Mr Mitchell becomes the first ever recipient of the key to the city by the Northern Grampians Shire Council, since its formation.

He was presented with the keys to the city by Northern Grampians Shire Mayor, Cr Kevin Erwin on Friday afternoon before he spoke at the launch of StawellBiz.

Mr Mitchell was recognised for his outstanding achievements in and contributions to the fields of media and communication, the arts, health and community development.

During the launch of StawellBiz last Friday night at the Trackside Bar and Bistro, Mr Mitchell spoke of his early years in Stawell, coping with the divorce of his parents, leaving Stawell High School at an early age and going to work at Stawell Timber Industries.

At the age of 17, Mr Mitchell made the decision to leave Stawell and head to Melbourne to work. He told the gathering his choices were to work on a farm as a rousabout, or pursue a career in advertising, which he knew nothing about. He chose advertising.

The road to success was never easy, Mr Mitchell often forced to make decisions on whether to catch the tram to work and go without lunch, or walk and eat that day.

Times were tough, but he was determined to make it.

However, as he became better at his work, Mr Mitchell had new hurdles to overcome. He battled alcoholism and the odd `run in' with some major players in the industry.

The hard work and lessons learnt all paid off and Mr Mitchell, who is now executive chairman of Australia's largest media agency, Mitchell Communication Group Limited, has rubbed shoulders with some very influential people, Kerry Packer and Kerry Stokes to name just two.

There was even an occasion when Mr Mitchell made a bad business decision that had the potential to cost his company dearly, that he was rescued by a loan from Mr Packer. He said it was something he would never forget.

Mr Mitchell had a clear message during his address to StawellBiz members, that nothing is ever out of reach, as long as you are prepared to work hard and learn from your mistakes.