Better Advertising
In the ever-evolving landscape of media and advertising, few stories are as unconventional as that of Phil Benedictus, CEO of Benedictus Media and co-founder of Net Zero Media. From Oxford scholar to rave DJ, and from accidental marketer to media mogul, Benedictus’ career trajectory defies traditional pathways, shedding light on the diverse experiences that can shape a leader in today's advertising world.
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Academic beginnings to DJ stardom
Phil’s journey began in the academic halls of Oxford, where he studied French and Russian. However, the rigid academic path soon gave way to the vibrant world of music when he discovered his talent and passion for DJing. This unexpected turn led him to the underground club scenes in Oxford and later across France, culminating in a cable TV gig where he interviewed top dance music stars. It was these experiences that honed his understanding of audiences—a skill that would prove invaluable later in his career.
From turntables to media tables
The transition from music to media was sparked by a stint at writing a DJing course for Point Blank, which unexpectedly ignited Phil’s interest in marketing. This was a jumpstart into a world where he could blend creative expression with commercial acumen. His move to Australia marked a decisive shift from performing in clubs to navigating the complex terrain of media sales, where he quickly realised the need for a new kind of media agency.
Benedictus Media: a new type of Media Agency
Driven by a desire to instil integrity and transparency in advertising, Phil founded Benedictus Media. The agency was built on the principle that advertising should not only sell but also serve a social purpose. This was not just about avoiding the unethical practices rife within the industry but about actively using media as a tool for positive change. Under Phil’s leadership, Benedictus Media has spearheaded campaigns with significant social impacts, such as reducing voter registration times in Australia and advocating against whaling.
How do I reduce my media carbon footprint?
Seeing additional problems to solve within the media landscape he co-founded Net Zero Media, a company aimed at reducing the carbon footprint of advertising practices. This project seeks to introduce accountability in an industry historically slow to adopt sustainable practices. Through Net Zero Media, Phil has been instrumental in developing methods to measure and mitigate the environmental impact of media buying, making sustainability a core aspect of the agency’s strategy.
The future of ethical advertising
Phil’s approach to running Benedictus Media and Net Zero Media has set new standards in the advertising industry. His focus on ethical practices, employee well-being, and social responsibility resonates deeply in today's cultural climate, where companies are increasingly judged by their societal impact. Benedictus Media’s success underlines the viability of this model, combining ethical grounding with innovative media strategies to create a lasting impact.
In an era where the lines between advertising, technology, and ethics increasingly blur, leaders like Phil Benedictus remind us that the heart of advertising lies in its ability to connect and communicate—not just sell products but also propagate values. As we look towards the future of advertising, it is clear that the industry needs more visionaries like Phil who are ready to challenge the status quo and drive meaningful change.
Benedictus Media and Paper Moose have the privilege of collaborating on several world-changing clients like Australian Ethical, check out the latest brand campaign here .
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