Ten Years On From The First 30 Under 30: Adam Penberthy
In 2009, Adam Penberthy was the managing director and founder of Fresh Advertising, with his passion and innovation seeing him become one of B&T‘s 30 Under 30 winners. Since then, he’s continued to create and innovate away from adland as the MD of City Winery, Brisbane.
As part of our celebratory content series marking 10 years since B&T‘s first ever 30 Under 30, we tracked down Fitzgerald to find out what he’s up to now. If you missed the others profiled in the series, check them out here.
Hear from Penberthy below about what winning one of B&T‘s 30 Under 30 awards meant to him, how his career has changed, and what advice he would give ambitious young starters who are looking to create their own business.
Adam Penberthy
Then: Founder/MD, Fresh Advertising
Now: MD, City Winery Brisbane
What did it mean to you at the ripe age of 26 that you were chosen as one of B&T’s 30 Under 30?
Geez, was probably a good ego stroke for me! In all seriousness, it was very exciting. It was early days for me in Fresh at that point, so having the media support and validate what we were doing was terrific!
How do you think being nominated affected your career, if at all?
Not really, probably if anything just a bit more validation that what Fresh was doing at that point.
What’s been the biggest change to your life since then?
Fresh (which still exists today) is now more a software development shop, largely working with startups and funded tech plays building out mobile applications. So it’s a large change from the advertising world we were in in the late 2000’s.
It has specifically been a result of clients pushing us more into tech development over the years, which in the end turned out to be an easier business and more profitable business than that of the advertising world, so we wound back the agency and wound up the dev side.
Since 2009, we’ve been involved as a venture partner/equity partner in a number of startups and most recently, making a move into the wine industry (which has always been a passion and love of mine).
Today whilst I’ve still got a foot in the Fresh camp, I’m firmly involved as co-founder of Brisbane’s first urban winery since 1860.
I’m excited about the change of focus, and mixing my love and interest in wine with a the new challenge of running a hospitality venue.
What words of wisdom would you have shared with your 26 year old self back then knowing what you do now?
Get overseas – we had the opportunity to do something really cool in Singapore and Hong Kong… I was busy in Australia and didn’t maximise the opportunity.
And – learn to exit. I wish I had been serious about exiting 5 years ago.
What are you most proud of?
Probably two things.
1) I guess the pivot from advertising to tech was a key change, we then expanded abroad, which proved to be an exciting and daunting experience.
2) I think the growth we had during the GFC – I think we were up like 40-50 per cent during the GFC as a result of a “head down and keep pushing forward” mentality, which in the end paid a dividend.
What do you see as the biggest challenges that face young people in advertising, marketing and media these days?
The landscape has changed completely, consumers have changed, client briefs have changed and the demands the agency world puts on you has only intensified.
Conversely, what’s the biggest opportunity for those under 30 now?
Work hard, hustle for work for the agency, have a side project and focus on ROI.
What was behind the move out of the advertising industry?
I love advertising, I love the creative side of the industry, but the economics of the business (particularly for small independent businesses) just doesn’t stack up. It’s hard to make a crust. We were lucky we always had a tech interest/side to the business, so a migration towards just focusing on tech was something relatively easy to do for us.
However, after 8 years in tech, I personally wanted to try new things and look at new opportunities. My passion is wine, I met an amazing winemaker, and the concept of an urban winery is something that I’ve watched keenly around the world. To be at the helm of Brisbane’s first urban winery is something I’m really excited about! It’s an amazing challenge, but will be entirely rewarding…
There’s an entrepreneurial spirit behind a lot of our 30 Under 30 winners – true today as much as it was 10 years ago. What advice would you give those ambitious young starters who are looking to start their own business?
Do it. Just start. I started Fresh with a pack of business cards, a clapped out car and a dodgy old laptop (which was huge). There’s something about the art of learning to hustle and just going all in that forces you to just get on with it and make it a success… the old sink or swim adage.
\\
Entries for this years 30 Under 30 Awards are now closed (although entries for the Snapchat Young Lions Competition just opened). The shortlist for B&T‘s tenth 30 Under 30 will be released Tuesday 26 March. Tickets for the award night on Thursday 11 April are on sale now.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.