Mark Coad grew up in Freshwater Creek, Victoria, and now leans on the lessons he learnt on the farm to head up IPG Mediabrands Australia.
Before taking over as CEO at IPG Mediabrands he earned his stripes through the glory years of OMD and guided PHD to become a formidable challenger brand, whilst working alongside industry legends of the likes of Rob Morgan, Peter Harvie, Neil Lawrence, Ted Horton and many more.
In this week’s edition of Fast 10, Coad chats to B&T’s Greg ‘Sparrow’ Graham about how growing up on a farm taught him about the value of people and relationships, and most importantly the value of hard work. He also enlightens us on the importance of keeping a cool head in order to be an effective leader.
1) You’ve had an outstanding long career, from a media assistant at Total Media to now CEO of IPG Mediabrands. If you had to pick only one, what would be your career highlight so far?
Mark Coad: Hard to pick a singular highlight. I do look back at OMD in 2007—it was my first national CEO role, and I shared that experience with people I went on to work with in several roles up to this day—namely Leigh (Terry) and Horgs (Peter Horgan). It was a period of great success, and a whole lot of fun.
2) We both grew up on farms myself in Wauchope NSW and you in Freshwater Creek Victoria. How do you think county life prepared you for leadership and building relationships with people?
MC: Hard to say. I’ve always put an extremely high value on people and relationships. It certainly taught me hard work!
3) Your Dad – Barry was a marketing icon at Target what did he say when you went into media?
MC: It wasn’t a huge topic of conversation at the time—I think he was just glad to see some of the university costs he’d carried pay off. He has, in subsequent years shared his pride of where my career has taken me.
4) As a young boy, what did you want to be when you grew up?
MC: I was going to be a vet, right up until I did my last year of school. Always had a love of animals—mainly livestock and horses.
5) You have worked with some industry legends eg. Rob Morgan, Peter Harvie, Neil Lawrence, Ted Horton etc. What influence did they have on your career development?
MC: The main two there are Robert and Harv. Robert always looked out for me, and the career path at Omnicom Media Group and Clemenger that he took me on is something I’ll always be grateful for. Harv was incredibly knowledgeable and was very generous in the way he shared that knowledge. I learned a hell of a lot from both.
6) As an industry and you are well placed as chair of the MFA, what’s one thing you would change to make us all better?
MC: We are, first and foremost a people business. That’s all we have to sell—our people and the way they apply their knowledge, ingenuity and creativity to help our clients solve their problems. We need to continually work hard (as an industry) to find the best talent and retain them. That’s how we grow, thrive and survive in this increasingly complex world—and, most importantly, continue to add value to our clients.
7) What are the current growth challenges for your clients, and how are Mediabrands helping with solutions?
MC: In this environment, clients are looking to do more with less. They have to deal with more complexity, drive growth, harness every piece of innovation/tech to contribute and maximise their success. And they’re looking for partners who can help deliver that with them. That’s what we focus on.
8) You always appear cool, calm and collected. Any examples you can share when you absolutely lost your shit and why?
MC: Actually, no. Even when your blood is boiling—I have never seen anybody lose their shit and then get the outcome they need. In fact, the opposite is true—they invariably say things they can’t take back and/or do things that harm the situation. Of course I have moments, but I do not let it get to me, and I try to stay focussed on what needs to be done.
9) What’s one thing that’s not on your LinkedIn profile?
MC: There is plenty not on my linkedin profile. I’m a shit golfer, a keen fisherman (my mates debate how effective I am) and am extremely proud of my two adult kids.
10) You give back heaps particularly with the Variety Club Bash how many times have you completed the Bash and what do you love about the experience?
MC: I’ve just completed my seventh bash–this time Melbourne to Darwin in 10 days. I love seeing this country, I love doing it with mates, and I love that it’s all for a good cause. Teammate Tim and I, in our trusty old Merc and will be nudging $100,000 raised for sick and disadvantaged kids over the 7 Bash’s—largely due to the generosity of many in this industry. I’m quietly very proud of that.
