Industry Profile: GPJ and Project MD Caleb Bush

26 February 2019
Caleb Bush

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 managing director of GPJ ANZ and Project ANZ Caleb Bush.

Time at the company:
I have been in my new role since Jan 2019, and I started at GPJ in December 2009.

How would you describe what the company does?
In my dual role across GPJ and Project ANZ, GPJ creates unique live and digital experiences, and Project’s agencies create work for our clients that inspire people to participate and engage with.

What do you do day-to-day?
I rise at 5.30am with our six-month old seven days a week. From that point on, every day is different, and I love that.

Define your job in one word:

I got into advertising because:
My role is in marketing and I love the opportunities for storytelling and dreaming that the industry offers.

What’s the biggest challenge you face in your role?
Staying fresh and ahead of the game.

What’s the biggest industry-wide challenge you’d like to see tackled?
My dream is to one day speak a common “marketing” language. Marketing jargon often ruins real conversations. Not until all agencies and clients agree on this – will we see the true power of ideas and measurement providing real outcomes.

Previous industry related companies you have worked at:
I have been inside the Project family for 10 years, and prior to that I worked at Future Entertainment where I was lucky enough to work in the space where sales drove everything. If people didn’t buy tickets – we didn’t have a festival.

Notable campaigns you have worked on:
A bunch.

But recently GPJ delivering the Opening and Closing Ceremonies of the Invictus Games Sydney 2018 was very special. And probably not for the reason you think. It was great to meet Prince Harry, but the joy, elation and genuine epicness of the competitors and their families who have served their countries and have fought back from adversity was simply mind blowing. It’s the greatest project I have been part of in my work career.

Who has been a great mentor to you and why?
The characters from The Big Lebowski. “If you will it, it is no dream” - Theodor Herzl. The film is so much deeper than you think.

Words of advice for someone wanting a job like yours?
Block out the haters, naysayers, non-believers and negative LinkedIn commentators.

If I wasn't doing this for a living, I'd be:
Living in the Langhe Hills growing grapes, swimming and sailing.

My mantra is:
Classic and Unpretentious.

My favourite ad is:
The work that Air New Zealand is producing. Original, warm and welcoming.

Music and TV streaming habits. What do you subscribe to?
I live on the Northern Beaches and spend a lot of time in my car – so podcasts are my new thing. I am currently into “The Rewatchables”, which reviews movies from a time when I had some spare time.

Tell us one thing people at work don’t know about you?
I’m going to compete in the Rottnest Channel Swim in 2020.

In five years' time I'll be:
Still in the industry, still engaged and still passionately delivering outstanding work with clients who want to create world-class awesomeness.

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