Home coming

Home coming
SHARE
THIS


With Cannes Lions just around the corner, pick the work most likely to win big

Returning to his homeland after a decade in overseas roles, Lucy Clark catches up with Jon Chadwick as he settles into the top chair at Maxus Australia.

After 11 years building a high-flying media career around the world, it was in Istanbul in 2011 that Jon Chadwick suddenly realised he wanted to come home.

On a business trip while he was working for Mindshare managing its Nike account, Chadwick had what he calls his “Istanbul Epiphany”. “I was in a great hotel in the middle of one of the most amazing cities in the world, and I just had a feeling that I didn’t really want to be there,” he recalls. “It was a moment where I realised that all the travel and adventure I’d been doing was coming to a natural end in terms of my desire to do it.”

Chadwick returned to Australia last October, taking over from David Gaines as CEO at Maxus Australia. He brought more than a decade of international insight with him.

“My perspective has changed,” he says. “When I was five, I remember riding to my grandparents’ house about a kilometre away and I thought it was the distance of Sydney to Melbourne. My perspectives on the industry have changed, like they did back then, in terms of geographical depth and breadth. I think I have a more pragmatic view of where Australia sits in the world.”

Chadwick left Australia back in 2001, bound for the role of media director at JWT in Vietnam. “The move to Vietnam was the biggest shock of my career,” he recalls. “I was young, working in a market that was under-developed and culturally very different. I hadn’t even left Australia before – I was 25 and didn’t even have a passport.”

From Vietnam, where he helped launch Mindshare into the market, he moved to Mindshare Singapore. Then in 2007, he moved to Europe as managing partner at Mindshare in central and eastern Europe and Russia, tasked with growing the agency’s local network.

In 2008, he took on the job of leading Mindshare’s global relationship with Nike. He says: “Another seminal moment of my career was moving to London right in the crash of 2008. It impacted on the industry immediately and was very challenging.” The Nike work took him to the States in 2010 to set up a Mindshare hub in Portland, Oregon, near Nike’s HQ.

As a result of these global roles, Chadwick sees importing and exporting as vital to Australia’s advertising market – and the rest of the world’s.

“There is a huge amount of opportunity for Australia,” he says. “There is a very rich talent pool and a very good penetration of technology here, so I think we have a good opportunity as an export market. There is also a natural hunger for Australian-based talent to travel because we are so far away from the rest of the world.

“But we should continue to import and diversify our talent pool. Diversity is key to creativity.”

Working with Nike, Chadwick experienced a new meaning to ‘innovation’. He explains: “Innovation, back in the day, was about idea development. But in the US I experienced innovation in terms of actually making things, such as Nike’s Fuel Band. Companies see digital not so much as a way of enhanced communications, but as building meaningful utilities that change people’s lives.”

Returning Down Under with a fresh perspective, Chadwick says there is a hint of nervousness in Australia – and a lot more competition. “I’ve noticed there is a natural cautious nature in the market,” he says. “It’s very competitive now. You can have great client relationships and happy staff, but you can be sure that there’s a competitor out there trying to take your business.”

Despite what others might say, Chadwick is adamant Australia’s adland is not behind other countries. “Looking at the work being done here on data, I’d say we’re one of the strongest in the world,” he says. “And if you look at Australia’s share of global expenditure versus our share of global awards like Cannes, we do very well.”

Taking the Maxus reins, Chadwick spent his first three months listening and learning, then the next three months strategising and planning. He is now busy executing his plans.

“The strategy for us this year is bringing the right people to the right roles, then we’ll shift into a more aggressive behaviour,” he explains.

This has seen Chadwick grow the Maxus headcount by 20% already, including Claire Taylor-Rowe as Maxus’ first chief strategy officer.

The agency has three objectives: to be the strongest Maxus office globally, to break into the top 10 agencies in the market, and to be seen as one of Australia’s most innovative agencies within three years. Chadwick’s plan to achieve these goals? People. “You get the right people delivering the right product and everything else follows.”

Sydney born and bred, with an inherent love of all things Aussie, especially the sport, Chadwick is enjoying being back in Australia – but admits he hasn’t ruled out overseas work for good. “That travel, that nomadic bug, is very difficult to shake,” he comments.

Please login with linkedin to comment

Latest News

M&C Saatchi Sport And Entertainment Merges With Hidden Characters
  • Marketing

M&C Saatchi Sport And Entertainment Merges With Hidden Characters

Advertising and marketing network M&C Saatchi Group has bolstered its offering by bringing together sponsorship and experiential business M&C Saatchi Sport and Entertainment (S&E) with its consumer PR business, Hidden Characters. The newly merged entity will be led by M&C Saatchi S&E managing director Jamie Gilbert-Smith (pictured above). The majority of the Hidden Characters team, […]

Macquarie Media & ABC Score New Six-Year Cricket Broadcast Rights Deals
  • Media

Macquarie Media & ABC Score New Six-Year Cricket Broadcast Rights Deals

Cricket Australia (CA) has announced new six-year radio agreements with Macquarie Media and the ABC. The Macquarie Media deal includes coverage of all men’s international, women’s international and BBL matches in the 2018/2019 to 2023/24 seasons. Under the new agreement, Macquarie Media will broadcast more games on more stations than ever before, including the broadcasting […]

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 […]

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’
  • Marketing
  • Media

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’

Home Beautiful and Harvey Norman have partnered on a new content series which will transform a quintessential Aussie shed into a field-to-fork restaurant whilst showcasing culinary local heroes. In 2012, Martin Boetz (pictured above, right) – the chef behind the cult following of Longrain during his 13-year stint – escaped the bustle of the big smoke […]

Music Feeds & Purple Sneakers Join Forces
  • Media

Music Feeds & Purple Sneakers Join Forces

Music Feeds and Purple Sneakers have unveiled a new strategic partnership that will allow music industry and direct advertisers to extend campaign bookings across all Purple Sneakers digital platforms when booking with Music Feeds. Founded in 2005 by Martin Novosel as a club brand and events company, Purple Sneakers is a key player in the Australian […]

by B&T Magazine

B&T Magazine
Headway & App Annie Get Ready For FIFA 2018
  • Media
  • Technology

Headway & App Annie Get Ready For FIFA 2018

Headway, the leading data-driven media buying company, has teamed up with market data and insights company AppAnnie. Together, the companies have unveiled The App Marketer’s Guide to the World Cup – a whitepaper designed to help app marketers succeed. Every year, flagship sporting events are breaking the internet with increasing viewership and the 2018 FIFA World Cup […]

Twitter Makes In-Stream Video Ads Available To All
  • Advertising
  • Media

Twitter Makes In-Stream Video Ads Available To All

Social media giant Twitter has announced it’s making in-stream video ads available to all advertisers – including self-serve – across 12 markets, including Australia. The popular video format attaches pre-roll content in front of premium publisher videos and highlights. The 12 international markets where Twitter’s in-stream ads will be available are Australia, Brazil, Canada, France, […]

Australian Alliance For Data Leadership Appoints New CEO
  • Advertising
  • Marketing

Australian Alliance For Data Leadership Appoints New CEO

The Australian Alliance for Data Leadership (AADL) has announced the appointment of credentialled senior executive Stephen Porges as its new CEO. Porges currently sits on a number of company boards, has considerable public and private sector listed company management expertise, and has been instrumental in successful data-driven businesses. He also brings CEO skills gained at […]

Business , Nicola Lewis poses for a portrait in Surry Hills. Lewis is being appointed to run WPP's GroupM in Australia and New Zealand.  
Pic Jenny Evans
  • Media

Women In Media Profile: Nicola Lewis

GroupM investment chief Nicola Lewis is grilled in latest Women in Media profile. It's more a gentle simmer, really.

by B&T Magazine

B&T Magazine
Is This Your Lucky Day? Lucky Numbers For Sale!
  • Marketing
  • Partner Content

Is This Your Lucky Day? Lucky Numbers For Sale!

The lucky 1800 80 80 80 phone number is up for sale! Top news if you sell to octogenarians or have an 80s tribute band.

Partner Content

by Customer Connect

Ego Pharmaceuticals Appoints Valtech Australia As Digital Transformation Partner
  • Marketing
  • Technology

Ego Pharmaceuticals Appoints Valtech Australia As Digital Transformation Partner

Australian dermatological skincare products manufacturer Ego Pharmaceuticals has appointed digital agency Valtech Australia as its technology and transformation partner following a competitive pitch. Valtech will design and build Adobe platforms, marketing tools and components that will become a central point for Ego Pharmaceuticals’ global digital marketing activities. The Valtech project will enable Ego to deliver […]

Long Live Our Weird Ideas
  • Advertising
  • Opinion

Long Live Our Weird Ideas

There was a time when weird ideas meant a trip to the priest's confessional and 10 Hail Marys. Thankfully, no longer.

Opinion

by B&T Magazine

B&T Magazine
Doritos Dinosaurs Stampede The Streets Of Sydney Via PHD
  • Advertising

Doritos Dinosaurs Stampede The Streets Of Sydney Via PHD

To celebrate the launch of its lava-coloured, Chargrilled Steak-flavoured ‘Colossal’ corn chips, Doritos is directing a four-day guerrilla campaign, championing its recent partnership with Universal Studios. In the lead up to the release of Jurassic World: The Fallen Kingdom, a pack of 30 Doritos Colossal Dinosaurs will stomp across the Sydney CBD, wrangled by a Chris Pratt […]

Ronan Keating Returns To Seven For New Talent Show
  • Media

Ronan Keating Returns To Seven For New Talent Show

The Seven Network has revealed who some of the 100 judges are that will join host Julia Zemiro on its new talent show All Together Now. The show sees a range of singers (solo acts and groups) perform in front of the biggest judging panel Australia has ever seen, with ‘The 100’ to be made up […]