The recent AdNews Live event in Brisbane spoke about the city becoming a hub for remote roles - with people flocking to the Sunshine State for housing affordability, more suitable lifestyle choices, and increased employment opportunities. To back this up (because the data never lies), the latest Census also confirms that QLD has seen the largest growth in interstate moves, particularly with younger demographics.
There’s a stigma connected with media and marketing folk moving to smaller cities. Can this stifle career progression? Do you really need to be based in Sydney and Melbourne to see ‘success’ in the industry?
We spoke with two of dentsu QLD’s top talent – Emily Cook, Head of Client Partnerships, and Kelly Jack, Client Partner, who have both migrated north and seen exponential career growth in the process.
What drew you to the Sunshine State?
Emily: “I started my career in Brisbane and moved south. I loved everything that move to Sydney and Melbourne did to shape me and my career to date, but I have also loved every moment of being back in Brisbane. It is the ultimate relationship-based industry, with exemplary craft understanding and deep relationships with both client and media partners. I've seen the benefit of this firsthand - rich client outcomes being generated by passionate individuals who collectively tackle business challenges.”
Kelly: “I was a Melbourne local of 21 years and had never worked in the Brisbane market before, but I’m now working on one of the state’s largest clients. I thought given the market is smaller, it would be harder to break in. But everyone has genuinely gone to lengths to make me and my family feel welcome and introduce us to the local nuances. This has included my colleagues, media partners, and clients. In reflection, I now think larger markets can sometimes be more difficult to break into.”
Emily, you mention Brisbane is a ‘relationship-based media industry’. What are some ways agencies are collaborating with their media partners that perhaps other states aren’t doing?
Emily: “I wouldn’t say other states aren’t doing this, I had the privilege of working alongside some truly brilliant partners during my time in Melbourne and Sydney.
“Brisbane does feel different though. We work hand-in-glove on projects and it’s inspiring to see our partners help our teams push the boundaries and dream big.
“I can’t speak on behalf of other agencies, however at dentsu QLD we run integrated brainstorming sessions with our partners, support them with deep audience insights, do a lot of regular in-person updates, and frequently bring them into client deep dive sessions.
“Since returning to Brisbane, I’ve appreciated and recognised the true sense of unity and partnership between all stakeholders. The market here is brimming with great media talent who inspire great thinking and awesome results for Brisbane businesses.”
Does client spend differ in the Queensland market compared to other states?
Emily: “There is a challenger mindset across all of Queensland. This has been one of the most rewarding parts of my role – each client I work with has a targeted and hyper strategic focus, and a really deep understanding of their consumer landscape.
“Budgets aren’t necessarily the largest, however I personally find this challenge more rewarding – it almost has this challenger grit and tenacity to it. For our clients, it means we must be tight on our communications strategy and channel approach, so doubling down on where we gain share of voice, and work in an integrated and fluid relationship with other agency partners.
“Overall, it feels more collaborative where we’re all aligned with the north star to drive the best possible outcome for a client's business objective. You are all in and leave nothing on the table to get there.”
What are the benefits of working with a smaller agency than in a large office?
Kelly: “I’ve worked in large-scale multinationals and smaller independent organisations; both have their benefits. In larger offices, you get access to a range of clients across different verticals but can be restricted to your area of specialism. Since moving to Queensland, I’ve felt this unique feeling of empowerment to ‘run the agency like it’s my own.’. This has enabled me to hone in on my craft, whilst becoming proficient in all other aspects outside of the capabilities found in traditional media agencies.”
If you could sum up life in Queensland in three key words, what would they be?
Kelly: “Passion lives here.”
Emily: “Fiercely local spirit.”
So in summary, for anyone looking for a sea change, you’d recommend a move to Queensland?
Kelly: “Absolutely, whilst the original driver of my move were family ties and a change in lifestyle after the Covid-19 lockdown in Melbourne, I really did stumble across an even bigger reason to relocate. I now have the freedom and flexibility to enjoy one of the most beautiful states in Australia, while working on some of the best clients and alongside some of the best talent in the industry. Obviously, my team at dentsu QLD are phenomenal (yes, I’m biased) but overall people are warm, fiercely local, and are true craft specialists.”
With the run to the Olympics in the next decade, and the opportunities that consistently are presented, Kelly and Emily both agree that Queensland is the place to be.
Dentsu Queensland has recently won the Tourism Events & Queensland (TEQ) account. To view all open roles on this account, visit https://www.linkedin.com/company/dentsu-qld/jobs/
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