Why did the chicken cross the road? To chat with managing director of integrated creative agency HBT, David Hayes. For this industry profile, Hayes spills some secrets to B&T about what he would change in the media industry and two pieces of advice he would give to his younger self.
What’s your backstory? (The non-LinkedIn one)
I started out as a trainee account exec. After two years, I quit, to try to get into the creative side of the business, but had to take another AE job to get back in.
That led to an AE job with Peter Harvie, who really gave me my start.
My heart wasn’t in it (account work) and Peter said, “Well, I think you’re good at something … but this isn’t it. You’d like to try copywriting, wouldn’t you?”
He was like that with everyone – very aware of his people. We used to say that we’d have jumped out of the (8th storey) window if he’d asked us to.
If you weren’t doing this job, what would you be doing?
The dream – being (Black Keys’) Dan Auerbach.
The reality – I have no idea.
Who’s your industry hero?
Like every copywriter, David Abbott.
Closer to home, David Blackley did an incredible job of building Clemenger’s creative credentials. He also wrote one of Australia’s best ever TVCs. (Mercedes Benz “Crash”.) World class.
What would you change about the industry?
I’d get creative and media under one roof again. What we’re currently doing to each other is insane, and clients are getting much less as a result.
What’s one piece of advice you’d give your younger self?
On the one hand, compromise less. On the other, “relax”.
What’s one thing not many know about you?
A lot of things. I tend to keep to myself.
What’s your quirkiest attribute?
I’m not sure about quirky … but I’ve always liked driving old cars, which are seriously impractical, then selling them just before the value goes crazy. If you want to make money off an old car, buy one from me. I’m also pretty good at picking the slow queue.
What’s your pet hate?
Drivers who don’t wave “thank you” when you let them in. It’s symptomatic of everything that’s wrong with the world. Oh …. and when people leave the fan on in the toilet in our office. You’re just burning that fan motor.
If you could be Prime Minister for a week, what would you do?
If Tony was still PM, I’d say “resign”.
If I was Malcolm (presumptuous, because he’s probably about three steps ahead of the rest of us), I’d call an election as soon as possible, to give him the mandate to do the stuff that really needs doing – and get those right wing nutters off his back.
What’s your favourite kind of cheese?
A cheesy gag.
Tea or coffee?
Coffee, coffee, coffee, coffee, coffee, coffee. About that many.
Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]
Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]
B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]
Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]
The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]
Adland's future was on display at yesterday's Young Lions. Sadly, the B&T's editor's plumbers crack was also on display.
A highlight of Australia’s creative calendar, The Design Conference celebrates its 10th conference with a cracking line-up of 20+ speakers when it returns to Brisbane Powerhouse from Wednesday 16 – Friday 18 June 2021. Over the last ten years, The Design Conference has evolved into one of the world’s premier professional development opportunities at the […]
Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.
APRA AMCOS, a music rights management organisation for Australian and New Zealand songwriters and music publishers, has engaged Klarrio to help modernise its IT architecture and accelerate its digital transformation journey. Klarrio, a systems integrator specialising in real-time data streaming and customised IT architecture modernisation, is helping APRA AMCOS migrate from an on-premise, single-threaded processing […]