Jason Dooris: How An Aussie Space Agency Will Benefit Aussie Agencies
In this guest post, B&T regular and CEO of Atomic 212, Jason Dooris (pictured below), says Australia becoming a player in the space race is smart thinking for the nation’s smart thinkers…
The news in late September that Australia is finally going to join the space race – we’ll be the second-last OECD nation to get involved – could be the kick in the pants for our nation to start walking the walk and making innovation the focus of our economy.
But where other industries may see this shift as an attack on their way of business, agencies should embrace the possibilities it presents, because innovation is and should always be at the core of what we do.
By having an Australian space agency, it could work towards building Australia up in the innovation stakes, which should in turn reduce brain drain and nurture a significant talent base in Australia. For communications agencies, where issues like brain drain are already a major issue and where technology and innovation are key business drivers, anything that can keep our best minds Down Under will ultimately be a boon.
What’s more, the creation of an entirely new industry within Aussie borders will hopefully open the floodgates for a stream of innovative new clients.
Asteroids to destroy the Lucky Country’s good fortune
While we’re a tremendously wealthy nation, so much of that wealth has come largely on the back of luck – we like to espouse that we’re the ‘Lucky Country’, but what’s often forgotten is that Donald Horne’s 1964 book where the phrase originated was actually a criticism.
And though Horne later clarified he didn’t mean our luck was the result of our material resources, Australia’s wealth and prosperity have come in no small part due to our primary industries – from the gold rushes of the mid-19th Century to the mining boom that is only now tapering off.
What’s more, the announcement of our own space agency is belated confirmation that what we pull out of the ground is no longer a sustainable basis for our nation’s financial stability.
When we talk space agencies, the mind tends to wander towards thoughts of boldly going where no one has gone before, making contact with alien civilisations, and getting ‘friendly’ with green women a la Captain Kirk. But the reality is that most nations’ space agencies are based around the advantages they present for life on Earth – not least being able to end reliance on countries such as Australia for minerals.
NASA have stated their aim to redirect an asteroid to orbit the moon for the purpose of astronauts then being able to “explore it and return with samples” as soon as the 2020s.
But where the American agency primarily sees this as a means of preparing for further space exploration, other countries – and indeed the private sector – regard this as the final frontier of mining. In fact, near-Earth asteroids have already been identified based on the resources for which they would yield and how cost-effective they would be.
The financial feasibility of these plans admittedly remains up for debate, but we face the very real possibility that Australia’s mineral wealth will be seriously undermined via what’s mined in space.
Why would we want a space agency?
So why would we want to help develop the techniques and technology that could ultimately pull the rug out from underneath our mineral wealth?
Mainly because space is a $420 billion industry and Australia is worth just $3 billion of that amount – basically, we’re suckers to have waited this long to get more involved.
Satellites have become integral in our globally connected world, and have gone from the size of buses to shoeboxes. Coupled with the fact rockets are now both usable and 3D-printable, the barriers to having a satellite orbiting Earth gathering and relaying priceless data about our planet have been lowered to the point startups are getting in on the action.
But perhaps the best aspect of having our own space agency is it means we can start to battle the brain drain in this industry. This is where the benefit for Australian agencies come in. Innovation and technology are core determinants of business success in agency land, and anything we can do to make Australia an attractive hub for the world’s greatest minds will have a positive flow on effect for any industries that thrive on innovation and ideas.
Speaking on Triple J’s Hack, Brad Tucker, an astronomer from the Australian National University, said many of Australia’s best minds are going overseas to pursue opportunities in space.
“We train lots of great people and they find jobs elsewhere,” he said.
How’s a space agency good for agencies?
Perhaps the biggest appeal of our own space agency is that it feels like one of the first legitimate indicators that the government’s long-vaunted ‘Ideas Boom’ was more than just an advertising campaign.
Whether through luck or not, Australia has a tremendously well educated and trained population, so it just makes sense that we shift our economy to one that relies on minds rather than mines.
And while we in agency land have long been aware that great ideas are our most powerful resource, we still stand to be big-time beneficiaries as more brain-centric industries emerge, or businesses shift that way, because it will dramatically increase the talent pool.
One of the wonderful things about advertising is that it relies on so many different skillsets. While it seems like an industry made for outgoing networkers, just as important are the brilliant minds who can analyse numbers and data – folks with a STEM background are critical. Technologists, strategists, econometric statisticians … all vital roles in marketing which have innovation at their very heart.
And that’s another wonderful thing about advertising – the best agencies are constantly on the lookout for people with skillsets that may seem to be completely at odds with our core business, because they’re usually the ones who come up with revolutionary ideas.
I don’t claim to know what an aeronautical engineer, astrophysics scientists or even test pilot could bring to our industry, but who in the ‘90s – or even early 2000s – would have thought machines would be doing most of our buying? And yet programmatic spending is completely revolutionising the industry, allowing countless of our best minds to shift from doing what was effectively data entry to instead think about improving aspects of data analysis, customer service, digital marketing and advertising channels.
Space may be the final frontier, but the lessons learnt up there have been proven again and again to have massive benefits for those of us with our feet firmly planted on terra firma – and as the folk from Down Under head to the stars above, we will surely see a boost in innovation across the country.
Agencies should keep a close eye on these developments – who knows how we will be able to capitalise on them, but more innovation within our borders could lead to the boost our own industry in Australia has been looking for.
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.