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.
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]