QMS sales head says Olympics have given industry a boost amidst ‘dreary market’
After a period of stagnation, the marketing and advertising industry received a much-needed boost during the Olympics, according to QMS head of sales, Tim Murphy.
Speaking to Mumbrella this week, Murphy explained how the leading international sporting event revitalised brand campaigns on a global scale.
“We’ve delivered tens of thousands of pieces of dynamic, creative content during the main Olympic period, and the Paralympics is still to come,” he said.
Murphy explained that brands represented by QMS, such as Woolworths, Bupa, Toyota, and Stan, have “leaned into the Olympics” this year.
The partnership revenue QMS has generated, particularly in July and August, has been a significant boost, exceeding traditional campaign income in an otherwise “dreary” market.
“We were able to update Australian citizens in every state on what was happening and bring [the Olympics] to life on people’s drive to work in the morning,” he said.
“The time of day scenario didn’t play out all that neatly for the TV and broadcast partners, but it sure worked out for the out-of-home partners.“
Spotlighting out-of-home advertising as a key performer in the industry, Murphy said: “It’s a great place to be.”
“The sector’s performing incredibly well, particularly compared to some of the other traditional media sectors. There’s great investment in the infrastructure and opportunity for advertisers and agencies.”
He said QMS continues to experience double-digital growth.
Tim Murphy
“It’s a fascinating dynamic. [We are having] really interesting conversations with our agency and advertising partners because we’re trying to drive positivity and confidence into a market that’s feeling pretty pessimistic and a bit unsure of itself.”
Former chief sales officer of OOh!media, Murphy joined rival out-of-home company QMS in September last year. He has been with the company for over 16 years before stepping into the newly-created role six months ago.
Murphy is responsible for leading the sales function across the entire QMS network, working alongside chief revenue officer Alex Kerley.
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