ANTONY NORTH
Regional director - ASIA

Antony's career in advertising began in an unconventional way; by training to be a doctor. Deciding to follow a different path, he used his knowledge of medicine and joined Reuters developing web based solutions for the NHS. He worked in New Media and later joined Ogilvy; first working on interactive before moving to above the line.

As the 'digital guy' working on traditional media, Antony was dumbfounded by how unscientific campaign evaluation was. He began brainstorming ideas with James to introduce the accountability of online into offline advertising and soon became the second member of Ad.IQ. In 2006 he set up its first global office in Sydney and has already made history: opening up the mobile marketing industry in Australia by successfully lobbying for the 13 local rate number range to receive texts as well as calls.