Brisbane L!VE: Small market advertisers become a 'jack of all trades'

Ashley Regan
By Ashley Regan | 2 November 2022
CHEP managing partner Christine Gannon at L!VE

Brisbane has seen a boom of media talent and clients, but in contrast to Sydney and Melbourne marketers, the small-market skill set is unique.

On stage at AdNews’ Brisbane L!VE, CHEP managing partner Christine Gannon said: “There have been a few corporate and media clients that moved to Sydney or Melbourne, but we've actually started to see them come back.

“Clients who thought they had to go to Sydney and Melbourne have actually realised that the talent is here and they can get great work.

“I think there has been a perception that our level of talent is smaller just because Brisbane is a smaller market, but that’s completely incorrect. 

“And as a market, we've spent the last couple of years proving that is, in fact, incorrect, we are just as capable as any other market. 

“In fact, when I'm hiring and talking to people in Sydney and Melbourne, I do flag that because Brisbane is a smaller market, we sometimes have to do multiple roles and get our hands dirtier. 

“But in return, Brisbane marketers become a jack of all trades. 

“People from Brisbane and other small markets are very resilient, very agile, and really adaptive. 

“When you start getting into those bigger clients in Sydney and Melbourne agencies those marketers lose that agility and that problem-solving capability.

“I think even just based on customer service and collaboration we work really differently.

“Even how we network. Everyone in Brisbane knows each other, we've all worked together before, if not we’ve worked with the person sitting next to you.

“So there's a real culture of supporting each other and I just don't think that is the norm in other cities.”

PHD business director Jeremy Hooper migrated to the sunshine state from Sydney during Covid and has enjoyed the fresh perspective the Brisbane market has brought to his career.

“Brisbane is definitely a very network-based market, which I've really enjoyed getting amongst.

“Everyone has been so nice and welcoming which is a real fresh perspective coming from Sydney, where it's very transactional and where things change quite frequently.”

#L!VE Brisbane is powered by supporting partners The Trade Desk, LiSTNR, Ryvalmedia, Resolution Digital, Quantcast, News Corp QLD, and Boomtown. And associate partners, MiQ and Amobee. And co-curators, BADC, BAA and Wrappt.

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