AdNews sits down with Carat Sydney MD, Dan Sinfield


AdNews recently fired twenty (or so) quick questions at Carat Sydney MD, Dan Sinfield, as part of their Industry Profile section, which helps shed a little light on some of the industry's most interesting players.

*This article originally appeared in AdNews.


Dan Sinfield

Duration in current role/time at the company:

15 months.

In one sentence, how would you describe what the company does?

Carat creates innovative media campaigns that work across all platforms and deliver real business value for our clients

In one sentence, what does your role involve?

Managing the Carat Sydney office.

Within the last six months/year, what stands out as the company’s major milestones?

Carat Sydney has had a very busy yet rewarding last 12 months with a new leadership team and new focus. There have been many milestones that we have achieved but the bedrock to many of these has been the huge improvements in staff happiness and satisfaction scores we have seen both in our internal measurement and independent industry (Mediai) scores.

In tandem and directly related to this has been some great client satisfaction scores and delivery of a set of challenging annual agency targets. Whilst probably only witnessed by a few, the most important milestone was winning the ‘Agency of Origin’ touch football competition at the Sydney Football Stadium beating many other media agencies.

Best thing about the industry you work in:

The like-minded people we get to work with across all agencies, clients and media partners.

Previous industry related (ad land/ad tech) companies you have worked at:

I started in the industry at what is now OMD UK before heading to Australia to initially work at MindShare then OMD before landing at Carat.

Career-wise, where do you see yourself in three years time?

The media landscape is moving at such a speed that predicting what you will be doing in three years seems to be just short of guess work. As long as I am continuing to learn and work alongside people I respect I will be happy.

Tell us one thing people at work don’t know about you?

I once had the opportunity to play a training game of Rugby against the All Blacks. Amazing to witness the skills, fitness and power they had and how big Jonah Lomu was.

Top networking tip:

No time with clients is a waste of time.

My favourite restaurant for a business lunch is:

Whilst I have heard it referred to as the Maccas of media (how spoilt are we), it is hard to look passed Rockpool Bar and Grill. Steak and mac and cheese mmm.

My favourite advert is:

Not sure I have a favourite advert but I am a big fan of the ‘Batdad’ YouTube site, particularly the ‘Jen! Compilation’.


My must-have gadget is:

Has to be the Apple TV. Mainly for its parenting abilities but only used as part of a balance parenting routine of course.

My favourite media is:

Watching Super Rugby in HD on the TV. Go Tahs.

My favourite TV show is:

Currently enjoying Suits but I’m a long way behind, just moving onto series three.

The last book I read:

Was before we had our third child.

My mantra / philosophy is:

Come to terms with the fact that you will never complete your to-do list.

I got into advertising/ad tech/marketing etc because:

I applied to a tiny ad in the Guardian media section a long time ago.

If I wasn't doing this for a living, I'd be: Bored and skinnier

In five years' time I'll be: Fatter and slower

Define your job in one word: Evolving

What's your poison: Heineken or a nice Shiraz


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