“The Whole Industry Has Lost Focus On What It Actually Does ”: The Hallway’s Jules Hall
B&T thought it would be a grand idea to chat to one of the winners from our very own awards this year, so we sat down with The Hallway CEO Jules Hall to get his thoughts on whether the struggles are still real for independent agencies.
Congrats on The Hallway winning NSW Agency of the Year at the recent B&T Awards. What do you think got The Hallway over the line? Was it business wins?
It’s the total story, I’d like to think. The agency’s got great momentum at the moment – we’ve had a lot of new business wins.
What the clients have bought into is the service offering – the model – which is ‘Create & Connect’, and the benefit of that is data-driven creativity that’s optimised in real time. I think that need for speed, that need for quantified insights – data-informing decisions – is really critical. It’s how we’re able to demonstrate value and the impact of our work to our clients, and for me, that’s the biggest thing for marketing in this industry right now – demonstrating the impact of what it’s doing at a commercial level to their internal stakeholders.
Do you think some agencies manage to attract so much hype about themselves that awards judges get caught up in it?
I don’t know the answer to that. From our perspective, we’re in business communications – making sure the market knows what we’re doing is our core business. That’s what we do for our clients, and we’ve got to make sure we’re doing it for our ourselves as well. That’s why good agencies are good at making sure people know what they’re up to.
Is it harder for smaller independents to get recognised in the industry?
It’s a very, very competitive industry and there are some very big multinational networks that we’re competing against. You look at the number of independents in Australia that are of any size… there’s not many, and there’s a whole bunch of independents that have started and folded or not succeeded. So, looking at that evidence, it is tough out there, but there is opportunity too, and what we’re achieving and what other independents are achieving demonstrates that if you’ve got the right people and product and positioned it correctly, you will succeed.
You arguably don’t get the clients with the big budgets. Does that make it a little harder when it comes to showcasing work?
Bigger agencies are producing more work – they’ve got more out in the marketplace to be noticed. We’re not the biggest agency in town – we don’t have the same volume of output – which means that when we do have work that’s in market to be noticed, it’s got to be almost better than the work from an agency that’s got constant presence in market. So, in a way, it is tougher for us to compete.
Every piece of work we create has got to be bloody awesome – that’s the bottom line. If you look at some of the bigger agencies, there’ll be a whole bunch of work they’re doing that you just don’t hear about – stuff they’ve bashed out. You’re only as good as your last piece of work, and we’re accountable for what we’re putting into market, not just for our clients – it also impacts our own reputation.
What struggles remain for the independents? Are there still prejudices from clients?
I think it’s the opposite, actually. I think there’s a real hunger for independent agencies amongst many clients at the moment. Not every single client, but many clients.
The benefit clients get from independents is their owners are accountable for running them. You haven’t got an employee running the business – you’ve got someone whose livelihood depends on that business succeeding.
The whole industry has lost its focus on what it actually does. It’s the impact of our outputs that matter – that’s what we’ve got to focus on in the industry. There’s a whole bunch of clients that are seeing that entrepreneurship and hunger from independents and want to tap into that.
Is it harder for smaller agencies to attract and retain talent?
If you’ve got a good brand, no. For an independent agency to succeed, it needs to have a really strong brand – you’ve got to stand for something, you’ve got to have clarity on where you’re going, you’ve got to have the right clients in your portfolio to attract people, and you’ve got to have momentum. If you’ve got those things, you can generally attract good talent. The really important thing is attracting the right talent.
There’s something interesting and attractive about the independents to people that may have been at multinationals for a while, and some of them may be a bit jaded, but the people that make the switch and succeed at independents are the ones that have got that entrepreneurial drive. You’re a lot more visible and accountable at an independent, and that’s not for everyone – and nor should it be. The multinationals and other big networks need to have people that don’t want to start their own shop – they need people who just want to do their job and do it well in those environments.
We don’t have a problem with attracting people. I think the really important thing is making sure you’ve got a really strong alignment between the values of the company and those of the employees.
What are the plans for The Hallway next year?
There is some pretty exciting stuff happening behind the scenes that will become evident early next year.
From my point of view, we’ve absolutely nailed our product offering and positioning, so it’s about doing more of what we’ve been doing over the last 12 months. It’s working for us, and it’s working for our clients.
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.