{"id":297526,"date":"2022-04-06T10:10:02","date_gmt":"2022-04-06T10:10:02","guid":{"rendered":"https:\/\/integralads.com\/insider\/masters-of-media-alison-costello-omd-australia\/"},"modified":"2024-06-17T10:04:48","modified_gmt":"2024-06-17T10:04:48","slug":"masters-of-media-alison-costello-omd-australia","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/masters-of-media-alison-costello-omd-australia\/","title":{"rendered":"Masters of Media \u2013 Alison Costello, National Head of Digital, OMD Australia"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

In this exclusive \u201cMasters of Media\u201d series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the APAC advertising industry, on all matters digital.<\/em><\/strong><\/p>\n\n\n\n

Alison Costello<\/a><\/strong> is the National Head of Digital at OMD Australia. <\/p>\n\n\n\n

A graduate from the Queensland University of Technology with a Bachelor of Business, Alison first kicked off her career as a Media Assistant and now her illustrious career spans over an impressive 16 years of in-depth experience in disciplines across the digital media landscape \u2014 Digital Marketing, Media Planning\/Buying, Digital Strategy and Online Advertising \u2014 and currently focuses on supporting clients and teams in finding their footing in today’s fast-paced and increasingly digital world.<\/p>\n\n\n\n

Please tell us about your digital advertising journey and your current role at OMD<\/strong><\/p>\n\n\n\n

I\u2019ve always worked agency side and kicked off my career as most do, as a Media Assistant.  Fast forward 15 years and here I am at OMD as the National Head of Digital.<\/p>\n\n\n\n

It probably took about three years before I moved into a digital specific role. I\u2019m incredibly grateful to have started in a broader media role as I believe it\u2019s so beneficial to have an omni-channel view. I still take the time to understand this in today\u2019s world. Equally, I\u2019m grateful to have entered the industry at a time when digital advertising was only in its infancy and to experience its evolution through to today is quite something.<\/p>\n\n\n\n

What I\u2019m focussed on now is supporting our clients and teams in navigating the substantial complexities we\u2019re experiencing across the digital landscape. Simplifying this complexity is a cornerstone of our work at OMD and a necessity to ensure we effectively lead our teams and client partners through the change.<\/p>\n\n\n\n

What are some of the key 2022 trends that have piqued your interest?<\/strong><\/p>\n\n\n\n

There is a lot of change afoot, particularly in relation to consumer privacy from both a legislation and platform perspective, and this will continue to influence what we do across 2022. What piques my interest more broadly is how this plays out for consumers at a time when they\u2019re under so much other pressure. The \u2018load\u2019 on consumers (and I acknowledge that we are all consumers) is extreme. Not only are we supposed to be understanding our rights as it relates to data (who we should be giving it to, why we should and what they might do with it), but we\u2019re simultaneously navigating the most significant shift in our ways of working & living. The blurring of work\/life boundaries, and the shifting expectations as workers and as families, are placing incredible pressure on households.<\/p>\n\n\n\n

It\u2019s not easy for Brands either as we project our heightened expectations onto them. Whilst not a new concept, those Brands that can make things simple for customers and bring meaningful value to the table based on the range of pressures we face, will flourish.  <\/strong><\/p>\n\n\n\n

What are some of the initiatives OMD has undertaken to stay connected with its workforce and propagate for the wellness of its employees in Australia?<\/strong><\/p>\n\n\n\n

Two of our three OMD values are \u2018We care\u2019 and \u2018Stronger together. These values fuel our approach to creating a supportive, people-first environment and we\u2019re immensely proud to have ranked #3 in Australia\u2019s Great Place to Work survey for 2021 (we\u2019ve actually placed in the top 50 for the last 13 consecutive years, the only media agency to do so)!<\/p>\n\n\n\n

Caring about our people\u2019s well-being includes their physical, mental and emotional health and we want to support our people in all aspects of their lives. We\u2019ve had long-running initiatives such as our Employee Assistance Program offering free and confidential counselling sessions, along with flexible working policies that support the notion that work is something you do and not a place you go. We have dedicated Mental Health First Aides in each office, and are training all senior leadership in this skill, to help identify and support those OMDers who may be in crisis. Health & Wellness is a dedicated pillar within our cultural program which places our people at the heart of developing relevant and useful initiatives to champion holistic wellness (think everything from yoga classes to Keeping Healthy newsletters).<\/p>\n\n\n\n

We acknowledge that one of our most basic human needs is to feel connected to others. This is equally true at work, as it is in everyday life. Transparent, regular communication keeps our team informed and our culture alive when operating with a hybrid workforce. Through various initiatives including regular all agency live streams and National leadership calls, we\u2019ve become a truly borderless agency, where connectivity extends beyond state borders. Taking this connectivity globally is our OMD Heartlands initiative whereby our people can \u2018head home\u2019 to spend much longed-for time with loved ones, for six weeks combining leave and work overseas.<\/p>\n\n\n\n

According to you, what will enable CTV to become more mainstream for advertisers? What role will its measurement capabilities play to propel CTV advertising?<\/strong><\/p>\n\n\n\n

The desire is there. Advertisers broadly understand the CTV opportunity, appreciating the attention that can be garnered from \u2018the big screen\u2019. However, the ecosystem is still fragmented and as an industry, we need to reinforce a positive consumer experience and support advertisers with integrated measurement. The IAB Tech Lab is consistently reviewing protocols as it relates to programmatic advertising more broadly and the latest update (OpenRTB 2.6) contained several improvements to how CTV inventory can be purchased (aligning capabilities to linear TV). Equally, the more sophisticated the measurement, and the more integrated with other methodologies, the easier the conversation with advertisers.<\/strong><\/p>\n\n\n\n

In your opinion is the industry doing enough to combat the trust and transparency challenges in the digital supply chain?<\/strong><\/p>\n\n\n\n

It\u2019s comforting to now say there is definitely momentum across the industry as it relates to transparency, particularly in light of the findings from the UK\u2019s ISBA PWC Programmatic report.<\/p>\n\n\n\n

OMD has long championed transparency for their clients and has done extensive work to optimise value for advertisers through unpacking the digital supply path. A big part of this is education. People don\u2019t know what they don\u2019t know, so as an industry we need to highlight the opportunities to do better and be transparent in this conversation. This is a collective conversation; publishers, agencies, advertisers, technology owners and industry bodies, coming to the table and being open and honest about what we\u2019re doing to improve the areas within our control.<\/strong><\/p>\n\n\n\n

With brands moving away from keywords and cookies to contextual targeting, how is OMD approaching this shift?<\/strong><\/p>\n\n\n\n

The move away from cookies continues to be a long road with many shifts and turns (goodbye FLoC and hello Topics API). We take a slightly broader lens and work with clients to mitigate risk and assess all opportunities as it relates to consumer privacy changes.<\/p>\n\n\n\n

OMD invested ahead of the curve quite a few years ago and brought in Martech and data strategists, to help clients make the most of data, particularly via its application across targeting & measurement. This investment in capability supported the development of our transformation framework, OMD Navigate, which formulates a plan of action outlining how we can best apply data now and into the future. This captures opportunities for clients particularly as it relates to the move away from cookies, identifying the role alternative solutions, like contextual, play in delivering on our client\u2019s business objectives.<\/p>\n\n\n\n

Metaverse has become an area of interest for brands, how are agencies exploring this space?<\/strong><\/p>\n\n\n\n

Having a universally accepted definition of the metaverse would be a good start! The truth is, you\u2019ll probably get a different answer to what it is, depending on who you ask. As agencies, we\u2019re championing education. Education around the possibilities, including the pros and cons, so clients can make informed decisions around the level of their involvement.<\/p>\n\n\n\n

Virtual worlds are providing a great canvas for innovation with more and more brands testing the waters through an iterative approach. Looking at the list of \u2018events\u2019 in Decentraland, you can easily see how brands are already getting involved in the virtual world. It could be hosting a housewarming event for their newly created virtual space or branded entertainment venues promising your favourite bar games and photo booths.<\/p>\n\n\n\n

We don\u2019t believe the metaverse is creating new audiences, but it is changing the relationship dynamic between brands and their customers. The desired immersive nature of the metaverse will only heighten expectations from customers in how they interact with brands and what they consider to be a valuable or meaningful exchange.<\/p>\n\n\n\n

This will of course be underpinned by how the metaverse supports and champions customer privacy and promotes inclusivity & respect. Some areas have very little \u2018meat on the bones\u2019 currently.<\/strong><\/p>\n\n\n\n

What’s your favourite book\/podcast\/movie and why?<\/strong><\/p>\n\n\n\n

Truth be told, I don\u2019t have a favourite, but I wish I read more books. I can\u2019t count how many times I\u2019ve told myself to prioritise this on weekends but my two-year-old has different ideas. I very recently succumbed to the notion of audiobooks to allow myself the opportunity to \u2018read on the go\u2019. Bren\u00e9 Brown\u2019s Dare to Lead is the first cab off the rank which I listen to on my commute and on any long walks I can squeeze in during the week. I\u2019ve also just started watching The Parisian Agency (a reality real estate show set in France) in the genuine hope that I\u2019ll learn French by the end of season 1\u2026a questionable prioritisation and also why I struggle to find time for books!<\/p>\n\n\n\n

What is your advice to the fresh talent in the industry?<\/strong><\/p>\n\n\n\n

Be curious! You\u2019ll never be taught everything by other people, the best learning comes from being proactively curious.<\/p>\n\n\n\n

Other stories might be interested in: <\/em><\/strong>
– Masters of Media \u2013 Laura Boatman, Head of Digital Sydney, Zenith Media Australia<\/a>
– Masters of Media \u2013 Vivek Misra, Senior Director, Data Partnerships, The Trade Desk<\/a>
– Masters of Media \u2013 Kerrie Leary, Director of Digital Operations (TAAG)\/GDPR, Publicis Media<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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