TG 20 years, in his own words

What did you think advertising was on day one, and how wrong were you?

I honestly had no idea what I was walking into. A whole new world literally opened up to me! For me, this job was a short-term thing before I went back to uni to be a PE teacher. I went with all the staff to an FHM party on day two, so I thought the job was pretty incredible in the first week. Most staff were still working out why KWP had a male receptionist for weeks, too. It was pretty funny. Thanks to Jo Healy, whose mat leave opened that door for me.

What was your first job at KWP?

I was a three-day-a-week receptionist. Letting people in the door and answering the phones! I did that for a few months, then moved into the Air Media department, then Account Service about nine months later.

Favourite staff members over the years?

Way too many to mention. We had a great young crew when I first started, all around the same age.

Shout-outs to my partner in crime Corey Swaffer. We were lucky enough to work on so much great work together for many years. John Baker (RIP) for always being there. We shared many good moments in the trenches. Andrew Carracher for looking after my early growth and giving me so much great client work. When we did media, I always loved working with Nat Morley. I loved her passion, smarts and drive. She taught me a lot about a side of the business that didn’t come naturally to me, and the art of the hustle.

Greatest client you’ve worked on?

So many great clients in SA: Coopers Brewery, Yalumba Wine Company, MAC, South Australian Tourism Commission.

But I’d say some of my relationships with clients in the Territory have been stronger. I’ve had so much trust over the years with Tourism and Events NT and Darwin Festival. They’ve been with us for the full length of time I’ve been in the Territory.

Best advice you’ve had in 20 years, and who gave it to you?

The same things I learnt on day one ring true today. Nurture your relationships. Most responsive wins. Protect the ideas and always keep things moving forward. Get back to people quickly, too.

And on the more negative side: if you fuck up, own it and fix it. It’s too easy today for people to just say it’s too hard and not take any responsibility.

And don’t fob off finance (internally). They can protect you or bail you out of anything you’re up against.

Toughest moments in the agency?

Definitely JB passing last year. A great man, taken too soon. Losing the SATC business was tough at the time, especially when you’d nurtured it for so long. But it was probably time to part ways after such a long run, and it opened up an incredible life in the Territory for me.

Biggest job stuff-up?

There’s been a few, not a huge amount over the years, but we did once send a direct mail piece with live goldfish (with fish food) to people on the East Coast as part of a campaign. What we didn’t think of was PAs actually passing them on, feeding the fish, or people being on leave. Fair to say a few perished. It blew up. National exposure. All hell broke loose for a while. The wrong client was named (another of ours), so we had fires going on multiple fronts. The RSPCA got involved. Never did another job for that client after that. What do they say about working with kids and animals?

We also caused massive confusion and outrage by getting celebs who’d never actually been to Kangaroo Island to tweet about it for SATC. Check out the Mumbrella archives. It was an absolute shitstorm for a while. This was well and truly before the rise of influencers, so you could probably argue we were the first agency to do this kind of work at scale, before it became a legitimate channel. Most of the celebs ran from the job and didn’t accept payment, and KI got so much free publicity. Job done.

Proudest job moments?

We won the best tourism award twice. Once with “Barossa. Be consumed” (SATC) and once with “Seek Different” (NT). Both were epic campaigns in their own right, and showed KWP at its best.

I remember vividly working on the Nuclear Fuel Cycle Royal Commission. It was six weeks of real intensity. We built out a team to deliver an epic scope of work in the shortest time frame. Nearly broke me, but we got the job done. We billed $70k in fact sheets alone. It was incredible, the amount of work that went into that job. We just ran with it. I secretly love the jobs with short time frames. It’s amazing what you can achieve. My motto’s always been: the answer’s yes, now what’s the question?

The Police Association of SA “Protect our cops” campaign was another career highlight. We actually had legislation changed due to the strength of the campaign. Still shattered it didn’t win an EFFIE!

Playing a scratch match for the Crows on Adelaide Oval was a work highlight too.

Why pack up and open a studio in Darwin in 2019?

To be honest, I’d lost both of my key clients, SATC and Yalumba, within a few months. I’d been working on pitches and project work for a while, and I was really looking for a new challenge. I needed to test myself and reinvent myself. Adelaide felt samey, too familiar. David (CEO) never thought I’d move, as we had a 14-month-old and had just bought a house in Bridgewater. But I managed to convince my wife on a two-year adventure. It’ll be eight years in January.

What has the Territory taught you?

Resilience and the ability to have impact. There’s so much opportunity, and we always say there’s one degree of separation up here. It’s easier to get noticed and get work done. There’s a real feeling of life in this special place. Nothing is manufactured here.

I run the office up here like it’s its own small business. I’ve loved understanding more and more about how the agency makes money, how you manage costs, debtors and revenue, and the impact you can have every day on the performance of your business. It’s the things staff don’t see you do. I love the business side of things.

Do you miss Adelaide?

I do miss the office, and I miss my family and mates, but I’m lucky enough to visit three or four times a year to connect. I miss watching the Crows live and the wineries the most.

Biggest change in the industry? Biggest thing that hasn’t changed at all?

I’ve been through a bit over 20 years. The GFC completely changed how an agency functioned, and the digital age completely took over around the same time. AI has turbocharged so much in recent years.

What hasn’t changed is the power and value of ideas, and how they can elevate a brand. Today is full of a sea of sameness and AI slop, so it’s more important than ever to tread your own path as a brand. I love finding those new ways with clients.

If you had a bumper sticker on your car, what would it say (to sum you up)?

The good shepherd.

Which client changed the way you work?

Richard Blackwell at MAC taught me a lot about government process and the role of research in ideation. His briefs were always the best. We always presented work on a Friday over a beer, when he was at his best heading into the weekend. He was a tough but super fair client, and we had a great run over a number of years.

Your most Territory moment on a shoot?

I think it pretty much happens on most shoot days. Sun’s down, and an ice-cold Black Fish gets cracked. There’s always beer on my shoots. The days are long and they slide down fast!

Last year I cooked epic chicken souvlakis at Gunlom Falls in Kakadu for the crew and talent after a monster day. The team could smell it from the top of the falls. One of those NT moments you wouldn’t get anywhere else. We almost hit a wild buffalo and drove through a massive bushfire on the way to Pine Creek that night, too. The Territory throws plenty at you.

Client you wish you’d worked on?

Jameson Whiskey or Chrysler.

Why stay 20 years at one agency in an industry that job-hops?

I think in any industry you just have to find a place where you can be yourself, have genuine career progression, and that lets you have a crack. I got that from day one here, and it was, and always will be, family. I kinda know nothing else. KWP has always been a place where you get out as much as you put in. The people have always made the place, and I’ve seen plenty come and go through those doors.

Who made you laugh the most?

Lucy McFarlane. She was a bloody champion to work with. We had many good times. Honourable mentions to Georgie Toole, JB and Maintain.

Greatest support over the years?

My wife Steph. She’s always got the boys when I’m bush or down the track. I remember going on a 14-day shoot two weeks after Murph was born. The first year was tough for her in a new place, but she loves it now and is never leaving!

Also (and this is not a suck-up), genuinely David O’Loughlin, for the incredible support and guidance on both the client and agency side, especially in our adventures in Northern Australia. He’s backed me on so much up here in the Territory and let me forge a path. In the early years, as we were building something, I always had the backing of the Mothership. It might have upset a few people, but I always got the resources I needed. The Territory loves him too!

What does the next 20 look like?

I’m not sure I’ll last another 20, but as long as we’re doing good work, having fun and making a fair profit, I think we’ll survive it well. We have a great team at the moment and we’re super integrated across our three offices. Agency life definitely has its challenges across the board at the moment, but we just gotta keep fronting up, having a crack and turning over rocks to see what challenges or opportunities show up.