Recent research reports millennials are already expressing a plan to leave their current organisation within the next few years citing lack of leadership development as a major reason. So it stands to reason that agencies need to look at new and exciting ways to build loyalty with young guns.
Creative shop J Walter Thompson’s In Your Shoes (IYS) exchange program aims to provide emerging leaders with an 'intense development opportunity', allowing them to gain valuable international business experience, share best practice and knowledge, gain new insights plus exponentially build their profile as a future leader within JWT’s global network.
By being part of the IYS program, JWT London’s James Llewelyn-Davies and Sydney’s Lexi Mounsey have discovered a whole new world of creative effectiveness. Swapping jobs, homes and each other’s lifestyle for three months has been an adventure for them both. James and Lexi arrived in Sydney and London last September to enjoy a long hot Aussie summer and endure a long cold British winter.
Here’s what JWT Young Guns, James and Lexi, think of their IYS experience:
How long have you been in the industry?
James: Two years and two months.
Lexi: Two and a half years.
What made you apply for JWT’s IYS program?
James: IYS is a true embodiment of JWT’s values; Curiosity, Capability, Courage and Collaboration. The swap not only allows one to demonstrate these but also presents the opportunity to familiarize themselves with our colleagues, clients, and business challenges and opportunities throughout the network. It’s such a staggering opportunity, you’d be crazy not to apply.
Lexi: We have an incredible network, and the IYS program is an opportunity to share knowledge and explore a new culture. I work on HSBC in Sydney, so heading over to work on the HSBC global account was pretty enticing. I applied to see the difference in brand positioning is reflected in comms, grow international business exposure, gain fresh insights, and ultimately, to see snow.
How long have you been located in London/Sydney and when do you come home?
James: I’ve been in Sydney since the 27th September with the exchange culminating on the 16th December – I’m then taking time to enjoy Australia/avoid British weather for a little longer, returning to the UK on January 6th.
Lexi: I’ve been in London for six weeks now, and I’m here until early January. Definitely squeezing in some Europe travel.
What were you doing before this job and how did you get this gig?
James: Before joining JWT I was studying my undergraduate degree at the University of Nottingham and running a successful student events company. I then joined JWT London as part of the 2014 Graduate Account Management Scheme following a challenging, but very rewarding application process.
Lexi: I was at uni studying physiotherapy and working as a lifeguard. I’ll never forget trying to rationalise why I deemed that as ‘relevant experience’ in my first interview.
Describe your job in one word:
James: Account management is… Zealous. It’s the crux of account management; every closed door needs to be reframed as another opportunity. To act without zeal is to act without either our clients, or our agencies best interests at heart.
Lexi: Smashing.
Major difference between UK industry and Australian industry?
James: Temperament. I can’t quite place why, perhaps it’s the stereotypical Australian ‘no worries’ culture, but everything seems to be a little bit more relaxed down under.
Lexi: Australia feels like a small town. Perhaps it’s the business I work across, but there seems to be less focus on pace at JWT London, and more focus on the brand story. It’s quite easy to lose sight of this when there’s a deadline nipping at your heels, so it’s refreshing to deliver and take pride in work that’s on strategy.
What were your real and cliché expectations of working in London/Sydney?
James: My expectation was that due to a considerably smaller market size in Australia, roughly a third of that in the UK, that the majority of the work would be the adaptation of global work within tight creative parameters. This however has not been the case; as the market is so different as an agency we’re granted true creative license and as such we’re producing so much brilliant work. Other clichéd expectations, that turned out to be true, include;
The office will be full of British expats
There will be lots of BBQs at work
You’ll get a ridiculous nickname… Cricket, if you’re asking.
Lexi: I thought I’d be warm enough.
How does the reality match up to what you expected working at the other side of the world?
James: Completed above.
Lexi: HA. Of course I’m not.
How’s your three month stint in Sydney going to help you when you get home?
James: It’s going to provide me with a lot more perspective. Going from a big picture, global level to a local level has demonstrated the importance of guideline flexibility to deliver against local objectives. It’s also provided me with renewed self-confidence (if I can do it in two continents, I can do it in any?) which has resulted in me working at a higher level and consequently accepting more responsibility.
Lexi: I’m actually so keen to get home and apply some of the processes I’ve learned here, they’re so simple it hurts. It’s also invaluable to understand the inner workings of the global team, and the role the local market plays in this. I’ve had to opportunity to ask questions of senior clients who I’d otherwise never meet.
Best thing about working in Sydney/London so far:
James: The people. The office is made up of passionate, brilliant people who not only care deeply about the work but are also incredibly friendly.
Lexi: The people, hands down - I’ve met so many brilliant people here.
Any major hard learnings in the job so far?
James: Without a project management department here in Sydney I’ve hugely broadened my skillset overseeing a far greater part of the production process. I’ve also gained valuable global vs. local insights about my day-to-day London client, HSBC, due to my first-hand experience of their very different local business challenges.
Lexi: Work life balance. Make sure there’s a balance.
What's exciting you about the industry right now?
James: The future opportunities for creative excellence in conjunction with an ever evolving programmatic world.
Lexi: The pace at which new platforms are emerging (and falling, RIP Vine). We can tailor the creative and media buy so specific that it feels incredibly intimate.
What concerns you about the industry and its future?
James: Shrinking client budgets, decreasing consumer attention spans and the increasing prevalence and intelligence of ad blocking software.
Lexi: Young guns beating me to the leftover food – they’re so damn quick up the stairs.
Who's your right hand person/who guides you day to day?
James: I started my foray into the industry under the wings of two exceptional account directors, Charlie Martyn (now at AMV London) and Anna Hall (JWT London). I’ve learnt everything I know from these two and still learn from coaching and mentoring every day.
Lexi: My team. A few harmless flakes working together can unleash an avalanche.
And your almighty mentor that you hope to dethrone?
James: Joe Petyan, our esteemed JWT London CEO and the global cross-agency HSBC business lead to name but a few of his roles. Joe is a constant source of inspiration to me - I’m yet to work with anyone who has the vision, passion and knowledge that he has. He was also a JWT graduate…
Lexi: Can’t say I’m out to dethrone anyone. Wouldn’t mind if somebody dethroned Trump. I definitely learn something from everyone, and admire my seniors back in the Sydney office – they’re great role models and teach me where to be, and how.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
James: At the current rate of change, it’s impossible to say where the industry will be, let alone myself.
Lexi: I don’t even know what I’m doing next week! Ask me again in 2020.
What is the elephant in the room? The thing that no one is talking about – but they should be?
James: Creative and media agency consolidation. In a time in which clients budgets are dramatically reducing, a singular retainer will undoubtedly help aid the work, both in terms of production quality and campaign visibility. But who will be the first to really address this?
Lexi: Gen Z. Millennials are on the radar, but Gen Z are born into a world where digital is absolutely first. They drink up the world at a ridiculous pace. We have to ensure the content we create keeps up with the pace that they consume.
In your opinion is that elephant the same as it is in Sydney/London?
James: Despite working collaboratively with media agencies across a number of businesses, it’s very much still the fully-grown elephant in the room.
Lexi: Yes – I think this will resonate globally in the very near future.
Most memorable Australian/British moment?
James: Attending the official Budgie Smuggler ‘search for Australia’s most ordinary rig’ pageant competition. Google it if you dare..
Lexi: When someone asked me a question in a room with a cast of thousands, and without thinking, my legitimate answer was ‘Nah, yeah, I reckon.’ Also, I tried to call our IT guy for printing help and accidentally dialed 999 emergency services.
Living in Lexi’s/James’ home what did you find out about them that you didn’t know before?
James: Whilst still trying to remain humble, I’ve been told by Lexi’s housemates that I’m better at washing up than her.. Sorry to be the bearer of bad news, Lexi.
Lexi: He has a serious appreciation for Banksy.
Where do you turn for inspiration?
James: I’m always inspired by D&AD. A great source of constant inspiration is their Ad Filter, which blocks normal pre-roll ads and instead serves you with award winning work.
Lexi: Will you judge me if I say Instagram!? I also like to read anything and everything – you can find inspiration in the most unlikely places.
Tell us one thing people at work don’t know about you?
James: When my parents first asked what I wanted to be when I grew up, the three-year-old version of myself replied, ‘a dinosaur’. For numerous reasons that dream didn’t materialize, but it was for the best as I’m now fascinated by this industry.
Lexi: My sister and I used to be in musicals together.
Favourite advert is:
James: As predictable as this may be… John Lewis, Always A Woman. This was the first time that I felt totally moved by an advert and it still gives me goosebumps to this day. A beautifully simple idea, executed to the highest standards.
Lexi: Nike film ‘Ripple’ by W&K Portland. I love sport, and it tells the story of a young Rory McIlroy’s admiration for Tiger Woods throughout his career, and eventually teeing off alongside him, all scored by a beautiful Ludvicio Einaudi piece.
What’s your personal motto?
James: Act with second-beer confidence. The optimal level in which your skills aren’t inhibited by nerves or lack of self-belief... But don’t actually be two beers deep. Well, unless it’s appropriate.
Lexi: If it’s both terrifying and amazing, you should definitely pursue it.
I got into advertising/ad tech/marketing etc because:
James: I want to make a difference. Now more than ever brands have been empowered with the authority to actually create social change and good in the world. It’s these opportunities that drive me.
Lexi: I liked the thought of changing emotions with creativity.
If I wasn't doing this for a living, I'd be:
James: Putting my neuroscience degree to good use and working in a laboratory.
Lexi: A florist.
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