Melbourne ad professionals gather for MADC Presents event with Peter Maddison last night

Melbourne’s torrential rain didn’t stop Melbourne advertising professionals last night as they gathered to hear Peter Maddison speak at the Local Taphouse for the latest ‘MADC Presents’.

It was a refreshing change to hear anecdotes from outside the advertising industry, but the many parallels between our two worlds was uncanny. One key point was commoditisation. It’s coming (in many cases, it’s already here) so we need to be prepared for it. But as good design and creativity results in the best outcome, it’s up to us all to keep educating our clients and taking them on the journey so they understand the difference between good and bad.

Maddison couldn’t stress enough how important it is to look after your staff. His team are his lifeblood and his business wouldn’t survive without their loyalty. He has a rule at Maddison Architects: No overtime and no weekend work. And the longevity of his staff is testament to his leadership.

In Maddison’s opinion, a clear agreed brief is paramount to a great outcome. And the two most important things to make evident to your client is the cost and the timeline. He always has the contract of works and financials written up and agreed on before any work commences. And much to the joy of the room last night, Peter gives his clients just ONE concept. The concept he believes is right. Not ten choices. This certainly raises a salient point about the ad industry’s approach to servicing our clients. All too often we reel out concept after concept, which can not only confuse a client and result in a Frankenstein result; but it can easily be construed as a lack of conviction and a perception that there’s plenty more where that came from. A great lesson for us all!

Last rule to live by, according to Pete, make connections through the things you love outside work – jobs will come from it. And if a door opens, stick your foot firmly in it because you never know what might come of it. Peter deliberated for ages about whether to take the Grand Designs hosting gig. And it was incredible to hear that his media career has not resulted in a single job coming his way. BUT the connections he has made from it, the subsequent doors it has opened and the journey it has taken him on has been lifechanging.

Sign up to MADC’s mailing list to keep up to date with MADC events, or follow our Instagram and Facebook.