LBB’s Katherine Peach has been on a venture Down Under. Our native Australian account director has spent a busy two-month’s covering this vast land, meeting inspiring adland folk and checking out the amazing work coming out of this region. With the great weather, the amazing support for LBB and even the ‘tanned muscly men’, there’s a lot to get excited about. Peach hijack’s ‘word’ to share her favourite pieces of Australian work and her perceptions on the Aussie market.
LBB> What differences have you seen between the Australia and other markets?
KP> The Aussies are an ambitious bunch. Whether they've been in the industry for years or are a fresh, new company, they're always looking to the future and are far more imaginative about the way they approach a project. There are loads of middle-sized, independently-owned agencies that produce brilliant work, forcing the larger ones to remain on their toes - which in turn promotes further creativity and new ways of problem solving. The smaller ones are scarier still…they're fearless!
Production and post-production-wise they have all worked with each other at some point, and there is no malice in their competition. It’s supportive and they seem to want each other to succeed. But with a small industry that is saturated with production companies, it's time to look elsewhere for work, to grow their profile and bust open other markets. The sound and music companies are the most fascinating in my eyes (or ears) and don't get nearly enough coverage for the outstanding work they do. I believe radio advertising is an area that is due a resurgence. The Aussies are coming…watch out.
LBB> Have you enjoyed your time working in Australia?
KP> Oh it's dreadful…the sun, happy people, amazing produce, tanned muscly men… Why would anyone want to work here?! Honestly, it’s been absolutely amazing. Being Australian, but having never worked in Sydney or Melbourne, I've been absolutely blown away by how beautiful both cities are. Most importantly, I have been touched by how friendly, welcoming and passionate the people here are.
A Special mention to the wonderful Adstream staff in both Sydney and Melbourne as well as Sonia Caeiro (Droga5
), Simon Lister (Nylon
), Victoria Conners-Bell (Airbag)
Michael Rebelo (Saatchi & Saatchi
), Sophie Thiellon (Finch
) and Larissa Meikle who have all been massive supporters of Little Black Book. We are also on-board with the Communications Council
and will work closely with them to support the Aussie industry in return.
LBB> Are there any pieces of recent Australian work that have really caught your eye?
KP> Anything coming out of Finch Company
right now is pretty amazing. They're using technology in new and innovative ways and winning awards
because of it. AAMI's Rhonda
, out of Ogilvy Melbourne, has become somewhat of a cult hero.
LBB> Your trip has been an extremely busy one, but could you briefly sum up your time so far in Australia?
KP> Overall, I am enthralled by the Aussie industry; their passion is relentless, their drive is enviable and the work is amongst the best in the world. Little Black Book is promoting that by pushing their work firmly into the eyes of the global industry.
We are also supporting the Sydney Story Factory
, a non-for-profit creative writing centre for young and underprivileged children. We will donate $50 for every Australian company that joins the LBB community within the next few months. They are also looking for volunteers if you are keen and in the area.
Now that we have invaded the far away land that is Australia, we don’t plan on leaving too hastily – stay tuned for exciting news. We will be keeping in touch and up-to-date with all of the amazing folk we have met.
Believe us when we tell you, this is just the beginning of LBB’s Asia Pacific adventure…
Image by Jane McAuliffe