Carat’s Brendon Cropper On Tackling The ‘Dataverse’
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.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.