Chris Richardson

Current Role:

General Manager

Duration in current role/time at the company:

Just over 2 years working at iProspect Sydney, and 4 weeks into this role

How did you get into digital?

I built an online business with a mate while at University in Manchester in the UK. While the business went ok, the fact that I’m here means it wasn’t a roaring success! However, I learned loads from it and in particular spent far too much time investigating what people were doing on our site through Google Analytics. From there I got into Digital Marketing in London and haven’t looked back.

What brought you to iProspect Sydney?

I was working as a Digital Strategist at an agency in London, but looking to move overseas. An exciting role at iProspect was shared with me to come over to Sydney as a Director in the Paid Media team which I leapt at. Fortunately my soon to be boss was in London at the time so we could interview face to face, from there it went pretty quickly and before I knew it I was on the plane to Australia to get started.

Define your job in one word:


What’s your favourite thing about the industry?

Every single day is different and, because it’s always new, the rules are there to be created. 

What do you see as the biggest opportunity for iProspect and our clients?

Undoubtedly this lies in data. Day in, day out, we work incredibly closely with our clients’ media, website, and purchase data to draw out insights that educate our strategies. However, there is opportunity to be much more intelligent in the attribution space, configuring set ups more accurately to map consumer activity in a journey that is becoming increasingly fragmented. In doing so, we are in turn able to successfully determine the touch points that are adding real value, and therefore improve the business returns we are delivering for our clients.

How do you see the iProspect Sydney team evolving in 2017?

We’re a strong, tight-knit, team with a great mixture of people that have been in the business for a number of years and know it inside out, and those that are fresh with new ideas and new energy. The exciting piece moving forward is combining those two sides to create a direction that everyone buys in to.

What’s been the highlight of your career so far?

Winning awards is always a highlight, and taking home a Multichannel Marketing award in the UK for what was previously a very singularly focussed agency was a good moment.

And what’s been your biggest career challenge?

Moving country and company in one go, getting to know a completely different business, city, industry, and way of life was a big challenge but one that I’d recommend to anyone back home!

Where do you turn for inspiration?

Walking and listening to literally any podcast available.

If you weren’t doing this for a living, what would you be?

An F1 driver

Chris Richardson

Chris is the General Manager of iProspect Sydney. Having been with iProspect since the beginning of 2015, he is responsible for running the Sydney office and achieving the company’s broader objectives. He oversees the operational performance, team working, and client performance of the iProspect NSW business.