“Aussies Wary Of Large Corporations (And Why We’re The World’s Biggest Internet Pirates)”

“Aussies Wary Of Large Corporations (And Why We’re The World’s Biggest Internet Pirates)”
John Bastick
By John Bastick



Australians have a natural suspicion of large corporations and that means we’re less inclined to jump on board large global brands as quick as other countries, says LOUD’s executive creative director Steven Thomson.

Thomson (pictured below) has been the ECD at the North Sydney-based agency for the past 12 months following a seven-year stint in the US and told B&T that from that experience he believed “Australians have a much greater corporate wariness”.

AAEAAQAAAAAAAAJ3AAAAJGEwMDBjNDg5LTdjNWEtNGQ2Ny1hNzcwLTIzNDg0OTk2OWVhOA

He believes the suspicions arise from a view – founded or otherwise – that we’re paying more than we should for overseas brands and their products.

“I think when it comes to global corporates, I don’t think Australians are happy that we have to pay more for Apple products than we do anywhere else in the world, we pay more for IKEA than anywhere else in the world, we pay more for song downloads, more for movies downloads, and more for cinema tickets,” he argued.

“And because of that we’re some of the slowest on the uptake of those global brands and we’re the second highest for piracy in the world (it’s debated whether we’re number one or two – B&T). And why is that? Because we feel we’re getting ripped off.”

However, Thomson’s counter to the argument is, that unlike our American counterparts, we simply don’t like paying for stuff; particularly stuff we deem we should be getting for nix in the first place.

“Australians feel they have this sort of unalienable social right that they should have free to air TV, that they shouldn’t have to pay to watch sport,” he said.

“Take the Ashes that are coming up, I think most Australians would be very unhappy that they had to pay to watch it.”




Latest News

Choose A Path Less Trodden This Cannes In Cairns
  • B&T Exclusive

Choose A Path Less Trodden This Cannes In Cairns

Don’t be basic. Think creatively and you shall reap the benefits of Cannes in Cairns. “We want brands!” “We want the CMOs!” We heard you and we acted. The content slate at this year’s Cannes in Cairns, presented by Pinterest, is packed to the rafters with some epic brands and top marketing talent. But that’s […]

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
  • B&T Exclusive

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks

Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
  • Advertising

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists

Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]