career and it’s exciting to be part of the business during this period of change and growth.

Q2. Tell us a about you how the job share opportunity came about and how do you make it a seamless transition when handing over?

JESS: I feel very fortunate to have been giving the job share opportunity by Seven when I returned to Australia 3 years ago.  The best part is that it has enabled me to continue my career whilst still spending time with my young family.  I’ve now job shared on and off for 3 years, in between having my second child.  The most important thing when sharing a role, I’ve found is communication is key, given the nature of our jobs we’re constantly handover so finding ways to do this quickly and efficiently is important.

SALLY: I’m a huge advocate of job-sharing for working parents, it’s a win/win for employee and the employer who gain 20+ years media industry experience from Jess & I.

Jess and I share a morning in the office each week where we do a handover, schedule key client meetings and team WIPS. We’ve found constantly updating Trello (an online shared To-Do list) as a useful tool. The success of a job-share comes down to solid communication as we are both committed to our clients having a positive job- share experience.

Q3. What is your favourite part of the job and why?

JESS: I love the diversity of the role and the great group of people I’m lucky enough to work with, the team nature of Seven is really important to me.  In addition, the ever evolving nature of the industry we work in that keeps the role fresh and interesting but also exciting! Working on big Sporting events and new programs for clients that provide integrated marketing solutions that help solves business challenges is also very satisfying.

SALLY: I thrive off helping clients achieve business and marketing objectives through effective media campaigns. I have seen in my time at an agency the significant positive impact FTA TV can have on brand metrics and hearing this feedback is satisfying.

Q4. What is the most important piece of advice you have for mothers who are pursuing a career?

JESS: To be super organised, flexible and accept that you’re not superhuman.  

SALLY:  Be present, leave the guilt at the door. When I’m at work I try to be as present as I can be with my team, my clients. And I commit to the same focus when at home with my 2 boys.

Q5. Anything that you’ve learnt along the way that you hope to pass on to your children?

JESS:  Be kind and respectful to everyone you meet and treat them the way you want to be treated.  Manners are super important from the moment you can talk and for the rest of your life.

SALLY: That’s a big question – They are still young so at the moment so at the moment I am starting small and instilling into them the importance of ‘Be Safe, Be Kind’.

Q6. Lastly, what are you doing to celebrate Mother’s Day this year?

JESS:  I was pleasantly surprised that my 4-year-old knew it was Mother’s Day this weekend so I’m looking forward to afternoon tea at his kinder and then I’ll probably see my mother-in-law and have my mum over for dinner at our house! Basically, a big family day, that will be exhausting but lovely 😊

SALLY: Nothing crazy, hopefully breakfast in bed and a day off making decisions! I’ll be down the coast celebrating the day with my mum as well as my own family. Mother’s Day is also ‘Nannas Day’ in our family and it’s a perfect opportunity to thank my mum for everything she does for me, including picking my son up from school so I can work! Working mums needs all the help they can!

Face to Face with Joshua Tanner

By SEVEN

In this weeks’ Face to Face, Joshua Tanner from the Melbourne office opens up about juggling family life during lockdown, how viewer behaviour is changing in the way sports content is consumed and what he’s most excited for in the upcoming Tokyo Olympics.

Q1. How did you venture into the world of Sport sales?

Sport has always been my passion and this led me to a Sports Marketing course at Uni.  When I finished the course, I was lucky to have a family friend who was EA to the Melbourne Sales Director now Head of 7SPORT (nepotism at its best). It was a case of right place, right time and Adam Elliott who was running sport at the time needed some support and signed me up to book spots and billboards into the old NTS system back in May of 2005. Here I am, 16 years later and still loving it.

Q2. Tell us a about a typical working day for you.

A tricky one to answer as there is a lot of variety to my role, which is why I enjoy it so much.

The week usually kicks off listening to Tim Hunter talk at volume about how good or bad the Saints were on the weekend, then we delve into a lot of analysis of weekend sport ratings, inventory analysis and reporting for the purpose of developing sales strategies and market comms to our sponsors/clients.

There is typically a handful of presentations to clients which at the moment is a mixture of AFL integration pitches, Tokyo Olympics opportunities and soon to be Ashes Cricket & Winters Sponsors opportunities.

A lot of time is spent workshopping solutions with the Sport Sales team, Production team and 7Red Campaign Team.  The constant dance of finding an angle whether it be via inventory or in-program idea to make our partners feel like they are valued and to ultimately build their brand and sell their product.

I also regularly work on building relationships with our sporting body partners at the AFL and Racing who we collaborate with on co-partner and are important to our success.  Often this happens at a major sporting event or two which is a nice part of the job.

Q3. If you could give your 20 year old self a piece of advice, what would it be?

Buy Bitcoin early.

More importantly though, respect every person you deal with and be authentic in your approach.

Q4. You experienced one of the lengthiest lockdowns in Australia being based in Melbourne, what was the biggest challenge and how did you stay motivated?

Biggest challenge was finding ways to manage the high workload that came with an ever-changing AFL season with trying to support my amazing wife who was attempting to run a primary school and kindergarten in our living room for our 4 young kids.  I became a part-time PE Teacher! Some interesting times indeed, but I also have very fond memories. During this time, I witnessed and learnt more about my kids than ever. They were my motivation pushing me to dominate my Seven duties so I could be present with them when they needed me.

Q5. Are there any trends you’re noticing with audience behaviour or different viewing habits in the way that they consume live sport or sports content?

Covid 19 expedited the growth and scale of audiences streaming sport and seeking out more social/sport doco style content. Fans were desperate to delve deeper with their passions and feel connected to sport which gave them a taste of normal.  Whilst Seven has some rights limitations with some of our sports in the streaming space it also bodes well for future growth into the areas we do like Supercars, Horse Racing, AFLW and the Olympics. Also, the opportunity to develop a new flavour with new social shows and content allows us to engage our sport fans in different ways with new opportunities for brands.

Q6. We’ve heard your quite the AFL fan, who is your team?

I’m a proud North Melb Kangaroos member (There aren’t many of us). The whole family are Roos as my Dad was fortunate enough to be a premiership player with the Kangas back in 1977. North are a long way last at the moment, however I did enjoy a successful era in the 90’s when I was lucky enough to be at the MCG to witness two premierships.

Q7. What sport are you most excited to watch in the upcoming Olympics?

I love watching the High Jump and Javelin as they were events I loved to do back in High School.  Other than this the BMX is a great watch as its fast and physical.  Favourite team to watch will be the Matildas led by Sam Kerr who is an absolute jet. Curious to catch Speed Climbing as well as it looks very cool.  I’ll be watching it all!!

Face to Face with Paul Birt

By SEVEN

In this weeks’ Face to Face, we interview Paul Birt, Group Sales Manager in the Adelaide office. We dive into personal challenges, his tips for staying motivated working from home and what TV show he’d love to make a comeback.

Q1. Tell us a bit about your role as Group Sales Manager in Adelaide?

Adelaide is an amazing town to be involved in media. We have some great people in all corners of the Advertising and Marketing landscape here, and they do amazing work. My role is to try connect our team with these people, then develop solutions for them using the best of all the assets we have at Seven West Media.

Q2. Where did your passion for sales come from?

I learnt early on about attaining fulfillment through seeing others grow. That’s what drives me.

Seven West Media’s suite of Broadcast, Digital and Print assets connect strongly with Australians. Enabling our clients to connect to, and then intrigue potential consumers with their story brings them growth… and for me a sense of achievement.

Q3. What’s been the biggest challenge for you this year? 

Change Management. Our clients, our agency partners and ourselves are all knees-deep in an accelerating change in Advertising and Marketing, sped up by the pandemic. In our business, a new agility is required to get the gist of our client’s needs. Also, a stronger focus on the role of data and activating on our digital assets is required. These new focus points are fundamental to our clients’ and SWM’s success going forward. 

Q4. What main commercial trends have you noticed over the past twelve months?

It has been an unbelievable 12 Months. We have seen some industry segments suffer with some segments still not clear. Not long after April 2020, we did start to see a strong move of customers back to the Home Improvement sector. And that has just kept sailing strongly. South Australian’s spend a lot of money on Overseas Travel annually. A lot of that money is being redirected into creating an oasis at home, or at the holiday home.

And we have all seen the move many businesses to up their online shopping game as traffic to bricks and mortar slowed / stopped. We have seen clients coming to TV with a need to grab attention and online traffic as physical foot traffic was in decline. I believe this has had a big role in the strong demand the TV Industry is seeing at present.

Q5. What’s one tip that you’ve used to motivate yourself and your team while working from home?

I have to say that we are very lucky here in SA to have made it through COVID Lockdowns much easier than many interstate colleagues and clients, so I am not sure we are the most qualified in this area. I do know that eating fresh and getting exercise through the day was super energising. I live across the road from a beautiful park so it was easy to get some sun and exercise and make the most of a break.

Q6. Dancing with the Stars has made a triumphant comeback. If you could pick one show from the past to be rebooted, what would you pick?

I have long believed I can pick a banging song from a mile out, but I know that I have no idea on how programmers go about finding a hot show. So clearly this is coming from a rank amateur programmers’ standpoint… 90’s Grunge Variety Show – The Big Gig. I loved its irreverent comedy, alt music, stupid camera angles and bizarre moments. What do you think Angus? Maybe not!

Face to Face with Stephanie Kirkman

By SEVEN

In this weeks’ Face to Face feature, we talk to Steph Kirkman from the 7Sport team based in Melbourne. We chat about this year’s biggest sporting event, of course it’s the much anticipated Olympic Games. As well as other exciting content coming up in the sporting calendar.

Q1. Tell us about yourself and your career to date.

I always knew that I wanted to have a career in media and have always had a passion for sport.

Although I completed my university degree in Journalism, I was always intrigued by the commercial/advertising side of the media industry and started my career as a Sales Coordinator nine years ago.

My last six years have been at the Seven Network, and I am currently lucky enough to be part of the 7SPORT team; working with clients and brands to be part of huge sporting events such as the AFL, Cricket, Supercars and Olympics.

Q2. What’s your favourite part of the job and why?

My favourite part of my job is working with clients and brands that are just as passionate about sports as we are at 7. Being able to partner with brands across our sports and work with them to create strong campaigns and content is so rewarding, especially when you see it all come to life across our broadcast and digital channels!

Q3. What motivates you and what would you say has been the key to your success? 

Having such a strong support team around me that I work with daily has been a key factor – there’s so much I’ve learnt over the years from great people across the Network in various roles. Seeing the success and passion that people have at Seven has really motivated me to really push myself outside of my comfort zone and have a go at everything to the best of my ability, but also inspire others to do the same.

Q4. The Olympics is set to be the most streamed programme in the world. How do you think it will compare to previous years without a physical audience presence?

The Tokyo Games will be the first global event post-COVID that will really bring the world together.

While the Olympic stadiums may be empty in July, there will be ways to ensure that the viewing experience for fans is enhanced (e.g we saw the introduction of crowd noises across 2020 in the AFL during COVID with empty stands).

Although fans may not be able to unite in the stands, there is no doubt people will be huddled around the screen to cheer their country on – making it the biggest multi-screen event we see in a long time.

Q5. I’ve heard you’re quite the sports fan. Tell us more.

Yes, I’m a huge sports fan – I love the footy (all codes), tennis, soccer and follow the F1 religiously around the world (if you haven’t watched “Drive to Survive” on Netflix – I highly recommend it!)

I love everything about sport – from the elite skills displayed by the athletes, to the passion of the fans in the stadiums – nothing beats the atmosphere and adrenaline rush you get when watching live sport!

Q6. How do you keep on track with current trends in the market and update your knowledge on the industry?

There is so much good content out there these days from podcasts, virtual events to industry sites – one of my favourites is the Ministry of Sport website – which gives good insights on trends, partnerships and exclusive interviews with key commercial leaders in the sporting industry.

Q7. What’s in the content pipeline this year that you’re personally excited about?

Outside of the Olympics – it is going to be a huge year for 7SPORT. I’m looking forward to seeing the AFL Grand Final back at the G, 7’s first Ashes Series on Aussie shores in November, and the Bathurst 1000 being back on our screens in October.

Sport aside – I’m looking forward to seeing The Voice on 7 and the return of SAS Australia – definitely one of my favourite shows of 2020.

Q8. With Easter coming up, what have you got planned? Are there any Easter traditions in your family and what’s on the menu?

No huge plans for Easter yet. My Mum’s side are Japanese and Easter isn’t a huge tradition over there, however I do plan to enjoy relaxing over the long weekend, have a hit of tennis and watching some Easter weekend Footy!

Face to Face with Joseph Cilia

By SEVEN

Introducing ‘Face to Face’, a new regular feature for Inside Seven. Get to know the people at Seven, what makes them tick and their opinions on current trending topics in the industry.

First up is Joseph Cilia, a brand and client strategist in the 7RED team.

Q1. Tell us a bit about yourself and how you got to where you are now.

I’ve spent the last 8 years in the media industry, with the last 4 at the Seven Network.   

Today I enjoy working as a client strategist collaborating with teams and clients around the country, and brand strategist on Seven’s suite of programs (Big Brother & SAS Australia to name a few).

Focus and hard work are two parts of the formula that has helped me get to where I am. Great mentors, asking questions, not being afraid to give it a go, and having fun have been equally important too.

Outside of the world of media, you might catch me writing mystery fiction, running up the Sydney Centrepoint, or challenging my twin to another competition (that I’ll win no doubt).

Q2. It’s been almost a year since Covid 19 first changed the world as we knew. What have been your biggest learnings over the last 12 months?

1 / Our speed to adapt is quicker than the speed the world can change. It’s amazing how in a short 12 months we’ve pivoted most of our past routines into new ones… that just make more sense.

2 / All the best personal and work outcomes I’ve enjoyed in 2020 came from accepting change and moving forward.

3 / We all have time for a check in with our mates and family. We really aren’t too busy to listen to how those closest to us are going.

Q3. 2020 was the year of self-development. Was there a book/podcast/course that inspired you that you can recommend to others? 

Always Add Lemon by Danielle Alvarez. 

Q4. What’s been your favourite project to work on recently and why?

I don’t have to think twice about this one – Big Brother 2020 and 2021. I am unashamedly Big Brother’s biggest fan since 2001, so working on the all-new format was something I couldn’t wait to my teeth into. 

I enjoyed working through brand and client strategy bringing to market a 20-year-old format, reimagined for today’s audience (and yes, the irony of focusing so heavily on a program where housemates are locked in a house, within a year that we too were also stuck at home doesn’t evade me).

Q5. Which brand do you think is winning when it comes to their advertising?

Westpac’s newest campaign. Real, relatable, powerful.

Q6. What series had you hooked this year and why?

Schitt’s Creek – the light-hearted escape from reality (tip: don’t give up during Season 1, and then you’ll binge Seasons 2-6)

Q7. Lastly, a silly one! Last meal on earth, what would you pick?

A burger, any burger – with just the right amount of sauce, and all the salads on the side.

Nicole Bence Appointed Chair of IAB Australia Board

By SEVEN, Seven West Media

Nicole Bence, Network Digital Sales Director at Seven West Media, has been appointed Chair of the IAB Australia Board, effective immediately.

Ms Bence succeeds Matt Rowley, CEO of Pedestrian Group, who has been Chair since January 2019. She has been a member of the IAB Australia Board since 2020.

As Chair, Ms Bence will work closely with IAB Australia CEO, Gai Le Roy, on initiatives and programs to address key industry matters.

It has been a delight working with Matt over the last two years driving some amazing initiatives including diversifying the board as well as significantly expanding the member base. Nicole is a passionate leader with such a strong knowledge of digital media and data, but she is also a true cross media leader. Nicole will lead the Board into what is an incredibly busy and important time for the digital advertising industry.

Gai Le Roy, IAB Australia CEO

It’s a great privilege to take on the Chair role at IAB Australia and I’m very excited to have the opportunity to build on Matt’s great work. IAB Australia’s key purpose to grow sustainable and diverse investment in digital advertising in Australia has never been more important. The digital advertising and technology ecosystem is changing rapidly and constantly, and I’m honoured to be able to play a part in its evolution and growth. One of my key priorities is to champion the power and efficacy of digital advertising. A trusted, robust and effective measurement metric, with standards that inspire confidence across the entire media and marketing sector, is critical for our industry.

Nicole Bence, Network Digital Sales Director at Seven West Media

Clare Gill joins Seven West Media

By Seven West Media

Seven West Media (ASX: SWM) today announced the appointment of Clare Gill as Head of Regulatory and Government Affairs, effective 1 February.

Ms Gill will be responsible for Government and regulatory affairs, corporate affairs, industry group representation, external stakeholder management and strategic input to business strategy.

Ms Gill’s appointment follows the departure of Justine McCarthy, who is moving to a new role as Senior Adviser to the Minister for Communications, Urban Infrastructure, Cities and the Arts, the Hon Paul Fletcher MP.

Justine McCarthy has been a highly valued member of the Seven West Media team since 2012 and has made an important contribution across many parts of our business. We are sad to lose her, and she leaves with our thanks and very best wishes for the future.

The fact that she has been selected for the new role with our Minister is a tribute to her abilities, experience and profile and we look forward to continuing our association with her on industry matters at a Government level.

We are delighted to welcome Clare Gill to Seven West Media. Clare has a long and impressive track record in government, regulatory and corporate affairs, as well as policy development, industry relations and business strategy.

She is a strong addition to our executive team and joins at a critical time for Seven West Media and the media industry in general.

James Warburton, Seven West Media Managing Director and Chief

Ms Gill’s career includes four years as Group Director, Regulatory Affairs and Spectrum Strategy, at Nine and five years as Head of Government and Corporate Affairs at SingTel Optus.

I am thrilled to be joining Seven West Media at such an exciting time for the business and the industry. I am looking forward to working with the team as they continue to innovate and reshape the future of media.

Clare Gill

It has been a great privilege to lead the Regulatory and Government Affairs team at Seven West Media and drive the achievement of a range of significant policy reforms for the media sector over the past eight years.

At a time when this sector faces significant challenges and opportunities, I look forward to working with the Minister and contributing towards the ongoing evolution of regulatory policy from a broader perspective.

Justine McCarthy
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