Ten Years On From The First 30 Under 30: Aden Hepburn
While most year 12 students were studying hard for final exams or planning where to go for “schoolies”, Aden Hepburn was designing websites for local businesses in his final year of school.
Yes it’s another instalment of our celebratory content series in which we’ve been catching up with our original 30 Under 30 winners from 2010. If you missed the earlier profiles, check them out here.
On-time entries for our 2019 30 Under 30 Awards close in under two weeks (22nd February) so get cracking!
Under the spotlight today is VMLY&R ANZ Boss Aden Hepburn, who shares the role with Pete Bosilkovski following the merger of the two agencies last year. Known for his expertise in digital, entrepreneurial spirit and passion for the industry, we sat down with Aden to find out his take on the awards and attracting and retaining young talent in Australia.
Aden Hepburn
Then: head of digital/interactive, Ideaworks
Now: joint chief executive officer, VMLY&R ANZ
As a year 12 student in 2002, Aden Hepburn started designing websites for local businesses. By the end of the year he couldn’t keep up with the demand.
The following year Hepburn completed an advanced diploma in website design and development, and quickly scored his first agency role: a “web designer” position.
As with most small agencies, it was all hands on deck and apart from quickly progressing to lead the design team, he was writing code, working on digital strategies and pitching large multi-national clients, all in his first year! He then moved to Ideaworks in 2005.
Hepburn started his own blog, Digital Buzz, and after just over 12 months of late nights, the blog was ranked in Ad Age’s Power 150 blogs and had become the #1 marketing blog in Australia.
Former colleague John McLachlan, who led operations for Ideaworks gave his take: “In the digital field, Aden has proven himself to be greatly knowledgeable – through physical application and also his leading industry blog – highly capable and above all passionate about everything he undertakes… Overall, the level of maturity and confidence that Aden exudes belies his years.”
What did it mean to you at the ripe age of 25 that you were chosen as one of B&T’s 30 Under 30?
At the time, it was the biggest thing in my career and perhaps my proudest achievement. I think I knew it would be an honour, and I’d get a paragraph in the magazine I could frame for my grandparents, but I probably didn’t realise the gravitas it came with at such a young age, and ultimately the future opportunities and networking that would result.
How do you think being nominated affected your career, if at all?
It’s definitely been a door opener. While hard to point out any one thing, making this list 10 years ago absolutely elevated my profile both inside and outside the agency. It provided greater respect from agency peers, leaders, clients and positioned me as a young gun in the wider industry… but that’s probably when the hard work started and expectation built to reach my full potential.
What’s been the biggest change to your life since then?
Being given the opportunity to launch VML into Australia in 2012 was the biggest change in my life at the time. No one can prepare you for the responsibility and energy needed to build an agency from scratch, nor the sense of pride and family you create with those key leaders and people you build the business with. We started with about 8 people in 2012 and built it to 120+ people in 2018 before announcing our merger to create VMLY&R last year.
What words of wisdom would you have shared with your 24 year old self back then knowing what you do now?
Own the detail but don’t get stuck in the weeds… I think I’m still learning that, but it’s something to strive for early on in your career.
You can’t do everything even if you think you’re the best at it. Trust the people around you, coach them and partner to elevate yourself and those around you through the success of your work and relationships.
What are you most proud of?
I’m most proud of my leaders and the people I work with every day. Sure, we’ve won some unbelievable clients, many awards and created things plenty of agencies wish they’d had, but there is nothing more fulfilling than working with great people and watching them grow with you. Teaming is perhaps the most important thing in our industry, a high performance team will beat a group of high profile experts every day of the week.
What do you see as the biggest challenges that face young people in advertising, marketing and media these days?
It’s probably progression. Everyone in this industry is hungry to progress up the ranks and no more so than the next generation coming into the industry right now. But not every position or agency has a perfect pathway and timing for young guns wanting to accelerate to the next level. With that hunger can come frustration but I can personally vouch that patience creates bigger and better opportunities in the long run.
Conversely, what’s the biggest opportunity for those under 30 now?
Changing our direction. There has never been a more exciting time in the industry than right now as it resets and reshapes itself for the next 20 years. People under 30 are in the box seat to shape the entire industry at its most important time, and all its going to take are a few great people to find and unlock new value for the entire industry. Brands now exist in a completely digital world and with that as a starting point, everything is now possible.
What can the industry do better to attract and retain young talent?
I think the industry needs to actually market itself, in the right places, to the right people. Personally I fell into the industry not really understanding what it was until I was already deep into it.
Gruen is the very best gateway to that right now by far, but so much more needs to be done to inspire the next generation of talent. And with our industry becoming so broad and all encompassing, we need to bring into the industry a much wider and non-traditional talent pool via a more flexible working model, or all those amazing brains will end up chasing the Silicon Valley dream straight out of uni.
Entries for B&T‘s 30 Under 30 Awards for 2019 are now open. For all the details, click here. Tickets are also available for B&T Bootcamp, a day of speed mentoring and masterclasses aimed at up and comers in the industry.
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.