In this week’s Fast 10, Born agency’s co-founder and strategic director David Coupland, reflects on the cultural shifts and growth challenges shaping the industry.
Fresh off an Independent Agency – Fewer than 50 Employees of the year and a B&T: Ones to Watch nod, Coupland explores industry culture, momentum and the power of clarity in times of chaos.
With more than a decade of experience, Coupland has worked widely across the media landscape, from account director, to creative director to strategy director, bringing a narrative-led approach to driving sustainable growth and building brands.
1. You’ve had a brilliant career, from starting as a suit in the UK, PR at H&K & Edelman, to now Co-founder & Strat Director at Born. If you had to pick only one, what would be your career highlight so far?
David Coupland: Winning Emerging Agency of the Year last year was a beautiful moment, really validating what we are doing at Born. I’ll never forget it. It was really special.
2. You were recently named as a B&T Ones To Watch. Can you share any reasons for your continued success?
DC: We truly are trying to role model a more progressive agency model and culture. And this starts by being more open, honest and vulnerable in how we work and interact with clients and each other, and this seems to connect with people. When you remove the performance of it all, everything is better.
3. Last year, you had great momentum with new business success, e.g., Dymocks, one of my favourite brands, Yo-Chi, Unity Bank, University of Canberra, etc. How is new biz shaping up for this year?
DC: Really well. And most encouragingly, we are also growing alongside our current clients, and that’s a great thing.
4. As a young boy, what did you want to be when you grew up?
DC: The Milky Bar Kid.
5. Last year, you were named in the B&T Awards Independent Agency of the Year. Does award success translate into business momentum?
DC: It does.
6. As an industry, what’s one thing you would change to make us all better?
DC: The industry can be quite nasty, and I really dislike that side of it.
7. What are the current growth challenges for your clients, and how is Born delivering innovation solutions?
DC: Clarity, perhaps. There is so much in the world that presents as ‘opportunity’ today, so much that can make you feel like you are getting left behind or not keeping up, and that can be really distracting. The way we think in narrative, and our narrative theory approach, allows us to remain really proactive and clear in how best to grow, and how to create the right demand for the business.
8. What’s the best career advice you’ve been given?
DC: Don’t believe the hype.
9. What’s one thing that’s not on your LinkedIn profile?
DC: Anything about my actual life.
10. Important last question: Do your parents really know what you do?
DC: Behave.
