Q&A with Southern Cross Austereo’s Clive Dickens

Clive Dickens

In a piece that first appeared in Encore, Southern Cross Austereo’s director of digital and innovation talks the next industry trend and why Google has the power.

Who is the most powerful person in Australian media and why?

Maile Carnegie, the excellent new country head and managing director of Google Australia and NZ. As Sir Martin Sorrell from WPP recently commented, Google is now a media company masquerading as a tech company.

What one medium could you not live without?

Social media (on mobile). Communication is a basic human right and need. Social media also allows the best media brands to shine but disrupts the laggards and lazy brands.

Your one guilty media pleasure? 

I subscribe to and consume dozens of YouTube channels, partly as it takes me away from the mainstream when needed. Also it provides amazing access to fresh new local talent.

The next big industry trend is… 

Big data and SoLoMo – social media, location aware, mobile first – mashed with opt-in user data to give brands, via advertising, even better return on investment and targeting.

If you weren’t doing this for a living what would you be doing? 

Probably creating commercials at an ad agency. I love advertising. In my opinion big consumer brands that invest in and value above the line advertising should avoid working with products that encourage consumers to pay to remove ads or avoid them.

Your best piece of career advice… 

Do something you love and you will never truly work a day in your life.

If you could poach any one person, who would it be? 

Bob Iger, CEO of the Walt Disney Company. He has truly transformed what was already a very successful business and brand and has given it its next big decade of consumer characters and stories with very smart acquisitions from Pixar, Marvel, Star Wars and Indiana Jones.

Would you recommend working in this industry to your kids? 

I work across TV, radio, online, mobile, social media and creative talent. In my first 30 years in the business, I have worked in 30 countries, co-created large consumer brands and invested in small digital start-ups – I have one of the best jobs in the world and I just hope my kids are as fortunate as I am.

What is your favourite Aussie ad?

This Carlton Draft ad from 2006 comes a close second to my new favourite, Dumb Ways to Die. The only paid media in that campaign was radio.

Clive Dickens is the director of digital and innovation at Southern Cross Austereo.
Issue 23This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.


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