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    Atomic 212º’s Tom Sheppard on ‘making media smarter, faster, and accountable’

    Tom Sheppard, general manager of media technology at Atomic 212º, told Mediaweek that the independent agency’s position on “making media smarter, faster, and accountable” is central to his and his team’s work.

    “I think we really live and breathe that mantra,” the winner of the Data and Research category at Mediaweek’s Next of the Best Awards added.

    “We understand the client’s challenges and then figure out the best way to solve the problem in the most effective way possible.”

    Atomic 212º’s success is reflected in a string of wins over the last year, including BMW Australia and New Zealand, Tourism Northern Territory, Entain and most recently, Darrell Lea.

    Mediaweek caught up with Sheppard to chat about what the award means for him and his team and what excites him in the data and research space.

    The awards have been judged by an all-star line-up, what does it mean to you to be recognised by this group?

    It’s massive, especially given the strong calibre of the other finalists too. To have the judges select our entry is something else, especially given their deep understanding of the industry and having seen “many things and initiatives” before. So having what we are doing as a team externally validated and recognised by an all-star line up is extremely pleasing not only to myself but to the team itself that plays a significant role in bringing our projects to life.

    What makes Atomic 212º’s work in data and research stand out in the industry?

    Our advantage is we are a dynamic and nimble team that has this great ability to roll up our sleeves and get work done at a very fast pace by collaborating with different team members across the agency, particularly in trading & strategy. We understand the client’s challenges and then figure out the best way to solve the problem in the most effective way possible. Atomic 212 has a USP of making media smarter, faster and accountable and I think we really live and breathe that mantra. We have developed a great product and process that brings this to life through our own proprietary channel planning tool.

    What currently excites you about the data and research space, and what do you want to evolve in it?

    It sounds cliche but building out automation excites me, not just the standard tasks, but more the automation of complex logic and rules that can help with the standardisation of media planning by well-defined systems and rules that are grounded in our Atomic 212º best practice.

    If you could be part of another division in Atomic 212º, what would it be and why?

    I’m sorry A212 peeps – My role has interactions with most divisions of Atomic 212º in some form, and I think I have the best role here.

    Being Next of The Best – what can the industry expect next from you?

    I like challenging the status quo. If something can’t be done or is considered too hard, I like to try and figure out how to solve that.

    Top image: Tom Sheppard

    The post Atomic 212º’s Tom Sheppard on ‘making media smarter, faster, and accountable’ appeared first on Mediaweek.

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