Phil McDonald is the CEO of BCM Group, one of Australia’s most awarded indie creative and media agencies, and also one of its oldest. McDonald has continued to drive growth for BCM through highs and lows, not by cutting costs and staff, but by investing in the people who make it happen. Our very own Greg ‘Sparrow’ Graham sat down with McDonald to ask him about his journey .
With over 20 years of experience leading media, creative, PR and research companies as regional CEO, managing director and owner, McDonald has earned a reputation for being one of the most forward-thinking minds in the industry. Cutting his teeth at Clemenger BBDO, Leo Burnett, and later VML, McDonald has had a hand in crafting work for some of Australia’s most innovative agencies.
1) You’ve had an outstanding career, from your early days as a suit at Clems BBDO to fast forward 20+ years as the owner/CEO of the BCM Group. If you had to pick only one, what would be your career highlight so far?
Phil McDonald: The highlight of my career so far is most definitely the people I have worked with. I met them at agencies as diverse as Leo Burnett Thailand, Mojo, Clems, GPY&R Sydney and Y&R Brisbane and many are still my mates today. We stay in touch and when possible grab a beer, or a check-in phone call. The good people in our industry know that success in media and advertising is determined by the strength and tightness of your team and that’s why so many close bonds have been formed and remain intact today.
2) Is the agency the first/oldest indie in Australia? What’s fuelled that growth from humble beginnings to the largest in Queensland and long before indies were hot?
PM: BCM’s first incarnation was Knowles Bristow, an agency formed in the early ‘70s, so that must put it up there as close to the oldest indie in Australia. When I took ownership of the company, we launched IVY PR & Social and Veracity Insights and Consulting as part of the BCM group, and set ourselves up to be an agency for today’s media and marketing landscape. At our heart we are a media and data agency fuelled by creativity and I believe that offering is perfect for clients trying to navigate the current world.
3) I love that you look after your people and ages ago implemented a profit sharing program with your management team and continue to invest in them. Has this shown results and what else are you doing to retain, nurture and attract great talent?
PM: Our MDs are rewarded by our success. This is something I implemented when I took ownership. This is the true value of an indie – the leaders who shoulder the most responsibility should also be rewarded if we achieve success.
4) As a young boy, what did you want to be when you grew up?
PM: When I was a kid I loved the Manly Sea Eagles (still do!). When a trip to Brookie wasn’t on I would be glued to the TV to watch whatever game was being covered. I really wanted to be a sports commentator. After leaving school I started a journalism degree but fell into advertising and the rest is history – and no one has ever crossed live to me on the sideline. That’s probably a good thing.
5) The agency prides itself on delivering an integrated offering with a media first approach. Can you tell us a bit more about that and your data-driven suicide prevention program?
PM: “Internet-Vention” is an idea that lives at the heart of what we do. It’s a creative idea, a data idea, a media idea – grounded in real insight and smart strategy. It brings everything together to help solve a growing problem in our society today, which is suicide. The campaign is still running and I personally fund it to ensure the media buy never runs out – I’d love to get more people to help me keep it going and keep making a real difference. I’m extremely proud that my team bought that to life with our mates at LIVIN, a non-profit mental health organisation.
6) As an industry, what’s one thing you would change to make us all better?
PM: I’d really like to see an end to the ongoing obsession with Buzzword Bingo that seems to be getting even more pronounced, as the global industry pretends to have an answer to harnessing AI. Our industry really can be full of shit sometimes and the more honest we are and the more focussed we can be on solving client problems with real creative and strategic brilliance – the more effective we will all be. Leaving the BS behind would definitely make all of us better!
7) Another great homegrown initiative is the BADASS study. Can you share some of the vital findings?
PM: Veracity deployed this study for Otis, one of the top recruiters in the Queensland market. It was designed to get an updated sense check on industry sentiment and it showed that the best agencies were those with the strongest leadership – not the most doona days or pool tables. The agencies where the people with the big titles knew where the business was going and had the control to get it there were the agencies people wanted to work at. People value strong leadership, but they can sniff out compromised leadership in about 10 seconds.
8) Times are tough, how are your local clients in QLD achieving growth? Your global client Messi The Fragrance is smashing it, why?
PM: We are working with clients to truly and honestly bring everything together. Paid media in lockstep with earned media. Research that utilises media smarts. Research that fuels creativity. Media that delivers connection and effectiveness. This is getting results and it’s working for our clients.
Leo Messi, is probably the most humble person I have met and considering he might be the greatest footballer to have ever played – that is saying something. Our campaign was all about this and the many sides of the man himself. The product was also developed by Game On Product Group (our client) and what they don’t know about fragrance and retail isn’t worth knowing.
9) What’s one thing that’s not on your LinkedIn profile?
PM: My consistently solid performances at agency Christmas parties since my first Mojo Christmas party in 1991.
10) Important last question, do your parents know what you do?
PM: They most certainly do. My old man started in the despatch room at George Patts in George Street, Sydney and carved out a successful career at Patts and Leo’s – where I also ended up working, so he definitely knew what I did. And therefore mum has a pretty good idea as well!
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