Our Young Guns profile takes a weekly look at some of the buzzing young talent across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.
This week we head to Sydney to speak to Bauer Hearst group brand manager, Peter Harrison.
How long have you been in the industry?
15 years.
Duration in current role/time at the company:
15 years with ACP/Bauer and six months in my current role.
What were you doing before this job and how did you get this gig?
Working across Bazaar and men’s style and on the launch of Elle Australia.
Define your job in one word:
Involved.
What were your real and cliché expectations of working in the industry?
I started from the ground up so the champagne and “the long lunch” thing was definitely a thing back in the day. It's kind of relaxed a bit now as clients and agencies don’t really have time – nor do we. With the industry becoming more and more fragmented, we work smarter than we ever have before.
How does the reality match up?
Sometimes it does, sometimes it doesn’t. The industry is definitely dynamic and that’s what makes it so exciting every single day.
How would you describe what the company does and what does your role involve?
My role at Bauer is all-encompassing across our suite of Hearst/Bauer Premium and homes brands – no one day is the same, working from brief to brief and coming up with a wider commercial strategy across the brands linear and on demand assets. I also report back to NY, London and Paris regularly, working back with our wider Hearst International Network on bigger global opportunities for our fashion brands which is exciting.
Best thing about the industry you work in:
Access.
Any major hard learnings in the job so far?
Time. Its what I have the least of so its ensure I manage it as effectively as possible, and ensure I have the right balance – this is what gets me through the week.
If you had to switch over to another department, which would it be and why?
Editorial. I started my career writing, so its always been a passion of mine and always gives me an opportunity to use the other side of my brain.
What's exciting you about the industry right now?
Native. It's really one of those terms that everyone throws around, but I think we are in a position now where we are really doing some great things with native (and sponsored) content. Elle is at the forefront of this at the moment and we are doing some interesting things in this space.
What concerns you about the industry and its future?
Newness. We constantly have to engage in new ideas (and not repeat new ones) so rather a consideration than a concern is being able to deliver that next big (new) thing.
Who's your right hand person/who guides you day to day?
We have a super-tight team so we all work together pretty closely, but I have two right hand wing women – Bazaar editor-in-chief Kellie Hush and Elle Australia dditor-in-chief Justine Cullen.
And your almighty mentor that you hope to dethrone?
My mentor for a very long time has been Patricia Connolly – who recently just finished up her tenure at Bauer/ACP after 30 something years at the helm. I credit most things I know to Patricia.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
Perhaps overseas. I’ve never really done the London thing but the US has always been on my agenda. I have a lot of family abroad so would make sense to do the overseas thing at some point. I’m 32, so there is still A LOT to discover.
What is the elephant in the room?
The thing that no one is talking about – but they should be.That magazines are dead, and they clearly aren’t. Having worked on the successful launch of the Elle Australia brand – we have been able to generate positive revenue outcomes through innovation and newness, as well as garner renewed interest from lapsed mag readers. Commercially, that opens up huge opportunity for the brand from a linear and on demand perspective. Publishing it no doubt undergoing immense change, but it's progressive change and that’s what’s exciting.
Where do you turn for inspiration?
Social media. I am obsessed with Instagram and Snapchat, it’s a great way to see how consumers engage with self-generated content. From a business perspective, Business of Fashion (BoF) is my absolute go-to….its a one-stop to all things fashion and luxury related news and they always seem to break news before anyone else.
Tell us one thing people at work don’t know about you?
Some people know this, but for those who don’t I am a massive green thumb. I guess if I wasn’t in media I’d have my own landscaping/gardening business.
Favourite advert is:
There are many. I like ads that are disruptive but you don’t know you’ve been disruptive.
I got into advertising/ad tech/marketing etc because:
I fell into, to be honest. Whilst I studied Communications at UTS (with a focus on advertising creative) I fell into the sales side and have enjoyed my path ever since.
If I wasn't doing this for a living, I'd be:
Probably a journalist. I got my first byline at 17 for The Daily Telegraph working with Jo Casamento and now MD Daily Mail (and my former publisher) Peter Holder. I’ve always liked to write so I reckon that’s where I would have ended up if I didn’t take the path of advertising.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.