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A Day in the Life of… Geoff Lyons FMII, Managing Director at PML Group

Posted By The Marketing Institute, Wednesday 10 October 2018
Updated: Tuesday 9 October 2018

Geoff Lyons PML Group

The Marketing Institute: What does a Managing Director at PML Group do?

PML Group is Ireland’s largest Out of Home media agency, our clients span across multiple sectors and services meaning we have the privilege of working with amazing Irish and Global brands. Our clients are at the heart of our business and it’s our job to connect their brands with audiences as they go about their daily lives. We do this in multiple ways through the use of data led audience understanding and brilliant marketing across classic, digital, ambient and experiential Out of Home platforms. It’s my job to ensure we’ve the very best talent and tools in place to perform this function, and I’m glad to say we’ve the best team in town. 


What were your key career moves to get to your current role?

As part of the milk round process in University I was placed in INM on a graduate program. That internship lasted 18 years! I had a wide variety of amazing experiences and roles. Publishing prepares you for a lot given the ever-changing fast paced environment that you work within and multiple external touchpoints associated with the business. The experience across a variety of disciplines on the commercial and marketing side helped me prepare for my role today in PML Group. We work to understand multiple audiences, their movements and their behaviour so as we can create meaningful real world connections for our clients’ brands.


What is the biggest challenge you face in your role?

My biggest challenge is keeping up with my brilliant team. Our medium is constantly evolving and our expert team is continually testing the boundaries of OOH for our clients. It’s a high-class challenge and it’s exactly how any business should operate, innovation must come from every angle in your organisation.


What key skills do you need to be effective in your role?

We work in a creative client focussed business, in order for me to be effective in my role it’s imperative that my colleagues have the very best tools and services to do their jobs for their clients and that we are all empowered to explore the potential and possibilities for brands. For example, we’re changing the thinking and delivery of Digital OOH with our proprietary Dynamic Liveposter technology that unlocks infinite creative possibilities for brands on multiple screens at scale. The only limit here is creativity, and as we know, there is no limit to creativity.


Describe a typical working day.

There is no typical day, there is perhaps a typical week that involves multiple interactions with my colleagues and our clients ensuring that the business is doing what it’s supposed to. I believe strongly in the power of people and unleashing their potential is good for our clients and of course our business. Trying to understand the future is my other passion point, so I do take time to understand what’s happening in our industry globally to ensure we are best placed in Ireland to make a real difference for our clients.


What do you love most about your role?

I am very fortunate in that I get to work across multiple industries and brands. This keeps it really fresh for me and for my colleagues. Ultimately marketing and advertising is about selling products and services and Out of Home is an extremely effective medium to do this job. I do feel very lucky to be working with a medium I love which I believe is the past, present and future of Brand Marketing. If you’ll pardon the pun, I’m in a great space!


Looking ahead, where might your career path lead to next?

Wow, that’s an interesting question. If you’d asked me that 2 years ago I am not sure I’d have told you that I’d be managing PML Group, but here I am and I love it. As I said earlier, OOH is the past, present and future I look forward to continually driving innovation into the medium ensuring it continues to deliver for our clients in even more new and exciting ways.


To whom do you look for professional inspiration in your role?

I’ve worked with great leaders in the companies and the businesses I’ve worked with and I’m very grateful for that. I’ve been fortunate also in that I’ve had the privilege of working with leaders in senior roles across multiple industries. I have taken inspiration and learned from every one of those encounters. That said, I take the most inspiration from my colleagues, I work with an amazing group of people who demonstrate immense diligence and incessant innovation every day in line with our mission to Be More Now for each other and importantly for our clients every day. 


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