The largest marketing body in Australia, the Association for Data-driven Marketing & Advertising (ADMA) is ‘designed to protect, support and champion excellence in data-driven marketing and advertising’ within the local industry.

Continuing to champion excellence, ADMA has appointed four new Board members, including Steve Brennan (eBay Australia), Leigh Terry (Omnicom Media Group, Australia and New Zealand) and Damian Eales, (News Corp Australia) and our own National Leader for Digital Intelligence, Jason Juma-Ross.

“We are bringing on some extremely experienced, seasoned marketers. I look forward to working with them over the next few years and to having the continued support from all the ADMA board directors as we continue to bring great programs to Australian marketers and advertisers and strengthen our numerous partnerships here in Australia and globally,” said ADMA CEO, Jodie Sangster (via a media release).

Chair of the ADMA Board, Karen Ganschow, said the group “provided the Board with valuable experience in retail, media, digital and multi-platform experiences”.

Honoured by the appointment, Jason shares what he’s most looking forward to in working with the association over the coming year:

What contribution do you hope to make to ADMA?

Working together with my colleagues, I aim to bring perspective from how industry leaders in Australia and globally are transforming their organisations around digital, mobile, social, and data.

I see a strong component of what we do at PwC (around data-driven marketing and customer centricity) aligning with the work that ADMA does. I would hope that in many cases, the interests of PwC, our clients, and ADMA will align around solving some of the toughest problems out there in the digital space.

Which activities are high on your agenda in driving ‘next gen’ marketing and advertising in 2014?

Influenced through digital technology and increasingly intelligent systems, marketers and advertisers are in a premium position to attain cut through in their activities. There are four key priorities that I see driving the evolution of marketing and advertising industries:

  • Establishing a sound effectiveness base for advertising and marketing investments
  • Leveraging best practice from direct marketing to inform creation of multichannel campaigns
  • Using unstructured data (e.g. social network data) to develop new dimensions of marketing effectiveness, such as scaling content marketing
  • Driving real value from big data that benefits all sides of the value equation

Where do you think the gaps are in terms of reaching these levels?

Today you’d be hard pressed to find a leader who does not believe that digital will have profound effects on their organisation and sector. However, the number or organisations that actually have a core strategic imperative focused on digital is much lower. There is a ‘knowing-doing gap’ today around digital that we have to overcome by organising to benefit from the new strategic frameworks digital makes possible.

How can these gaps be closed?

Part of the answer to this is taking digital seriously. Executives may not always have the context or knowledge to challenge the organisation on digital initiatives. Sometimes very smart people can end up believing that they have a social strategy because they have a company Facebook page or they are ‘doing mobile’ because they have an app.

Closing the gap is also about executional excellence. One of the areas ADMA is actively developing is in helping organisations to use digital and social data both effectively and responsibly. The Data Pass initiative is something I am excited by, as I believe it provides a key component in developing a mature and sustainable approach to digital data use.


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Nirosha Methananda

Nirosha is a former marketing lead for PwC’s Technology Consulting services.

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