Our Industry Profile takes a look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This week we speak to March One executive creative director Ben Coverdale.
Time in current role/time at the company:
Seven years and counting.
How would you describe what the company does?
We build brands on a platform of Human Stories Told Well.
What do you do day-to-day?
Drink coffee, sketch things, read stuff, write stuff, catch up with talented artistic types, interview strangers, shoot ads, colab with clients, lord our accounts people, go home, play with the kids…repeat.
Define your job in one word:
Fluid.
I got into advertising because:
My friend at school got into advertising and I figured I could do it better. Turns out he’s pretty good...I’ll catch him one day.
What’s the biggest challenge you face in your role?
Starting.
What’s the biggest industry-wide challenge you’d like to see tackled?
The loss of wisdom in our industry is monumental. I’d like to see a platform where experienced creatives can pass down what they know to the next generation. We need to stop starting over and start building on the shoulders of giants.
Previous industry related companies you have worked at:
Junior, DDB, Clemenger, Wunderman and The Works Sydney.
Notable ads/campaigns you have worked on:
Jim Beam – The Bourbon.
Skoda - Sand Car.
CMRI – The video that broke the internet’s heart.
Jeans for Genes – Fight With Me Fight For Me.
Who is/has been a great mentor to you and why?
I’ve learned things from all the people I’ve worked with. Steve Minon and Kevin Mcmillan were probably standouts – they have opposite approach to making great ads.
Words of advice for someone wanting a job like yours?
Just start. No amount of education can beat good ideas and hard work ethic.
If I wasn't doing this for a living, I'd be:
An electrician in high voltage distribution lines, which was my previous job.
My mantra/philosophy is:
If you want things to change you need to change things.
My favourite advert is:
Budweiser – The Clydesdales Brotherhood Super Bowl ad. This is a beautiful story about fathers and sons, which is well written and produced just right. It targets the viewer’s pride – which is a super smart for a beer and much more compelling than the competitors. It’s an oldie, but it gets me every time.
Music and TV streaming habits. What do you subscribe to?
I like all the folky stuff on Spotify.
Tell us one thing people at work don’t know about you?
I grew up in a small town called Yorkeys Knob where kids didn’t wear shoes to school and knew all the names of the local crocs.
In five years' time I'll be:
The proud owner of an agency with contribution at its heart – connecting commercial clients to charitable outcomes.
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