Newsmaker: From agency to in-house purpose, why Tim Newton took the leap to St John WA
Campaign Brief WA’s Newsmaker today is Creative Director Tim Newton, who recently swapped more than a decade in agency life for an in-house creative leadership role at St John WA. Drawn by the challenge and the chance to prove that client-side can be a place of true creative ambition, he reflects on the shift in pace, the freedom that comes with being embedded inside a purpose-led organisation.
What motivated you to make the move from agency life to an in-house creative role at St John WA?
Because the idea scared me a bit. When I was first approached, all the times I’ve heard people in the industry dismiss ‘in-house’ as a creative graveyard kinda flooded into my mind. That gave me a feeling that I should give it a crack because there is usually opportunity in places that other people dismiss. As well as that, there was such a clear, strong intent behind the role; the team that had already been gathered, the alignment with a purposeful organisation the belief in doing something different. That doesn’t come up very often, and I wanted to be a part of it.
After more than a decade in agencies, what’s been the biggest adjustment working client-side?
The pace. Things move fast, especially with the stage we are at in our journey. Besides that, the relationship building with people is much different. You aren’t bound by timesheets so relationships across the organisation can be built much more intuitively, which I enjoy a lot.
How does the creative process differ when you’re embedded within the brand instead of pitching to it?
We do the same things we’d do as agency creatives when coming up with ideas and we still apply the accountability of interrogating the ideas, presenting them and applying feedback. We have the same creative lens; we’re just doing it our way. You do get access to a lot more of the business to think about, so there are so many more places to apply creative thinking beyond campaigns and comms. You really get to take the leash off and run free.
What have you found most rewarding, or surprising, about working inside a purpose-led organisation like St John WA?
I haven’t really been surprised by a lot, the passion, belief, dedication etc… were all expected from my experiences with other purpose-led clients. It has been rewarding to see that creativity is a priority and people bloody love being part of creating ideas and bringing them to life.
What inspired the recent ‘Here to Help’ campaign, and how does it align with St John WA’s mission?
The positioning is new for the business and there was a hefty strategic process that led to it. The campaign itself was inspired by the empowerment we want to be known for, by giving people the confidence to do the amazing things they do. We wanted to change the perception from us being who you think about when things go wrong, to being the enabler of the awesome things people do. Sure, we are there when the worst happens, but we are also there when the awesome things happen and our presence in the background gives people the peace of mind to live their best lives. Also, a desire to show the unique slices of life that make what St John WA does so intriguing. When brands depict WA lifestyles you always get the same take on it; Cott beach, Whale Sharks, Vineyards etc… They are great and definitely a part of WA culture, but we were inspired to dig deeper into the unique underground of how people live; because what St John WA does is for everyone, not just the surface level.
After years in agencies, what do you miss and what don’t you?
I don’t miss timesheets. And I don’t say that in a flippant way, I genuinely think they are holding agencies back. We need to look to the future of how we value our skills and services, timesheets are a poor way of doing that.
I don’t really miss a lot to be honest. Not because I didn’t like it, but because most of the good bits are present where I am now. Smart, dedicated people working to make the biggest impact we can with creativity at the heart of it all. Agency’s do have an interesting ‘match day’ vibe about them when there’s a big project going through. You all feel like it’s game day and everyone on the team is focused on a single goal. You build a lot of camaraderie this way and I miss a lot of people who I got to form that camaraderie with. But, we’re also building our own version of that and the team is looking pretty amazing!
What are your 3 favourite ads/campaigns from your agency life?
Tough one. The context of each thing I’ve worked on makes them all feel important to me in different ways. The stage of my career, the people involved, the general vibe of the world etc… But some highlights:
It’s tough enough – WA Police Union
Because the client was so determined and backed us and the results and impact it had were phenomenal.
Her Board – Luma
One of the most beautiful and impactful pieces of filmmaking from Melle Branson and the team. The idea and impact are something I’m so proud to have been a part of.
Home for the Holidays – Anglicare WA
Because it happened at an important time in my life and career and taught me so much about what’s really important in life.
What advice would you give to young creatives starting out on how to make a name for themselves?
You don’t have to have your foot in the door to be creative, but even if you do, go do creative things on your terms. Anything, it can be stupid, quick, effortless or huge, just go do it. Doing interesting things will build your name, make the industry pay attention if that’s what you want. People who pursue what inspires them and put those things into action are what the industry needs, so focus on your growth and the name will follow.
Tim Newton first joined VML when it was called Meerkats, then JWT, Wunderman Thompson and now VML Perth. He has long been one of Perth’s most awarded creatives and this was recognised last year when he was named the Art Director of the Year and overall Diamond Skull winner at the PADC Awards.