On Strategy Showcase Live from Sydney: Breaking the Laws of Average
May 25, 2025
Join Stephen DeWolf, Tom Martin, Rupert Price, and Fran Clayton—leaders from notable Australian ad agencies—as they delve into breaking creative boundaries in a land where rules often bend. They share exciting stories of standout campaigns like 'Dumb Ways to Die,' emphasizing the blend of local context with global ideas. The conversation pivots on the power of collaboration and agility in smaller markets, alongside a push for authenticity in creative pitches. Tune in for insights on fostering innovation while respecting cultural nuances in advertising.
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Episode notes
Australia as a Test Market
- Australia acts as a small yet effective test market for global brand ideas.
- Its demographic diversity enables ideas tested here to be replicated worldwide.
Uber's Global Success Story
- Uber's global campaign originated in Australia without initially planning to travel internationally.
- The work's simple core idea allowed it to be culturally adapted and succeed worldwide.
Local Strength Powers Networks
- Big networks in Australia succeed when they have strong local roots.
- Local work is essential alongside servicing international clients for survival.