Our Young Guns profile takes a weekly look at some of the young talent aged 30 or under 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. Last week we spoke to Network Ten digital integration producer, Amelia McGrath.
This week, we head to Sydney to speak to Pacific Magazines director of digital product, Benjamin Tweedie.
How long have you been in the industry
Nine years.
Duration in current role/time at the company:
One year.
What were you doing before this job and how did you get this gig?
I was planning a move to New York and was freelancing as a user experience consultant at various digital businesses around Sydney. One of those roles was with Pacific Magazines and I loved the culture and vision, so I took on a permanent role
Define your job in one word:
Connection.
What were your real and cliché expectations of working in the industry?
Long hours, short deadlines, small budgets.
How does the reality match up?
It’s all true, but it’s our job to make it work.
How would you describe what the company does and what does your role involve?
Our company has two core functions. Build powerful brand and content experiences consumers love. Build engaging and accessible avenues that allow clients to reach targeted audiences. My role is to strategise and deliver products that allow these objectives to occur in parallel.
Best thing about the industry you work in:
It is constantly reinventing itself, and we all get to contribute to it’s next iteration
Any major hard learnings in the job so far?
Working across 20+ publishing and e-commerce brands means seeking and creating new avenues to our diverse range of audiences.
If you had to switch over to another department, which would it be and why?
My focus now is on longer term product development, but its easy to miss the adrenaline of working on an agency team responding to briefs
What's exciting you about the industry right now?
With new technologies emerging daily, it has never been easier to connect our products and connect with our users.
What concerns you about the industry and its future
Digital publishing is becoming an increasingly important part of consumer lifestyle making it easy to dilute the experience with invasive commercial opportunities. Our vision is to deliver products that reward the consumer and client.
Who's your right hand person/who guides you day to day?
Darren Kerry, the head of digital who has helped drive the vision to extend Pacific’s product offering to the market.
And your almighty mentor that you hope to dethrone?
I think everyone has an individual vision for the team or business they would like to lead. Realistically it is a throne that doesn’t exist yet.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
Working internationally is an important next step for my career.
What is the elephant in the room? The thing that no one is talking about – but they should be.
Responsive ad solutions.
Where do you turn for inspiration?
The Seven West Media group is full of amazing talent. I never have to look far.
Tell us one thing people at work don’t know about you?
I used to be a competitive javelin thrower
Favourite advert is:
It’s impossible pick. Any campaign that uses consumer media in surprising or unexpected ways.
What’s your personal motto?
Be fearless with ideas.
I got into advertising/ad tech/marketing etc because:
My passion is visual communication and this industry offers endless opportunities for it.
If I wasn't doing this for a living, I'd be:
I’ve always been interested in industrial design. I’m hoping to find a way to work this into my career down the track via lifestyle or wearable technology.
If you are interested in being featured in our Young Guns profile or would like to nominate someone, please email lindsaybennett@yaffa.com.au
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.