Friends - Ben Lawless-Jennings

Marketing Director, Freelance consultant, Mentor and Advisor. All around Australia (at the moment) - currently Gold Coast, Queensland

We first crossed paths with Ben many moons ago at Nike UK, working in partnership on various campaigns, and all the whirlwind moments that come with bringing Nike projects to life. Calm, organised and always on point, he navigated the fast-paced world of retail activations and initiatives with good vibes. We feel very strongly about working with clients who have solid values and ethical foundations, and Ben is most definitely one of those.

How would you describe yourself, and what drives you?
I’d say I'm a pretty chirpy, positive, laid back person who enjoys life but with a serious side that likes to plan ahead, get things done and interact and learn from different people. Right now I’m a full-time traveller raising my family on the road circumnavigating Australia. I’m driven by achieving even the smallest wins, providing for my family and finding joy and inspiration from what I do. The older I’ve become, the more open to what the universe teaches and offers me I’ve become, with serendipitous moments at every turn.

What pivotal moments have shaped your journey so far?
By not always accepting the status quo and usually taking leaps of faith at different times. My life has always been dynamic. I grew up moving around different countries and schools, so it was always going to be fluid!

The career path I ended up on actually started from being course suspended during my university degree after prematurely leaving an internship I was on (working in recruitment). From that I then secured a new internship at the Walt Disney Company. I loved it, they sponsored the rest of my degree, I started my professional life with them and it was from that company that I was approached to join Nike (and begin my relationship with Rosie Lee).

Further along, I left that dream job at Nike to move to Australia with my now wife (after only knowing each other for five months!). Fast forward to our wedding - instead of the conventional post-nuptial honeymoon trip, we worked hard for a year and then took career breaks to travel through Europe and the Americas. Travels that eventually landed us in Amsterdam, with me back at the swoosh and another four years with the brand at Nike European HQ. Arriving in the Netherlands as a couple, leaving it with two children.

We returned to Australia seven years ago and now have three children. I’ve had a few twists and turns professionally working in telco for four years, then agency-side for a spell and most recently with LEGO and National Geographic. For me, the covid years really redefined things for me in many ways. And now we find ourselves on the road in a converted bus, experiencing everything this vast island has to offer. Funny how things work out.

What is your relationship with Rosie Lee?
I’ve known Mark and Russell since mid-2004 when I joined Nike UK & Ireland’s Retail Brand team. I then picked up with them again when I managed the JD Sports account marketing for Nike Europe.

What has come out of the relationship?
So much love! Notwithstanding some guest list access to some great London club nights (thanks Chop), I learnt a lot from the Rosie Lee team throughout my time at Nike. They taught me so much about good design, copywriting and storytelling. They (Russell!) also taught me about being organised, systematic and orderly. So many brilliant campaigns across Running, Women’s, Football and Sportswear. And a lot of detailed spreadsheets to manage making it happen with JJB, Sports Direct and JD! I was at Nike for a total of ten years and the team at Rosie Lee was by my side for most of it.

What does being unorthodox mean to you in your work?
I’ve always had a bit of a non-conformist mindset, I try to see things from all sides. As I’ve aged I’ve seen things clearer and I don’t like to follow the crowd. This has helped me to remain objective to the customer mindset I'm trying to tap into. I hope it has allowed me to take some risks too.

What beliefs have guided you through tough decisions?
Three mantras:

1. Regret what you do, not what you don’t do. If i do not do it, am i going to think back in years to come and wish i’d taken the plunge.

2. Make a decision - think about things carefully, weigh up the options but don’t be paralysed by the choice, pick one!

3. Everything happens for a reason - even the shittest things have lessons in them.

What challenge in your field of work is often overlooked?
Operations and logistics! How do you get a campaign out there in all those places in all those sizes at the specific time you need to?

How do you balance creativity with structure?
I think this is about flow. And flow state. What are you feeling at that time? What can I do best in this next hour or day? Not to be confused with procrastination or distraction. There are times for me when structure comes first, in order to clear space for creativity. Sometimes you need to make the bed to be able to pick your outfit for the day. But sometimes you need to be spontaneous and follow a thread that presents itself. Overall, I know I need my own space and time to work on things - that sudden burst of productivity at 4:59pm, working late at night because it’s quiet and I just thought of something, coming back to it the next morning and reviewing with fresh eyes. Respect the process.

What cultural shifts are you noticing in your field of work?
Refreshingly there is renewed investment in retail experience. I love e-commerce for convenience, cost and comparison but there’s always been the immediacy of product availability in physical retail - you can get it straight away and take it home. And if you don’t want to get it there and then, you can usually touch, try and test. Looking at the whole omnichannel organism and how all the touch points count is crucial to the survival of those physical outlets and experiences.

If you could master any skill instantly, what would it be?
Surfing! I started too late and I have too much fear. I’d also love to be able to draw well. I’m also trying to stay current with my digital marketing toolbox.

What’s one experience everyone should have at least once?
Really letting go. Whether it’s jumping out of a plane for a skydive or packing your family into a bus with not much of a plan or idea what you’re doing - I’ve loved doing both (not at the same time!) - it gives you fear, perspective and reward.

What has inspired you lately? ( book, podcast, music, news, articles, … ).
Human Cogs Conversations - Ep.71 Lael Stone on self-healing, present parenting and supporting the whole child in an education system that isn’t working.

This is a useful reminder of how to work with your children, as well as look after yourself and your spouse. As a parent we can get caught up in the immediate, the systems we find ourselves in and the pressures of raising a family. Lael Stone keeps it real but with some really useful pointers.

The Life Without School Podcast - Stark Raving Dad
Potentially life changing for us because without this podcast we would have never had the confidence to just go for it with our travels and ‘unschooling’ the children. I also love the emphasis on parents as coaches and letting children find their own path in their own way. He’s now also doing mini episodes for quick reference topics. And he’s a fellow kiwi.

The Hammersley Brothers Ecommerce Podcast
Probably a bit geeky but this has really helped me skill up my digital nouse from a business point of view. Also to think more holistically how good practice in ecommerce can influence physical retail and vice versa. And thinking about the whole brand organism in terms of touch points and experience.

What advice would you give to young people starting out in their career?
Put money aside for when you really need it, invest. Get as much varied work experience as you can, however you can. Travel. Never stop learning. Floss and stretch every day. Get into yoga.

Bonus question from Rhalou: If you absolutely had to go on reality TV, which show would you choose?
I don’t watch any reality TV shows these days. I really loved the first Big Brother in the UK. It was so different at the time and the Geordie commentary was excellent. And it didn’t feel like the contestants were in it for the fame (was Z-list celebrity a thing yet?). I was so fascinated by the psychological experiment of it and the challenge of being stuck in a house with strangers that I actually went to the second series auditions. I’m so glad I didn’t get through!

Someone I know has recently gone on Survivor here in Australia. I guess that would be quite a challenge and I always loved those kind of adventures growing up (albeit in a very supervised way). After traveling around Australia in a bus for more than a year, I’ve picked up a few more skills, I guess!

How can people connect with you, get involved or take part in any of the projects you’ve highlighted above?
Reach out on Linkedin or instagram, or a whatsapp/text if you have my Aussie number. I’m always on the lookout for new projects and opportunities.

Instagram: @bennyeljay
LinkedIn: https://www.linkedin.com/in/benlawlessjennings/

Bonus Question
What question would you like us to ask the next person?
Where would you like to go next?