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Jeff Cooper, 2011 Anthill 30under30 Up-and-Comer


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What is 30under30?

30under30 is an Anthill initiative launched in 2008 to encourage and promote entrepreneurship among young Australians. This year’s batch of nominees was extensive and impressive. So much so that we believe several young talents who didn’t snag 30under30 top honours still deserve your attention and recognition. We call them our Up-and-Comers. More.

Jeff Cooper, NSW (b. 1984)


Name: Jeff Cooper
Age: 27 (Born: February 1984)
Gender: Male
State: NSW

Anyone who can squeeze a lot of mileage out of bunch of wankers is probably on the right track. That accomplishment is a big note in Jeff Cooper’s résumé.

Cooper is a part-owner and the general manager of Step Change, a consultancy that focuses on giving a boost to growth-phase clients. Step Change’s teams hold workshops on business growth and practical marketing.

Ah, but the wankers. Right.

Cooper oversaw a recruitment campaign for Step Change that generated a load of industry buzz. They made a video (which cost all of $1,500 to film) in which Step Change execs (playing themselves; Cooper is one of them) interview industry stereotypes (the planner, the production type, the account manager, the senior manager, and the creative) for a possible job at the company.

In about two minutes, we hear all the attitudes and myopic point of view that makes agency recruiters groan. The text at the end of the video gets to the point: “These wankers don’t work here. Would you like to?”

Cooper says the “stop working for wankers” recruitment campaign attracted more than 40 quality candidates, attracted coverage on about 25 blogs, saved $16,500 on recruitment costs and had an estimated public-relations value of $400,000.

Step Change’s client list includes Sony Australia, Network Ten and Commonwealth Bank. The company has turned over $500,000 over 12 months, on an initial startup investment of $14,500.

The company’s message is that marketing leverage today has two key elements:

  • Talkability: Having a brand story that’s worth talking about.
  • Sharability: Being able to touch customers at the right time, move them to a desired outcome and inspire them to share the company’s message.

“We’ve revolutionised the way marketing services are delivered, structured and paid for,” Cooper says. “It’s resulted in better value for clients, lower fees that make top-tier strategic advice accessible for all businesses, and higher margins. Everyone wins.”

Anthill asks: Jeff Cooper, what’s your super-power?

“I’m Mr. Resilient. The thing I do better than anyone else is get up after a fall. Be it my doing or the result of things outside of my control, or be it one of my team members. I meet every day with enthusiasm and optimism.”

Jeff Cooper talks about B2B sales

Stop working for wankers


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To check out the full list of Anthill’s 30under30 winners, click here.