What is driving the creative success of the Melbourne market?

Lindsay Bennett
By Lindsay Bennett | 8 August 2017

This is a free excerpt from AdNews print magazine August edition. You can download a digital version of AdNews and subscribe to the premium print edition here.

Melbourne agencies won the lion’s share of the awards at Cannes this year and a slate of Sydney-based agencies are looking to set up shop in the city. So what is Melbourne getting so right? 

Increasingly it seems Melbourne may hold the key to winning work. Sydney and Melbourne, while only a one-hour flight away from each other, seem to be worlds apart.

They have some striking differences; Sydney is known for its merry-go-round of pitches, whereas Melbourne harbours longer relationship with clients; Sydney agencies tend to work with more global clients, which means they have greater restriction on the work they can create; Melbourne is very much who you know, while Sydney has a more international network.

We ask a a marketer and a trio of top creatives in advertising, what is really driving the creative success of Melbourne? Here's a few snippets from our latest Creative Focus:

CHE Proximity CEO Chris Howatson: “The secret to Melbourne’s success in Cannes isn’t in the drinking water.”

Thinkerbell founder Adam Ferrier: “You got to love Melbourne for its brains but not its body, where as Sydney you love for its body not its brains.”

Leo Burnett Australia CEO Melinda Geertz: “When your backyard embraces creativity as part of its identity, it flows through in its creative output.”

With Collective CEO and cofounder Justin Hind: “Melbourne is a powerhouse of economic activity for Australia.”


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