Adelaide Amplified

Home to world renowned brands and some of the industry’s brightest minds, Adelaide is a melting pot for creativity and innovation. While it may be smaller in size than its eastern seaboard counterparts, the city is home to marketing masterminds such as Professor Byron Sharp and Professor Karen Nelson-Field and global brands such as Sweat by Kayla Itsines and R.M. Williams.

Adelaide’s agency landscape is predominantly made up of independents, alongside a few network agencies, some of whom bill through local businesses. Together they work with clients across a range of sectors from government to auto, education and finance. Ahead of AdNews Live: Adelaide Amplified, we spoke to agency leaders about what sets the market apart from others and what trends they are seeing across adland in 2021.

Matt Hofmeyer, managing director, Wavemaker Adelaide

How would you describe the Adelaide advertising market?

We’re optimistic and energised. We suffered the same shocks in 2020 as the rest of Australia and the world, however our agencies, media and clients have all worked together to support each other. There has certainly been a focus on maintaining relationships, which has meant we are well placed to continue the recovery we saw in Q4 into 2021. I also believe advances in creativity within the industry, and the quality of services our teams deliver will continue to be built upon.

What sets it apart from other cities?

I think Adelaide has talent and creativity to match any other market