Ben Peel.
Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Ben Peel: QLD sales director at oOh!media.
Time in current role/time at the company:
I have been with the business for over 11 years, 8.5 in Melbourne and 3 years in Brisbane.
How would you describe what the company does?
Helps brands connect with consumers through a national network of 7 different Out of Home environments.
What do you do day-to-day?
Largely my role is split between leading internally and partnering externally. Internally, working alongside a passionate and high-performing team, helping navigate challenges, develop strategies and enabling best work. Externally, I spend a lot of time with Brisbane agencies and clients, building relationships, understanding objectives and selling the benefits of Out of Home advertising.
Define your job in one word:
Enjoyable.
I got into marketing/advertising/media/tech because:
I came back from travelling overseas and needed to do something with my marketing degree. A friend of mine was working at 3AW in Melbourne and helped me to get a job as a copywriter... that lasted 4 months, before I moved into sales and have loved the industry ever since.
What’s the biggest challenge you face in your role?
There’s a few, and potentially my answer has a recency bias, but it’s ‘Balancing today's number with tomorrow's growth’. Finding the correct blend of short-term focus and long-term vision.
What’s the biggest industry-wide challenge you’d like to see tackled?
The need to retain the value of human connection. There are large scale investments into AI which makes sense to a point, yet they are all converging and stifling human creativity, problem-solving capabilities and connection.
Notable campaigns you have worked on:
The Glebe Island Silos for a Nike special build many years ago.
Who has been a great mentor to you and why?
There has been many and the value of good mentors should never be dismissed. Luke Cahill at 3AW and Jess Winterburn at oOh!. Plus, a list of mentors/colleagues/friends that I look up to in James Goodwin, Tim Murphy, Wade James, Olivia Porter, Marcos Haiotis, Warwick Kiel to name a few (and run the risk of missing some as well).
Words of advice for someone wanting a job like yours?
Where available, immerse yourself in leadership development and coaching training. Particularly in this world of leading people through change. That, and just find the good in everyone.
If I wasn't doing this for a living, I'd be:
Something sport related, becoming a player manager/agent has always been of interest.
My mantra is:
'Live fast, die old' It's actually David Brent’s, not mine… but I can’t say I have a mantra, so that’s my best answer.
My favourite advert is:
The McDonald’s MacTime James Dean TVC from the 90s. Iconic.
Music and TV streaming habits. What do you subscribe to?
Music recommendations from Josh Gurgiel. Footy podcasts. Currently watching Rivals S2 on Disney which will take about 6-9 months to finish a season with two young children.
Tell us one thing people at work don’t know about you?
There aren’t heaps as I overshare. Maybe the ability to ride a unicycle.
In five years time I'll be:
Leading the QLD team, one year out from Brisbane 2032, enjoying the energy and opportunity that the Olympics journey brings. (Really just trying to figure out how I run a leg of the torch relay!).
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