Nick Hunter doesn’t just lead Paper Moose, he built it. Co-founding the agency back in 2009, Hunter has transformed it from a production house into a fully-fledged independent creative agency where craft and strategy work hand in hand. With more than 14 years experiences across sectors from Tourism to Education to Government, he is able to blend storytelling, new media and brand strategy with deep commercial insights.
Hunter is a three-time NSW young entrepreneur finalist and the producer of Australia’s first VR narrative comedy pilot for broadcast, he is widely recognised for his ability to bring teams together to solve complex business issues.
In this week’s Fast 10 Nick Hunter delves into purpose-led creativity and career pivots with B&T’s very own Greg ‘Sparrow’ Graham.
1.You’ve had a brilliant career, from starting out as an actor to now, Co-founder, CEO & ECD at Paper Moose. If you had to pick only one, what would be your career highlight so far?
Nick Hunter: Only one! Look I think seeing our first big campaign for the NSW EPA “Don’t be a Tosser” out in the world, it was everywhere and it felt like a major gear shift for the business and did incredible things for the environment reducing litter in NSW by 43 per cent.
2.Has your acting experience informed your leadership style , if so how?
NH: As an actor I liked stepping into the shoes of characters and understanding why they made the decisions they do. I apply the same thinking when I am thinking about a customer or an employee. I think this makes me quite empathetic. My comedy lean has also probably helped in creating a fairly light playful environment, I can diffuse most tricky scenarios.
3.What’s the backstory to the agency name?
NH: The real story is our very first unofficial office was at the Shakespeare Hotel and we used to work (and drink) under a big cardboard moose head and it seemed a little left of centre like us. The advertising story is that a Moose is a very distinctive animal that you are unlikely to ever forget, much like our work, and paper speaks to our craft and production origins.
4.As a young boy, what did you want to be when you grew up?
NH: Pirate
5.Can you share a specific example where your work makes customers go wild for the client’s brand?
NH: We have been fortunate enough to have had some awesome clients over the last 14 years that have backed slightly odd ideas. I find that it’s the ads that don’t feel like ads, that have that ability to move into culture. We did Jimmy Brings first ever TVC during covid one of the spots featured Sophie Monk creating a vegetable version of Keanu Reeves to combat loneliness, it was a little bent idea that everyone resonated with and started posting their own vegetable celebrities to social.
6.As an industry, what’s one thing you would change to make us all better?
NH: Put in place a moratorium on free pitching, we must be the only industry in the world that gives away IP for the opportunity to hopefully make that money back.
7.What are the current growth challenges for your clients, and how are you driving client revenue?
NH: We primarily work with challenger brands – so doing more with less has always been our MO, Moose Review our creative testing tool has allowed us to ensure everything we are presenting now will consistently deliver results and having brought media into our offering has super charged that. Of course I would be remiss to not mention how Generative AI has just opened up what is possible with tight budgets. We have always promised clients we would never present something that didn’t fit within their budget and timeline, the impossible is now possible (mostly).
8.What’s the best career advice you’ve been given?
NH: Clients get the work they deserve.
9.What’s one thing that’s not on your LinkedIn profile?
NH: My acting credits.
10.Important last question: Do your parents really know what you do?
NH:I think to a certain extent? They know I run an advertising company and shape the ideas that come out of it, but I have worn so many hats over the years It’s confusing even to me.
