Jason Dooris: How An Aussie Space Agency Will Benefit Aussie Agencies

Jason Dooris: How An Aussie Space Agency Will Benefit Aussie Agencies
SHARE
THIS



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.

Jason-Dooris-1260x840

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.

Please login with linkedin to comment

Atomic 212 Jason Dooris

Latest News

Social Change Maker Profile: Anthony Xydis, ARN
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Anthony Xydis, ARN

There's no denying ARN's Anthony Xydis is one of the industry's "nice guys", and that's despite B&T's fondness for evil.

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 […]

Aristotle’s Relevance To Experiential Marketing
  • Opinion

Aristotle’s Relevance To Experiential Marketing

In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer… Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are […]

Opinion

by B&T Magazine

B&T Magazine
Samsung  Kicks Off First Campaign With Tim Cahill Via Leo Burnett
  • Campaigns

Samsung Kicks Off First Campaign With Tim Cahill Via Leo Burnett

Samsung Electronics Australia has kicked-off its partnership with Tim Cahill with the launch of TIMVITE. TIMVITE is an interactive digital campaign that encourages Aussies to invite their mates to watch this year’s biggest sporting events together. The activity supports Samsung’s QLED TV category, which includes a range of 75” and 85” large screen TVs, because […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]