Brad Bennett is MercerBell’s recently appointed Executive Strategy Director. Hailing from the USA, Brad combines a passion for motorbikes and charity work with a desire to ensure MercerBell’s clients have the latest competitive insights necessary to grow their business.

Brad sat down with us to talk through his career, role, the biggest strategic challenges for the marketing industry, and a very special, personal piece of storytelling.


Where are you originally from?

New York. Well, strictly speaking I was born in California, but moved to New York when I was 17.

What do you do at MercerBell?

I’m the Executive Strategy Director, so I oversee a fantastic team that delivers all elements of strategy for our clients, from customer journey mapping through to ROI modelling.

What were you doing before you joined MercerBell?

Prior to MercerBell I spent seven years at independent agency The Hallway. I started as their head of digital before transitioning to strategy director. They were a great agency to work for and I’m proud that I started with them when they were small and played a part in their growth as an agency.

What brought you to MercerBell?

It was really the opportunity to do bigger and better things. Before I joined I looked at MercerBell’s list of clients and there were a lot of blue chip organisations, many of which had been working with the agency for years. I was intrigued, both by the size of MercerBell and the resources available through the Publicis Groupe. When I got to know the business, I saw a team that understood the power of combining data, behavioural science and creativity to deliver long-term value for clients.

What does a typical week look like for you?

The majority of my time is spent with clients – I get to work on a diverse range of clients like Purina, Caltex and Qantas, identifying gaps and discovering strategic opportunities. Then there’s always a degree of new business as well as managing and helping my team on their projects.

One of the other main elements of my role is ensuring I have enough time to find amazing new things for clients. This could be uncovering a new consumer trend, new technology, or competitor intelligence that will help my clients outperform in the market.

What are the challenges you face in your role?

In addition to finding opportunities for clients, one of the biggest challenges in my role – and this is a challenge for the industry in general – is making sure everyone, both agency and client side, understands how to ask the right questions of the available data. And, more importantly, see the individual consumer – the real person – through the data.

What’s your favourite part of your job?

My favourite part are those times when you see results that show our work has helped our clients grow. It’s a really simple equation: if we help our clients grow, then that helps our agency grow.

What do you think is MercerBell’s biggest opportunity in the next five years?

MercerBell is a CX agency, and within this context, our three year ambition is to be the agency known for predicting customer behaviour. What does that mean? It means using predictive analytics plus insights from across disciplines – from economics to design to behavioural science – to inform creative work that consistently changes consumer behaviour to benefit our clients.

How would you describe MercerBell’s culture?

We have a strong sense of spirit and camaraderie. By spirit, I mean we know that if we enjoy the work then we do it with a great passion. And camaraderie can be seen in the friendly, almost humble way we interact with each other and our clients. Those things together are a recipe for creating customer delight.

What do you get up to when you’re not at MercerBell?

Outside of work, most of my time is spent playing music, riding motorbikes and working with my charity, Jiamini, which produces educational resources for vulnerable children in Tanzania.

Pick three words to describe yourself.

I’d hope people would say that I’m easy to get along with, hard working and reasonably intelligent. I’m aware that’s a lot more than three words!

Tell us a little-known fact about you.

My wife and I get a tattoo every anniversary so when we get older, we’ll have the story of our relationship written on us.

If you’re interested in speaking to Brad and his team about strategy, customer behaviour and the latest industry trends, email us on contactus@mercerbell.com.au or call us on +61 2 8264 1300. We’d be happy to chat through how we can help deliver customer delight for your business.