“Young Talent Need Time For More ‘Blue Sky’ Thinking”: NewsMediaWorks CEO

“Young Talent Need Time For More ‘Blue Sky’ Thinking”: NewsMediaWorks CEO

NewsMediaWorks has come on board once again to sponsor B&T’s 30 Under 30 Awards, and we caught up recently with CEO Peter Miller (pictured above) to talk all about young talent in the industry, and what can be done better to foster and preserve it.

Why has NewsMediaWorks decided to partner with the 30 Under 30 Awards for the fourth consecutive year?

Our involvement is all about recognising that we need the young, up-and-coming executives to be in the conversation and to have a multi-levelled understanding of the news media offering.

It’s a credit to B&T that it’s shining a light on the skills and capabilities of young people who are doing well, otherwise it’s a mystery. If there are young guns doing fantastically well and no one knows why, then no one can pick up on and model the kinds of behaviours that are going to be successful in what is a very challenging industry.

I love continuity. I’ve only been at NewsMediaWorks for six months, and we’re not planning to stop doing things – we’re planning to start doing things – and I love the fact that we’re associated with an awards event like this. We need to show that we’re properly involved with the young guns in the industry, rather than just constantly pitching them and sending them bills, and the 30 Under 30 Awards are a really valid way of doing it.

I don’t see how you can be fair dinkum about fostering relationships with young, talented people if you don’t support the things that are important to them.

How vital are young people to the industry?

They’re obviously essential to their own employers or businesses because they’ve got energy, they’ve got ideas, they question everything with their interrogative thinking, they don’t take everything for granted, and that segment in the consumer world is vital for marketers. You’ve got to bring people into organisations who identify with the market they’re selling to.

That doesn’t mean a more mature media strategist is incapable of crafting a strategy and a plan to impact younger consumers, but if you’re looking for new angles and with things moving so fast these days, you need people right across the demographic spectrum to keep up with it all.

What can the industry do better to attract and retain young talent?

The current generation of young people are on a bit of a short fuse. They have access to vast amounts of information about options, so it’s a value equation – they’ve got to feel they’re getting something out of the game, and that means remuneration, but it also means advancement, opportunities, knowledge, and respect.

I don’t think they’re any different from the previous generations – they’ve just got more access to options, and therefore their current employers need to stimulate them and provide them with new experiences. I suspect that’s why agencies have such a big investment in people and culture, as opposed to the classic HR disciplines. They invest royally in programs to ensure talented employees are heard and in the conversation, because you can’t just go dishing up things and assume they’ll like them.

You always hear about conversations – we’re in a conversation with consumers or clients or staff. That is the absolute imperative when it comes to attracting and retaining clever people.

What’s the biggest challenge young people are facing in the industry?

The allure of the new I think is a challenge for them, and understanding the advantages that spring from developing their career in good wedges of time in organisations. I know the agencies and media organisations work very hard to retain people, but they must be appealing to the really smart set.

Another challenge for them is the overwhelming nature of the industry with its speed and rate of change. I get the impression that they work like buggery to stand still, and so much is demanded of them. Young talent need to give themselves time to do more strategic, uncluttered, ‘blue sky’ thinking in this mad and deadline-driven world. Having discipline to think constructively, strategically and creatively is key to innovation and survival, and I’m not sure if they get that much time to do that.

If you think your worthy of being a 30 Under 30 Awards recipient, submit your entry here. Early bird tickets are already on sale for the event, which you can grab here.

30 Under 30 Awards sponsor block

 




Please login with linkedin to comment

30 under 30 awards 30 Under 30 Awards 2018

Latest News

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]