“Always Hire People That Are Better Than You”: 10 Of The Best With Wavemaker’s Peter Vogel
We’re making your FriYay even better with another interview as part of B&T’s ‘10 of the Best’ series, created in celebration of our inaugural Best of the Best awards.
[Looking for the live stream of B&T’s Best of the Best awards? You’ve found it – click here!]
Presented by Finecast, Best of the Best will bring something unique to this year’s awards season. While most awards focus on the work of an agency or company as a whole, Best of the Best will celebrate the immense individual talent on show in every area of advertising, marketing and media.
Our Best of the Best awards will also be celebrating the people who continue to do the most, with categories for mentors and social change-makers.
You can find a breakdown of all the different categories here, along with a downloadable file outlining the full submission criteria.
Come on, you know you want to enter! Head on over HERE to complete your submission/s by Friday 25 June 2021.
To inspire you even more to enter Best of the Best, we’re continuing to publish some fab interviews with a number of senior folk from Finecast and the broader WPP AUNZ network.
We’ve asked them everything from their best piece of career advice, to the best mistake they’ve ever made, to their best guilty pleasure.
Our next cab off the rank is Wavemaker’s CEO for Australia and New Zealand, Peter Vogel. Enjoy…
Best piece of career advice…
Always hire people that are better than you. Your people make the difference, so be sure to inspire and empower them. And, when I was on the client side, my first boss said: “Peter, your key job is to get everyone at our agency wanting to and asking to work on your brands.”
Best agency in Australia at the moment (that’s not yours) and why…
Mmmm, a difficult one, so will have to say the agency that my dearest friend founded, Coffee Cocoa Gunpowder. Creative, authentic and all-round great operators.
If I flip from a ‘heart’ to a ‘head’ choice, I will say AKQA. They are the leaders in digital transformation and customer experience marketing – key to future-proofing one’s business.
Best industry leader and why…
It would be unfair to single out just one person. Looking through my WhatsApp groups, all I can say is that Australia is very lucky to have a community of so many great industry leaders, be they at agencies, media owners, industry bodies or marketers. So, I will go with someone not in our market – Jim Taylor, who I founded an agency with. He was a true pioneer and leader in the media industry, a brilliant strategist with great ideas, and always looking for better ways to grow brands.
Best mentor in your life/career and why…
John ‘Steady’ Steedman. Not only did he give me my first job in Australia, but he has been a mentor to me ever since. I admire his qualities, principles and the way he operates. Honesty and transparency are non-negotiables. He’s always extremely supportive, sharing his vast experience and knowledge of our industry. But, most importantly, he was an inspiring leader who totally trusted and empowered the people that worked for him. It was never about himself – it was all about helping the people around him to succeed. And now that he is retired, he remains a great personal friend.
Best brand you’ve never worked on and why…
That’s easy. In Australia, it has to be Bunnings. One of the most trusted brands in Australia and a central part of our country’s fabric and community. Their advertising is authentic, and their customer service and experience are unmatched. One often hears, ‘I love going to Bunnings and just walking around.’ Not many retail brands can claim that. Not only do they have great products, but they’re also a destination. And who doesn’t love their sausage sizzles? All round, a greatly admired and very successful Australian brand!
Best song for inspiration and why…
“We are the Champions” by Queen. This is what we all strive for in our industry.
Best mistake you’ve ever made…
Like everyone, I make mistakes almost every day. The key thing is to learn from them quickly and be humble – fail fast to succeed sooner.
Best rumour you’ve heard about yourself…
I have the ‘biggest hands’ in the industry and that I am very shy and softly spoken.
Best ad of the past decade and why…
Wow, there are so many … one immediately smiles when you think of Old Spice’s ‘Smell like a Man, Man’ or Cadbury’s ‘In the Air Tonight’. But the real standouts for me are Dove’s ‘Real Beauty’ campaign, and what has to be the best, boldest and bravest; Nike’s Colin Kaepernick ad. It is very rare that brands take such a strong stand, particularly when they run the risk of being divisive. The great thing is that not only did they stand up for what they believed in, but that the ad also delivered strong sales uplifts, proving that sticking to one’s principles does work and will be rewarded.
Best guilty pleasure…
Red wine, cheese and my vape; very importantly, shared with close friends and family at The Crag.
Please login with linkedin to comment
10 of the Best awards Best of the best Finecast peter vogel wavemaker WPP AUNZLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.