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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.