Our Industry Profile takes a weekly 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 time we speak to Media & Production Partners MD Jimmy Hyett - the ex-MediaCom director who flew solo to launch a full-service agency.
Duration in current role/time at the company:
How would you describe what the company does?
MPP Agency provides clients with one communications eco system with services in 4 key areas:
- Research and analytics
- Offline media
- Online media
- Creative and production
What does your role involve?
My role in the business is to drive progression and growth with our own people, the MPP product and most importantly our clients’ business.
Within the last six months/year, what stands out as the company’s major milestones?
Since launch we made a promise to not be a stagnant independent agency, we wanted to make noise and to drive forward. One of our biggest wins was Musashi – this started out as creative but four months later they appointed us as their media agency as well. As a startup agency in this market it’s a humbling feeling to be appointed by these clients knowing our product and service is driving growth for ourselves and our clients. Since then we have also been appointed the media agency for the Boating Industry of Australia which was previously with Blue449. This is another great milestone for MPP as it proves we can match it with the big agencies on delivery, but excel in our service to our clients.
Best thing about the industry you work in:
Our Industry is filled with talent. These people make the world move, impact change and drive innovation. It’s the people that make us love the communications industry.
Previous industry related companies you have worked at:
Career-wise, where do you see yourself in three years time?
I will still be leading and driving MPP Agency. There is a lot of room for growth and we hope to be in a position that starts to worry the big agencies in the industry.
What is the elephant in the room? The thing that no one is talking about?
Agencies are out of touch in a moving industry and clients are catching on. Creative agencies of old are full of jazz hands and overheads, which get passed onto the client. Too many times, mark ups and additional heads are added to invoices just to cover the volume of people working in a creative agency. That model is outdated. The best talent are running their own show, freelancing and working on multiple projects and the structure of big agencies doesn’t allow them to utilise these resources. They need to change but they can’t without redundancies across the board. Our model is to have a small team that lives and breathes the client’s business – and we pull in the best people and the right teams – only when needed. We tell our clients which external partners we are using and why. Open, honest and transparent with everything we do.
Tell us one thing people at work don’t know about you?
I left school at the end of year 10. School was not my thing. I hated it. I wasn’t motivated and I wanted to get out into the working world. I got into the industry early and worked hard as a junior. I was passionate and loved every part of it. I’m a strong believer that everyone has a different way of learning and you need to find your own way of learning to really get ahead.
Top networking tip:
Don’t be afraid to move clients, try different categories and agencies – even try out media side. I know as agencies we shouldn’t encourage so much moving around, but it is the smartest thing I have done to meet new people, build new relationships and gain new experience.
My favourite restaurant for a business lunch is:
Yum Cha – quick and tasty and everyone loves dumplings
My favourite advert is:
Carlton Draught – It’s a big ad.
My must-have gadget is:
My phone – communication, entertainment, organising and researching. Everything at your fingertips.
My favourite media is:
Cinema – I love the escape and the lack of distractions, I love the impact of the screen and the sound and I just love the whole experience.
My favourite TV show is:
Sport – any sport. I know I’m a typical hard to reach male in my 30s – but TV sucks.
The last book I read:
Street Smarts by Norm Brodsky and Bo Burlingham (ok I lied I didn’t read it – I listened to it as an audio book. Great way to save time and get through peak hour traffic)
My mantra / philosophy is:
Relationships are everything – with your own staff, with the media, with your clients and with your friends. You never know when that relationship will make a difference in your life.
I got into advertising because:
Its fast pace, exciting, the people are amazing and I love people!!! It’s the most vibrant industry in the world and advertising will never die. As long as there are businesses, there will always be a need for marketing and communications.
If I wasn't doing this for a living, I'd be:
Running another business. Which I have no idea what that is but since I was a kid I always wanted to run my own business. Maybe in art?
In five years' time I'll be:
Taking top tier clients from multinational agencies.
Define your job in one word:
What's your poison:
Adrenalin sports – surfing, snowboarding, skydiving, wakeboarding. Love the rush.
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