I like the aspect of communication to our business. It means we constantly forge deeper, more meaningful relationships with our team and our clients. The bedrock of which, I believe, is empathy. It keeps everyone sharp.
I’d describe myself as aspiring, empathetic, loving and driven. Someone who doesn’t sweat the small stuff and who truly believes that success leaves clues.
My core focus, admittedly with the help of my supremely talented creative team, is to create an equilibrium between a founder’s inside reality and their outside perception.
Before we launched 360 Marketing, we were constantly reacting to our client’s problems. Which was quite a juggling act as you could imagine, especially working in this ever-evolving digital landscape. The founders, however, weren’t thinking about marketing in the same way as everyone else. We saw a chance to revolutionise our business by working proactively for our clients on a monthly basis and doing whatever we felt was right for a client, on any given month to go and get them a result.
Our mentality and ability to be nimble has allowed us the opportunity to out-think much larger competition rather than out-spend them.
When I look at our best client relationships, a common thread across all of them is good communication. Assumption is the mother of all … disasters. If there’s a healthy flow of dialogue about the strategies being executed, monitoring closely what’s been implemented – results happen. A strong long-term vision is also paramount to our most successful, long lasting client relationships.
I spent a year living in the south of France working remotely with US and European clients. It was an interesting challenge to market businesses in different territories with different values from a country whose language I don’t speak very well.
It taught me to always be the student and the importance of continued learning. Becoming au fait with all the cultural and social values that make each country different, the values that unite us reveal themselves as strikingly apparent.
We sack clients who lack trust, have unrealistic expectations and aren’t transparent, because remaining professional and empathetic is essential. To sit down over a drink with two ears and one mouth is becoming rare in business, but using them in that proportion is a winning way. You always find a solution.
Smartest person I’ve ever worked with? Undoubtedly it’s my brother Greg. I wonder sometimes whether he’s actually a genius or as a mad as the hatter?
Film, vinyl, books, people, projects and meditation. These are a few of my favourite things! Outside work I prefer to live an analogue lifestyle, all this “above the shoulders” digital stuff needs a rest at the end of the day.
The hardest part about my job is dealing with such time poor people. This has made me efficient and concise. After all, brevity is the soul of wit.
There’s nothing I would change about my job, other than to be more of everything. Create more time. Be more efficient. Communicate more boldly. Be more expressive. Make stronger more meaningful connections. Be in a state of gratitude more constantly. And always, be present!
Good management to me is leading from the front. Listening first, considering what everyone else has to say and being the last to speak.
I anticipate we’re only scratching the surface of everything digital marketing will be in the next decade. There’s going to be seismic growth. More people will enter the industry as we have a generation of kids being brought up by iPads; Lawmakers are going to be faced with some interesting questions regarding regulations and ‘consumer’ privacy (as we’ve already started to see with the recent Cambridge Analytica and Facebook debacle). There’ll be more onus on paying influencers the right to identify with their scores of followers. Eventually marketing (if kept unregulated) will be solely identifying and aligning a brand’s values to your individual desires, anxieties, insecurities and dreams.
It all sounds very 1984-ish but fundamentally nothing important will change. We will all continue to have free will. The liberated will be liberated. Consumers will consume, sellers will sell and the unquenchable thirst of mankind’s desires and dreams will remain thirsty.
The essence of good marketing is simple. Expression.
My idea of a perfect client is someone who expects to pay rather than expects a discount, is always on time, is a pleasure to deal with, has grounded expectations and refers their wealthiest friends.
We’re all just fragments of divinity that exploded one day and we need to act as such.
Jug of Sangria at MoVIDA in Melbourne or at Sydney airport after a long day. It’s just what the doctor ordered!