More about our Head of Paid Media, Adam Mitchell.

Meet Adam Mitchell, also known as Ads. Head of Paid Media at Saatchi & Saatchi Synergize.

Adam Mitchell SynergizeWhat did you study and why?

I studied a Bachelors of Business Administration (BBA), majoring in Communication Sciences and Business Management. Since then I have completed several online exams to be certified on all platforms that we use.

When you meet someone new, and they ask you to explain what it is you do for a living, what do you say?

You know those search ads, banner ads or video ads you see online? I do those. It’s no wonder some people call me Ads.

What does a ‘typical day of work’ look like for you?

A graph. A spread sheet… jokes. After downing a homemade smoothie, I always start the day in my inbox and reading a few industry related articles to try learn something early in the day. Thereafter I work on: strategies, proposals, putting out fires, getting involved with my team and our clients, attending meetings, briefing sessions and trying to find additional opportunities for our department or our clients’ campaigns. Somewhere in-between that there is a walk for lunch and a joyous celebration of almost anything.

Favourite part about your job, Ads?

I have a few favourites:

1. Education, I love the expression and responses from people when they learn about what is possible with online advertising and how it works. Often these times have an “Oh yes” moment like, “Oh yes I have seen that, is that how it works, wow!”

2. Technology, the industry is constantly changing with new advertising products, so new challenges and excitement are regular. 5 years ago there was no such thing as re-marketing.

3. Post launch feeling, being almost immediately gratified seeing our work visible, in action online. Launching is often stressful, but it’s an absolute rush with every campaign being different.

Why do you feel it is important for companies to include Paid Media into their Marketing budget?

Imagine a building designed by a world famous architect, décor done by an internationally recognised interior designer. This place is incredible, but if no one is able to find this heaven-on-earth address to experience its magic, it is useless and doesn’t really exist. The same applies for websites. You can have the best website or app in the world with all the latest tech and design elements, but if no one can find it, it’s all a waste. Paid Media assists to increase brand awareness, amplify marketing messages and drive targeted traffic to your site, app or social page. Marketing online is measurable and there are cost effective solutions to suit almost any budget, so by not investing in digital paid media to launch a new brand/product/service or increase engagement and sales, you really are shooting yourself in the foot. Thomas Jefferson said, “The man who stops advertising to save money, is like the man who stops the clock to save time.”

Any new developments in Paid Media you see evolving in 2015? And new recent developments that have taken off?

Programmatic is growing fast and I think it will continue, this automated media buying approach can be more efficient and effective for both advertisers and publishers. Mobile will continue to grow with location based strategies becoming even more important. I see richer ad units being utilised and I think the marketers that will win in 2015 are ones who move their community from being entertained to being involved.

What is the biggest misconception people have about what you do?

Strangely a lot of people ask me, “do people actually click those ads?”

What makes a good PPC Campaign Manager?

Someone who is analytically minded and able to see the account’s big picture, as well as how each granular detail will impact the big picture. A good campaign manager is able to use data and their thorough understanding of the products to build stories/insights from data, to steer optimisation decisions (e.g: A happened because of B, which had an impact on C and as a result it increased D).

Where do you see yourself 5 years from now?

On a farm mountain biking or moving around the Saatchi & Saatchi network. In 5 years’ time I wonder what a set of banners will look like.

Find Adam on Twitter: @AdsMitchell

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