Life on TheFarm

How did you get into the advertising industry?

Wade: I started out in film and TV but I’d always liked art and computers at school. Film and television was a tough gig to crack, especially in Brisbane, and since I had always loved designing stuff, I decided to embrace digital (considering that there was opportunity to still do video production work as well). I got my first job in the industry as a junior interactive designer at a small web agency.

Chris: I started up my own web design and photography business, which was a very real job. But, I guess my role as one of the founding members of the Saatchi & Saatchi interactive team was my first real job, that sounded impressive.

How did you start working together?

Wade: We met through a recruiter just over a year ago now. It was a very informal interview and it went well but I was pretty sure that I wouldn’t end up working with Chris, purely because I had my eyes on big agencies. But, it didn’t take me long to change my mind.

I discovered that TheFarm was renowned for its amazing technical capability and I saw this as a huge opportunity to help deepen the studio’s creative output with a solid digital base. This was important to me as in the past I’ve had to compromise my creative ideas. TheFarm’s ‘bring it on’ attitude combined with the relaxed and friendly culture were the clinchers.

Chris: This was a hugely important role for us. We’re a no-ego agency and the CD role is something that can have a massive affect on this. All up, we actually interviewed about 15 people for the role, so we were being quite particular! We saw some great people, but Wade smashed it, so once he got over his ‘big agency dilemma’ it was a straightforward decision. Yep, I’ll take that $50, thanks Wade!

What were your first impressions of each other?

Wade: I was pretty impressed by Chris, mainly because he was very personable and down to earth and shared the same thoughts I had about where the digital industry is heading.

It is also rare to find an MD who has been hands on as a developer in the past and that was something that confirmed for me that Chris would be a great person to work with.

Chris: It was a shock actually; for a creative director, he doesn’t have an ego! No, seriously, the main thing that stood out for me as Wade presented his portfolio was his absolute passion for what he does and his understanding of the digital space.

Does the other person have any annoying habits?

Wade: Chris can be a little Nazi about rock music being piped through the office speakers. I am working on him though – soon he will become a ‘Tool’ fan.

Chris: Stop with the rock obsession! Seriously though, I think the hardest thing is trying to curb Wade’s creativity to fit within the parameters of the client’s budget. He thinks a million miles an hour and wants to deliver the world in every brief.

TheFarm’s team at large always want to over deliver on expectations and this is certainly a challenge in the current economic environment with budgets being watched very carefully across the board.

How do you approach the task of collaborating jointly?

Wade: Once we have been through the briefing stage and we’re working towards a common goal we have every faith in each other’s abilities to just go away and get it done. We’ve got complimentary skills so it all works nicely. I think the secret is having trust, similar creative sensibilities and leaving your ego at the front door.

Chris: Definitely having trust in each other’s abilities and open lines of communication are my top tips on how best to work together in creative partnerships. I think it’s important to acknowledge other people’s skill sets and how they can compliment what you bring to the table.

What frustrates you about working in advertising/design/marketing?

Wade: Dare I say it, but budgets in the Australian market. Some of my creative ideas have never seen the light of day, and that’s not because they weren’t right, it purely comes down to budget constraints and the client’s faith in digital as an effective marketing channel versus television or print.

One other frustration relates to getting the mix right between the online media spend and the budget allocated for strategy and production. In many cases we are still too led by media bookings, not effective strategic ideas.

Chris: While we have seen a real move toward digital marketing in the past 12-15 months with heightened activity for existing clients and a healthy growth in interest from potential clients, that education process has not been an easy or a fast one.

Career highlights?

Wade: I can hands down say that many hours and a few very late nights spent on WiggleTime.com at TheFarm over the past nine months is the highlight. Working with one of the world’s biggest entertainment brands to build an amazing virtual world has most definitely been my dream job to date.

Chris: Creating a digital agency that has managed to attract some of the most talented people in Australia and providing them a platform on which to create amazing work is definitely top of my list. Being named among BRW’s Fast Starters, working on some incredible campaigns and winning some silverware along the way. Enough said. Oh, and employing Wade of course!

How do you stay sane?

Wade: Venting on my Xbox.

Chris: My therapist is still trying to work that one out...