In the lead-up to B&T’s inaugural Best of the Best awards, we’re sitting down with each of our sponsors to find out why they’ve decided to throw their support behind the event, and get their thoughts on what it takes to be the very best in your chosen field of expertise.
Here, we chat to Jamie Hollebone, head of revenue at Shopper…
Why did Shopper decide to sponsor the first-ever Best of the Best awards?
At Shopper, we believe in aiming high and we are committed to delivering excellence for our advertisers, our partners and most importantly our people.
Through the pandemic, it has become even more apparent that our people are our most valuable asset. Shopper is committed to developing and growing capability and skill across our business. We are supercharging training and development programs and have embarked on wellbeing and mental health activities to ensure every team member is operating at their best and well-positioned to deliver exceptional service.
We are relentless in pursuing excellence through recognising the talent and leadership of our people at work, and our support of B&T’s Best of the Best awards is a way to amplify and celebrate excellence at a broader industry level.
What does it take to be the best at something? Are there a particular set of traits one must possess?
Authenticity comes to mind when I think of what drives people to be at their very best. Working in an environment like Shopper where you are encouraged to bring your whole self to work, to be open to learning new things and to come to work each day and have fun – that’s what really sets people up to succeed at work.
The definition of being at your best is also not fixed in stone. It changes as circumstances change. You need to be able to adjust your goals and ambitions as you go and make sure you care for the people working alongside you. Being your best is more of a journey and less of a destination, but it’s important to keep moving forward, being open to change, know your strengths and your limits, and be willing to keep working on them.
Has the way success is measured in the media and marketing industries evolved as a result of the COVID-19 pandemic? And if so, how?
The way we measure success is constantly changing in media and marketing, and this is largely due to the increased digitisation of media formats, the proliferation of technology and data, and the ongoing need to drive efficiency and returns for advertisers.
This has been increasingly evident in the out-of-home category, as brands and agencies seek greater standardisation and transparency to account for and compare campaign outcomes. This has also driven a rise in programmatic trading of retail media.
Since COVID, Shopper has seen an increased need for flexibility to allow advertisers to adjust campaigns or schedule or amend customised creative in short timeframes. Google mobility tracking data has shown that Australians’ patterns of movement can shift quickly due to restrictions, and this has revealed that not all retail environments can deliver the same audience results as pre-COVID times. Data reports show that local and convenience shopping centres anchored by supermarkets are currently seeing far greater patterns of attendance than larger destination centres, creating a reconsideration of the media buy.
Shopper’s inventory of 100 per cent digital panels has proven to be effective during COVID, with its ability to reach targeted audiences at scale and allow advertisers to update their messaging in rapid response to changing circumstances. Digital out-of-home panels have swiftly and easily become a ‘national noticeboard’ for the federal government, who have wanted to deliver important messages to the community in culturally sensitive ways quickly and effectively.
How does Shopper ensure it attracts (and retains) top talent?
Shopper is a people-first business and always has been, and this is driven right from the top of the organisation.
During the pandemic last year, we made a leadership commitment that we would look after our teams at any cost. Whilst other businesses forced leave and cut hours, we hired 23 new people and achieved a 90 per cent happiness score (Q1 2021). We recently launched a new brand in the market, and one of the biggest drivers was to instil a renewed sense of pride and confidence in who we are and what we stand for amongst our staff.
We are dedicated to ensuring that Shopper is a business that people love to come to every day. We encourage everyone to celebrate their success and learn from their failures, and we always make it a fun place to come to work.
We are committed to growing the retail category, and with 14 per cent year-on-year revenue growth during 2020, we actively seek ways to share our successes with those who have been with us on the journey. We recently had a +61 employee NPS score compared to an industry average of +14, and we have never had anyone leave us to go to work at a direct competitor.
We are also committed to celebrating diversity. Our business is made up of more than 60 per cent females – many of them holding senior positions in our teams.
What advice do you have for those trying to separate themselves from the rest and reach the pinnacle of their career?
My tips for a successful career are very simple and they come down to being people-focused. Be true to who you are, be kind and invest time in building positive personal relationships whenever you can.
Take time to get to know the people you are working with. Be honest and curious, and most of all, respectful. No matter what your role is or who you are talking to, it’s always important to listen. Don’t be that person who is waiting for an opportunity to unleash your next good idea. If you actively listen with the view to offering help to your colleagues and clients, you will become a trusted partner, find inspiring mentors, forge lifetime relationships and ultimately drive better business outcomes. You’ll have more fun along the way too!
B&T’s inaugural Best of the Best awards, presented by Finecast, will be held on Friday 10 September at 4pm (AEST). Register HERE now to secure your free spot and get ready to celebrate!
And, if you’re looking to get in the awards spirit prior to kick-off next Friday, check out who made the Best of the Best shortlist, and give our interview with finalist and F1 star Daniel Ricciardo a read.
Once again, thanks to Shopper and the rest of our fabulous sponsors for making B&T’s newest awards program possible!
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