EXCLUSIVE: R/GA’s Sydney office has been working with Telstra and News Limited since setting up in January, and is looking to bring on more technologists in a bid to stimulate the “conservative” Australian market.
In an exclusive interview with B&T, global chief creative officer for the renowned US agency, Nick Law (pictured) said there is a “gap” between what audiences want and brands are prepared to give them Down Under at the moment.
He said: “Budgets have got to shift, and if you look at e-commerce for example it’s pretty well documented with how far Australia got itself in the last few years.
“I think there are a lot of examples of Australia playing catch up. But the good thing is the audience is actually very digitally literate, over indexed in mobile and social media and bridging that gap between what marketers are making and what the audience want is what we’re trying to do.”
Law said the examples of Aussie work at Cannes like Dumb Ways to Die show there is “a lot of good narrative work coming out of there”, but warned “there is a danger it eats up a large proportion of budgets that could be used for innovating”.
He added: “It would be good if there was a more balanced allocation of budgets. I’m happy to see Australia succeeding and I think Dumb Ways to Die is a wonderful charming piece of work, which is innovative in the category, but I would like to see in the next few years more innovative digital work coming out of the country.
“There’s scope to do lighter product work as well in a country like that.”
Sydney managing director Ameer Youssef said the company has been doing a “lot of work in the social space” since opening its doors, and has been working on Telstra’s sports sponsorships as well as a complete redesign to some of Qantas’ websites, as well as the project for News.
He added: “I think social is somewhere marketers feel a little more comfortable trying some new things and perhaps taking some risks. We’re pitching a lot and talking about new engagements with existing and new clients.”
There are now 11 people in the Sydney office, with another two expected to be brought on board in the next couple of months.
Youssef said the technology side is one thing he is looking to develop in the office, and is currently looking across Australia and the world to find suitable talent.
“I think what we’d like to do, as a lot of what we’re doing so far is design, social media campaigns and digital strategy, is engage our clients more in development on the technology side,” he said.
“We’re doing some work there but I’d like to increase the amount we do in that regard, because I think we’ll be able to show we can deliver exceptional technical work, better than perhaps they’ve had an experience with in the past.
“It’s also good for us and R/GA to build up a large and evolved technology department as soon as possible because it affects our culture and personality of the offie to have exceptional tech talent there.
“That’s always been something I’ve seen as an advantage for R/GA, we have people at the table during the whole creative process who have different backgrounds. That’s definitely a part of the plan for the office.”
Ameer Youssef is on the panel on the future of agency remuneration at MAD Week, while creative director Josh Rowe is one of our MAD Professors. Find out more by clicking the banner below.
Please login with linkedin to comment
Seven has announced the total judging line-up for this season of Australia’s Got Talent. Patrick-Harris, who is American, is best known for his television work in How I Met Your Mother, as well as his role in the critically acclaimed film Gone Girl. He has also hosted a number of awards shows, including the Oscars, Tonys, and […]
WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]
BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]
The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]
An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]
Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]
CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]
After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]