Phil Ohren has gone from strength to strength, heading up search for GroupM and Mindshare and then founding Intender, indie media agency. Our very own Greg ‘Sparrow’ Graham sat down with Ohren for this week’s Fast 10, peeling the curtain behind what makes Intender run smoothly, and what inspired Ohren to launch it in the first place.
Phil Ohren’s no-nonsense approach to advertising sets him apart in the industry; he wants to strip Adland back to its necessities, bringing people what they like, want, and need. He uses data to bring people disarming advertising that speaks to them as a person, rather than a consumer. He helps brands evaluate and reclassify the journeys that feed their business outcomes, maximising their impact whilst improving the experience for real people. Ohren is a finalist for this year’s B&T Awards for People & Culture – Fewer than 100 Employees.
1. You’ve had a great career, from SEO consultant in the UK, media agency world with UM, Mindshare in Oz, fast forward to now, founder & CEO of Intender. If you had to pick only one, what would be your career highlight so far?
Phil Ohren: Probably Mindshare. I went from “geek to chic” in 12 months, and things were never the same again! Search went from a “line on the plan” to a pivotal planning medium. It was WIIIILD! We pitched 20th Century Fox, Unilever Global, IKEA, the list goes on – it was like holding on to a rocket and asking myself: I’m the search guy. Why am I in these pitches?
2. What’s the backstory to your name, Intender?
PO: Essentially, we had some horrific trouble starting a family, and every time we had the worst news, it was like the ads didn’t care. We looked like ‘parents’ to them, but it was an assumption.
My wife Morgan, who is our MD & co-founder, and I realised we needed to make advertising useful, not annoying. People come first and their feelings and mental health matter. The word intender literally means a person who intends. Now we plan based on people in-funnel first, then help brands grow further with better signals behind them.
3. I’m jealous that your HQ is based in Noosa, tough gig. Does it make it easier to attract great talent, and is your churn low?
PO: We pinch ourselves everyday that we get to live and work in such a beautiful place – and not to make you more jealous, but we also happen to have a pool at our office for those scorching QLD summers.
We have been incredibly fortunate to attract outstanding talent on the Sunshine Coast – from energetic new starters we invest in and train, to experienced media and marketing professionals who either grew up here or moved from interstate. That said, it is much harder as the talent pool is a lot smaller – this is one of the reasons we recently expanded into Melbourne, and we have a team down there!
4. As a young boy, what did you want to be when you grew up?
PO: A vet. It seemed to all change at 14 when I discovered I could change Google results myself. Things were never the same again.
5. I’m super proud that you are shortlisted for the B&T Awards this year for People & Culture, with fewer than 100 employees. What’s driving this success?
PO: Thank you, we’re proud too! Profit-share for the team has been a game changer for us. We win together, and if we lose, the team is still protected. It’s good, real good. Ideas, side-quests and entrepreneurialism surface on their own.
6. As an industry, what’s one thing you would change to make us all better?
PO: I’d actually love to use a blockchain to govern between user, advertiser and publisher. There’s too much distrust. Users and brands lose out. This would help with privacy, fraud, feedback and performance.
7. It’s tough times for certain clients. How is Intender faring, and any growth stories you can share from your impressive client list?
PO: Yep, tough year but a good one nonetheless. Some industries are experiencing increased market volatility, but one of Intender’s strengths is our flexible, consultative model. Because of the way we’re structured, we can quickly adapt our services to each client’s specific circumstances – ensuring they get exactly what they need, when they need it.
Bangn Body, a lovely skincare brand, like many social-commerce brands needed to diversify from paid media due to spiralling CAC costs. Our consultative approach meant we were able to lift their conversion rate by 20 per cent and through content and earned media, bringing share-of-paid media to sustainable levels.
8. I love your passion and commitment as a leader. What’s the best bit of leadership advice you’ve been given?
PO: “Don’t forget to stop and smell the roses”. It’s easy to forget this. As a recovering people-pleaser, this is absolutely something I invest time in daily – we are not defined by the external things that happen to us.
9. What’s one thing that’s not on your LinkedIn profile?
PO: Thriving dad of three under three – certainly the most rewarding and challenging part of my life.
10. Important last question, do your parents really know what you do?
PO: Absolutely not. My mum thinks I’ve been a CEO since I was 18, purely due to my roles in “SEO”. However, she’s no longer incorrect. Bless. Dad is an engineer and loves the challenger in me.
