Mediaweek held its inaugural Power Lunch in October, celebrating the successes of the media industry and the people who make it.
Taking #20 on the Agency 50 list Jimmy Hyett, the CEO of This Is Flow.
Mediaweek caught up with Hyett to reflect on how future-proofing has benefitted the agency, his thoughts on issues in the industry that need attention, and why 2023 is “a year to be excited for”.
Mediaweek: Congratulations on making the #20 spot on our Mediaweek Agency 50 list. What was your reaction to your placement?
Jimmy Hyett: Just making the list in general is surreal – an industry full of so many influential and incredible leaders, to be recognised in the same breath is a beautiful thing.
But to be named in the top 20 is just a testament to the people that surround me. They elevate the work we do and the impact a make, to a level that shouldn’t be recognised alone. But I’ll represent them and accept this incredible compliment on their behalf.
MW: How does your position on the list reflect the achievements made by This Is Flow?
JH: Flow is currently making huge leaps forward, driving people and client progression – which I truly believe inspires a multitude of talent and agencies in our industry (multinationals included).
At its heart is a media industry hungry to find passion, culture and loving the work we do – it a way that it doesn’t feel like work – and that’s exactly what Flow has been able to achieve (and continues to strive for).
This future proofing focus has translated to some of the most incredible client relationships, client results and business growth – and as a result Flow has cemented itself amongst the best in the business.
Jimmy Hyett with the This is Flow team
MW: What are three industry issues on your mind, and in your opinion, how can they be solved or achieved?
JH: Data Interrogation
We’ve been spoiled with an abundance of data and technology – platforms that claim to solve the multitude of ‘million-dollar questions’. But our hunger for answers has now resulted in some incredibly inaccurate data and misleading insights. We get it, it’s hard.. but don’t wing it, keep being curious, and never stop innovating until we find a way to combine the data and tech to accurately answer the ‘million-dollar question’!
Consumers changing faster than we do
The way our audience consume, engage and interact with media, brands and virtually everything in their day to day lives, is a constant evolution going in many different directions. But as an industry with a history being a slow ship to turn, we will see effectiveness fall quickly if we don’t adopt speed, agility and an future focused entrepreneurial mindset. Be swift and let your consumer inform your media – not the media trying to lead the consumer.
Silos causing a talent gap
At Flow we believe in planning, buying, digital, traditional, creative and media all working together from brief to results. But the constant separation of planning VS buying in distant teams, digital execution being done in a separate agency, and talent becoming a master of ONE, and not knowing anything else is causing a lack of experience, and an unsustainable work force. If you’re feeling siloed – get yourself some broader experience – this is a major competitive advantage to increase opportunity and future proof your own career path.
MW: What is your outlook for This Is Flow in 2023?
JH: This is a year to be excited for.
With new news, clients, talent, and some exciting innovation to be rolled out in Q1 – Flow will be the driving force for passion, progression and growth in our industry.
MW: What are your hopes for the industry in 2023?
JH: I would love to see something new – an innovation or piece of technology, an idea or game changing way of doing things that completely changes the game and ruffles some feathers.
Nothing like a shake up to make the reluctant to change nervous!
–
Top image: Jimmy Hyett
