Credited with pioneering the discipline and term media strategy in Australia

Phil Hayden

Senior Consultant

Phil graduated from the University of Aston in the UK in the late 80’s , and entered the advertising industry joining Gold Greenlees Trott, at the time one of the UK’s new wave of independent creative agencies.

In 1989 Phil emigrated to Sydney and joined The Campaign Palace where he worked for 11 years. Phil worked on the fusion of brand planning and media planning as an agency function around upstream media planning. Along with media director, Simon Bellamy, the pair became largely credited with pioneering the discipline and term media strategy in Australia. Phil led the team that delivered media strategy to all the major clients of the agency. With the inception of the media planning awards in 1997 the team won 3 grand prix best in shows and the majority of the category winners over the subsequent four years. By 2000 the unit had become a dependent business of the Campaign Palace called The Media Palace in which Phil was head of strategy.

In 2000 Phil left and launched bellamyhayden with partner Simon Bellamy. bellamyhayden was Australia’s first truly media neutral communications planning agency. It focused exclusively on innovative and ideas driven recommendations in the media space. Over the next ten years it grew to nearly $200m in client billings priding itself on the creativity and effectiveness of it’s product. The agency won more media federation awards than any other ( 31 category winners ) and the grand prix more than any other agency ( x3 times). It was also the most awarded media (based) agency at the APG planning awards and AFA Effectiveness awards, and between 2000 and 2010 Phil was named top media planner ( in annual round ups) in Australia on separate occasions by each of industry journals Adnews, B + T and BRW magazine. On the back of the success Phil and Simon spearheaded an expansion drive in 2005, and the agency opened offices beyond Sydney into Melbourne and Bangkok. bellamyhayden was wholly acquired by the publicly listed Photon group in late 2007.

To drive growth across the Asia region bellamyhayden merged with it’s Photon owned stablemate Naked Communications in 2010 and Phil moved into the role of Naked Communications Regional CEO for Asia Pacific. Phil spent nearly two years managing the Naked offices in Sydney, Melbourne, Auckland, Mumbai and Tokyo. Singapore was opened to seize opportunity in the South East Asia region in early 2011.

Phil left the ranks of agency management in mid 2012, and has been busy working as an independent consultant.

Phil is available as a coach in partnership with Simon Bellamy in the Media module


Modules this coach presents