In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's INVNT senior director of account services Oliver James.
Time in current role:
I’ve been with INVNT for just over three years now, leading the account services team across the APAC region.
How long have you been in the industry?
I’ve been immersed in the industry for over 14 years. It’s been an incredible journey so far, filled with rapid learning and growth. I’ve had privilege of working with some of the most inspiring minds in the business.
How did you get here? Was this always the plan?
I’ve always been drawn to creating experiences that bring people together. Growing up in Tasmania, I unknowingly stepped into events—organising comedy nights, fundraisers and youth programs. A passion for theatre shaped my understanding of storytelling, while hospitality work in Cradle Mountain taught me about guest experiences.
After moving to Sydney to study at ICMS, I landed my first internship, which solidified my love for live experiences. From there, I transitioned into production, then over to accounts, now managing blue-chip brands across technology, FMCG, finance, government, media, and more. My career has taken me across the globe, delivering small and large-scale projects, including COP28 in the UAE.
The people I’ve worked with and the projects I’ve been involved in have been pivotal in shaping my career. Through these experiences, I’ve built a strong international network and had the opportunity to work across the world, learning from the best. Being exposed to different markets and cultures has given me a unique perspective and fuelled my passion for delivering globally resonant, culturally immersive experiences.
Who is your right-hand person?
That’s a tough one because I’ve been lucky to work with a talented and collaborative team. As I’ve built my career, I have my go-to “right-hand peeps” across specialised disciplines, but this industry thrives on a village mentality—and it truly does take a village. No one succeeds alone, and the best work comes from shared ideas, collaboration, and trust.
What is the best thing about the industry you work in?
For me, it’s the creativity and innovation at the heart of everything we do. In the experiential marketing world, we think big, push boundaries, and create something truly memorable—connecting brands with audiences in innovative and impactful ways.
There’s never a dull moment; every day presents new opportunities to bring ideas to life in exciting ways. What excites me most is that I get to do this all over the world, hands-on, ensuring that the experiences we create are as powerful in execution as they are in concept.
I’ve always said I solve puzzles for a living—some days it’s a small 500-piece puzzle, other days it’s a massive 10,000-piece challenge, but I always start with the corners and the straight edges. That problem-solving mindset is what keeps me engaged and pushing forward in this industry.
And the biggest challenge?
Keeping up with the rapid pace of change, especially in technology and how audiences engage with content. Staying ahead of the curve requires constant learning, understanding emerging platforms, and pushing the boundaries of what’s possible. But that challenge is also the thrill—it forces us to evolve and innovate continuously.
Beyond that, managing multiple stakeholders across large-scale programs can be complex, but it’s one of my biggest strengths. Ensuring alignment between creative vision, execution teams, and client expectations requires precision, adaptability, and a deep understanding of different perspectives. It’s a challenge I enjoy tackling head-on.
Whose job have you set your sights on in the future?
I’m focused on honing my leadership skills and expanding my knowledge to become a trusted advisor within INVNT, contributing to our continued success across APAC. If the opportunity came up to open an office in a new location—I’d throw my hand up in a heartbeat! Beyond that, I want to help redefine what experiential marketing looks like in a world where digital, physical, and hybrid experiences intersect more than ever.
Where do you turn for inspiration?
I’m always inspired by the world around me—nature, art, architecture, and, of course, the incredible campaigns and events that brands bring to life. There’s so much to draw from in terms of human emotion and connection.
I also find huge inspiration in connecting with industry leaders and innovators who are pushing the envelope. Seeing what’s happening on a global scale helps me challenge the status quo and look at things from fresh perspectives.
My favourite advert is:
It has to be Carlton Draught: Big Ad. It’s a masterclass in bold storytelling and disruption, proving that great advertising can be as entertaining as it is effective. Plus, go big or go home, right?
Tell us one thing people at work don’t know about you:
I’m a bit of a fitness enthusiast in my downtime. I’ve run/swum a few marathons, and it’s one of the ways I recharge and stay grounded amidst the hustle of work. I like to challenge myself physically—it helps clear my mind and brings balance. I’m also nature- and animal-obsessed. I love getting lost in nature, immersing myself in different cultures, and finding inspiration in the wild. Some of my best ideas come from those moments of escape.
In five years' time, I will be:
I see myself continuing to drive innovation in the experiential space, leading larger and even more impactful campaigns that inspire audiences and challenge industry norms.
I want to leave a legacy of transformative work that sets the stage for future young guns in the industry. Whether it’s pioneering new storytelling techniques, redefining audience engagement, or opening up new markets, I’m committed to pushing the boundaries of what’s possible in brand experiences.
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
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