In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Bench Media senior digital strategist Nate Vella.
Time in current role/time at company:
I’ve been at Bench for approximately two and a half years.
How long have you been in the industry?
Just over five years. I joined the industry while I was finishing up my undergrad in 2019.
How did you get here? Was this always the plan?
It was probably always part of the plan, although to be honest I thought I’d end up somewhere a little more creative-focused – given my interests in music and design growing up. I started in the industry in print, assisting on styling photoshoots for interior magazines. (Strangely) I missed the data and spreadsheets of my Uni days and so have tried to find a role that let me flex both my creative and analytical sides, and here I am, in a role that happily combines both.
Who is your right-hand who guides you day to day?
I’d say Bench’s senior digital solutions lead, Seb Diaz, would be my go-to. We’ve worked together for almost my whole career, first at News Corp and now at Bench so we’ve definitely found a rhythm that is super conducive to success. Outside of this, our group manager – digital strategy, Erin Fraser, keeps me level headed and carves out a path for my success; I don’t know where I’d be without them.
What’s the best thing about the industry you work in?
I love how it’s a true blend of art and science, giving us the opportunity to combine creativity with data-drive strategy. Every campaign is a new challenge which offers the chance to work out new ways to engage with different audiences, and ultimately influence general consumer behaviour.
And the biggest challenge?
I think our industry often spends a lot of time talking about the best thing to be doing, or making decisions, rather than taking action. Far too often I attend conferences or events where the same thing is being discussed that was on the agenda three years ago. For agencies and brands to be successful these days, I think we have to overcome the ‘talk the talk’ mindset and actually start to ‘walk to the walk’.
Whose job have you set your sights on in the future?
I don’t really have my sights set on someone’s role specifically, I’m more keen to craft a role that ultimately allows me to bring value to the business I’m employed by and the industry more broadly. With the way our industry is progressing and innovating, the role itself probably doesn’t even exist yet.
Where do you turn for inspiration?
The shower or the sauna… I know this sounds strange, but I’m sure you can agree that some of your best ideas come to you in the shower. I’m not sure why but I manage to find both inspiration and motivation during a hot shower or laying in the sauna; I suppose it’s because I’m able to zone out and sift through my packed mind.
My favourite advert is:
The ALDI Good Different platform is one of my favourite and most memorable. Ever since this concept was first launched years and years ago, it has become such an easily identifiable slogan for the brand and shows how international brands can really cut through in the Australian market by leaning into humour and not being afraid to poke fun at themselves.
Tell us one thing people at work don’t know about you:
I’m quite an open book at work but I don’t really talk about my vinyl record obsession. I’ve got a growing collection that’s meticulously alphabetised and sorted into varying types of archive-grade protective sleeves. I wouldn’t recommend getting into this as a hobby if you haven’t already, it’s getting quite expensive!
In five years time, I’ll be.
In Cannes, mingling with the best of the best and hopefully increasing my baggage limit to bring home a Lion.
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