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.

Have you relocated? Contact: harriet.dennys@haymarket.com

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email