AdNews’ Young Guns series spotlights emerging talent across Australia’s media, marketing, and advertising industry. This edition features Minh Tran, Digital Campaign Manager at Lexlab, who has quickly established a name for himself through his data-driven approach and passion for innovation.

Minh joined Lexlab two years ago while still at university, eager to break into advertising. Initially focused on creative studies, he unexpectedly discovered a love for paid media — swapping storyboards for spreadsheets and thriving in the process. Today, he’s at the heart of Lexlab’s performance campaigns, translating complex data into measurable growth for clients.

Guided by Lexlab Founder & Director Alfie Lagos and General Manager Maija Gwynn, Minh credits the entire team for shaping his journey. He finds the industry’s constant evolution both thrilling and demanding — staying ahead of AI-driven platform updates and shifting search algorithms requires persistence and curiosity. Yet, for Minh, the excitement lies in turning change into opportunity and seeing tangible results in clients’ performance metrics.

Looking ahead, Minh envisions himself delving deeper into campaign measurement and data analytics, blending technical precision with strategic storytelling. He hopes to become the go-to expert who can not only deliver results but explain the why behind them, helping clients make confident, informed media decisions.

Inspired by his mentors, Minh’s ethos reflects Lexlab’s broader culture — curious, collaborative, and relentlessly client-focused. Outside of dashboards, he’s a fan of Spike Jonze’s Someday campaign for Apple’s AirPods, admiring its creativity and immersive sound design. And while he admits to developing a newfound sweet tooth to fit into Lexlab’s “Cadbury-fuelled” culture, his ambitions remain firmly data-driven and future-focused.

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