About Me

Regional Strategy & Innovations Director, APAC at Iris Worldwide

Youth marketing expert

Charged with developing world class participation brands for clients across the APAC region including  adidas (Adidas football, Originals, Super Rugby, All Blacks, Team Messi, NEO),  Smirnoff youth festival activations, Johnnie Walker F1 sponsorship, Lonely Planet, Shell, UNICEF, Christchurch Tourism, MINI & Heineken.

I’m a brand strategist obsessed with interactive storytelling that creates commercial and cultural value. My three category passion points are youth, luxury and automotive.

Previous to my role at Iris I was  Deputy Planning Director/Head of Digital Strategy at M&C Saatchi Sydney running the Google and YouTube accounts. I was the strategist behind Australia’s most awarded digital campaign of 2012 –  Google’s ‘Build with Chrome’ a collaboration between Google Chrome and LEGO. Recently it was voted B&T and Adnews 2012 Digital campaign of Year, won a Yellow pencil at D& AD for Digital Advertising, Spikes Silver, OneShow Gold for Websites/SIlver for Integrated Branding, CLIO Silver for Mobile, Caples Gold for Interactive Websites and the David Ogilvy Creative Awards at the 2012 ADMA Awards.

One of my passions is youth marketing and how brands connect with digital natives in the dynamic world of social media. Whilst at Iris, I’ve been pioneering thinking around the principles of ‘Participation Branding’ as the new way brands connect with consumers in the digital age. I recently presented at Spikes Asia and mumbrella 360 on the topic of Participation branding.

I’ve spent the last 15 years sharing the love around some great  communication agencies in Sydney (Saatchi & Saatchi, Naked and DDB), London (Euro RSCG Fuel ) and New York (BBH New York). I’ve been lucky enough to work on some great brands including Axe/Lynx, Levi’s ,Gatorade, McDonald’s, Telstra,  5 Gum, Sony, Sega, Doritos, Pepsi Max,  Samedi, Lexus, Jaguar, Volvo, Rexona, BMW, Pilsner Urquell, Fox Sports, RTA, Toyota, Northern Territory Tourism and a few others.

I’ve won 6 Effies, two Gold and two silver for McDonald’s campaigns and two Bronze in 2013 for Christchurch Tourism well as a Gold APG Planning award for my work on Telstra.

Some of the ideas I’ve helped create:

adidas NEO socially curated fashion event with Selena Gomez

adidas Messi Speed of Light 

adidas F50 Hunt for Fast digital scouting system

adidas Play the Messi Way

adidas NEO Find My Golden Shoes: Bieber

Johnnie Walker Step Inside  Ultimate Walk with Jenson Button

Xperia Lounge & Swedish House Mafia #together

Christchurch Tourism Bob thinks Big

J&B Launch Party

Adidas Super Rugby campaign  Supersounds

Google Build with Chrome  Build with Chrome microsite

Google Voice Search 

Desert Experiment Teaser   Desert Experiment Full Story  User Generated questions via Tourism Australia

Great Barrier Reef Experiment Teaser  GBR Experiment Full story  User generated questions via TA Facebook community

YouTube Getmoreintomusic

Get more into mashups with Pogo

Get more into vocals with Florence + the machine

Telstra Cabbieoke, Sushiplane,  Party Catchers, Mum 2.0 ‘Digital Makeover’ Prepaid Mobile Wifi Don’t Do It Yourself DDIY

McDonald’s ‘Playland’
Axe ‘Gamekillers‘ Season 2,   ‘Millions‘, ‘Bom Chicka Wah Wah’, Axe Bullet, Axe Dry Focus
Levi’s 501 ‘News Story’ which won a Silver Film Lion at Cannes 2007.
Sega ‘Offset the Evil’ which won a Cyber Bronze Lion at Cannes 2009

Samedi energy drink – ‘Samedi Says’- world’s 1st campaign created by a voodoo spirit

Guzman Y Gomez ‘This is Mexico’

Jaguar ‘Gorgeous‘, XKR launch
Volvo ‘Life on Board’, ‘Who would you give a Volvo to?’, Bloody Volvo Driver

My favourite brands are Adidas, Google, Red Bull,  Kjus, Cannondale and Deus Ex Machina.  I’m a sports nut spending my spare time playing tennis tournaments, football for Mosman FC. I also love returning to my spiritual roots in Austria annually for a skiing pilgrimmage.

I’m a regular speaker at youth marketing /digital & social media conferences having spoken at Spikes Asia 2013 in Singapore, Nielsens ‘Consumer 360′ conference in Jakarta and regular appearances at AIMIA ‘ Future of Gen Y’. I also guest lecture at  AFA Adschool, ADMA’s digital marketing course the University of Technology Sydney (UTS) and Charles Sturt University on brand planning and digital marketing strategies. Feel free to contact me for any conference speaking requests.

Email me at danpankraz@gmail.com, follow me @danpankraz on Twitter

5 thoughts on “About Me

  1. _Hi Dan – long time listener, first time caller here… ive justn grown an ad wanker ponytail.. what do you think about this.. am i still in touch with “youth” or am i 30 and over the hill?

  2. Great meeting you, Dan! I’m thrilled that my Fusionistas paper caught your attention. I would love to learn from a specialist in youth -who happens to be really young, and belongs to the same network I’ve working with for the last 15 years in different markets.

  3. Olá Dan,
    Somos um portal brasileiro (Santa Catarina) de notícias sobre propaganda, marketing e assuntos relacionados com o mundo digital. Escrevo para pedir autorização para eventualmente mostrar para nossos leitores seus bons posts e reflexões como este sobre o brief. http://unplanned.com.br/destaque/10-dicas-para-otimos-desafios-de-comunicacao-o-coracao-do-brief-criativo/
    Caso concordes, oriente-nos como queres que registremos o crédito.
    Grato pela atenção
    Jailson de Sá
    jailson@acontecendoaqui.com.br

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