We talk culture, attitude and the future of PR in Australia with Aaron Crowther, general manger of Red Agency, in our latest Talent Talk.
Name: Aaron Crowther
Title: General Manager
Age of company: 13 years
Key clients: Western Sydney University, Mondelez, Coca Cola, HTC, Heineken, Jetts Fitness, Qatar Airways, Tourism Australia
Number of staff: 35
WHAT SETS YOUR COMPANY APART FROM THE CROWD?
Our industry is all about people. What sets our people apart is their attitude. I know every single one our team leaves each day knowing they have squeezed as much out of it as they could in order to do the best by our clients and their colleagues. They are the most determined people I've ever worked with. More than that, we work very collaboratively which means we've been able to do work that is both creative and outcome driven. There is strength in our diversity and our connectedness with the different parts of the Havas Group. It also comes down to having a good business acumen. We talk very openly about our organisation and how it's going right across the team. Having these insights manifests in better appreciation for our client's businesses and the market forces that impact them.
CAN YOU DEFINE YOUR CULTURE?
Red Agency is like a big family. We want the best for one another, so that means challenging each other sometimes, but in a healthy way that is supportive. We simply enjoy working together. We've had people in the business for many years and some who are newer - but regardless of how long you've been here we're close knit. I felt this very early on. Our team is full of inspirational people who are friendly and genuine, there are no egos, and this makes you want to work harder for one another. Fun is also really important, and we have plenty of that with regular socials and even an annual three day off-site.
WHAT HAVE YOU, AND DO YOU SEE AS SOME KEY EMERGING TRENDS IN THE COMMUNICATIONS INDUSTRY IN 2015 AND BEYOND?
We are responding to and indeed leading more integrated work. For us Public Relations is the strategic enabler of organisations. The wind is at our sails when it comes to the level of influence we have, because the impact is so measurable now.
Technology is also playing a greater role in what we do - whether that means creating an experience that is innovative, or using it to share the effectiveness of the work, it is allowing us to reach new levels of engagement.
As an extension video will continue to grow in importance, as will immersive experiences like virtual reality.
WHAT DO YOU LOOK FOR IN GREAT TALENT?
Curiosity. It's great to have confidence, but not if it stops you from asking questions. In comms the world changes so quickly, you simply must stay hungry for new ways of doing things. At Red Agency we have some of the best people in the business, so we take hiring really seriously because our people are our biggest assets. Our expectations are high but great talent for me is someone who wants to teach as much as learn.