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Digital Director, Luke Kelly takes five to talk about his role at HBT (and his unfortunate likeness to John McEnroe).


When did you join HBT?

I joined HBT on the 10th November 2014

Which brands do you work on?

I don’t work on any particular account, however I’m in the process of introducing our newly formed digital services to all our clients.

What do you like most about your job?

The approach to digital is different at HBT. There are no preconceived ideals of what digital should be but more of what it could be. This makes my job enjoyable as we bend technology to work with our ideas.

What’s a great piece of creative branding advice you could share?

Digital is no different to conventional advertising. It should be used as a powerful tool to display your brand message and take the user through an experience that they will share and want to talk about.

What do you do when you’re not at work?

My family take up my entire weekend. However when I do get those rare spare moments I like to run, play tennis, fish and watch any sport on TV.

What public personality/celebrity have you been likened to and why?

John McEnroe, sad but true. In my tennis playing days I had a furious temper on court.

If a drink were to be named after you, what would it be called?

“TGI Monday” My weekend is always a write-off with family duties. The TGI Monday makes the weekend a blur.

The Changing Face of our Industry

What was once a mixture of billboards and print ads, the advertising industry now offers a seemingly endless number of ways for brands to reach their target audiences due to the constantly evolving digital sphere.

In times gone by, advertising firms would target potential customers by placing ads with media that appealed to certain demographics. Now there are tools and data available that allow advertisers to target potential customers with laser focus, honing in on the specific interests of those they most want to reach.

These advanced capabilities are crucial as we no longer consume media in the same way we did even five years ago. Our consumption of media is no longer limited to people simply watching programs on free-to-air TV or reading the newspaper of a morning. Instead we constantly switch between mediums and at any one time can be found accessing multiple platforms for news, to socialise and to satisfy our entertainment needs.

The sheer quantity of media and advertising we are exposed to every hour means consumers have learnt to shut out anything that doesn’t appeal to their personal tastes. And in response to this, today’s digital capabilities mean that we can target audiences based on their personal taste and create ads for them accordingly.

The rapid developments in technology and media consumption that have emerged during the past decade have signaled both an opportunity and a threat to advertising agencies. These changes have forced those in the industry to make a choice: diversify your service offering and stay relevant, or maintain the status quo and risk becoming redundant.

In the 2014 financial year in Australia, digital advertising accounted for 34% of total ad spend, up from 30% the previous year. While this portion is significant and growing, there still remains a demand for traditional media. The agencies being sought after now are those that who can provide a full gamut of traditional and digital ad services. Clients are dedicating increasingly large portions of their budgets to digital advertising, making a sophisticated digital department in addition to a more traditional offering critical for agencies.

At HBT we’ve recently appointed a new head of digital Luke Kelly who oversees all aspects of digital strategy for our clients including web, mobile and marketing. Luke is a thought leader in the digital space and is often sought for comment on industry developments. By constantly investing in our digital department and its expertise, we find we can offer new and existing clients a far broader range of services, which they require in order to remain relevant and competitive.

The advertising landscape has undoubtedly changed and will continue to do so. Brands should therefore be wary of engaging agencies that are staid in their approach, as ultimately this out-dated thinking will mean they’re left behind.


HBT – Senior Account Manager


At HBT, we know that what makes us great is our people.

We’re a company of creative individuals who are passionate about the marriage of high quality creative work with genuinely insightful and useable strategy. We produce TV, print, digital, brand design and packaging that works in concert for an outstanding portfolio of big name brands, and we’re intensely proud of the hands-on role each of us plays in bringing them to life.

The person we’re looking for to join our team will be an exceptional relationship builder with a strong strategic point of view and a flair for outstanding creative work. They’ll adeptly maintain a brief from the client through to creative and production, with a meticulous attention to detail.

They’ll be self-motivated with the ability to work both autonomously and also in close collaboration with others – all the while drawing on excellent interpersonal communication skills. Their role will assume ability to astutely multi-task, build productive relationships and facilitate co-operation.

With a thorough understanding of agency process, the ideal person will have 5+ years experience working across print, digital, TV and radio production. And above all they will want to have fun, be adventurous and do great work.

Sound like you? Email Rachel

HBT Designer, Nathan Millard takes five to talk secret hobbies, Jean Claude Van Damme, and a quality ‘cup a joe’.

When did you join HBT?
Two thousand and thirteen.

Which brands do you work on?
Biggin & Scott Land for the most part, but we tend to share work around which is nice; it keeps things fresh.

What do you like most about your job?
The quality office banter.

What is one thing you learned about yourself from working at HBT?
I have been overrating my coffee making skills all my life. I’m just below average…it was a sad realisation.

What do you do when you’re not at work?
I have many wholesome hobbies. I would like to share some of them with you but I just don’t think I know you well enough yet.

What public personality/celebrity have you been likened to and why?
Jean Claude Van Damme. My flexibility is only second to his.

If a reality program was made on your life, what would it be called?
So you think you can creep.

It’s fun to have fun but you have to know how

How right the late, great Dr. Seuss was. It’s fun to have fun, but you need to know how. As this little clip may imply, at HBT we still believe in having fun… or at least throwing things at each other. Perhaps it’s a bit of both.

HBT Designer, Niama Wessely takes five to talk studio, sticker machines and swapping chairs.


When did you join HBT?
Two thousand and fourteen.

Which brands do you work on?

A lot of them. It just depends on whats happening in the studio, but recently Dulux Group, Ocean Spray, Alligator brand.

What do you like most about your job?

I get to be creative and challenge my mind to solve problems in new ways. Also we have a sticker making machine. Yup.

What is one thing you learned about yourself from working at HBT?

My chair is the way I like it and if for some unknown reason it gets swapped with an identical chair I can tell the instant I sit down… my behind in more intelligent than I ever knew.

What do you do when you’re not at work?

Read Miss Marple novels and eat pickled onions from the jar.

What public personality/celebrity have you been likened to and why?

The girl Avatar. Supposedly my face looks like hers.

If a drink were to be named after you, what would it be called?

Safe As Milk

Grand opening!

Finally! The doors have arrived and they’re beautiful! We now have a fully useable meeting room. The hard work (the supervisory trip to Bali etc.) were all worth it. Should we have a party to celebrate? Yes we should!