Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Ryan Bodger: Chief creative officer at Now We Collide
Time in current role/time at the company:
Now We Collide was founded in 2015 by CEO and Managing Partner, Keir Maher, and myself, Ryan Bodger, chief creative officer and managing partner.
How would you describe what the company does?
Most of the time we are helping our client partners realise the potential of the new digital economy. This means coming up with creative ways to intersect and engage with audiences, customers and consumers on a myriad of platforms, channels and digital ecosystems. Every business we work with has different goals and objectives, so we uniquely tailor our approach to each of them and build teams to support their business for successful outcomes.
What do you do day-to-day?
Problem solving, ideation, creative execution, research, strategy, production, client and stakeholder management and team building. Sometimes I might even fix a broken cupboard in the studio - I like to get hands on with everything I do. Each day presents a new set of challenges and often I lean on our great team, resources and mentors - both internal and external - to get the job done. I’m blessed to work with such a talented and clever group of people.
Define your job in one word:
Adaptation.
I got into digital market industry because:
It was where the ad industry was heading. It was a natural progression from working in television early on, through the dot.com boom running a digital agency, to the fragmented, decentralised digital landscape we are now in. It’s been a wild ride and it’s ever changing - but that’s why I like it.ADVERTISING
What’s the biggest challenge you face in your role?
Helping clients realise the potential of the ever-changing media and digital landscape. I think a lot of the time we are comfortable in the day-to-day and find it difficult to adapt and change. Often people resist change, because it’s hard and it makes them feel uncomfortable.
But that is exactly what we all do as audiences or consumers. We constantly shift our gaze to the next exciting thing that interests us, solves a problem or entertains us. Think the iphone, Netflix, Reddit, TikTok, Discord, Blockchain, AI - it’s always changing. We’re here to help businesses embrace these changes.
What’s the biggest industry-wide challenge you’d like to see tackled?
Getting people to value creativity in our industry and the ‘idea’ as currency. While the digital age has caused a paradigm shift in our ability to scrutinise data, and rightly so, the value of creativity has been diminished by some.
I think the ‘idea’ is seen as something floating in thin air, waiting to be plucked. Sometimes that can happen, but very rarely. I believe those that harness the power of data, draw valuable insights and drive quicker creative thinking and effective strategy to market will win. Those ideas and that thinking needs to be worth more and valued more.
What are you most excited about in the next 12 months?
Seeing Now We Collide go from strength to strength in delivering some of our best work, while continuing to build and support an incredible team of people that all love working together.
Who has been a great mentor to you and why?
My Dad. As a kid I saw him go from working in the backyard shed in the outer suburbs of Melbourne, as a sole trader Signwriter (back when they used paint and brushes), to running a sign factory with around 20 people working for him.
I have good memories of spending time with his apprentices, learning how signs were made, mixing paints, screen printing, and seeing how business was done. He didn't always have to give me great advice, but his work ethic and commitment to making a better life for his family has given me a great lens through which to see the world.
Words of advice for someone wanting a job like yours?
Nothing ever stays the same, so be ready to adapt to change, constantly. Don't be precious when things don't go your way.
If I wasn't doing this for a living, I'd be:
As a kid, my dream was to be playing alongside Michael Jordan with the Chicago Bulls… that didn't quite work out. But if I wasn't running a Creative Agency right now, I would probably be helping my wife more with her new venture, Alba Atelier (plug!).
My mantra is:
Time is running.
My favourite advert is:
The original Apple iPod Ad - design, simplicity, fun. RIP the iPod