The media industry often comes in family flavours. This week shines a light on a father and son duo.
Jaid Hulsbosch is the managing director at independently owned strategic branding and design agency, Hulsbosch. His father, Hans Hulsbosch is the executive creative director.
When asked why he didn’t follow in his fathers footsteps and work creatively, Jaid Hulsbosch stated that while he gives input and works with the creative team, he by no means is a creative, nor does he pretend to be.
The managing director said: “I never deviated from the creative side of the business, because I've never been creative. Nor do I pretend to be. I know where my strengths lie within this industry and it’s not there.
“I do, however, give Hans and the creative team my view and inputs, but I know my limits. Why would I want to follow in Hans’ creative footsteps? Geeez, no thanks, those creative shoes/expectations are too big to fill!!”
When asked about his fathers influence in inspiring work in the industry, the managing director says that to him, Hans was just dad and didn’t influence his desire to join the industry.
He said: His role exposed me to the industry, but it did not influence my desire to work in it. I was attracted to the industry from a very early age, when I would spend my after school hours at the agency.
“Instead of doing my homework, I’d experience the excitement and buzz of a creative design studio - Letraset, drawing tables, T-square ruler, layout pads, Rotring pens and the spray mount booth.
“The creativity, the team collaboration, the ideation process, the visual outputs, the process and strategy behind it all – this is what influenced my desire to work in the brand and design industry, not Hans.
“You’ve got to understand that growing up, I never really understood how hugely significant he really was (and still is!!) within the industry, he was just my Dad.”
He went on to state that he learnt the value of making it on by oneself from both of his parents which has helped immensely in his career.
He said: “He (and mum) taught me from a very early age that you’ve got to go out and take/make it for yourself. Just like they had to. In my professional career, they never handed anything to me on a silver platter.
“I always had to make it on my own. Thus, the decision – and necessity – for me to go live and work in Europe (London and Amsterdam) for a good 6-7 years.
“What I’ve learnt from him in this ever-changing industry, is that nothing can be done without an amazing team and supportive agency culture. TEAM and CULTURE, the 2 most important things in any business.”
Jaid’s father Hans Hulsbosch recalls his son's entry into the business and describes his refined and meticulous nature brought to the role to further drive the brand positioning.
The executive creative director said: “Over the last 40 years, the design industry has gone through a phenomenal change in Australia. Initially design was subordinate to advertising. However, I knew and always have advocated that design, underpinned by deep research, is the central point from which other marketing services radiate.
“When Jaid joined me after a 6-year stint in Europe he had not only formed a deep understanding, but also experienced himself that a strong design concept drives brand positioning.
“A well-designed brand captures and embodies the values of a company. Once you manage to capture this, it will automatically direct you to the most suitable way to market the services, products and image of the company.”
Hans says that his working relationship with his son is tricky but based on respect and acceptance of different viewpoints.
He said: “I work with one son and not with our other son. And from the start I have gone through great pains to make sure I treat each one of them equally. I think that understanding has driven the working relationship with Jaid. It’s tricky as at the end of the day he is my son.
“But we treat each other with respect, accept our different viewpoints, work for a common goal and never allow our different perspectives to come between us. As a family we have always been extremely close.
“This is characterised by a deep sense of loyalty and an intuitive understanding of one’s beliefs and needs. I’m in the lucky position that working with Jaid has allowed me to see these values played out in a working context.”
The executive creative director also says that whilst they might not always see eye-to-eye in the work space, it is always treated professional.
Hans Hulsbosch: “We both work in distinctly different but aligned areas. In that sense we can’t do without one another.
“Naturally we don’t always see eye-to-eye, due to various seasons such as age, experience and whether the issues are design or management related.
“However there is an unspoken rule that professional differences are discussed at a professional level and they are never ever taken personally. We regard ourselves as absolute equals in our own field.
"Of course, we try to persuade one another and can mount strong arguments (wonder where Jaid is getting this from??), but as we ultimately sing from the same song sheet we respect each other’s opinion, we want the same outcome for our clients and we know we will always have each other’s back.
“Ultimately it has brought out the very best in both of us and our respective teams; this is manifested in our work ethic and output.”
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