All The Goss From Ex-Ensemble Duo On Their Brand New Agency
Paul Den and Mitchell Loadsman have decided to go out on a limb and exit the company Ensemble they used to work for to start-up their own boutique experiential agency, Banter, part of communications network the Hausmann Group.
We had a chat with them to figure out how they’re going to make it work in an already cluttered landscape, the challenges they’re facing and how they’re feeling.
Four weeks in, how is the agency going?
Mitch: It’s going great. We’re really enjoying it. It’s obviously a new challenge for us. At the moment it’s all about getting our name out there and establishing our positioning and what we stand for.
Paul: For us it’s a very unique experience given we’ve both worked in agencies for quite a while. When you’re having to suddenly make all the decisions, it’s equally liberating as it is scary.
What niche are you guys filling that other agencies aren’t already?
Paul: I don’t think we’re necessarily filling a niche that isn’t being filled. I think we’ve both always enjoyed working in the activation space and I think we felt there was an opportunity to create another agency in this space that was two young, independent thinkers who offer experiences that earn engagement, conversation and results
Mitch: We’re both really passionate about activations and experiential marketing. We saw an opportunity to do it for ourselves. We talked to a few different people and the experience of doing it yourself, we both liked the opportunity.
How will you ensure your survival in such a cluttered landscape?
Paul: There’s a couple of things. The first is to keep up. People like working with people who are really passionate and have a good energy. Mitch and I are both incredibly passionate about the industry. Positivity breeds positivity. And positivity breeds great outlook and creates happy clients.
The second thing is to keep up with unique experiences that are coming up or creating some of our own in the future we can establish. Things that add value to a consumer. Being an agency that’s really in touch with the consumer.
Mitch: Another is, we have a passion for wanting to learn and develop new ideas. We’re always wanting to push ourselves and the work we do.
Paul: Another good way to survive is do a really, really, really good job.
What are the biggest challenges in starting your own agency?
Paul: The first thing is, when you’re creating a brand from scratch, it’s finding that balance of not getting too introspective. For us, it was more the challenge of thinking about what’s going to get people interested and thinking about the story…really focusing on actual clients and their problems, rather than just ourselves.
Mitch: There’s the usual ones like agreeing on a logo and a website and colour scheme. It takes a while to get there, but we did, without too many fights.
How did you come up with your branding?
Paul: Banter is something that you have with someone you like. It’s a very human thing. The name came relatively quickly. It was born out of the fact that we were looking at what we liked about experiential – creating an experience people could genuinely engage with and sounded interesting.
We thought that was a nice name that summed up what experiences could really do.
Mitch: The term banter comes naturally to us – we have a lot of banter in the office, we relate to the word ourselves.
When it came to the actual logo itself, we wanted to have some ties to the Hausman Group, that still has its own individual identity. We wanted something simple and classy as well that would hit a good mark.
What clients do you have so far?
Mitch: None at the moment. We’re working on a few different briefs, but we’re working within the Hausman Group on some of their new business potentials and looking at our own ones as well. We’re taking a slow and steady approach to getting into the market.
If you could have any brand, which brand would you love to work on?
Paul: This is a really tough question. I think a real challenge would be Tidal, Jay Z’s streaming service. Not because I just want to meet Jay Z and not just to get to Beyonce, but their premise is high quality streaming. In such a cluttered music space with so many players who are really established, it would be an interesting challenge to help them grow as a brand.
Mitch: There’s a number of brands I’d love to work with but one in particular is Heineken. They do some great work in the brand experience space and seem to get how important it is to talk to people in the real world. Plus, it also helps that it tastes great.
Image left to right: Mitch Loadsman and Paul Den
Please login with linkedin to comment
Advertising Standards Bureau Rekorderlig tower insurance travel agentsLatest 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.