Digital People - Yvette Mayer

Name: Yvette Mayer

Works:  Starcom MediaVest Group, Australia
Job Title: Chief Digital Officer

1. How, where and when did the advertising/digital industry find you?

I entered the ad industry almost directly from high school, a little over 20 years ago (ouch) with an enormously exciting job as a ‘press checking assistant’.  It was my job to trawl through every paper in the country, collect tear sheets and staple them (as proof of appearance) to our clients schedules. 

Digital came much later…unsurprisingly!  Up until three years ago, my career path was fairly traditional through junior to senior planning and buying roles and on to client management.  In 2007, after reassessing my passions, skills and goals, I made a career defining move into digital specialistion.  I was fortunate to be with Starcom at the time - an agency that supported me in the change of direction, and understood the benefit to the business, and I’ve since grown into leading our digital operations nationally.

2. What is your current role and what do you actually do?

As Chief Digital Officer, I am responsible for leading and managing Starcoms digital operations across all platforms, including display, search, video, mobile and social.  I lead an integrated team of digital specialists, positioned to deliver comprehensive brand experiences for clients.

It is my remit to ensure both our clients are staff are exposed to and understand the latest developments in the digital landscape and opportunities.  And, from a business perspective to ensure that this converts to delivering market leading digital communications activity (on behalf of our clients).

Additionally, I need to be strategically forward thinking in structuring us to deliver the right capability and talent in this incredibly dynamic space.

3. Can you give us some insights into Starcom-MediaVest, your market position and forward plans?

We believe that human behaviour is at the heart of everything we do and this drives all of our thinking and the way we approach the market.

As a global Network we are focussed on three principles; Simple, Meaningful and Real-Time (measurement and optimisation).  These principles encapsulate our approach to every single aspect of our business – from how we interact with clients, to how we develop our staff, our relationships with the media – and beyond.  Locally, we are a strong and growing business, whose digital capability continues to expand and evolve.  In 2010, we have already seen a significant increase in the volume of digital work we are doing as a result of this. 

From a big picture perspective, our parent company Publicis has aligned our digital and media agencies (Starcom MediaVest, Zenith Optimedia, Razorfish and Digitas) through the VivaKi umbrella company, to create an un-paralleled level of technology, digital and data expertise at scale within the group.  Through this alignment, the VivaKi group is focussed on delivering the best talent, publisher relationships, price points, tools, technology, systems and processes in market.

4.Take a punt on the next 'big thing' in media in general?

I love a good punt, but I’d probably have more luck at the races than here, with so much constant market change!   I’d say our ability to better segment and personalise messaging to audiences across media channels.  In particular elevating the value of commercial messaging beyond TV, and building increased content pools equipped to deal with this (eg more video created at low cost to run across more environments).

5. What trends do you think the digital industry will see in the next 12 months?

• Publishers will focus on investing in more video content, leading to a decrease in online video CPMs. 

• Agency will accelerate investment into analytics, particularly in the area of better digital attribution modelling.  

• Rapid up-skilling within agencies in the areas of social, mobile, analytics and performance.

6. How do you see digital and other media evolving in the next 5 years?

With all media becoming digitised to some degree, I believe there will be a fundamental shift in how we buy and measure effectiveness.   There will be much greater focus on attribution Vs outcomes.

7. What does the digital industry need to do better, right now, to position itself in the broader media landscape?

Lose the jargon, stop hiding behind “the complexity” and current metrics and focus on demonstrating real value – business outcomes.

8.  If you were starting a new digital business – what area would you be looking at, and why?

I can’t tell you, I don’t have a patent on it ;)  

9.  How do you see the relationship between client and their marketing and advertising agencies evolving in the coming years?

There will be much greater value placed on data and accountability.   Agencies with the technology and skills to support this will win with clients.

The move to better navigate and harness consumer behaviour will result in downward pressure on creative and production costs.

10.   Where do you get your industry information from?

Many places, primarily through Twitter which links me back to the usual suspects (ie Mumbrella, B&T, AdNews, Tech Crunch, Advertising Age and so on) and keeps me on top of key headlines and matters to investigate further. 

At Starcom we also use the business social tool - Yammer - to directly connect and share info and experiences globally.

11.  What industry groups or networks are you a part of?

I sit on the Media Federation of Australia Digital Committee and the Internet Advertising Bureau Research panel. 

Thank you for your ongoing support of Digital People. If you would like to recommend someone to be profiled or have any other comments, please get in touch - denise@mediascope.com.au or Phone:  0424 100325 (Denise is also available for consulting, project & overload work)