Lack of awareness of SA’s great creative talent is hurting us says advertising club chair
SOUTH Australia’s creative industry is a hidden gem, but struggling to fulfil its potential due to the loss of major contracts and the lack of awareness about the breadth of talent within the myriad small companies that make up the sector, according to experts.
SOUTH Australia’s creative industry is a hidden gem, but struggling to fulfil its potential due to the loss of major contracts and the lack of awareness about the breadth of talent within the myriad small companies that make up the sector, according to experts.
“The breadth and depths of what South Australian companies in the commercial creative
communications sector has to offer is truly staggering and world-class,” says James Rickard, co-chair of the Adelaide Advertising and Design Club.
Cospective’s recent Engineering Emmy award — used in the production of Game of Thrones — and the body of work produced by stop-motion specialist Annifex (Dogs Go Wacko for Schmackos, Mortein’s Louie the Fly) are some of examples of local talent at work.
KOJO, a well-known multifaceted production is responsible for many of the most recognisable, world-class commercials for clients as diverse as SATC, RAA, Mitsubishi, MAC and Womad.
“This is only scratching the surface, but there are others like visual effects company Resin (Romper Stomper, Storm Boy) which has also been praised for the work produced for MAC, People’s Choice Credit Union, Clipsal 500 Adelaide, RSL and Adelaide University.” Mr Rickard says.
The 2014 World’s Best Tourism Film, Barossa. Be Consumed, was conceived and created
right here in Adelaide by KWP! Advertising.
The most awarded screen print company in the Southern Hemisphere is Cutler Brands
producing world-class work for clients as diverse as GMH, Ford, Isuzu, Telstra, Lion Nathan,
De Bortoli, Jurlique and Angove’s Family Wines, he says.
“Many of these companies had to diversify to grow and thrive, because the local advertising
market was constantly shrinking.”
Mr Rickard speaks of a dichotomy in the local market.
“In thinking about the situation the industry finds itself in, it seems a contradiction that some local businesses are seeking creative communications services from interstate because they don’t believe there is enough expertise here.
“However many creative communication providers are seeking opportunities outside of the state because they don’t believe there is enough opportunity is here.”
He sees the role of the club in addressing that contradiction through promotion and understanding.
Co-Chair Amanda Gower sees Adelaide as a creative city “filled with innovative thinkers and talented people who believe in growth through talent, passion and collaboration”.
“This is what gives South Australian businesses their Unique Value Proposition.
“I don’t believe SA has reached its full potential yet, as it has so much more to offer, so now is the perfect opportunity for businesses to take advantage of this.”
“Short to midterm challenges have to be focused on influencing businesses to partner with local agencies to manage their marketing and creative needs.
“Long term challenges are adding to agency top talent with award-winning creatives of the future.”
The AADC also wants a focus on celebration and recognition of local talent and work.
“We need to shift the mentality to take advantage of what Adelaide can offer.
“Strong local economic growth is good for all concerned, no matter what industry you are involved with in South Australia. We have seen a taste of that with the inclusion of TBWA in Adelaide.
“Bitter sweet for some as the South Australia Tourist Commission awarded the work to TBWA, Melbourne. It’s a bit like getting a London agency to promote how beautiful Scotland is to visit.”
She says the club is now focused on embracing the positives this brings and focus on working together for mutual benefit.
In terms of the recent decision regarding MAC, there is hope the money will remain in the state through to next year.
“On the surface, there are challenges to overcome, however, delve a little deeper, focus on the positives, embrace the opportunities and turn it around to benefit South Australia, that’s the plan anyway,” Ms Gower said.