Leadership
In my last role I led over 60 team members nationally across Australia, to help solve client problems using creativity.
The team constituted many different creative roles, from designers, video editors, idea generators, implementors, writers, producers, composers and operations people. Before I became the National Head, these teams were separated, dispersed and lacked a collective mindset. I was able to galvanise the team under the one strategic direction and elevate the quality of work and output levels. This has been a common theme of my tenure in leadership roles. Below are some key outcomes and results, tied back to the teams that I have led and some overall thoughts from my team members.
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Outcomes and Results
01
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Gained 40% more capacity through a processes and system overhaul. Upgraded 20 different processes, into a centralised national framework to enable a more seamless way of operating (measured in Salesforce by the additional capacity we had in the system YOY). This gain in capacity added $1 million dollars to the companies bottom line in the first 6-months, due to the ability to be drive more proactive ideation in market.
02
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Converted five separate markets and eight different functions into one hub, creating focus, so the team was all ‘rowing’ in the same direction, which allowed outcomes that innovated the industry:
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First to create a dynamic campaign that used sequential messaging, passion points and geography – with McDonalds. See more here.
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First to use mood and need states to enhance product relevancy. See more here.
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Developed immersive ad capabilities. See more here.
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First to create cultural ads – Integrating topical conversations and creating ads that were relevant and of the moment. See Sonnant case study below.
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First to use live context, delivering ads dependant on what the customer was doing at that moment in time. See Paramount case study below.
03
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From the International Human Synergistics program (which rates how different teams are going Culturally, globally), I pushed our team into the top performing department at SCA, and within the top 40% in the global index).
04
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Balanced the above by being the most Creatively awarded Team in our industry, with nationally recognised award-winning work (New York Festival, LIA, Webby, and many local industry awards).
Previous leadership roles
Sydney
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Leading the local Sydney team (group of 18 different creative styles); I was seconded to overcome a key challenge: “to make the team more commercially creative”.
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I re-structured the team in to a creative hub
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Comparatively to the Melbourne market – Sydney achieved a 33% uplift in productivity and established a creative reputation in market, by delivering first-to-market ideas, some of which were;
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First to market with a 3D immersive audio capability – 4 years ahead of the competition.
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First to experiment with a Voice App interactive concept. See more here.
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First to use Machine Listening, using data to optimise our creative products
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First to market with a product that unlocked music that increased creative effectiveness, called ‘Brandsound’. See more here.
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First to create communication based on mood and needs states. See more here.
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First in the world to create an interactive branded podcast that used Sonic seasoning to enhance flavours, ‘Grey Goose Garden Bar’. See more here.
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Never again did stakeholders say that the team ‘weren’t creative enough’!
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Redesigned how the team created ideas – using research and data.
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Developed forums to inspire different ways of thinking.
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Created processes to increase ‘ease’ of working.
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Eventually drove an increase in reactive revenue conversion from 20% to 36%.
Brisbane
Brought two teams together in Brisbane (Commercial Response and Activation and Brand Promotions), to drive an increase in business output.
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Drove a 40% gain in content assets, sell-through rate.
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Helped drive both Audio Brands (B105/Triple M) to rate #1 through innovative tactics;
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Produced their first-ever experiential Breakfast broadcast event that consistently attracted 3500+ visitors (up from 150 visitors).
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Created a State of Origin Event, where customers could play against The Legends of the Game – The game was broadcast as if it was as big as the main event itself, all while playing in Sumo suits (for protection and PR!)
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Due to the success of this team, I got ‘parachuted’ into the Sydney team to help achieve similar results.
Gold Coast
On the Gold Coast lead the Brand team to; become #1 for over a one year period of Audio ratings due to:
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Enabling the Breakfast team to appear on The Ellen Show – this was a huge community effort.
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Created the first-ever Broadcast Breakfast show that aired on Channel10 and over the Radio airwaves at the same time.
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This was all accomplished on a regional budget, with a united team.
With the uplift in performance, also creating a team of high achievers and a willingness to work beyond pervious boundaries. Please have a look at what they have to say about my leadership.
Angela Counsel
National Operations Lead - The Studio at SCA
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Luke is a leader that breaks the mould of any previous leader I had experienced. He is omnipresent in the most positive way, and ensures he is spending time with his team, both in guiding and driving towards great work, and then giving more personal one on one attention to help grow people in their individual endeavours.
With a huge focus on creativity and innovation, Luke is deft in rallying a team to create things they haven't done before, and helps them believe that they can achieve the goal in front of them.
He is also a believer in the foundation of process/systems and data to be the frameworks that help deliver the best outcomes and ease for his teams.
Having worked closely with Luke, he is a great communicator that leads with his own vulnerability and ensures others can be comfortable to show up as exactly who they are.
Luke will have incredible impact in everything he does and on the people he is with.
Hollie Bloch
Senior Manager, B2B Marketing @ DoorDash
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Luke’s leadership across a team, 1:1, and as an ongoing mentor is so incredibly unique and for me personally some of my most cherished career chapters. Honestly, at times working with Luke just feels like a masterclass in emotional intelligence, studying the most innovative brands, and creating environments that maximize creativity for your team and your audience - and you can’t help but get sucked in and fired up by the vision and contagious energy Luke brings.
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There are endless skills Luke demonstrated as a leader and developed his teams with, although his trademark has got to be the ability to think outside the box and innovate on another level, whilst ensuring the ‘business as usual’ pieces don’t falter. I did some of my favourite, most collaborative, and creative work within Luke’s org and it undoubtedly was a pivotal point in my career trajectory and leadership aspirations. Thank you!
Nikolas Stuart
SCA General Manager Central Queensland | Audio | Team Building | Strategy
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I have had the privilege of working with Luke Parsons for several years. I can confidently say that he is a creative innovator and an inspirational leader. Luke's visionary approach to problem-solving and his innate ability to think outside the box make him truly exceptional.
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Luke's confident personality and innovative outlook infuse energy and excitement into every project he undertakes. His concepts not only push boundaries but also set new standards for creativity in media. Luke is an industry leader in leveraging creative solutions across various media platforms to deliver impactful marketing campaigns.
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Beyond his creative prowess, Luke is also a remarkable people leader. Luke is an empathetic provocateur, challenging conventional thinking and daring others to embrace their potential. Any team would benefit from having Luke's expertise and leadership guiding them towards success.
David Prime
Head of Strategy, Data and Insights at The Football Association
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Luke’s creative talent and experience speak for itself, however beyond that he offers so much more. He has an inquisitive mind that seeks out performance improvement for himself, his team, and his organisation. Furthermore, he has the kind of infectious positive personality that every organisation needs.
Bec Cooper
Head of Studio - Brisbane
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Luke is a forward thinking leader who invests in his team. His macro approach to creativity has helped to shape the direction of the business and delivered a clear point of difference in market. As a manager he is honest and approachable; qualities I value. I would happily work with Luke again.
Kristy Daniels
Passionate about helping businesses grow by using audio to drive results
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I've had the pleasure of working with Luke for over a decade, perhaps even longer. Luke's unwavering support and unparalleled creativity sets him apart. His dedication to clients and the business, ensuring successful outcomes, is unmatched.
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Luke possesses an exceptional understanding and vast experience in both the audio industry and creative realms. His creativity and expertise are remarkable, making him not only a creative genius but also a genuinely good person.
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While we'll miss Luke's presence at SCA, I have no doubt that whoever has the privilege of working with him next will consider themselves fortunate.
Max Collett
Group Sales Manager at Southern Cross Austereo
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I've had the priviledge of working with Luke for close to ten yers now and have always admired his passion for work, for people, and for relentlessley pushing creative boundaries.
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Luke's commitment to first-class work, and to driving positive outcomes for all of our direct client and agency partners, is second to none. It's something I have always greatly admired about the way he operates as an individual, and as part of a high-performing team.
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Perhaps best of all, Luke is an amazing person, a fantastic leader, and someone you always want to have in your corner. His fierce loyalty to his people and infectiousness personality is an absolute asset to any business he is a part of.
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There is no doubt that Luke is one of the great creative leaders in our industry.
Andrea Salmon
Director of Sales - Melbourne
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Luke is a passionate creative, who is focused on delivering best outcomes for clients. He is an excellent communicator and can collaborate with ease across all levels of the business.
Mitch Byatt
Solutions Manager at SBS
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I’ve had the pleasure of knowing Luke Parsons since 2016 when he took me into is developing creative services team, known as The Studio. He utterly transformed me, like he did many people in that business. His unmatched work ethic, focus on high performance and absolute flair for creativity is something I had never seen before and am unlikely to see again. His passion for audio and its capability is infectious and he was responsible for moving the industry forward during a hugely challenging time. One of the most eccentric, personable and engaging presenters the industry has seen – he’s also bloody fun! He creates a team culture that leaves a huge impact on you and is something you’ll miss terribly when you leave.
Marissa Karageorgis
Senior Campaign Ideas Manager - The Studio at SCA
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Let’s land the plane on this recommendation up front. Luke was and will likely be the best boss I’ve ever had - there, I said it!
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I spent 5 years working alongside him at The Studio at SCA. It’s important to point out the choice to use the word ‘alongside’ because that’s exactly what it’s like to be managed by, Luke. As a manager, Luke’s style is to lead alongside instead of from above and it’s this specific quality that I believe is his true distinction as a leader.
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Luke challenged me, he supported me, he taught me and most importantly he showed me what it’s like to have a manager who backs you unconditionally.
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There is no question that Luke defined my career by leading with example and by sharing his endless treasure cove of knowledge. I am forever grateful.
Alyce Mollenhauer
Head of The Studio - Brisbane @ SCA
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I’ve been fortunate enough to work with and learn from many clever people in the advertising industry over my time, however Luke’s leadership provided me with a whole new perspective on what could be possible through the lens of creativity.
Luke thinks big: ambitious, creative and with a long-term vision giving his team a clear ‘north star’ in what we are all working towards to challenge the status quo and to be on the front-foot in the ever-evolving media & entertainment landscape.
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I hope our paths cross again and I look forward to seeing what new ideas come from that brain of yours, Luke!
Paul Corbett
Creative Lead Manager - The Studio at SCA - Melbourne
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Put simply, Luke Parsons is a Champion of Creative. In an advertising world run by numbers and data, Luke never loses sight of the bigger emotional picture – and uses that all-important data to guide teams towards a solution that doesn’t just push boundaries creatively, but is grounded in insight led strategy, and brings in results and returns for his clients
Joe Anson
Sales Director - NSW at Sports Entertainment Network
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I worked with Luke for close to 5 years at SCA in Sydney and wouldn't hesitate to recommend him. Luke's passion and enthusiasm is second to none. He genuinely cares about clients and their challenges and uses his creative flair and expertise to help them solve problems and make tangible impact to their businesses. His light hearted and fun approach is something I always appreciated and he was always a pleasure to work with. Best of luck Luck whoever snaps you up will be lucky to have you.
John Musgrove
Head of Research - Commercial Radio & Audio
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It's a rare thing to find people with overwhelming passion for something that is matched with the skills and learnings to bring that passion to life. Luke is one of those people. Having worked with and around Luke for many years, I've had the pleasure to have many conversations with him about the worlds of audio, radio, brands, strategy, creativity, marketing and research, and how you mix those worlds together to create brilliant outcomes for the companies you work with and for. I always walk away from those conversations a little wiser and with some new thought buzzing around inside my head that builds on my knowledge. All that aside, working and talking with him has always just been good fun as well. His history demonstrates his the great success he's had in these areas.
Kiara Watson
Preparing brands for an audio connected future
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It’s not often you come across a fantastic leader that leaves an incredible impact not only individually but across the wider business. I have had a short tenure with Luke working closely with him as a part of the National team for The Studios at SCA.
Luke has a passionate ability to drive and deliver first class innovations for the business. Always providing cutting edge ideas for creative solutions. Beyond his creative flair, Luke’s passion for his team and ability to engage with everyone, whilst truly making them feel seen and heard is unmatched.
His natural curiosity to question and to push the creative boundaries is unlike no other. No doubt his absence will be felt, and I’ll be envious of any organisation that has him in their corner.
Trent Szmolnik
Video Producer & Photographer
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Luke has hands down been the best manager I’ve ever had. He cultivated such an energetic and passionate team and his support for our ideas internally and focus on our individual progression externally, was something that stood out the most. He not only guided the team to move forward but strived to push each of us outside our comfort zones, which at times seemed tough. But at the end of each project I always found myself so proud of the work I achieved and it’s all thanks to his leadership.
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Truly one of the most knowledgeable and passionate humans, who’s always looking for ways to improve and better himself, and it shows.
Samantha-Rose Spence
Executive Producer at NOVA Entertainment
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Luke was my boss, mentor, cheer leader and inspiration when I first started in radio at Southern Cross Austereo. He was one of the best bosses I’ve ever had, always pushing growth, boundaries and the development of myself and the business. A testament to him that I still use a lot of the practices implemented in our 5 years working together and still look to him for inspiration.
Matt Dickson
Creative thinker, Marketer, Behavioural Psychology fan and Audio branding specialis
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Luke is one of the most passionate people I’ve ever worked with. He is a great motivator of people and has great long term vision. Luke sees and believes in the power of a great idea, and is willing to do what it takes for that idea to see the light of day. If you’re up against Luke in an idea pitch situation, consider yourself warned :-)
Thom Wood
Audio Branding, Composer, Audio Advertising & Voice Over
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I was lucky enough to work with Luke for the better part of 6 years at Southern Cross Austereo. You'd be hard-pressed to find someone with equal amounts of passion and dedication. What I admire most about Luke is his unrivalled belief in creativity, and his ability to push the boundaries and bring a sense of showmanship and charisma to every opportunity laid in front of him. His emphasis on the importance of culture is second to none and he certainly helped me raise the bar on many aspects of my career.
Pearce Jacobs
Senior Designer, Marketing at SCA
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It's with great pleasure that I recommend Luke, who served as my manager during his tenure as the Head of Studio Sydney at SCA for over 5 years. Luke is an exceptional individual, dedicated to his work with an unwavering passion for creativity and storytelling, driven by data-driven insights.
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Throughout our time working together, Luke consistently demonstrated his commitment to client goals, delivering bespoke and innovative campaigns that left a lasting impact. His "bigger is better" approach to projects reflects his ambition and drive for excellence.
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Luke's genuine personality, combined with his dedication to his craft, makes him a valuable asset to any team. I have had the privilege of collaborating with him on numerous projects, and his professionalism and creativity never cease to impress.
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In summary, Luke's hard work, creativity, and dedication make him a standout professional in the industry. I wholeheartedly recommend him to any company seeking a talented individual who can drive results and exceed expectations.
Alana Burns
National Account Manager at Southern Cross Austereo
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I have had the pleasure of working closely with Luke for the past nine years during his time at SCA Sydney and I can confidently say that he is an invaluable asset to any team or organization. Luke is not only passionate about his work, but he consistently delivers first-class ideas that drive innovation and value.
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One of Luke's standout contributions has been his creation of Audio Immersion Sessions, which effectively showcase the immense value of audio. His ability to conceptualize and implement such initiatives highlights his creativity and strategic thinking.
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Beyond his professional skills, Luke is a dream to work with. He is highly intelligent, dedicated, and genuinely cares about delivering exceptional results for clients. His commitment to client results and critical thinking sets him apart in the industry and ensures that projects are consistently executed to the highest standards.
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Luke is one of those rare people who you meet in an office who is not only a great person, with an infectious passion, but also someone who, despite his senior role, will help, engage with and make every person feel seen and heard.
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His absence from SCA will undoubtedly be felt. However, I see this as an incredible opportunity for any organization fortunate enough to bring him on board. Luke's talent, drive, and integrity make him a tremendous asset, and I am envious of any business that gets to work with him!
Simon Hills-Johnes
Word Nerd. Audio Addict. Devoted Flâneur
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Luke is a consummate showman, a passionate leader, and he is so continuously and fiercely focussed on self-betterment and personal evolution, that he may - in fact - be some kind of Pokémon.
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If you’ve ever seen Luke present, then you’ll know he’s truly one of the greats. If you haven’t seen Luke present; then that’s something worth repairing.
Leanne Glamuzina (nee Gibb)
VP Marketing
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After hearing about the talented Luke Parsons throughout my media career, I recently had the opportunity to work with him at SCA, finally! In fact, I was fortunate enough to be office neighbours with him, our desks placed across from each other.
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I can honestly say that working with Luke has been one of the highlights of my time in the SCA office. Luke is not only incredibly creative, but he is also one of the most passionate and inspiring individuals I've come across.
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When it comes to leading a team, Luke is a natural. He is gifted in fostering a collaborative team environment and managing stakeholders effectively. He knows how to get everyone on the same page, ensuring each person feels valued and empowered to do their best work.
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Now let's talk about passion – Luke has it in spades! You can see it in everything he does, from the way he dives into projects to the genuine excitement he brings to every interaction - and his energy is infectious!
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I can't recommend Luke enough for any role that needs a creative, enthusiastic leader who's not afraid to think differently.