Industry Profile: Elise Taylor at oOh!media

Originally published in AdNews

AdNews’ Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles andcompanies across the buzzing industry.

Elise Taylor: Group Commercial Director – Enterprise & Study at oOh!media

Time in current role/time at the company: Two months in my current role as group commercial director – Enterprise & Study and 21 years at oOh! This includes 11 years at Eye Corp which was acquired by oOh! in 2012.

How would you describe what the company does?
oOh! is the largest Out of Home media company in Australia with 35,000+ advertising assets. We cover environments such as airports, Qantas Clubs, lounges and inflight entertainment, shopping centres, universities, office towers as well as street in the form of billboards and bus shelter advertising panels.

What do you do day-to-day?
I have quite a broad remit, with my days being diverse and challenging, but I get to work with some of the industry’s greatest minds. My daily routine starts with morning exercise, usually with my husband and my dog, followed by a coffee. My days are often meeting-heavy, including commercial partner updates, network sales meetings, project meetings, future asset planning, team and operational meetings. I review the key business metrics by commercial partner to ensure we are on track and take any necessary corrective action as required.

Define your job in one word:
Win-win (is that one word or two??)

I got into the media industry because:
I accepted a role at the local newspaper in my home-town of Ballarat as an advertising sales executive. I loved it. From there I moved into regional television and then metro TV with Nine and Seven, but I found my true passion in Out of Home. Media industry people are interesting, unique, and passionate, that’s why I got into media and have stayed in the industry for more than 30 years.

What’s the biggest challenge you face in your role?
The impact of major global events such as the GFC, SARS, COVID and now rising inflation. I have worked through all, with COVID being the most challenging. But with each challenge comes new opportunities.

What’s the biggest industry-wide challenge you’d like to see tackled?
Diversity, Equity, and Inclusion (DEI) – The positive is there is more happening in this area than ever before, however, we still have a long way to go. The challenge is I rarely see the inclusion of age in the DEI equation. ABS Census data shows the average age of advertising and media marketing professionals is 34 years, with the largest share of workers aged 25 to 34 years. This is younger than the all jobs average of 40 years. And only 3.4% of workers are between 55-59. Age brings a sense of calm, wisdom and deep knowledge to teams and it helps model the future work experience for anyone younger.

What are you most excited about in the next 12 months?
The evolution from MOVE to MOVE 2.0. in OOH measurement which will capture digital, regional and place-based audiences. More programmatic campaigns and a greater use of data.

Who has been a great mentor to you and why?
I have had the privilege of two professional mentors, sponsors, and cheerleaders for many years. Robbie Dery & Sarah Young, are both trusted industry leaders and media professionals. They have, challenged, supported and lead by example. They have encouraged me to look at things differently and created a safe working environment that allows me to do better and be better at what I do.

Words of advice for someone wanting a job like yours?
Be brave, speak up and back yourself. Reach out and learn from the incredibly talented people that surround you in this industry.

If I wasn’t doing this for a living, I’d be:
Working for a not-for-profit – RSPCA or the Guide Dogs

My mantra is:
Stand bravely in the truth of what you believe and reach out – Anand Giridharadas (The Persuaders).

My favourite advert is (and why):
The Qantas “Together Once More” commercial post the pandemic. Signalling the return of travel, the imagery combined with Australia’s most loved celebrities – Kylie, Hugh, Ash, and Adam – to the tune of Peter Allen’s ‘I still call Australia Home’. It is boldly and proudly Australian.

Music and TV streaming habits: what do you subscribe to?
Apple Music and Spotify, Netflix, ABC iview etc. I subscribe to most of the streaming services both free and paid.

Tell us one thing people at work don’t know about you?
I did not speak until I was four. Some would say I’ve been making up for it ever since.

In five years’ time I’ll be:
Leading, supporting and motivating the next generation of media professionals to be the best they can be.