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Panpa Bulletin : August 2006
60 | PANPA bULLETIN august 2006 PROFILE Garth aGIuS There isn’t a typical day Garth Agius news ltd group director of Marketing, advertising and Integration. Responsibilities of current role: - Develop a strategic direction for News Limited B2B market- ing - Generate greater alignment between consumer and trade marketing - Lead News Corporations media steering committee - Development of the Newspa- per industry marketing body Previous position: Sales Director -- Seven Net- work. Outline your typical day: Typical is not a word regularly used to describe my day: - Setting direction for the trade marketing of our media assets and aligning consumer and B2B research needs. - Managing News Corporation group media expenditure with Publicis Media. - Executing News Limited strategic trade marketing development program, gen- erating input from a variety of disciplines and business units. - Strangely enough meeting Fairfax executives regarding the formation of our industry marketing body. - Meeting industry executives to maintain a strong under- standing of how we can best deliver to their needs. Period in the industry and career highlights: I've been in the industry 20 years. I've enjoyed working in full service creative agencies, dealing with the creative de- partment and business man- agement to deliver advertising and marketing solutions. And being part of the leader- ship team during the creation of Optimum Media Direction, merging the media operations of DDB and Clemenger BBDO into a stand- alone media only business. I made the successful transi- tion from media buyer to working with media owners, firstly in a sales capacity and now in marketing, drawing heavily on my agency experi- ence. What is your greatest achievement to date? DDB Media Director, run- ning one of the best media departments in the industry and in 1999 competing to win significant media only busi- ness, whilst operating in a full service agency. What is the biggest challenge facing the industry in relation to your feld? Media fragmentation repre- sents a significant challenge for both advertisers and media owners. Advertisers desire the ability to dissect audiences down to very specific con- sumer groups, yet expect cost reduction. Media fragmentation will con- tinue to add cost to marketing. It's an inevitable factor in our industry. To meet this need, media owners are continually looking for opportunities to deliver key audience segments to advertisers with increased value; however this will not be delivered with a reduction in cost. Misunderstanding behind me- dia integration, in relation to cost benefits due to advertiser volume, is linked with media fragmentation and another area where the industry will face on-going challenges. How have newspapers changed since you started in the industry? Considerably. Newspaper mastheads have expanded from a product you purchase at the news stand into media brands capable of touching consumers in a myriad of ways. We've seen increased reader sections, colour ap- plications, greater flexibility, on-line delivery, extensions into television programming, growth of newspaper maga- zines and a greater focus on the consumer. What aspect do you enjoy most about the industry? Tomorrow is always differ- ent from today. Our industry continues to change, and we all have an opportunity to con- tribute towards its future. What ingredients make up a successful news manage- ment? Passion, vision, leadership, commitment and a dash of fun. Name fve things that make a great newspaper. Reader understanding. Representing its community well. Diversity in opinion. Accuracy. Honesty. What work-related moment would you like to be able to forget? Already have! What do you do to relax? Time alone. The last CD you bought was Best of Bruce Springsteen. The current book you are reading is…? Emotional Intelligence in Business by Daniel Goleman Who do you admire most? My three boys. Favourite restaurant? Otto. Favourite holiday destination and why? Sunshine Beach Qld, with seven restaurants, a surf club, two bottle shops, a general store and great surf -- what more can you want? In one year’s time, what do you hoped to have achieved? Establish a strategic B2B mar- keting direction, applicable to all News Limited media assets.