Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business
For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive.
We are in a once in a generation upheaval to our way of life and the way we do business. The effects are felt in every part of our daily life. We have had to reimagine the way we work – swiftly – while ensuring we still meet the needs of our clients and keep pace with our industry’s rapid growth.
Back in late 2019, I got the call to relocate to Australia. Our clients were asking for an expansion of our team on the ground and vibrant, creative Melbourne was the location of choice. Bags were packed, I was leaving on that jet plane to move back home and start to build a team.
Then COVID-19 hit. Flights were grounded, borders were closed, and the world as we knew it had changed.
The AdTech industry by its very nature has always been predominantly technology-focused. In fact, we know that our clients are now, more than ever before, under pressure to do more with less, so have turned to data-driven marketing to meet the rising pace of our industry. This increased need meant that despite the restrictions of the pandemic, we still needed to build a team and it had to happen immediately.
There have been three crucial lessons for me over the past 18 months.
Blending Technology and Culture
One of the most crucial elements in building a team is the blending of technology and culture. Technology has been our enabler and creating a strong culture our driver – collectively they have become key business partners in our success in a Covid world.
In those early days of hotel quarantine, I knew we could build a standout team and make a real imprint on the market, despite the restrictions. The greatest opportunity within the sector is that we can serve our clients from home just as easily as we can from an office. There’s no reason we can’t serve our staff in the same way, even when they are new.
Overlaying this approach to building culture allows us the flexibility to understand that by focusing on what we can do well, we can deliver well and support each other from anywhere.
With that in mind, we’ve onboarded five new staff and integrated ourselves into the broader team. Like many Australians, we have been forced to undertake life and its daily tasks differently. For the team and I, this has drawn us closer. It has given us a shared experience and we have developed a level of resilience and tenacity that I don’t believe we could have had life not changed so significantly.
Take a human-centered Approach
Flipping the perspective, there is gratitude for the changes we have had to undertake. There has been, by virtue of our Zoom calls, a window into someone’s life, an opportunity to gain more insight into colleagues and client teams than any office-based discussion could ever allow. We’ve met tiny humans, fur babies and local posties.
This has been the true key to our success. Nothing requires a human-centred approach more than work life during a pandemic.
Celebrate Success
18 months down the track, hiring and onboarding new staff remotely seems to be the rule rather than the exception. So, while it might not have been our choice to do it all virtually and yes, we all forgot to unmute at least once in the process, what has not been muted is our resilience.
Our Melbourne office has become one of the most successful in our business, outpacing the growth of other key markets in just nine months, and we’ve achieved accreditation from Great Place to Work® Australia New Zealand.
The great news is, we are continuing to grow. This means more jobs and opportunity for our sector, and we’ve now established a blueprint for continuing growth across our whole ANZ organisation.
Bringing It All Together
There are green shoots of hope, with rising vaccination rates, record breaking industry growth and a roadmap to recovery. So, as we look forward to 2022, with cautious optimism, the lessons we have learned should set us up well. With the world increasingly embracing data-driven marketing, our blending of technology and culture sets us up to deliver now and for whatever future challenge life throws at us.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.