Australian creative agencies have hit back at the assertion made by agencies in New Zealand that they “lack confidence”.
Mark Green (picture), founder and MD at The Monkeys, told B&T that although New Zealand is a great creative nation, producing fantastic creative ad work on the world stage, he doesn’t feel there’s any evidence to back up claims that Australian creative agencies are not being aggressive enough.
“I don’t think that’s true at all. There’s no substantial evidence to back claims that we’re down in confidence,” said Green, pointing to Australian being ranked No.2 in world behind the US in yesterday’s 40th Annual One Show Awards, beating the UK for the first time.
Green said the argument doesn’t stand up, especially when you consider the calibre of work coming out of this market.
“There’s no lack of confidence in delivering that. We are not looking over shoulder at what New Zealand is doing.
“Australia has upped its game recently and has hit its stride, there’s a growing confidence in the creative industry here. You just have to look at the number of people coming over here from Europe and US,” said Green, adding that it doesn’t feel like a modern argument given the work happening at many different agencies across Australia.
Phil McDonald, group managing director at GPY&R Brisbane, said that New Zealand agencies have less client layers, so are more open to taking a risk.
“Our NZ mates have always done great work but it is a little easier to get edgy ideas up over there. They have less client layers for one. And media costs and campaign investment is much lower as well, so I think agencies and clients alike are more open to taking a creative risk. That said I think us Aussies are doing well at the moment,” he said.