It’s B&T’s Industry Profiles: THE NEST’s Charlie Bruton

It’s B&T’s Industry Profiles: THE NEST’s Charlie Bruton
SHARE
THIS



When she’s not showing off cycling around corners with no hands, or appearing in Harry Potter films, creative Charlie Bruton is digital agency THe NEST’S executive producer.

What drives you?

Whenever I’m travelling or taking some time away from work and I see or experience new and incredible, creative digital, the excitement rushes back. There is something absolutely thrilling about seeing something new come to life, and watching it change the way our friends and family are experiencing daily life. Banking apps like ANZ Grow and the kid-friendly PayPig from Westpac along with websites like AirBnb have changed the way we vacation and manage our money. I now order three out of five lunches a week via Hey You. It’s the elegant ideas like these that push me every day; it’s hard not be to excited by the possibilities.

What’s the hardest brief you’ve ever received or hardest job to execute?

We are currently working on creating a clinical research app in association with Sydney University. The timeline of the project will span over five years so I have to teach myself a new version of patience. It’s an absolutely fascinating project and one that is allowing us to develop a totally new way of designing and producing research technology. It’s challenging in the best way possible as it’s forcing us to think and develop in an innovative manner. It’s a professional dream to work on something that is pioneering the way in which we collect and analyse medical data.

What has been your favourite job in media and why?

I was a very small part of an activation years ago to turn Bondi Icebergs into the world’s biggest eski for a Bourbon brand. I’m British, so having the chance to do something this outlandish in my adopted city at such an iconic location was ridiculous fun and will always be memorable.

What brand of campaign would you like to get your hands on and why?

When I first moved to Sydney’s Darlinghurst over four years ago and saw ACON’s ‘Ending HIV’ campaign, I thought it was genius. It was highly creative, incredibly engaging and in my eyes, transformed a serious clinical topic into something easy to discuss and human, whilst reducing stigma at the same time. I’ve been lucky enough to work on Frost*collective’s 2015 campaign for ACON. I think every marketer dreams of working on campaigns that do genuine social good, so I feel honoured to be a part of this one.

What would be your ultimate role?

I’m most excited by elegant digital outdoor executions that have elements of gamification. My ultimate role would be working on projects that use digital solutions to encourage us to interact with each other and our surroundings in a more meaningful way.

What gets your goat?

V6, V7, V8… endless tweaking, although I respect the studio’s passion to get things right. Interestingly, I’ll often look back at original creative and it’ll have the most powerful impact.

What’s your proudest professional moment?

I recently spoke on a panel at VIVID alongside some of my most respected peers. Discussing the global digital landscape with such a passionate audience reminded me how lucky I am to work in such an exciting industry, where we are creating and defining the digital landscape rather than just watching it unfold.

Who do you think is the best creative in Australia and/or the world?

I saw Stefan Sagmeister speak last year at Sydney Theatre and was in awe.

He showed and said things that have genuinely changed my life. I can’t get enough of his TedTalks, he is truly an inspiration.

What’s your quirkiest attribute?

I can cycle no-hands around corners. Cycling is my personal form of meditation.

One thing no one knows about you?

I was an extra in the first Harry Potter movie. Depressingly, I was in Ravenclaw for most of it.

What are advertising/marketing’s biggest threats and opportunities?

The democratisation of technology and the proliferation of such varied and evolving social media have to be up there as the key threats. Traditional advertising is constantly battling with an ever-growing pool of multi-platform content that users are dipping and diving to avoid, always aiming to curate their own personal channel of visual and audio consumption.

Right now anyone can “talk” to a brand; we no longer rely on painstakingly and artistically crafted messages to aid those relationships. Trusted conversation and personalised content means more to us than powerful themes that used to act as the hook. If an agency can learn and own this type of communication in the express manner users expect then the opportunities are seemingly endless.

 What’s different in a creative role today compared to five years ago?

I can only speak from a production perspective, but I think multi-skilled collaboration is much more predominant now. Five years ago I could brief one designer on a concept or design for a new web environment or an app, now as a team we involve 3D render artists, art directors, copywriters for online content pieces, video content producers and even wearable specialists. Everything we create can and should work on up to ten platforms, so learning how to cooperate effectively and in an agile fashion is more important than ever if you’re looking to produce digital and design excellence.

What do you think are the most exciting things in the marketing and creative world at the moment?

I’m really enjoying watching how service applications are affecting us politically right now. It feels like there’s a new dawn in regards to what can be achieved using technology. The UBER case study is proof that technology can be a key driver in changing policy, which is very exciting. I believe that these channels will also morph into the next platform for brands to market. Who doesn’t love the UBER/ Kittens/ Puppies/ Messina co-labs!?

Describe your average day?

Our whole team scrums at 9am for 10 minutes and then the rest of the morning is usually taken up with WIPs and client meetings. I think it’s important to have a really straight to-the-point understanding of what everyone is up to on a given day; it sets the tone for the day and stops you stepping on toes. I try to save afternoons for producing documentation and focusing on strategy. I try (and often fail) to spend at least 45 minutes every day teaching myself something new. It’s a good habit to fall into. Mashable’s free courses are an incredible resource.

Tea of coffee?

Coffee, hourly.

Cats or dogs?

Dogs. One day I’ll own 10 huskies. Currently training my white ragdoll cat to bark.

Guilty pleasure?

Cheese platters for dinner three (sometime four) nights a week.

What’s your favourite TV programme?

Luther! Or Would I lie to you? on UKTV. It’s comedy genius.

Your house is on fire and the arsonists have nicked your car. What would you save?

I’d try my hardest to save my housemates. After grabbing the barking cat.

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]