Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Dan Parritt: founder, managing partner and brand director at Molasses
Time in current role/time at the company:
Seven years.How would you describe what the company does?
We position, design and communicate FMCG brands based on insight. Bold. Simple. Disruptive. If you had to sum it up, that’s us in a nutshell. But the longer version is that we’re a full-service design studio in Sydney and specialise in consumer goods and alcohol brands across identity, packaging, comms and activation. We also create our own brands because we’re passionate about what we do, and believe doing so is a key way to learn.
What do you do day-to-day?
My primary responsibility is working with our clients on brand strategy, creative and comms planning. I also run the business day to day and oversee our business strategy.
Define your job in one word:
Entrepreneurial.I got into the media industry because:
I got into brand and design because I have a love of both brands and design. I’ve always been a very social person and come from a very social (and competitive) family. I was always fascinated by cause and effect – why decisions are made and how they can be influenced.To help fund my university days (and beyond) I worked in hospitality, running restaurants and cocktail bars. My love of cause and effect came into play here – particularly how you can influence a persons’ decision-making process – ideally for the better! From packaging to presentation to communication.What’s the biggest challenge you face in your role?
This is a hard one. From the subjectivity of design to risk averse clients. Then there is the continual drive for new business and just the day to day operation of a small business. What’s the biggest industry-wide challenge you’d like to see tackled?
There is a real issue around the value and subjectivity of design and while marketers recognise design’s (and by association agencies) importance, there are sometimes budget constraints which can be detrimental to the ongoing progression and perception of the sector.What are you most excited about in the next 12 months?
As brands continue to grow there are real opportunities to work with those big and small to help them communicate effectively. Molasses already works with some big names across FMCG and we look forward to building relationships with many more this year. There is also space for more brands to innovate sustainably and stand out from the crowd.Who has been a great mentor to you and why?
I have a few. A founder and director of a global brand design agency is never too busy to listen and offer advice. He nurtured my inquisitive nature and gave me the opportunity to find my own way – he’s also one of the genuine ones – he taught me to give a shit. Then there is a senior brand strategist I worked with back in London who taught me to question everything and to stand up and speak. Several of our clients have also helped me be prouder of being a little weird!Words of advice for someone wanting a job like yours?
Give a shit. Listen, think, read, network, find your passion, think differently but long-term – don’t back down (but have rationale!), but don’t expect to know it all.If I wasn't doing this for a living, I'd be:
Writing.
My mantra is:
Be more weird – normal is boring.
My favourite advert is (and why):
Instead of singling out a single ad, I want to list some brands that I admire and believe have done great things over the years.Heinz – A brand I have grown up with and just love what they’ve done over time with their collaborations, innovations and messaging.Lurpak - has nailed their positioning. They really understand their consumer and ensure a great engaging balance between playful and inventive when it comes to advertising.Coca-Cola – I’ve worked with them for 20 years on and off. Although I don’t love it all, they have nailed ongoing engagement. It’s tough not to admire it.Music and TV streaming habits: what do you subscribe to?
I’m a playlist monster on Spotify – I can’t stop making them and they tend to reflect my mood or mindset which is how I then search for them. I’m into everything from the Beastie Boys to classical to reggae.Everything I watch, read or listen to tends to influence what I do/think/use for work – it’s all tied to consumers and culture.Tell us one thing people at work don’t know about you?
I’m an open book! Everyone knows this about me… I’m also very impatient which is what helps drive the service aspect of our business – I believe in leading by example – move fast, no excuses.In five years' time I'll be:
Doing more of the above, but hopefully in a position to give more back – both to causes I’m into and the creative community.
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