How Nick Kavanagh is Navigating an Unbounded Media World
When it comes to media strategy and driving client success, iProspect has carved an essential niche. Central to this reputation is Nick Kavanagh, chief strategy officer at iProspect Australia.
Speaking to LBB, he shares his journey from archaeology to advertising, and his commitment to constant learning.
Focusing on cultural creativity, data-driven insights, and storytelling, Nick discusses strategies for navigating industry changes, leveraging AI, and enhancing talent to position iProspect as a forward-thinking end-to-end agency.
LBB> Have you always been a creative person, even as a child?
Nick> I think curious is probably a better adjective.
It’s what led me to study archaeology at university [and then flip subjects completely for my post-grad]. It’s why I’ve worked in many different types of agencies. It’s why I emigrated to Australia.
I try to learn and adapt constantly.
LBB> With your extensive experience in communications strategy spanning across different regions, what unique insights do you bring to your new role as chief strategy officer at iProspect?
Nick> My intention is to bring the knowledge and passion for culture-shaping creativity that I’ve accrued and apply it to how we answer briefs and accelerate growth for our clients here at iProspect.
I was attracted to the agency because of its unrivalled strength in data, digital, and performance media, so it’s an interesting juxtaposition.
LBB> What strategies will you implement to help iProspect navigate the ever-changing and complex media and consumer landscapes?
Nick> Operating at the nexus of culture, data, technology, commerce, and creativity makes working in a media agency a constantly evolving endeavour.
However, there are certain elements and principles that remain the same. One of which is how brands are built. Although the levers we have at our disposal may change, the laws and principles of effectiveness are immutable.
So, whilst I’ll be encouraging my team to continue to stay ahead of the curve to ensure the work we do for clients is as innovative as possible, I’ll be embedding a culture of marketing effectiveness to ensure the work’s also highly effective.
LBB> Can you share some examples from your career where your strategic thinking has led to notable client successes, and how do you plan to replicate or exceed these achievements at iProspect?
Nick> From a marketing effectiveness perspective, arguably the most successful periods of my career have been at Naked and McCann London. Agencies where I was able to collaborate directly with creatives and integrate channel thinking into the execution early-on.
My intention is that iProspect is seen as a highly collaborative force within Australia. An agency that our creative partners – whether within or outside Dentsu - enjoy solving a brief with and see our technological expertise as complementary to their work.
LBB> How do you envision combining storytelling with digital expertise and audience knowledge to drive meaningful results for clients as iProspect continues its transformation into a full end-to-end agency?
Nick> Interestingly this is something we’re actively discussing as an agency.
When responding to briefs, I think there is much work to do in how we demonstrate to clients how their media activity will come to life. Especially as every channel digitises. What will it look and feel like for the target? How will different channels integrate? How will brand and performance media work in unison?
This will require better ecosystem and customer journey visualisation.
LBB> In what ways do you believe the industry is on the verge of profound change, and how do you plan to position iProspect to leverage this change to its advantage?
Nick> I started my career in 2002—about the same time that digital media, or ‘interactive’ as it was called then—became a thing, and I was struck by what a paradigm shift this was in the industry. AI will make that first digital wave look totally insignificant.
At iProspect, we’re currently exploring the innumerable ways in which AI can enhance the work we do for clients but also enhance how we work so that we can focus more time on what matters; our clients and their problems.
LBB> How do you intend to build upon iProspect's existing talent and capabilities to create a forward-thinking strategic media and data product that meets the evolving needs of clients and the industry?
Nick> My intention is to grow the strategy team from people currently working in digital and data-specific roles.
Although it requires a lot of patience and training, we’ve done this successfully with several team members already. It ensures a base-level understanding of data/tech/platforms that will be essential if we’re to navigate our clients' brands into the future successfully.
LBB> What are the biggest challenges and opportunities in the current media landscape, and how will your leadership help iProspect address these challenges and capitalise on these opportunities?
Nick> With every challenge or change comes opportunity.
Personally, I’m fascinated by the pace of change right now. AI is obviously at this core, but there’s more to it than that.
Take Vice Media, for example. It was valued at $6b [US] in 2016. Sxi years later, it’s no longer an entity. Its demise is due to more than poor business decisions. The very foundations upon which media businesses like Vice were built - and Pitchfork and Buzzfeed – have changed irrevocably.
Clients get this and are increasingly saying most agencies are too slow to adapt. They want an agency that is nimble and has a different perspective. That’s why at iProspect, we’re laser-focused on our structural agility, our Performance Mindset and how we track changes in consumer behaviour and attitude in real-time.
We’re very proud that we’re a very modern, progressive media agency.
LBB> How do you plan to maintain iProspect's heritage as one of the world's leading performance agencies while driving its transformation into a full end-to-end agency?
Nick> This is a great question.
At its core, ‘Performance’ media seeks to convert consumer intention into action. Usually, a sale. To that end, performance media - and performance media agencies - tend to be data-driven, highly measurable and predicated on a test-and-learn approach.
What we’re striving to achieve are strategies that apply this rigour – or Performance Mindset – throughout the entire customer journey by ensuring that the brand-building work we do for clients is just as commercially focused, just as measurable and just as data-driven as their traditional performance work.
LBB> What are the trends in the region you’re expecting to see take off in the next year?
Nick> Ergh. I hate predicting trends, but seeing as you asked so nicely, I’ll give you one.
But it’s a global trend, not a regional one.
It’s the idea of an Unbounded Media World, whereby every media touchpoint is an opportunity to connect, shop, share, and experiment. How media has worked in the post-war period is going to transform dramatically over the next few years, and I, for one, can’t wait to define how brands operate within it.
LBB> If you could change one thing about the industry, what would it be and why?
Nick> More women, from more diverse backgrounds, in agency leadership positions, please.
