Carat’s Brendon Cropper On Tackling The ‘Dataverse’

Carat’s Brendon Cropper On Tackling The ‘Dataverse’
SHARE
THIS



Much has been said about the changing agency model of late, and Carat is one that has introduced a swathe of new competencies to help gear it for future success. Here, B&T chats with the agency’s chief data and experience officer, Brendon Cropper, about how he’s finding the newly created role, and where he sees data fitting into the advertising and marketing landscape down the track.

You’re now more than six months into your new role at Carat (which is a new role in itself). How are you finding it?

I think whenever you join a business, you naturally go through a honeymoon period followed closely by your new reality. The great news is I’m loving the reality.

The key ingredient in every business is people; from day one I’ve had a great connection with the Carat team at every level. While I’m based out Sydney, an aspect I enjoy of a national role is spending time in each of our other markets, meeting our clients around the country. We’ve got a great national network with hyper-passionate teams in each office, so getting to know them and understanding the nuances of each has also been fun.

What does a typical day look like for you as the agency’s chief data and experience officer?

There are no real ‘typical days’ as yet; this is a new role and discipline for Carat, so it’s an exciting time. What I’m working on can be incredibly varied day to day.

A better way for me to answer this question might be to tell you what am I thinking about most days. Most of the time, it’s the challenges facing our clients and the role data can play in solving those.

What our clients want from us is increasingly moving beyond media alone, toward broader business strategy; their approach to data is absolutely intrinsic to that. My role is not just about helping clients leverage the data they have and connecting them with the data they need; it’s about crafting an overarching data strategy that sets them up for long-term growth.

Moving forward, a brand’s data strategy will either be their competitive advantage or their competitor’s opportunity; I’m here to ensure it’s the former.

Carat created your role to better understand and organise client data and bring a consultative level of thinking to the agency. How have you fulfilled these responsibilities so far?

Carat has incredible capabilities at its disposal within the Dentsu Aegis Network when it comes to data – where I come in is ensuring that we’re looking at everything through the lens of a deep understanding of a client’s objectives.

From a data perspective, just because you can do something, doesn’t mean you should – it can be an exercise in restraint at times, and that’s where the advisory aspect of my role comes in. I sit down with every client first to understand their data journey before we do anything. Transparency is key to developing trust – the critical ingredient of every successful partnership.

An example of that approach in action is Carat’s Data Consciousness Project, a bespoke study we recently completed into the relationship between Australian consumers and their data, specifically their willingness to share it, with whom, and what they expect in return. The outcome, which we’re currently taking to our clients, was a specific formula for creating a positive data exchange – one that ensures long term, sustainable, mutually beneficial data relationships with their consumers.

We now know consumers are more aware than ever before of the value of their data and the dangers its misuse represents. Trust in a brand’s data strategy has never been more important, or more tenuous. Our focus is on equipping our people and clients with the knowledge and insight to collect, store and utilise data in a way that benefits not only them, but their consumers. After all, while data is seemingly infinite, the trust required to get it most certainly is not.

How real is the threat of consulting groups to media agencies?

It’s certainly a challenge to be aware of. Both sides have their challenges and opportunities, but we wouldn’t be here if we didn’t believe there was going to be a valuable role for agencies to play in the success of our clients well into the future.

One of the issues that seems to constantly be brought up in the industry is that marketers are struggling to process and manage the sheer amount of data they collate. Does Carat battle this problem too, and if so, how?

That challenge was one of the main drivers behind the introduction of my role – to help clients navigate what can at times feel like the overwhelming scale of the ‘dataverse’. It is also one of the greatest strengths of working within an operating model like Dentsu Aegis Network – access to a breadth of expertise and platforms designed to do just that. We love working with big sets of data, processing over two terabytes every day.

How do you see the role of data evolving in the advertising and marketing landscape over the next five years?

We’re still in such early days when it comes to our data capabilities as an industry. While I think everyone (myself included) has been a little addicted to bad proxy data since the internet arrived, the next stage is a clear shift into people-based marketing – real data on real people.

The emphasis on mutual benefit in the data exchange will also only become more pronounced. Consumers expect sophistication and security to be the guiding principles behind any data strategy, so it will be on us to keep working with clients to deliver that.

 

Please login with linkedin to comment

Latest News

Heads Up! Late Entries For 30 Under 30 Awards Close Friday!
  • Advertising
  • Marketing
  • Media
  • Technology

Heads Up! Late Entries For 30 Under 30 Awards Close Friday!

Yes, the entries technically closed for B&T‘s 30 Under 30 awards last Friday, but because we know a whole lot of you didn’t get your ducks in a row in time, we’ve extended it for one week only! The 30 Under 30 Awards recognise the most determined, talented and innovative young guns in the industry, and […]

by B&T Magazine

B&T Magazine
Sunday TV Wrap: MAFS Delivers Debut Smackdown To Australian Sparta
  • Media

Sunday TV Wrap: MAFS Delivers Debut Smackdown To Australian Sparta

Married At First Sight stormed to its best night ever last night and that’s despite the debut of Australian Sparta on Seven. MAFS pulled a whopping 1.54 million viewers for Nine, while Seven would be disappointed with its Australian Ninja-clone that managed a reasonable 816,000. And in worse news for Seven, its Winter Olympics halo is over on the back of […]

by B&T Magazine

B&T Magazine
Vizeum Appointed As Macquarie University’s Marketing Comms Agency
  • Marketing

Vizeum Appointed As Macquarie University’s Marketing Comms Agency

Dentsu Aegis Network-owned agency Vizeum has got its year off to a winning start, having been appointed Macquarie University’s marketing communications agency of choice. Working in partnership with Vizeum in 2018, Macquarie University will be shining a light on how its approach to research, learning and teaching, driven and lived by staff and students, positively […]

Gemba Revolutionises Approach To Valuing Sponsorships With New Platform
  • Marketing

Gemba Revolutionises Approach To Valuing Sponsorships With New Platform

Sport and entertainment consultancy Gemba has unveiled a new platform set to revolutionise the approach to valuing sponsorships by providing both buyers and sellers with the ability to recognise the physical assets as well as the intellectual property of sponsorships. Turnstile has been more than two years in development, with Gemba carrying out extensive testing […]

Aussie Beef Producer Stanbroke Launches ‘Steak School’ Via The Content Division
  • Campaigns
  • Marketing

Aussie Beef Producer Stanbroke Launches ‘Steak School’ Via The Content Division

In what is a rare move for an Australian beef producer, Stanbroke has unveiled an interactive website designed to educate, entertain and engage meat-eaters. Steak School includes articles, blogs and videos about the best cuts of meat for specific dishes, the best way to cook a perfect steak and loads of recipes. The digital platform […]

oOh!media Partners With DSpark Targeting The Chinese Traveller
  • Marketing

oOh!media Partners With DSpark Targeting The Chinese Traveller

Chinese travellers love nothing more than exploring local suburban shopping centres when visiting Australia, according to an in-depth analysis of mobile roaming data by DSpark and oOh!media. This is one of the key insights that has emerged from a study by DSpark (read more here), a global mobility intelligence company and oOh!media undertaken to help […]

by B&T Magazine

B&T Magazine
ACCC Seeks Media Submissions Into Its Probe Into Facebook & Google
  • Media
  • Technology

ACCC Seeks Media Submissions Into Its Probe Into Facebook & Google

The Australian Competition And Consumer Commission (ACCC) has called for submissions from Australian media outlets and publishers to determine if the likes of Facebook’s and Google’s algorithms have breached consumer protection laws. The ACCC is conducting a public inquiry into the impact of digital platforms on competition in media and advertising services, namely in relation to […]

by B&T Magazine

B&T Magazine
Merrick Watts Is The ‘Celebrity Intern’ In New American Express Campaign By Marcel Sydney
  • Advertising
  • Campaigns

Merrick Watts Is The ‘Celebrity Intern’ In New American Express Campaign By Marcel Sydney

Creative agency Marcel Sydney has teamed up with American Express to give small businesses owners the help they need; introducing the ‘Celebrity Intern’. The new campaign supports the American Express Business Explorer Credit Card, which was launched last year to give small and medium-sized businesses greater flexibility in managing their cash flow and greater rewards […]

Image lead story Mindshare Wins APN Outdoor’s Melbourne Site Challenge
  • Advertising
  • Media

Mindshare Wins APN Outdoor’s Melbourne Site Challenge

A team of APN Outdoor’s key agency clients embarked on the ultimate Site Tour last week, teaming up with a representative of the out-of-home player in an Amazing Race-style challenge across Melbourne. Over a period of three hours, the teams battled to the finish line, travelling over 40 kilometres and visiting more than 35 of […]

KFC Unveils Glorious Apology Ad, As Angry Customer Who Went Global Offered Year’s Supply Of Chicken
  • Marketing
  • Media

KFC Unveils Glorious Apology Ad, As Angry Customer Who Went Global Offered Year’s Supply Of Chicken

As you’ve no doubt been reading, KFC in the UK has gone a whole week without any chicken (caused by a delivery issue), causing stores across the country to shut and customers to fume. Thankfully, for England’s Zinger lovers, the trucks are rolling once again and the Colonel’s finest is once again hitting deep-fryers the nation […]

by B&T Magazine

B&T Magazine
Office Choice Appoints Spinach To Handle Data & Digital Media
  • Marketing

Office Choice Appoints Spinach To Handle Data & Digital Media

Franchise office supplies business Office Choice has appointed Melbourne full-service agency Spinach to handle its digital media, in addition to a large-scale, business-wide data project. The Australian owned and operated independent group of local retailers called on Spinach to review the performance of its digital assets across the entire franchise network, which spans more than […]

Facebook Will Soon Be Able To Tell How Rich (Or Broke) You Are
  • Media
  • Technology

Facebook Will Soon Be Able To Tell How Rich (Or Broke) You Are

Facebook already knows a stack about you – your age, sex, where you live, where you are at that very moment, even your political leanings. And in its latest plan for world domination, apparently Facebook’s tech brains are trying to work out your financial status too – be you rich or broke. And you can bet you’ll […]

by B&T Magazine

B&T Magazine
How Kylie Jenner’s $1.7 Billion Swipe At Snapchat Proves The Power Of Influencers
  • Marketing

How Kylie Jenner’s $1.7 Billion Swipe At Snapchat Proves The Power Of Influencers

Social media titan SnapChat released their latest app update earlier this month. The feedback has been brutal on social media with influencers like Kylie Jenner voicing their displeasure. With 128.5 million followers on Twitter and Instagram, Kylie Jenner is a trendsetter who can easily sway what is considered cool and what isn’t within Snapchat’s key […]

by B&T Magazine

B&T Magazine
News Corp Unveils New Branding TVCs For Its Dailies Via Big Red
  • Campaigns

News Corp Unveils New Branding TVCs For Its Dailies Via Big Red

News Corp Australia’s new TV commercials themed ‘We’re for you,’ aired last night in Sydney, Melbourne, Brisbane Adelaide and Hobart. The 15 TVCs, via independent creative agency Big Red, promote The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and The Mercury, an dtakes News Corp’s ‘We’re for you’ brand positioning to the next level. Tony […]

News Corp Unveils New Publishing Division ‘The News Prestige’
  • Media

News Corp Unveils New Publishing Division ‘The News Prestige’

News Corp Australia has announced the launch of a new publishing division, the News Prestige Network. The new division will bring together the company’s prestige mastheads into a single publishing division, which will operate The Australian, and the Conde Nast International titles – Vogue Australia, Vogue Living and GQ Australia.              […]

AWARD Awards To Be Judged By 88-Strong Jury
  • Advertising

AWARD Awards To Be Judged By 88-Strong Jury

A total of 88 jurors made up of creatives, senior marketers, senior management, senior planners, directors, and production company specialists will be tasked with selecting the 39th AWARD Awards winners. Online pre-judging will be conducted from until Friday 9 March 2018, and in-room judging from Thursday 15 March to Monday 26 March. This year’s jury […]

Capgemini Helps Change Lives Of Vulnerable Young Aussies
  • Technology

Capgemini Helps Change Lives Of Vulnerable Young Aussies

Consulting and tech firm Capgemini has announced a pro-bono relationship with Big Brothers Big Sisters Australia (BBBSA) to help deliver an improved online management system to enable more young Aussies to have the opportunity to realise their full potential. The agreement has seen Capgemini implement a Microsoft Dynamics 365 solution to assist BBBSA to streamline […]

Tropfest Film Challenge Winner Launches Agency-Focused Production Company
  • Media

Tropfest Film Challenge Winner Launches Agency-Focused Production Company

An award-winning filmmaker has launched a production company which partners exclusively with advertising agencies looking to produce commercials and online content for brands. Ben Kumanovski (pictured above) recently won the Holden 7 Second Film Competition at Tropfest for his film In-Laws, about a defiant wife serving up fairy bread for lunch to the in-laws. The […]

AI: Not Just A Marketing Buzzword
  • Marketing
  • Opinion
  • Technology

AI: Not Just A Marketing Buzzword

In this opinion piece, Mick O’Brien (pictured below), Datorama’s managing director for the Asia-Pacific region, explains why AI will empower, rather than replace, marketers. With the media currently bombarding CMOs and CEOs with messages of how AI will impact the workplace, the c-suite are facing the critical question of how much their employees’ work will […]

Opinion

by B&T Magazine

B&T Magazine
Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent
  • Marketing
  • Media

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent

Women’s Health has unveiled its latest Women in Sport (WinS) mentoring initiative, ‘Life After Sport’, together with principal partner Toyota. The initiative saw high-profile sporting identities and industry leaders, from business to media, share career wisdom and experiences with some of Australia’s elite female athletes, imparting advice on how to maximise their potential and set […]

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle
  • Campaigns
  • Marketing
  • Technology

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle

Beer brand Heineken has launched its very own chatbot on Facebook Messenger that invites consumers into the world of Formula 1. The chatbot provides quick-witted consumers with the chance to prove their chat is worthy of winning a VIP Heineken Saturday experience at the Formula 1 2018 Rolex Australian Grand Prix. Running across three stages, […]

New Online Directory To Help Companies Mitigate Data Breaches
  • Advertising
  • Marketing
  • Media

New Online Directory To Help Companies Mitigate Data Breaches

The Association of Market and Social Research Organisations (AMSRO) has launched an online directory for its Trust Mark in the wake of a significant amendment to the Privacy Act regarding data breaches. The directory helps to guide companies seeking market and social research to choose a research company that protects its reputation and minimises risk, and only […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]