All The Goss From Ex-Ensemble Duo On Their Brand New Agency

All The Goss From Ex-Ensemble Duo On Their Brand New Agency
SHARE
THIS



Paul Den and Mitchell Loadsman have decided to go out on a limb and exit the company Ensemble they used to work for to start-up their own boutique experiential agency, Banter, part of communications network the Hausmann Group.

We had a chat with them to figure out how they’re going to make it work in an already cluttered landscape, the challenges they’re facing and how they’re feeling.

Four weeks in, how is the agency going?

Mitch: It’s going great. We’re really enjoying it. It’s obviously a new challenge for us. At the moment it’s all about getting our name out there and establishing our positioning and what we stand for.

Paul: For us it’s a very unique experience given we’ve both worked in agencies for quite a while. When you’re having to suddenly make all the decisions, it’s equally liberating as it is scary.

What niche are you guys filling that other agencies aren’t already?

Paul: I don’t think we’re necessarily filling a niche that isn’t being filled. I think we’ve both always enjoyed working in the activation space and I think we felt there was an opportunity to create another agency in this space that was two young, independent thinkers who offer experiences that earn engagement, conversation and results

Mitch: We’re both really passionate about activations and experiential marketing. We saw an opportunity to do it for ourselves. We talked to a few different people and the experience of doing it yourself, we both liked the opportunity.

How will you ensure your survival in such a cluttered landscape?

Paul: There’s a couple of things. The first is to keep up. People like working with people who are really passionate and have a good energy. Mitch and I are both incredibly passionate about the industry. Positivity breeds positivity. And positivity breeds great outlook and creates happy clients.

The second thing is to keep up with unique experiences that are coming up or creating some of our own in the future we can establish. Things that add value to a consumer. Being an agency that’s really in touch with the consumer.

Mitch: Another is, we have a passion for wanting to learn and develop new ideas. We’re always wanting to push ourselves and the work we do.

Paul: Another good way to survive is do a really, really, really good job.

What are the biggest challenges in starting your own agency?

Paul: The first thing is, when you’re creating a brand from scratch, it’s finding that balance of not getting too introspective. For us, it was more the challenge of thinking about what’s going to get people interested and thinking about the story…really focusing on actual clients and their problems, rather than just ourselves.

Mitch: There’s the usual ones like agreeing on a logo and a website and colour scheme. It takes a while to get there, but we did, without too many fights.

How did you come up with your branding?

Paul: Banter is something that you have with someone you like. It’s a very human thing. The name came relatively quickly. It was born out of the fact that we were looking at what we liked about experiential – creating an experience people could genuinely engage with and sounded interesting.

We thought that was a nice name that summed up what experiences could really do.

banter

Mitch: The term banter comes naturally to us – we have a lot of banter in the office, we relate to the word ourselves.

When it came to the actual logo itself, we wanted to have some ties to the Hausman Group, that still has its own individual identity. We wanted something simple and classy as well that would hit a good mark.

What clients do you have so far?

Mitch: None at the moment. We’re working on a few different briefs, but we’re working within the Hausman Group on some of their new business potentials and looking at our own ones as well. We’re taking a slow and steady approach to getting into the market.

If you could have any brand, which brand would you love to work on?

Paul: This is a really tough question. I think a real challenge would be Tidal, Jay Z’s streaming service. Not because I just want to meet Jay Z and not just to get to Beyonce, but their premise is high quality streaming. In such a cluttered music space with so many players who are really established, it would be an interesting challenge to help them grow as a brand.

Mitch: There’s a number of brands I’d love to work with but one in particular is Heineken. They do some great work in the brand experience space and seem to get how important it is to talk to people in the real world. Plus, it also helps that it tastes great.

Image left to right: Mitch Loadsman and Paul Den

Latest News

New Adshel Research Shows The Power Of Brands Owning The Journey
  • Advertising
  • Marketing

New Adshel Research Shows The Power Of Brands Owning The Journey

Connecting with your audience is not just about the destination – and new Adshel research shows the commute is a valuable time to prime, engage and influence. New research launched at Adshel’s industry events last week in Sydney and Melbourne has identified significant and surprising changes in the way Australians commute to work. The research […]

Libby Trickett Stars In National Fisiocrem TV Campaign
  • Campaigns

Libby Trickett Stars In National Fisiocrem TV Campaign

Massage pain relief cream, fisiocrem, recently launched a national television ad campaign featuring Australia’s golden girl, Libby Trickett. The advertisement features the former three-time Olympian-turned-mother and her two children Poppy (three years old) and Edwina (six months old), and showcases a 30-second snapshot into a day in the life of the Trickett household. Targeted at […]

Australia Welcomes The Meerkats To The Neighbourhood With Open Paws
  • Campaigns

Australia Welcomes The Meerkats To The Neighbourhood With Open Paws

Leading comparison service Compare the Market launched its ‘Simplesness’ philosophy to the nation on Sunday night via its latest TVC, announcing the meerkats’ big move to the Land Down Under to spread their important message. The TVC – ‘BBQ’ – sees our favourite Russian meerkats move in next door, to introduce their new neighbours to […]

Bashful Group Launches Specialist Creative Agency
  • Advertising

Bashful Group Launches Specialist Creative Agency

Bashful Group has unveiled a new specialist creative agency that provides 360-degree services across the luxury, fashion, beauty and lifestyle sectors. Smile Agency was launched by Bashful Group CEO and co-founder Simon Bookallil, along with co-founder and creative director Emil Vrisakis and business director Jolene Cornford. It will offer services such as strategy, creative, production, […]

Apple Unveils ‘Better You’ Campaign For Launch Of The Latest Apple Watch
  • Advertising
  • Campaigns

Apple Unveils ‘Better You’ Campaign For Launch Of The Latest Apple Watch

They haven’t exactly taken the world by storm as Apple would’ve hoped, but it appears the planet’s first trillion dollar company is persevering with its Apple watches all the same. Cue latest campaign to promote the new Apple Watch Series 4. The campaign, titled ‘Better You’, shows a young bearded man morph into multiples of himself as he […]

by B&T Magazine

B&T Magazine
oOh! Taps Virgin Mobile CEO As Chief Customer Officer
  • Media

oOh! Taps Virgin Mobile CEO As Chief Customer Officer

oOh!Media has appointed former Virgin Mobile chief executive officer David Scribner as its chief customer officer, a new role to support the company’s strategy to deliver on its vision of being a new out of home media company. Scribner, one of the few former chief marketing officers who was elevated to CEO, brings proven experience in […]

Sunday TV Wrap: The Project’s Serena Williams Coup Fails To Rate As Ten’s Share Hits Worrying Low
  • Media

Sunday TV Wrap: The Project’s Serena Williams Coup Fails To Rate As Ten’s Share Hits Worrying Low

It was arguably The Sunday Project’s coup of the year – a one-on-one interview between star recruit Lisa Wilkinson and tennis ace Serena Williams, yet once again the show failed to pull an audience last night. Despite Williams’ reluctance to answer any questions about her recent US Open meltdown and Wilkinson’s admirable persistence, last night’s episode struggled to […]

by B&T Magazine

B&T Magazine
Officeworks & Initiative Renew Media Contract
  • Media

Officeworks & Initiative Renew Media Contract

After a closed review, Initiative has successfully renewed its national media planning and buying communications contract with one of Australia’s leading every-channel retailers, Officeworks. The renewal continues a partnership that started in 2008. Initiative drew heavily on its knowledge and experience in the review period to forecast tangible efficiencies and effectiveness for future Officeworks media investments. […]

Study: 93% Of Aussie Parents Want Water Marketed To Their Children
  • Marketing

Study: 93% Of Aussie Parents Want Water Marketed To Their Children

A new study by parent advocacy group Parents’ Voice has found that 93 per cent of Australian parents agree that water should be the default option in kids’ meals and have labelled the fast food outlets as main culprits for promoting sugary drinks. The advocacy group is increasing the pressure on fast food companies with a new […]

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine