Rene Migliore.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
René Migliore, 303 MullenLowe Perth Managing Director
This year in the industry reminded me of a family trip to Darwin in January. We went bush bashing in a buggy, dodging buffalo, crocs, and mosquitos the size of golf balls. By the end, we were covered in mud, shell-shocked, but exhilarated.
After 25 years in this field, I thought I’d seen it all. From the anticlimactic thrill of Y2K to the twists of the GFC and a pandemic that stopped the world, nothing prepared me for the change we’re experiencing in this corner of the world. Economic challenges and rapidly evolving markets have us all dodging obstacles, but resilience and creativity continue to open new doors and new agencies.
In 2024 the industry has walked a fine line between “getting the job done” and doing work that truly matters. This tension has sparked new energy across the board, with employees—from interns to execs—rallying around initiatives with real social, ethical, or environmental impact. Agencies are no longer just doing good work; they’re doing work for good. As Patron of the PADC I’ve seen members buzzing with this energy, showing the power of community and collaboration. Along with WAMA, INWA and the ACA there’s great enthusiasm and support, ultimate because marketers and creatives see a healthy community as a good thing!
Ahead of a state in election in early 2025, there has been some outstanding behaviour change and community awareness campaigns across the state. The Perth market is also showing signs of stepping out of its usual comfort zone. The era of “WA…wait a while” seems to be fading as leaders embrace risk and prioritise innovation at pace. Calculated risks are no longer scary—they’re strategic. Creativity has also found a foothold in the boardroom, where PowerPoints are giving way to actual creative solutions and diversity of thought.
Disruption has been a recurring theme. Agencies are either broadening their services to become one-stop shops or consolidating their business to sharpen their focus on one specialisation. New agencies, often with a strong sense of purpose or niche expertise, are sprouting up, while clients are expanding their in-house teams to tackle creative challenges from the inside out. The creative landscape is taking a new shape and the outputs for clients are equally diverse. Creative thinkers are solving commercial and social problems at a local, national and global scale. It’s an exciting time, and the creative solutions for clients have never been more varied or compelling.
In 2025, expect to see continued consolidation among some agencies as they refine their focus. Simultaneously, the smaller, nimble agencies emerging to address niche needs will add vibrancy and confident craft. This evolution underscores the need for strong client-agency alignment. Clients are looking for partners who can anticipate their needs, get to the heart of their challenges, and deliver creative solutions that drive real business outcomes. The agencies that adapt and collaborate deeply will create meaningful value and enduring relationships.
As we gear up for another year, it’s clear that Perth agencies are no longer waiting, they’re acting. They’re not reacting, they’re anticipating what’s on the horizon, and I’m not just talking about our Eastern horizon.
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