A meeting place for leading digital voices

A meeting place for leading digital voices

Time at IAB: started in 2013 but have worked in online since the early noughties   

My mission at IAB Australia: To develop a better website - to create compelling content, knowledge and stories via our digital channels

Digital trend I'm most excited about: Gamification - ads that look like films, play like games, make me surprised, inspire and humour me - in short, entertain me

Brand whose marketing I admire: Melbourne Metro's 'Dumb Ways to Die' (of course!) - the catchy tune, the deadly message - it's clever, interesting, dark and very entertaining.  My favourite digital campaign of all times: Old Spice via social - the single take and spin offs were terrific 

Digital tool/gadget I cannot live without: my smartphone obviously as it's my conduit to everyone and everything - for good and bad, it keeps me connected to the world

If I wasn't working in digital, I would be: traveling and learning, pushing sustainability, hanging out with inspiring people... - money's no object right?

Time at IAB:
 2.5 years at IAB Australia, 3 years at IAB UK.

My mission at IAB Australia: To make digital marketing easier and more exciting by creating practical and inspiring learning opportunities for the media and marketing professionals.

Digital trend I'm most excited about: Too many to choose from! As a consumer, I love everything that brings digital innovation to the 'real world' and generally makes life easier. Things like NFC payments, wearable technology and connected devices. In terms of digital advertising, I'm excited to see brands getting smarter with their targeting and personalisation, thus serving much more relevant ads. I think the most exciting thing though is the constant change and not knowing what the next year will bring.

Brand whose marketing I admire: Mini, Nike and Innocent Smoothies.

Favourite digital campaign of all time: I think we are a bit spoilt for choice as through our Creative Showcase program, we regularly get to see some amazing campaigns. I love the Bodyform Truth response and the Pedigree Dog-a-like campaign and the T-Mobile flash dance videos still make me smile.

Digital tool/gadget I cannot live without: With friends and family dotted around the world, it would have to be Skype or FaceTime.

If I wasn't working in digital, I would be: On a very long cycle trip around the world.

Name: Sarah Hassanin (Also known as The Assassin and Slow Loris - to name 2 of about a hundred nicknames)  

History with online media: 10 years in media sales including Bauer, MI9, TVN and now Videology. I took a brave and exciting step into the media technology space in January 2013 leading Videology's Australian expansion 

My mission at Videology: To make TV even more sexy! My goal is to help advertisers understand how content is discovered by audiences across all screens and then work with them to develop a strategy that is underpinned by technology, data and creativity, in order to achieve maximum value and return  

Digital trend I'm most excited about: As the boundaries begin to blur between screens I am excited about how TV is evolving. 25 years ago TV was a one way mainstream medium that was militantly scheduled. Now TV is becoming a highly personalised experience, where audiences can engage with rich content on any device, wherever they are 

Brand whose marketing I admire: Nike, Virgin Mobile and Coke Favourite digital campaign of all times: Tricky one to pick... One of my favourite was Lynx's  "Choose your own ending" mini movie, featuring Neil from The Inbetweeners. Just genius  

Digital tool/gadget I cannot live without: Has to be my iPhone and whatsapp - I am addicted!  

If I wasn't working in digital, I would be: a travel show researcher (Well if I didn't have a lottery win, I would be a travel show researcher) - get paid to travel the world with a vino hand - perfect! Otherwise I would work for a childrens charity, making big corporate companies cough up their profits to affect positive change

Sarah Hassanin – Commercial Director, Videology Australia & NZ
Sarah has successfully launched a number of digital businesses in Australia and won the trophy Digital Services Company of the year for her work in establishing APAC’s largest digital broadcast advertising network. Sarah began her career in Music TV selling creative solutions to large entertainment advertisers. After a stint of travelling to Australia, Sarah got a real taste for Sydney life and moved over in 2008 heading up MI9’s commercial video arm, launching Channel 9’s catch up TV service. Sarah’s passion for digital and technology soared when she undertook the challenge of launching the sales division of start-up TVN. Now, Sarah is leading the expansion of multi-screen addressable video at Videology. One of the longest standing figureheads of the digital sector, Sarah is a real expert in digital and emerging media technologies.