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Calum McKnight

Calum McKnight

The rapid rise of ICMS alumnus Calum McKnight from student to successful start-up co-founder can be traced to his energetic embrace of all ICMS – and life – has to offer.

Calum graduated with an ICMS Bachelor of Business (Marketing) in 2021, and by July 2022 he had co-founded Flex Media, a full-service media production company specializing in creative execution for agencies and brands.

The company operates globally, with offices in Sydney and Los Angeles. Flex Media works with service agencies and brands direct, specialising in agile content production, building communities, and partnering with teams to sync vision, strategy and creativity.

The company helps brands reach their audiences, communicate their goals, and amplify their message. This is done through on-demand content, digital and physical experiential activations, and strategic distribution.

It’s about getting more than just ‘results’, Calum said.

“I always start with the Why for brands. Why capture this video? Why invest the money? Why is this story compelling? It’s easier that way – create for purpose, captivate your audience, increase sales and enjoy the process.”

How did Calum go from student to Flex Media Co-Founder?

  1. Be involved

Calum was active as a student at ICMS, located in Northern Beaches, Sydney, NSW, and in the city of Sydney.

“My aim was to get involved as much as I could,” Calum said.

He took advantage of living a few minutes’ walk away from famous Manly Beach, becoming involved in the ICMS Surf Club, eventually becoming vice-captain of the club.

He was also a member of the SRC, he was a PALs Mentor, a high academic achiever (GPA 4.1/5) and a scholarship winner.

By being involved in the student community and activities, he widened his circle and learned from fellow students and lecturers alike.

This also enabled him to be flexible in his studies, as he switched from property to marketing in the course of his studies.

“When I started studying I had no idea what I wanted to do. I’ve learned that what you think you’re going to do is going to be the complete opposite to what you actually end up doing.”

  1. Be a People Person

For Calum, networking was more than just a buzzword; it was about building relationships, and not just pursuing events or people solely for their use to him.

“I don’t really like the word ‘networking’. I think people like to work with people. That’s what I have learned from starting my own business,” Calum said.

“You can have a great website, brand name and portfolio, but at the end of the day, you are working with another person. So, for me, ‘networking’ is more about building relationships over time.”

  1. Lifelong Learning

Surrounding yourself with contemporaries of similar ambition and mindset helps you keep going when the going gets tough.

At ICMS, Calum found himself in a circle of friends who are now also, as alumni, making an impact in their chosen industries outside of college.

They inspire and motivate each other to keep pursuing personal and professional goals.

“Study at ICMS because skills compound over time,” Calum said.

“We’ve all got access to what our friends are doing, how well they are achieving in their careers, and we can compare salaries and excitement about what’s to come.

“Very quickly, ICMS gave me a circle of friends who are pretty driven – but who also like to have fun – and when I see where they are now it’s pretty exciting and it drives me further.”

To connect with Calum McKnight, click here.

To find out more about Flex Media, click here.

To find out more about the ICMS Bachelor of Business (Marketing), click here.


Our Stories, Bachelor of Business (Marketing), Alumni