Active International Australia has announced the appointment of Ben Croston as its Sales Director, effective 1 March.
In this newly created role, Croston will work with clients to determine how their excess inventory can be used to part-pay for advertising activity and then work with media and agency partners to invest the extra budget this creates. He will report to David Roddick, who joined Active International Australia in October 2022 as Head of Commercial Strategy.
Active International Australia Group Managing Director, Sarah Keith, said “We are delighted that Ben will be joining the Active family in Australia as our first Sales Director, spanning both the media and client sides of our business.
“His appointment comes as more and more companies are becoming aware of the need to stop surplus stock from going to landfill. Ben is as passionate as we are about creating the most transparent and socially responsible media trade model in Australia.
“Ben brings a depth of experience, a reputation for integrity and a great contact book with him. He speaks the media industry’s language and his strategic approach will mean he can help clients advance their ESG credentials and help vendors attract more investment,” she said.
With a background in sales at Seven Network, SBS, Network 10 and, for the past four years, Australian Radio Network, and in strategy roles for various boutique media agencies, Ben is well placed to devise and implement innovative ways to generate value for clients, agencies and vendors, using a range of environmentally-friendly models.
Croston said: “We all know how uncertain the year ahead looks, so a role that reduces risk will be extremely rewarding. I’m excited to join a business that takes a client’s waste problem and turns it into marketing activity, creating benefit for all parties and for the environment.”