Ten Years On From The First 30 Under 30: Adam Penberthy
In 2009, Adam Penberthy was the managing director and founder of Fresh Advertising, with his passion and innovation seeing him become one of B&T‘s 30 Under 30 winners. Since then, he’s continued to create and innovate away from adland as the MD of City Winery, Brisbane.
As part of our celebratory content series marking 10 years since B&T‘s first ever 30 Under 30, we tracked down Fitzgerald to find out what he’s up to now. If you missed the others profiled in the series, check them out here.
Hear from Penberthy below about what winning one of B&T‘s 30 Under 30 awards meant to him, how his career has changed, and what advice he would give ambitious young starters who are looking to create their own business.
Adam Penberthy
Then: Founder/MD, Fresh Advertising
Now: MD, City Winery Brisbane
What did it mean to you at the ripe age of 26 that you were chosen as one of B&T’s 30 Under 30?
Geez, was probably a good ego stroke for me! In all seriousness, it was very exciting. It was early days for me in Fresh at that point, so having the media support and validate what we were doing was terrific!
How do you think being nominated affected your career, if at all?
Not really, probably if anything just a bit more validation that what Fresh was doing at that point.
What’s been the biggest change to your life since then?
Fresh (which still exists today) is now more a software development shop, largely working with startups and funded tech plays building out mobile applications. So it’s a large change from the advertising world we were in in the late 2000’s.
It has specifically been a result of clients pushing us more into tech development over the years, which in the end turned out to be an easier business and more profitable business than that of the advertising world, so we wound back the agency and wound up the dev side.
Since 2009, we’ve been involved as a venture partner/equity partner in a number of startups and most recently, making a move into the wine industry (which has always been a passion and love of mine).
Today whilst I’ve still got a foot in the Fresh camp, I’m firmly involved as co-founder of Brisbane’s first urban winery since 1860.
I’m excited about the change of focus, and mixing my love and interest in wine with a the new challenge of running a hospitality venue.
What words of wisdom would you have shared with your 26 year old self back then knowing what you do now?
Get overseas – we had the opportunity to do something really cool in Singapore and Hong Kong… I was busy in Australia and didn’t maximise the opportunity.
And – learn to exit. I wish I had been serious about exiting 5 years ago.
What are you most proud of?
Probably two things.
1) I guess the pivot from advertising to tech was a key change, we then expanded abroad, which proved to be an exciting and daunting experience.
2) I think the growth we had during the GFC – I think we were up like 40-50 per cent during the GFC as a result of a “head down and keep pushing forward” mentality, which in the end paid a dividend.
What do you see as the biggest challenges that face young people in advertising, marketing and media these days?
The landscape has changed completely, consumers have changed, client briefs have changed and the demands the agency world puts on you has only intensified.
Conversely, what’s the biggest opportunity for those under 30 now?
Work hard, hustle for work for the agency, have a side project and focus on ROI.
What was behind the move out of the advertising industry?
I love advertising, I love the creative side of the industry, but the economics of the business (particularly for small independent businesses) just doesn’t stack up. It’s hard to make a crust. We were lucky we always had a tech interest/side to the business, so a migration towards just focusing on tech was something relatively easy to do for us.
However, after 8 years in tech, I personally wanted to try new things and look at new opportunities. My passion is wine, I met an amazing winemaker, and the concept of an urban winery is something that I’ve watched keenly around the world. To be at the helm of Brisbane’s first urban winery is something I’m really excited about! It’s an amazing challenge, but will be entirely rewarding…
There’s an entrepreneurial spirit behind a lot of our 30 Under 30 winners – true today as much as it was 10 years ago. What advice would you give those ambitious young starters who are looking to start their own business?
Do it. Just start. I started Fresh with a pack of business cards, a clapped out car and a dodgy old laptop (which was huge). There’s something about the art of learning to hustle and just going all in that forces you to just get on with it and make it a success… the old sink or swim adage.
\\
Entries for this years 30 Under 30 Awards are now closed (although entries for the Snapchat Young Lions Competition just opened). The shortlist for B&T‘s tenth 30 Under 30 will be released Tuesday 26 March. Tickets for the award night on Thursday 11 April are on sale now.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.