Jason Tonelli—a man that needs no introduction but we’re going to give him one anyway—is the CEO of Zenith Media Australia. Growing up he always wanted to be a barrister, but has since found himself heading up one of the biggest media agencies in Australia.
He’s a passionate man that loves to give back to the industry and he wishes the fiercely competitive industry could celebrate one another’s success more.
In this week’s Fast 10, Greg ‘Sparrow’ Graham sat down with Tonelli to learn about everything from giving back to the industry to wanting to be a barrister growing up.
At Zenith Media Australia, he leads a communications business that delivers innovative and impactful solutions for clients across various media platforms. With over 22 years of experience in the marketing and media industry, he has a strong track record of driving growth, enhancing performance, and fostering collaboration among diverse and talented teams.
1) You’ve had an outstanding career, from the early days at emitch, to Aegis Media, Starcom Australia, then fast forward to CEO Zenith Media Australia. If you had to pick only one, what would be your career highlight so far?
Jason Tonelli: Sparrow, you know me well, so you know picking just one is difficult! I’ll share two.
Firstly, seeing colleagues I’ve worked with get promoted or land new opportunities and watching them grow has always been a highlight. Secondly, securing this role with Zenith and reflecting on our achievements as a team with our clients and partners over the last three years has been incredibly rewarding.
2) The agency has had tremendous growth over the last two years, picking up Flight Centre, Spotify, Autosports Group and retaining Aldi. Can you share what’s contributed to this success?
JT: Thank you. Our success has been a combination of our dedicated team, a clear proposition built around being the ROI Agency with ROI3—focusing on the core pillars of Imagination, Insight and Investment—and staying true to our brand.
The combined impact of our buying prowess, strategic expertise and insight capabilities, driven by our Imagine Consumer Panel, have delivered great outcomes for our new and existing clients. Instead of chasing every new trend, we focus on what aligns with our values, objectives and our clients, defining both where we direct our energies and where we don’t.
3) I admire your focus on inclusivity, empowerment culture, and your vulnerability as a leader. What’s driven this goal?
JT: It comes down to how I define leadership and this, for me, means seeing the potential in people and then helping them to realise that potential. Having that as a ‘North Star’ keeps me accountable on ensuring we are building a culture that allows our people to be themselves and do the best work of their career.
4) As a young boy, what did you want to be when you grew up?
JT: A lawyer, specifically a barrister.
5) How has being President of the Waverley Meadows pre-school shaped your leadership style?
JT: It has really sharpened my focus on one of my core values, service, and what it means to serve as a leader. It has been such a wonderful opportunity to be a member of that committee for the past four years and see the difference you can make by setting great standards in education.
6) As an industry, what’s one thing you would change to make us all better?
How we celebrate one another’s success. We compete fiercely, which makes us all better as leaders and agencies, and as an industry we all love the competitive spirit. But coupling this with just a little bit more happiness for others and a more collegiate attitude I think would make for a stronger industry overall.
7) I love that you give back to the industry, e.g., AiMCO Chair, UnLtd board, how the hell do you juggle your priorities?
JT: I have a really understanding family! That is so important. But I have also always felt that giving back is a non-negotiable as a leader. When we start out in advertising, we absorb and take a lot from the people around us as we learn. I feel as we become more senior, it is our chance to pay that forward and give back to the next generation.
8) What is the best career advice you’ve been given?
JT: You don’t always have to know all the answers or be the smartest person in the room. It is okay just listen, be present and get back to people with a clear response later.
9) What’s one thing that’s not on your LinkedIn profile?
JT: I’m currently spending a lot of time learning and building AI solutions. I am really excited about how AI can help our team achieve greater efficiencies in their workflow and free them up to focus on even stronger creative ideation and strategic planning.
10) Important last question, do your parents really know what you do?
JT: After 23 years, they still have no idea! :)
