Steak's Martin Carlill finds Melbourne fantastic

Martin Carlill grew up in Hull and is director of digital services at Steak in Melbourne.

Melbourne: digital is catching up
Melbourne: digital is catching up

Why did you choose Melbourne?
Sydney seemed the obvious choice initially, but on further investigation Melbourne had far more appeal. It's easy to get around, there's less hustle and bustle and there's a fantastic laid-back atmosphere. Melbourne's great from a business perspective too - it's internationally renowned as an innovative media hub, which has proved essential when launching a new Steak office.

What's the media environment like?
I found it difficult to get my head around the state-specific nature that operates in Australia and how this flows into the media environment. Businesses tend to be focused on one or two states that can provide interesting challenges for media agencies. Culture and opinion at the state level become integral considerations. I would say the media environment is still heavily skewed towards the traditional marketing mediums, but digital is beginning to gain the spotlight it undoubtedly deserves.

How proactive are media agencies?
Working for one gives you a slightly chequered view, but we've found a proactive approach to client work is being received really well.

Where are they with digital?
There can be no doubt that Australia is behind Europe, and the UK in particular. Having worked in the UK digital space for seven years, I can see similarities to the UK two years ago. But the Australian market is catching up quickly with businesses increasingly looking at the opportunities that an integrated digital strategy can bring. Paid search is driving a lot of the conversation, especially in terms of its integration with other areas of digital such as display and eDM.

Culture and social scene
Fantastic. Melbourne has something for everyone. It has a great artistic heritage, buzzing music scene and is the capital of sport in Australia. For sports fanatics like myself, you get the F1 Grand Prix, AFL, tennis, the Melbourne Cup, cricket, rugby league and much more besides.

One thing we can learn from Melbourne
Relationships drive business. Developing your relationships and being true to your word will get you a long way.

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