A Day in the Life of Mindshare UK’s Michael Murray

In this week’s ‘A Day in the Life of…’ interview, Mindshare UK’s Michael Murray provides an insight into his role as Head of Programmatic.

Hi Michael, can you tell us a bit about your role and how you got here?

Programmatic is one of the more recent evolutions of the advertising industry – the application of data powered algorithmic trading of online display and video ads. I lead the team at Mindshare responsible for the activation of campaigns against these principles for our clients, including some of the UK largest brands and blue-chip companies.

I always claim to have taken the very scenic route! Almost four years at Mindshare and it’s still my first agency-side role. I spent the previous 15 years on the media sales side of the industry, and while I wish I could claim there was a great strategy involved I’ve just been incredibly fortunate to work for some amazing start-ups and smaller media brands over the years, that punched very much above their weight. It was tough work but the most extraordinary sense of fun too.

It’s quite unusual for someone to cross the floor from the sales to the buy side, but I reached a point in my career where I was looking for a completely different challenge, and this role provides me with that ability to view the industry still with a fresh perspective.

What does a typical day look like for you?

Completely different from the day before hopefully. I’m lucky enough to work across an amazing range of clients in so many verticals so no two conversations are ever the same. From strategizing new product launches, hearing new media partner developments, talent recruitment & training and so much else, it’s a fantastic industry to be challenged daily. We’ve spent the last 18 months developing our DE&I media proposition allowing our clients to correctly source and fund those media publishers previously overlooked by the tech platforms. This project allows some of the UKs top brands (through their ad spends) fund the incredible work these news brands deliver to their respective communities is very rewarding. Currently the industry is exploring methods to offset the carbon impact of online display ads which appeals to my inner geek and is completely fascinating.

What part of your role do you enjoy the most?

Easy question. Working with our incredible team. It is the biggest privilege of my career to nurture and develop the incredibly dedicated team of programmatic media buyers we have at Mindshare. Each of them makes my job so very enjoyable.

Which top three skills are vital for this role and why?

Top of the list is excellent interpersonal skills. Networking is essential and regardless of the huge increase in the application of data and tech, at the core of this industry it is still (quite rightly) very much a relationships game. To succeed it’s important to be navigate the space to build genuine lasting connections.

Secondly an ability to not just understand technology and data but its potential application for marketing goals and business objectives. The advertising industry changes at a rapid pace with new tech platforms, publishers and options around creative execution coming out at increasing frequency. This is all compounded by the impact of new online privacy laws around tracking and targeting. It can be a lot to digest but really understanding the impact and implications to your client’s business is vital.

Finally, not to be embarrassed about asking questions, constantly. How else can anyone improve and not stand still.

What’s the most challenging aspect of your role?

Like so many industries finding that right work-life balance is always a challenge, especially in a city like London. Thankfully we’re incredibly well supported at Mindshare. Health and wellbeing is not a tag line on a corporate deck for us, but feeds across the company at all levels with fantastic mental health support services, medical check-ups, company days off, wellness hours, sponsored gym membership, etc. My current goal is to join the daily yoga classes that take place on our stunning rooftop on the Southbank.

How do you help others feel like they belong in your team/promote inclusion?

When I first joined the working world (in 2004), there were limited out gay people in any senior positions on my radar. It was still a time where the belief back then was to be out would somehow restrict my career opportunities. Now I’m the older guy I’m proud to be out at work and by doing so, hopefully encourage anyone holding back on bringing their full authentic self to work. I work with a team, some 15-20 years younger than me, whose ideas around sexuality and gender identity are so much more fluid than even 10 years ago and this feeds directly into the media buying work we do.

Mindshare actively celebrates all diversity in the business – top of the agenda in our weekly all hands company meeting is a standing DE&I update on the work we do in diversify media buys and our own business, delivered by the UK CEO. The suitably fabulous Mindshare Pride party recently attended by so many colleagues, media partners and clients was a timely reminder to me in Pride season of how far we’ve all come.

Which podcast/Youtube series would you recommend to someone interested in pursuing a career in this area to help develop their skills or prepare them for the role?

Not a YouTube series, but subscribe to ExchangeWire. In an industry drowning in opinions Ciaran & the ExchangeWire team have been there since the beginning and cut through all the hot air and waffle. It’s essential reading.

Where do you see yourself in 10 years?

A question to always be avoided! The advertising industry has shifted and changed so much even in the last five years it’s impossible to predict the opportunities that will come up in the next 5-10. Media consumption trends have changed dramatically over the past 10 years, who knows what new platforms and ideas we’ll take as second nature in the next 10. My aim is to stay in the industry and keep developing emerging fresh talent. Failing that – running away to Cornwall and opening a cupcake bakery.

WORKFAIR 2022

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