AKQA’s Brian Vella & Tim Devine On Being Industry Leading Innovative Thinkers
AKQA’s Managing partner, Brian Vella and Executive Innovation Director, Tim Devine are leaders of their industry and they’ll be attending Cannes in Cairns representing great thinking.
The agency has just topped Fast Companies World Changing ideas, following on from being named AFR’s most innovative company and the most awarded Australian agency at Cannes Lions last year.
Naturally, this all sounds very impressive, but considering we are an industry filled with buzz words, it’s even more impressive when we understand the method behind the madness, and the method is innovation.
These achievements speak to AKQA’s quality of work and the innovative thinking that comes from both Vella and Devine. AKQA’s Vella defines innovation as, “A very real skill in making ideas a reality and even more so a commercial or community success.
“Today, breakthroughs are achieved through a deep sense of curiosity, by diverse teams of creative thinkers working alongside technical craftspeople.”
Similarly, Tim Devine defines innovation as “A mindset. And in a partnership, it’s a shared ambition to face the hard, super meaningful, or ‘out of our skillset’ problems with a radical naivety that we can make an impact.”
Innovation is, of course, about tackling issues head-on, Vella explained: “Innovation is very much about solving problems, removing friction, often that has existed for a long time. It’s often incredibly difficult. “Every genuine innovation I’ve seen occur has had many hurdles along the way.
“Without the perspiration, these won’t be overcome. In this context persistence definitely beats resistance.” There’s also the practicality of innovation -, how do you turn an idea into something?
“Ensuring the team is aligned with the business vision and goals is important. Innovating doesn’t come without accountability, and often the pressure that comes with that is conflicting. This is all made easier by having brilliant talent doing the exploring,” Vella explained.
Still, Vella is also aware of what you need to actually pull of innovation, Vella said: “There is a very real skill in making those ideas a reality. And even more so a commercial or community success. Today, breakthroughs are achieved through a deep sense of curiosity, by diverse teams of creative thinkers working alongside technical craftspeople.”
It’s an incredible insight into how AKQA leverages innovation against their ideas, and it results in some amazing work like Action Audio.
Devine told B&T, “For some time, AKQA, in collaboration with Monash University and Blind Sports and Recreation Victoria, has been working on new sound technology — Action Audio — that translates every bit of the action on court into spatial 3D audio cues that could ultimately enable Australia’s 600,000 visually impaired people to follow all manner of sporting contests in real-time.
“We helped Tennis Australia develop and launch Action Audio at the Australian Open last year to a great response from visually impaired tennis fans and for the 2022 Australian Open, we were proud to have Action Audio used again and extended beyond the pilot, to be available for every match on centre court.
“This technology system is designed to be able to be used by most sporting codes and we hope many other leaders prove their commitment to making live sport more enjoyable and accessible with initiatives like Action Audio.”
For Devine the Action Audio was also the perfect example of where the industry is heading, “I’m not sure you’d call it a trend, but perhaps a considered and actionable approach we are seeing is that all organisations we work with have the intention to reduce their impacts on the planet and positively impact society, then go into the tennis au example.”
If that wasn’t exciting and impactful enough, AKQA has even bigger plans for the future. Devine said: “I’m particularly proud of AKQA’s work with Oxford University in the UK, Environmental Impact Labelling, which brings the impacts of consumer choices into focus.
“Our commercial partner is one of the world’s biggest food companies, and we’re close to trialling an environmental-impact framework that scores food products on carbon emissions, water use, pesticide toxicity and biodiversity impact.
“People can’t act if they don’t know the differences between one product and another. But this system calculates complex impacts and makes products comparable.
“Another project that is underway that I am really passionate about is ‘reframing the greatness of black’. Today, most AI tools used for image editing have been trained to see human faces using huge digital image libraries that contain bias. Studies have shown that it is challenging to identify or eliminate these biases. The result of their use is that real people are misrepresented or excluded.”
Similarly, Vella sees a future for AKQA through innovation, Vella explained: “Startups are disrupting every facet of commerce. Every major organisation has the same access to the same technology, and most have employed it. We’re entering an era where differentiation will keep marketers up at night.
“Every brand has its own vision and values. Companies will revert back to the heart of those, put them at the centre of every initiative, and bring them to life through genuine innovations.”
It’s evident that AKQA isn’t resting on its laurels. The team will continue to transform the industry in which they work and impact the world in which we live thanks to great minds of its leaders and the culture they encourage for their teams and partners alike.
You can catch both Vella and Devine in Cannes in Cairns at AKQA’s welcome party at Rocco – Cairns’ highest rooftop restaurant. With 270-degree, panoramic views capturing the stunning coastline of Cairns, a perfect opportunity to swim in the leading schools of marketing, innovation and business.
Latest News
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Hot on the wheels of rolling out an epic agenda, Cannes in Cairns, Presented by Pinterest, is the gift that keeps giving. Not only will record-level attendees be privy to world-class content across three tracks and a bevy of Cairns Extra dinners and VIP networking events but the fun is set to continue with The […]
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.
Zimmermann Opens An Immersive Brand Space At Iconic Paris Department Store Le Bon Marché With Amplify Paris
Zimmermann continues to pioneer Aussie fashion on the global stage. Not forgetting Tradies underpants in that comment.
Red Rooster And Four‘N Twenty Team Up To Rev Up “Aussie-ness” Ahead Of Footy Final Season
Australia's greatest culinary gifts to the world join as one. B&T unsure of the whereabouts of the lamington.
‘The Emperor’s New Clothes Are Going To Be Stripped Off’: News Corp’s Pippa Leary & Panel Of Industry Leaders Urge Advertisers To ‘Wake Up’
B&T goes one-on-one with News' MD of client product, Pippa Leary. Sadly, we got KO-d in the third.
News Corp Rolls Out Shoppable And Targeted In Time View Ad Formats
Accidentally doze off during the juicy bits at yesterday's D_Coded? No one will be any the wiser with these cheat tips.
Samsung Launches ‘Clash of Commuters’ with CHEP Network and Livewire
Look no further than this for the huge marketing potential of gaming. That & people willingly drinking Monster.
Fintech Disruptor Revolut Launches New Above-The-Line Campaign In Australia To Challenge Traditional Banking Conventions
Disruptor wants to "challenge traditional banking conventions". "We'll see about that," retorts Mr CBA, Westpac, et al.
Chris Freel: The Uncomplicated Complexity In OOH
Former UnLTD boss come oOh! sales director talks his love of outdoor (as in the ad medium, not hiking up a steep hill).
Cairns Crocodiles The Work: B2B Campaigns Sponsored By LinkedIn
B&T's shining a light on the B2B category for the coming Croc Awards. Well, more candle after the torch batteries died.
Expedia Launches Travel Shops Giving Influencers Tools To Shopify The Travel Content Experience
Travel's so popular they even have large conferences in Las Vegas dedicated to it. To prove it, B&T's there. Right now.
News Corp’s Lou Barrett On D_Coded: ‘The Penny Has Dropped… So We’ve Supercharged How Brands Plan, Book & Measure In One Place’
B&T chats with Lou Barrett post News' D_Coded event yesterday. Alas, we didn't talk the Tele's bikie gang fascination.
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.