2 years of grafting (time capsule)

It is coming up to two years of full time work for me. I have learnt a lot in this short amount of time. I think I am going to answer the following four questions every 2 years (or for as long as this blog lasts).

What are the biggest learnings from the last 2 years?

It is all about the people around you, if you have a good team you are going to be able to do amazing things.

Social Media Disconnect
There is a massive disconnect between why people initially get sucked into Social Media and what it actually is. The Social Media Disciples (I used to be one of them) who blindly believe that Social Media is the answer and the new form of marketing are living in La La Land.

Some hard bitter truth pills;
Blogger Outreach is a lot of hard work for not a big return
There are no solid Social Media Monitoring tools for Australia
Twitter is a waste of resource for 95% of companies

Best campaign you have seen?

I think the Toohey’s Extra Dry Birds vs Humans was amazing in terms of the launch, I think it definitely lifted the bar in terms of Digital Outreach. I was amazed it didn’t pick up more Awards.

What agencies are capturing your attention?

I have always had massive respect for Naked and Droga. I love the way that One Green Bean and Host work into each other, they always seems to come up with great ideas. I am interested to see what MediaCom do with their full house of superstars. If I were to start my career the other agencies that would be high on the list would be Holler, Three Drunk Monkeys, SOAP, and BMF. Overseas – CP+B, Undercurrent, R/GA, Barbarian, Goodby, W+K

What do I want to be doing in 2 years?

The latest campaign that I have done for Boost Mobile, I have been the creative lead on the project. I have loved every minute of this it. The ability to come up with the ideas and then lay out the whole plan and channels is definitely something that really interests me. I guess I could see myself as a Creative Director for Engagement Campaigns.

I think online content (especially video) is going to have a revival in this market. I definitely feel that there is a real opportunity for a company/individual to step up and own the online video content space in Australia, I am really going to concentrate on making TCO the go to company in this space.
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