Name: Alice Manners
My mission at IAB Australia: To always be ahead of the curve.
Digital trend I'm most excited about: The one we don't know about yet!
Brand whose marketing I admire: Burberry's digital presence
Favourite digital campaign of all times: Just like your children there shouldn't be one favourite. Any campaign that makes me ACT/do something or integrates well across multiple platforms
Digital tool/gadget I cannot live without: My smart phone
If I wasn't working in digital, I would be: A psychologist
Alice Manners, CEO, IAB Australia
Alice is a senior digital and media specialist with more than 20 years experience working across the Asia Pacific region. She has held a number of roles with WPP Asia Pacific including most recently, GroupM Asia Pacific COO of Interaction since 2005. Appointed CEO of IAB Australia in August 2013, Alice is responsible for the overall management of the IAB and achievement of the organisation's objectives, to represent and promote the interests of members, and to grow the interactive advertising industry. With the online industry undergoing a huge transformation and with more change ahead, Alice's key focus will be to steer IAB Australia's transition through this growth as an agent of change for both the IAB and the industry as a whole.
From time to time, questions pop up in the interactive advertising industry that don't have easy answers. At the IAB Blog, we like to throw these out for debate and hear from as many voices with as many perspectives as possible. In the spirit of civility, we'll call them IAB Conversations. Our CEO, Alice Manners, is kicking it off with the topic of Premium Display - and we hope you'll join the conversation.
If you're reading this, you're probably in the digital advertising industry, which means that you probably attend a lot of events: we're nothing if not a social bunch. In the nearly ten months that I've been with IAB Australia, I've noticed that people tend to ask me the same question at these events: Why is there a lack of skilled digital professionals?
There are so many places where Australians excel in the digital advertising landscape. The 2014 Digital Skills Survey ranked Australians as the most motivated to learn more about digital marketing worldwide. When it comes to new technologies there is always that initial "wow" factor. What's really exciting, however, is when campaigns go beyond the "wow" and create relevance around a new technology for target audiences.
Legend has it that in the 12th century King Henry I declared that a yard was the distance from his nose to his outstretched thumb. The issues this would have caused are both amusing and innumerable. It wasn't until Richard the Lionheart instituted the Magna Carta that measurements were standardised, stating "There shall be but one Measure throughout the Realm!" – Most of us in the digital advertising industry are looking forward to yelling that out of our office windows. I would just add an additional caveat – "and let it be the best!"