Paul Labagnara.
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.
Paul Labagnara: Director at The Lab
Time in current role:
20 years
How would you describe what the company does?
The Lab is, on paper, a research agency - but not your traditional one.
We help our clients see their world in fresh, new ways. We take a consumer-lead approach to solving and uncovering opportunities and guide brands towards more meaningful and impactful directions.
We always try to share what we call a “Reframe”, which is a fresh perspective capable of changing how a business sees its world, allowing them to move faster and with greater precision.
What do you do day to day?
Every day is different - which is what makes the role so engaging!
I love connecting with our clients & their customer bases to help them uncover new angles, mine new information or imagine a new outcome.
I find the best ideas usually come from joining different inputs together so I’m often on the go, bouncing between digital and face-to-face research travelling between Melbourne, Sydney and Brisbane (where I’m based) to make this happen.
The other part of my job is actually working on The Lab as a business - thinking about our goals, how we get better and engaging with our own people. Right now, I’m also in the thick of pulling together our annual Australia Project research - this is our own study that we conduct every year to explore the cultural forces shaping Australians. It’s been a fascinating year so I’m interested in seeing what we get back.
Define your job in one word:
This is very hard to do - it's a role with so many layers. On any given day, I’m part investigator, part lawyer, part interpreter - I have to dig into the details, interpret what we discover and shape it into clear, compelling stories. You also have to notice everything and be constantly attuned to the world around you.
It's the combination of these elements that makes the work so engaging and deeply rewarding.
I got into my the industry because:
I've always been fascinated by people - how they think, what drives them and why they behave the way they do. When you combine that curiosity with a love of problem solving, this role is like a natural fit.
The funny thing is, I didn’t even know this industry or this role existed when I was studying. It was only when I started my first few roles in advertising that I came across this space, and developed my passion for this field.
What’s the biggest challenge you face in your role?
The constant change can be intense, whether it’s tech, privacy or people management related. Staying up to date across so many facets of the business and our clients is something I love but also keeps me on my toes!
I was told once that if you don’t have a challenge then you aren’t in business. I love that attitude, it’s helped me work through many challenges across the years.
What’s the biggest industry wide challenge you’d like to see tackled?
At the moment, it’s almost impossible to not say - AI. Specifically how it shapes the roles of people in the industry, what quality looks like in consumer insights and what the future will look like.
In the midst of such change, we always try to focus on the quality of our thinking. I’m also excited that despite the tsunami of insights and information we now have, people still need great distillation of ideas - and they still value fresh thinking!
Who has been a great mentor to you and why?
Picking just one is impossible but if I had to name a few, from my early years, I’d say John Poulakakis, John Poorta, Max Burt and Jo Fernando. They each taught me a few things - John and Jo taught me to be ambitious, Max instilled in me self-belief and John Poorta was one of the most considerate people I know - he showed me how to join dots, find new narratives and to trust my thoughts.
I’ve been incredibly lucky to meet these people and so many more.
Words of advice for someone wanting a job like yours?
Go all in and listen a lot. Listening is a super power. Embrace your work with curiosity and energy. For this job (but pretty much for most jobs) being able to connect different ideas and perspectives is a skill that will always be incredibly valuable.
Above all, pay attention. It’s often the smallest details that lead to the most meaningful insights.
If I wasn’t doing this for a living, I'd be:
A sports commentator. I’ve always loved sport and I really admire the level of preparation, insight and storytelling that great commentators (like Bruce McAvaney) bring to the game. It’s the way they bring events to life and connect with people that I've always enjoyed and marvelled at.
My philosophy is:
Pay attention. Sometimes I do it, sometimes I don’t, but it’s always important.
It’s actually a little mantra I took from Jerry Seinfeld. I believe it was a mantra he had for himself when it came to writing his comedy - all the small things he noticed to try and make his work more relevant, interesting and funny.
My favourite advert is:
There are so many! But I have to say the Carlton Draft “Big Ad”. It’s a brilliant example of creativity done well. It’s smart, entertaining and doesn’t take itself too seriously, yet it still manages to connect people in a memorable and meaningful way.
Music and TV streaming habits:
I tend to watch a wide mix of content across different platforms because it’s important for me to stay in tune with what's happening culturally. If I’m thinking of TV, I’d say Succession, Ozark and Mad Men are some that really stand out for me. I loved them. I was pretty partial to a binge with them.
Musically, my tastes are just as broad, from classic Aussie rock that I grew up with to whatever my kids are listening to. Lately, I’ve been delving into Gang of Youths (10 years too late). I also spend a lot of time on podcasts, especially around sport, culture and general interest. There’s always something new to learn or a fresh perspective to hear.
What do you subscribe to?
I take in a wide mix of content, from Plain English (a podcast) to AI newsletters, Vox, substacks and podcasts. I like to keep a broad range of inputs to stay informed and keep a fresh perspective on the world.
Tell us one thing people at work don’t know about you?
I’m an open book so I actually think they know most things about me! I once won a tennis club championship - let’s see if they’re surprised by that. Not sure the club was that great talent wise!
In five years time I'll be:
Still doing what I love. This work is incredibly fulfilling and deeply rewarding - so I want to keep doing it five years into the future and beyond. If I had to call out one change, I see myself probably grappling with AI more.
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