I needed a change from London and a change in lifestyle. Sydney was the obvious choice as it has a similar culture, the same language, an idyllic climate and a thriving media and advertising industry.
Australia is one of the most saturated, mature advertising markets in the world, with more media agencies per capita than any other country. It seems that every agency from the UK is here, plus Australian agencies, and there seems to be a new start-up every week. Hence the many similarities with the UK, only in a less advanced form, especially in the areas of direct response and data.
Media owners and agencies
Agencies and publishers are becoming more proactive in terms of filtering the best attributes from the US and Europe and then applying them to Australia. Clients are also innovative, enabling agencies and publishers to push the boundaries.
The Australian digital industry is nowhere near as backward as some people from the UK imagine. I remember moving here and thinking Australia was going to be like the Stone Age in terms of media, but with the number of British people living and working in Sydney and Melbourne, and the number of Australians having worked in the UK, there is a wealth of experience. Secondly, digital media is now national in Australia. The sheer geographical size means you can't travel to clients based in Perth or even Brisbane on a regular basis. So, most of the bigger agencies now have offices in Sydney and Melbourne, with the Perth and Brisbane markets becoming more alluring as populations increase due to tourism and the cities' natural resources.
One thing we can learn from Sydney? Sydneysiders are much healthier and more active than Londoners. The only exercise I remember in London was lifting a pint thousands of times a week.
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