Ben Johnston
Creative Director, Josephmark
Written by Courtney Dowton on 2008-10-16
What do you see happening in the next five years in the marketing industry?
The future of the marketing industry, and the wider economy, I believe, is best summarised by Dan Pink’s work in his book A Whole New Mind. He argues that the way things work will largely revolve around three factors:
Asia – everything that is outsourced to Asia, is. It’s cheaper, and that means the cost per unit is lower.
Automation – can a computer or machine produce something faster?
Abundance – is the product or service that I offer actually being demanded by consumers, when they are overwhelmed with choice?
With the rise of web 2.0 technologies such as blogs, consumers are having more and more conversations with each other. There are more avenues for people to comment on marketing campaigns, and companies. Consumers are savvy, and they’re tuning out to advertising as they’ve become fatigued. Organisations need to start having honest, engaging conversations with their markets – not talking at them.
What are the biggest challenges you and your organisation face as a member of the Brisbane media community?
The biggest challenge is that there aren’t a lot of large, national or international organisations based here, so there aren’t a lot of opportunities to work on big digital projects. Brisbane is growing, however there are a lot of agencies competing for a certain amount of work. Design still isn’t as valued or understood as it is in some other places, and that can make it hard.
What are the most important/valuable skills that graduates can bring to your industry?
Energy. Passion. New ideas. This generation of graduates also has a natural affinity with digital technology. We’re digital natives – we grew up with computers, and that gives us the edge. If, as a graduate, you’re not thinking digital, then you’ll be forced to in the next five years. If you start thinking about it now and position yourself to understand it, you’re going to get a job, and you’re going to get a really good job that’s a lot of fun.
Whatever you do, get into digital.
How would you rate the performance of Brisbane-based media organisations in comparison to other national and international media hubs?
I think we have the potential to perform well, what we lack is the opportunity to compete. Brisbane is still overlooked as a place to source great work. The more work done in Brisbane, the more recognition it will get, nationally and internationally, for this work. What we need is opportunities to compete at this level. While there’s still a lack of great opportunities here, there will still be a migration of talent to Sydney, Melbourne and overseas, as the job opportunities are greater.
How has new media such as the Internet and mobile communications revolutionised your workplace?
New media has had a profound effect on the way organisations communicate, particularly in the areas of internal organisational communication, and the way organisations communicate with their audiences. Blogs and wikis have become a standard part of many companies, and their use is only going to grow in the future. Online communication has also broken down the barriers of geographical separation – it has created the opportunity for collaborative work on a global scale. Ideas sharing and access to information have never been easier.
How do you start a new business from scratch in this industry?
Identify your niche. Work out what you offer and why it is unique.
Plan. Do your research before you jump in.
Understand your markets and your customers.
Be passionate about what you do.
What does it take to stand out in this industry?
Good work and good delivery. To stand out, you need the ability to deliver outstanding creative work for every brief and budget. You need the ability to match this creative work to your client’s needs, and the ability to deliver it well.