Nick Smith.
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.
Nick Smith: Managing partner, Havas PLAY Australia & New Zealand.
Time in current role/time at the company:
6 months at Havas PLAY, 18 months at Havas (after Hotglue was acquired in 2024).
How would you describe what the company does?
Havas PLAY exists to help brands connect with culture in a way that feels genuine and relevant. We work across strategy, activation, social, content creation and talent to bring those ideas to life for both global and local brands.
What do you do day-to-day?
No two days look the same, which is a big part of why I enjoy it. I might be in the detail on commercial strategy or financials, then jump into a client pitch, work through a people challenge, or think about how new tech is changing what we do. A lot of my focus is also on supporting the team and trying to create an environment where people can do their best work, and celebrating the wins!
Define your job in one word:
Enabler.
I got into marketing because:
I studied Computer Science, cut my teeth as a programmer, and ended up helping build and run the Ticketmaster website in the early 2000s when it was one of the biggest eCommerce sites in Australia. A role at a (then) small digital agency called Visual Jazz pulled me closer to the brand side. I got absolutely hooked on the pace of building sites and launching digital campaigns for brands. The chaos of agency life isn’t for everyone, but I love it.
What’s the biggest challenge you face in your role?
Balancing short-term commercial pressure with building something sustainable for the long term. It’s easy to get caught in the day-to-day, so I try to remind myself to step back and look at the bigger picture. Investing in people, capability and culture is the main game.
What’s the biggest industry-wide challenge you’d like to see tackled?
We’ve probably leaned a bit too far into digital communication at times, and it can come at the expense of real relationships and better ideas. Tools like Teams and email are great, but they can’t fully replace a proper conversation. Getting in a room together still leads to clearer thinking and stronger outcomes.
Notable campaigns you have worked on:
I loved the work we did with HSV in the years before the brand was eventually retired in Australia. We had viral success, produced authentic branded content and pre-sold out many models before they even appeared in dealerships. We did great work with an awesome client and a world-class product, produced right here in Australia.
Who has been a great mentor to you and why?
I worked with Konrad Spilva for 6 years while at Visual Jazz. We’ve been great mates ever since and there’s no way I could have built and sold Hotglue without his inspiration and guidance.
Words of advice for someone wanting a job like yours?
Always be learning. This industry moves at light speed, and no-one can possibly stay on top of it all. If constant self-improvement doesn’t excite you, this probably isn’t the role for you!
If I wasn't doing this for a living, I'd be:
A Pilot. I was an Air Cadet as a kid, did my work experience at Ansett (RIP), and have done about 10 hours towards my RPL. Maybe one day I’ll get it done...
My mantra is:
Hire great people, set them up for success and get out of the way.
My favourite advert is:
The Ship Song Project, by the Sydney Opera House. This is so much more than advertising. It’s a cultural moment in time that will never be recreated, and the co-ordination and effort involved in bringing it to life still leaves me in awe.
Music and TV streaming habits. What do you subscribe to?
Spotify, YouTube.
Tell us one thing people at work don’t know about you?
I’m genuinely an open book at work. The secrets I do have aren’t interesting enough to keep.
In five years' time I'll be:
Still doing work I enjoy, but with a bit more time for golf!
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.