As a handful of congratulatory LinkedIn messages came my way in the last week — thanks to those who sent them — it was time to acknowledge that Hook Media had just turned five.
They say that if you make it to two years running your own business, you’re set. We’ve made it to five and I still don’t feel comfortable. But I guess as long as we get to six, seven and so on — and I am very confident of that — it doesn’t really matter how I feel. You’ve made it as long as you keep going.
To be perfectly honest, my vision for what Hook was going to look like in the future was always flexible, partly because the industry is changing so much, partly because people’s needs for the types of services we offer is changing a lot, and also partly because I didn’t know if where we were heading was what I really set out to achieve, for the business and myself in the early going.
I wanted to remain open to all possibilities, for the sake of the business and for me. That has been a good and bad thing. It’s good because being open-minded has meant that we have moved into areas I didn’t expect and those have been really beneficial experiences. It’s been bad because I’ve really struggled with a sense of identity and a sense of who we really are.
The focus has certainly narrowed in the past 12 months. We’ve done a rebrand in that time, courtesy of my great friend Peter Trigar at CC&Co. That has helped me with that process quite a lot, and has served as a springboard into new territories and new strategies.
With this change, I’ve realised that the essence of what we do has always remained solid — we do content that is meant to be seen and consumed. How we package that is what has been the important component for business growth.
In 2018, the types and variety of content that people want is different, and the ways that stories are being told is different and that’s been a massive adjustment, to both the day-to-day and also my career objectives. I remember chewing the ear off the then Managing Director of Fremantle Media years ago at a lunch and he said that there’ll always be a need for content. If you’re making it, you’ll have a future. If you’re selling it, or distributing it, your future is not as certain. We kinda do both, thus is the challenge.
Working out the kinds of content that people want to consume and also how to turn that into an earning when people expect to be entertained and informed for free, has always been something that has weighed on my mind.
These are challenges we’ll continue to figure out as we grow as a business and a big part of that is listening to what our clients are telling us, listening to what the audiences are telling us, but also using our story-telling experience and ever-developing skills to take risks.
Currently, Hook Media is a four-person strong team of myself, Jeremy Manson, Andrew Darrington and Daniel Hedger. We each bring something unique to the table and we’re doing great work. I’d like to see that team grow in the very near future, but I want to thank those guys on being an integral part of our recent growth.
There have been other names who have done great work for us in the past — such as Brooke Giacomin, Sean O’Kane and Nick Barber — people whose work still makes appearances in examples and proposals to this day.
We’ve made many great working relationships over a long time, who are major reasons why we’re still in business. People like Christian Gamble, Richard Turner and Andrew Funke have seen value in what we do and have been and continue to be strong supporters of Hook over the years.
There are those who we’ve worked with that have enabled us to merge business and common interests and passions, and they have either been or continue to be great supporters of our work, and there have been some who have served also as the lighters of under-arse fires, such as Shane Howard from CCR.
Some of the great highlights include following Dante Exum around with a camera for Bleacher Report, heading over to my first Mr Olympia with Josh Lenartowicz and producing what I think is a great little web series, shooting some incredible action at the many Warrior’s Way muay thai events for Mark Castagnini, managing livestream basketball events with Luke Sunderland and giving young basketballers a shot at their US College dreams (I’ll never forget the moment a kid was pulled from the court and offered a scholarship on the spot over the phone), the countless bodybuilding shoots with Nick Jones and the Gen-Tec Nutrition team, publishing Muscular Development and getting back into print, albeit briefly, and stepping on the golf course with Damian Shutie and working collaboratively with a genuine media talent.
I also want to make a special mention of the involvement and work of my former business partner and friend Ryan Mobilia. His career has gone from strength-to-strength in the last two years. He’s a leader in this space and the three years he spent at Hook helped to form the foundations upon which we stand.
I feel like we’re just getting started in many ways and although I do want to feel like we have ‘made it’ at some point, I never want to feel complacent. Innovation is certainly a buzz word, but if we’re always thinking in that way — of chasing the change — then our work will always feel new. There is so much opportunity out there for what we do, and we’re going to keep finding it.