Tell us a bit about your role! Is there a “typical” day?
I’m the ECD at Stanley St. We’re a fully integrated agency, so no two days are really ever the same. One day I’m out shooting a brand ad with our internal production team, the next I'm dancing a new TikTok trend with our social agency, awkward.
I also work with a diverse bunch of talented creatives, from stand-up comedians and fine artists to engineers and influencers, so life’s never humdrum. We just try to push great ideas out into the world to make it a bit more fabulous. Oh, one thing is typical - four long blacks before lunch.
What was the biggest challenge in getting to your current position?
Timing. Picking the right time to progress your career - or ideas - is important. Knowing when to take the next step. Should you stay at a big name corporation, or move to a locally-owned shop? Do you stay put for that next big brand brief, or go for that interview? You can’t wait for opportunities to arrive, you have to create them - then jump in with both feet.
What is your personal background and what role did it play in your career?
I’ve always liked making things. At school I swapped maths classes for extra art time. It didn’t matter if it was woodwork, photography, design or painting, I had my sleeves rolled up and muck all over my uniform, much to my Mum’s delight. Then I got introduced to an iMac G3 and fell in love - graphic design, all the way.
But once I did my Design Degree and got an internship at DDB, I realised designing wasn’t enough. I spent every minute of the day, and night, living and breathing ads. I think this mix of media has allowed me to look at each problem from multiple angles, and hopefully bring work to life in fresh and exciting ways.
What is your biggest career-related win? What is your biggest loss?
My highly acclaimed Women's Refuge ‘Shielded Website’ campaign is my proudest. The incognito widget, which helps women in abusive relationships find important information to get them out of there, still sits on hundreds of websites. It wasn’t meant to be an idea for awards, it was one for change and I’m glad it’s still doing that all these years later. Losses? Ha, too many. You learn and move on.
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
I worked at Saatchi&Saatchi at a time when there were more ECDs than cooked dinners - a unique situation which certainly raised industry eyebrows. But it did give me an insight into the bespoke way some of the top creatives in the world think. I took the best bits from them, and left the ugly parts behind.
My hero in the industry doesn’t have an agency named after him - yet. My old CD Mark Lorrigan. He’s the kind of guy that’s always there for you. He could see I was more than just a designer, helped me push my craft, and taught me to back myself. His mentorship got me where I am today. Plus he taught me how to do things untraditionally, like sell a dolphin on TradeMe (Google it). Bill Bernbach was a pretty ace guy too.
If you could go back to your teenage years, would you have done things differently? Do you have any regrets?
I might have done things differently back then, but I wouldn't say I have any major regrets. Looking back, I realise that I never wagged a day of school, and part of me wonders what it would have been like to experience that particular thrill. While I valued my parents' strict dedication to education and learning, there's a part of me that's curious about the adventures I might have had if I’d stepped out of my comfort zone more.
That said, I also believe that each decision and experience in life has shaped who I am today, and I'm grateful for the journey that has brought me here. I probably would have ditched the wallet chain, mind.
If you weren’t in your current industry, what would you be doing?
I’d be a builder. But to be honest, I probably would have injured myself with the drop-saw by now, meaning I would actually just be stuck at home trying to play Playstation with one hand.
What’s your one big dream for the future of the industry?
My one big dream for the future of the industry is that AI becomes a powerful tool that complements and enhances our creative endeavours, rather than replacing the human touch. Remember, it can’t tell jokes yet because it doesn’t understand emotions. AI joke example - Why don't scientists trust atoms? Because they make up everything! See, pretty rubbish.
But I envision a world where artificial intelligence aids us in streamlining processes, generating ideas, and handling repetitive tasks, giving creatives the time and space they need to fully express themselves. If we do it right, we can unlock new levels of innovation and artistic expression. And keep comedy alive and kicking.
What are your top tips for aspiring creative professionals?
Step away from the phone screen and fully immerse yourself in life's rich experiences. Embrace diverse opportunities and try your hand at different jobs and activities. Sell sunglasses, build cabinets, dig holes, make balloon animals, take out-of-focus wedding photos.
Okay, some of my side hustles weren’t glamorous, but every experience added a unique flavour to my creativity. Feel the fear and step out of your comfort zone anyway. Crack a good joke to a stranger. Crack a bad joke to a stranger. Live in Huntly (okay, maybe not that one).
But be bold and take a leap into unfamiliar places and subjects. Remember, the best ideas often emerge when you break away from the confines of devices and allow life to inspire your creativity instead. Beer sometimes helps too.
What are your top tips for other creative leaders?
One of the Spidermen once said, with great power comes great responsibility. So let's ensure that our creative endeavours are driven by a genuine desire to make a positive impact on the community, country, and the world. It’s not just about awards.
I prefer to view our campaigns as ongoing initiatives, supporting the causes we passionately advocated for when presenting to clients. Tools that can foster a lasting legacy of meaningful change. Let’s be the industry that solves climate change, unites countries and balances equality for the right reasons.
When you think about your team, what is the thing that matters to you the most?
Every great department needs a blend of creativity, collaboration, and passion. But the most crucial aspect of our team is nice humans. We have a ‘no dickhead’ policy. Of course some days that can be challenging, but we pride ourselves on being hard on the work, soft on the people.
With this naturally comes a trust and open communication that creates a vibrant and innovative work environment where nobody is afraid to fail. When everyone is on the same creative process vibe, the team becomes an unstoppable force, capable of delivering awe-inspiring and groundbreaking results.
Do you have any websites, books or resources you would recommend?
Book
Atomic Habits James Clear - He encourages you to do 1% better every day, and I truly believe this works for work, health, drinking fewer long blacks, and more.
Podcast
Gossip Mongers - It’s totally inappropriate, but the stories are hilarious and beautifully written. A podcast that reminds you not to take life too seriously.
Website
ChatGPT - Better start learning how to work with it.
