Have you heard the good news? B&T’s 30 Under 30 Awards are back for its 11th year, and we’re officially open for entry.

For those who don’t know, B&T‘s 30 Under 30 Awards are widely regarded as the leading showcase for the best and brightest young talent working across marketing communications.

In honour of our upcoming awards, we’re taking a look back (10 years to be exact), to see where our 2011 winners are now.

Today, we’re chatting with Jye Smith.

Back in 2011, Jye was setting up the content studio for Weber Shandwick in Australia as digital strategist. He said: “It was one of those titles that is vague enough to let you get away with making up your job.”

These days, Jye has, in his words, become a cliché as a slashie. Most recently, he founded a creative and strategy coaching business called You’re Good, Get Better, but his day job is actually as an independent strategist/podcast producer/copywriter/agency consultant.  He also sits on the board of Vibewire.   

Read more from Jye below on what his life’s been like since winning a B&T 30 Under 30 gong.

Jye smith  

How did you feel winning a B&T 30 Under 30? 

I was absolutely chuffed – it was really humbling.  It was the first time I took pride in my age rather than being vague to try and make people take me seriously.  But spoiler alert: people still don’t take me seriously. 

Do you think you winning has affected your career at all? 

Without a doubt.  It was a real marker on my resumé, but also a great talking point for the agency moving forward.   

Although I don’t really use it like that anymore – I’m middle-aged in advertising; not young enough to be considered innovative nor old enough to be considered wise.   

What’s your favourite part about the industry? 

It’s getting the work done. Clients pay strategists to think about thinking, and creatives to ink out ideas.  

After working this summer break for my father’s oyster business, I couldn’t wait to get back into PowerPoint and worry about font size. 

What do you think needs changing? 

Female creative directors.  We have a problem few are proactively addressing. I recently interviewd Lizi Hamer for the Maker & Creator podcast who provided some amazing insight into why this is an issue. 

And not just female creatives – just anyone who isn’t a white male.  

What’s been your biggest achievement?  

Does not having (another) breakdown count? 

Establishing the Weber Shandwick regional digital and content operations in 11 countries through six major studios with Jon Wade.  

If you weren’t in adland, what would you be doing?  

I’d join the police force, but they probably wouldn’t have me.  So my second choice has always been becoming a teacher. 

Ultimate bucket list item? 

Exploring Antarctica. Also, going in one of those hot dog eating competitions.  

What’s a hidden talent you have? 

Karaoke – but that’s definitely not hidden. Ask anyone at Redengine. And before you ask – A Whole New World, Hotel California and Smooth.