Great work is created when you collaborate with those around you. For GPJ, that means calls across time zones, flights across oceans, and trips across borders. When we lean into our global footprint and share our knowledge around the world, our productivity and collaboration reach new heights. With this edition of #GPJourneys, we’re spotlighting a team member who is living this global mindset, relocating to continue strengthening foundations and fostering opportunities for our teams and clients.
This is what it means to be part of OneGPJ: a global team connected by shared values, a love for bold ideas, and a passion for experiences that move people.
MARC IACONO
VP US HEAD OF OPERATIONS
Hey there, Marc! Thank you for joining us today. So the readers can get to know you better, why don’t you give us a brief introduction?
Hey there, I’m Marc.
I am thrilled to officially introduce myself as GPJ’s new VP US Head of Operations.
While I am new to this specific role, my journey began at GPJ Sydney as Director of Operations and later General Manager. I have called Project Worldwide home for over eight years. Prior to GPJ, I spent over 20 years as an Executive Producer within large experiential agencies, delivering work for global brands including Sony, Heineken, IBM, Oracle, American Express, Jaguar, AWS, Coca-Cola, GSK, and Pfizer, to name a few. That experience shaped how I lead today.
I am passionate about the tools and agility needed to succeed. Often, the best operational work happens in the background. If we are doing it right, things just work, and you can focus on creativity and client success.
A little about me personally: I come from a big Italian family. My wife Frances and I have two boys, Alexander and Lachlan, and a Maltese Shihtzu named Archie. We are an adventure family; we love skiing (snow and jet), mountain biking, and football. My sons have recently taken up golf, though I don’t think we have any PGA winners in the family just yet! I am also a big fan of CrossFit (to manage the stress!) and finding excellent coffee.
And which office did you relocate from? Is there anything you’ll miss about it?
I relocated from our Sydney office. I love Australia as it’s such a beautiful place, and I will certainly miss my friends, family, and the amazing weather there. For the past three years my role has operated across the APAC region, working closely with teams in Korea, Japan, New Zealand, Singapore, and China.
What I love most about that experience is the exposure to vastly different markets, operating models, and cultural contexts.
Leading across the APAC region has directly shaped how I approach scale, communication, cultural and business differences, and respective decision-making. It’s crucial knowledge I will expect to draw on in my new role.
It sounds like your vast experience with regional and global accounts has made a positive impression on your work overall. Sometimes those experiences require us to travel or even move our home offices—in your case, it was the latter. What office did you relocate to?
I’ve relocated to New York City to take on the role of VP, US Head of Operations. While the geography is new, leading large, complex, multi-market operations is not.
The decision to relocate from Australia was a deliberate one, made with a long-term view of personal and professional growth and a clear understanding of the commitment required.
Professionally, this move represents the continuation of work built over decades. I’ve lived the pressure of delivery, the realities of scale, and the responsibility that comes with building teams and systems that need to perform when it matters most. The US business demands clarity, discipline, and strong operational foundations. I’m focused on applying the global experience I’ve gained to strengthen those systems, support those teams, and enable the delivery of great work at scale.
You moved halfway across the globe to continue that work. If that’s not commitment to your craft, we don’t know what is! How was the transition from Sydney to New York City, both professionally and personally?
Personally, the transition has not been without challenges. Leaving a close-knit family behind is never easy, and I won’t pretend otherwise. That said, the opportunity to take on this role and contribute at this level made the decision clear.
Professionally, the experience so far has been incredibly rewarding. It’s not just the work itself, but the calibre and passion of the people across the US business.
The task ahead is vast and never-ending as we continue to improve every aspect of the agency. Engaging with passionate people here has reinforced why I enjoy this work, building strong foundations that enable people to succeed.
Amidst the challenges and rewards, how has GPJ supported you with this transition?
My manager, Ben Taylor, and my new manager, Ed Scott, have both been amazing and incredibly supportive throughout this move, as has Fiona Bruder and all the Leadership Team. I have received nothing but support and a warm welcome.
I also want to recognise the Talent team, led by Susan Scott, who were instrumental in managing many aspects of my relocation. Their proactive approach, attention to detail, and the ability to anticipate challenges made the transition far smoother than it otherwise could have been, allowing me to focus fully on establishing myself in the role and supporting teams from day one.
Something we pride ourselves on is the support we give our team members, and we’re happy you received that support! So Marc, what’s been your favorite part about this new location?
It’s New York! “Concrete jungle where dreams are made of, there’s nothin’ you can’t do”. There is an undeniable energy here. I love that everyone has a story, a driving ambition, and a clear reason for being here. But what I enjoy most is that people are actually happy to share those stories with you. It’s an inspiring environment to be in.
And what’s something that surprised you? Anything you didn’t expect?
Hmmm. Honestly, based on previous bad experiences, I was surprised that you can now get great coffee in NYC! Aussies are notorious coffee snobs, as I’m sure you know, so finding out that the coffee scene here has stepped up its game was a very welcome surprise.
As a coffee enthusiast yourself, it must be relieving to have good coffee in the city! How has this new office or region influenced your perspective and approach to your work?
It is still really early days, so I can’t fully answer how my perspective has shifted just yet. However, a few things have immediately stood out.
First is the scale. Until I arrived, I hadn’t truly grasped the immense scale of the US business. My biggest takeaway is that even a small operational change here can have a huge impact. I’m carrying that realization with me as I plan how to navigate my new role.
Second is the discipline to not assume. I know it’s a cliché, but I’ve had to keep it front of mind. Not assuming means I’m asking a lot more questions and staying open to learning. I’ve found that when things are done differently here, there’s usually a very good reason for it. I am working hard to ensure my preconceptions don’t limit my thinking or actions. It can be a challenge to let go of old habits, but it is necessary.
In addition to those learnings, what have you taken away from working with your new teams and clients?
Agency is a team sport.
We often celebrate the wins at the ‘coal face’—the pitch wins, the creative breakthroughs, and the massive live events. But true consistency comes from the engine room.
Our standard of excellence must be identical across the board. Whether it is Finance ensuring stability, Talent & Culture nurturing our people, or Account Operations keeping the wheels turning, these teams are the backbone of our success.
I’ve seen firsthand that this dedication is what separates us from the pack. When the back-of-house is as professional and dedicated as the front-line, the whole agency wins.
Reflecting on your move, is there any advice you would give to someone who’s thinking about relocating offices?
Do it!! What have you got to lose? For a long time, I was hard on myself for not always creating space to pause, learn, and reflect, you know, that ability to actively grow. Taking on this role and making this move has accelerated that growth curve significantly. It’s challenging me in the right ways, both professionally and personally, and I know the experience will shape the next phase of my career in a meaningful way.
I know I won’t regret it!
Thank you for your time, Marc! We’re happy to hear that NYC has welcomed you with open arms. We’re endlessly inspired by our team members and their unique experiences, and we’re excited that we had the chance to share yours. Look out for more
#GPJourneys here.
