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.
Meet this week's Industry Profile, B.B.E strategy director Adam Beaupeurt.
Time at the company:
Coming up to five years.
How would you describe what the company does?
Help clients take advantage of new media and consumer behaviours
What do you do day-to-day?
My job is split into three parts:
- Work closely with clients on communications and business strategies, tactics and activities
- Work closely with the B.B.E team to deliver strategy-led creative, communications and technologies
- Work with B.B.E leadership on day-to-day operations, and to guide the future state of the company
Define your job in one word:
I got into advertising because:
Mass behavioural change is fascinating. Whether through technology, media, policy or advertising, the impact that this industry has, and can have, is profound. Of course, within the constraints of a capitalist, neoliberal society...
What’s the biggest challenge you face in your role?
Balance. The three-part role is actually three jobs. Life comes in there somewhere. More and more, as my confidence grows, it gets a little more balanced, but there’s still a long way to go.
I’m lucky to have an incredible partner, great partners in business, and an excellent leadership team, all of who have three of their own jobs to fulfil.
What’s the biggest industry-wide challenge you’d like to see tackled?
Inclusion. As a business, and as an industry, we don’t do enough to get minority groups into the industry, to change the face and the output of it. Gender diversity has gone some way, but in an age of divisiveness, change has to start from within.
Previous industry related companies you have worked at:
I was a WPP/STW regular. Traded, loaned and transferred like a professional footballer across DT, now AKQA, OgilvyOne Worldwide and Ogilvy Australia.
Notable ads/campaigns you have worked on:
Bank of Melbourne: Launching a Bank
Macquarie.com: Global Digital Transformation
Medibank: Live Better
KFC: Snack! in the Face
Who is a great mentor to you?
Geoff Bainbridge, serial entrepreneur and numbers person. He never tells me what to do, yet somehow after our meetings I know what needs to be done. Plus, he’s an absolute blast to hang out (party) with.
Words of advice for someone wanting a job like yours?
Just do it.
If I wasn't doing this for a living, I'd be:
Probably an underperforming and deeply unsatisfied lawyer.
My philosophy is:
Self determination - the idea that I can define my pathway - balanced by a respect for the fact that not everything is in my control.
My favourite ad is:
It’s an ad for Amnesia, a nightclub in Spain. Well, it’s an ad for a faux energy drink brand ‘Ibizious’ that’s veiling the ad’s true identity. What?! Why? It breaks every rule (or adheres to them all, I’m not sure). It’s ridiculous, nonsensical, nostalgic, entertaining, and has the greatest reveal of all time.
Don’t look it up - you’ll either hate it, or you’ll watch it over and over again, forever. \
Music and TV streaming habits?
I’ll take this opportunity to promote real-world streaming: live performances, music, shows, festivals, clubs, and events. Particularly in NSW, but felt around the country, not enough funding is provided to support creative industries, while simultaneously governments are actively stifling the nighttime economy which supports it.
Tell us one thing people at work don’t know about you?
They know everything. What this question should ask is what people at work wished they didn’t know about me.
In five years' time I'll be:
Doing what I do today, just heaps better.
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