Summary of "Live from Sydney: Breaking the Laws of Average" on On Strategy Showcase

Hosted by Fergus O’Carroll | Released May 25, 2025

Podcast Overview: On Strategy Showcase is a platform where marketers share the stories behind the strategies that led to exceptional campaigns. In the episode titled "Live from Sydney: Breaking the Laws of Average," Fergus O’Carroll hosts a dynamic panel of marketing leaders to explore the distinctive qualities and strategies that make Australian and New Zealand creative work stand out on the global stage.

Event Details and Introduction

The live episode was recorded at Ogilvy's WPP campus in Sydney, drawing a sold-out audience of approximately 300 industry professionals ([00:00]). Fergus O’Carroll sets the stage by reflecting on the misconceptions surrounding travel to Australia, highlighting his own positive experiences and the vibrant interactions during the Sydney and Auckland recordings ([00:00]).

Panel Introduction

The panel featured:

• Miller McPhee – Chief Strategy Officer, Droga5
• Rupert Price – Chief Strategy Officer, DDB Group
• Stephen DeWolf Wolfe – Chief Creative Officer, BC
• Fran Clayton – Chief Strategy Officer, Ogilvy Network
• Tom Martin – Chief Creative Officer, Special Group Australia

Fergus commends the panelists for their significant contributions to the marketing industry both locally and internationally ([05:45]).

Key Discussion Points

1. Challenges and Opportunities in Smaller Markets

Fran Clayton emphasizes that Australian and New Zealand markets share common challenges typical of smaller markets, such as the desire to produce globally impactful work while dealing with inherent limitations ([00:00]). The panel discusses how being part of larger holding companies can both restrict pitching opportunities and provide access to a diverse range of global briefs.

Tom Martin cites the success of campaigns like Uber, which originated in Australia and scaled internationally, as examples of how simple, effective ideas can transcend borders ([00:00]).

Fran Clayton adds, "The ideas that have really shaped what great Australian advertising are the ones that are people powered" ([07:44]).

2. Simplicity and International Reach of Ideas

The panel agrees that simplicity in creative ideas facilitates their international adoption. Mila DeWolf points out that Australia's smaller market serves as an ideal testing ground for global concepts, enabling agencies to refine ideas before scaling them globally ([09:16]).

Stephen DeWolf Wolfe shares the story of the Uber campaign, explaining that the work was organically designed to resonate locally before it naturally expanded internationally without being specifically tailored for global reach from the outset ([17:04], [19:58]).

3. The "Mongrel Attitude" and Collaborative Creativity

Rupert Price introduces the concept of a "mongrel attitude," describing Australian strategists and creatives as resilient, adaptable, and unafraid to experiment beyond traditional frameworks ([13:50]). This mindset fosters a collaborative environment where strategists and creatives work iteratively to develop innovative solutions ([26:07], [28:36]).

Mila DeWolf echoes this sentiment, highlighting the multidisciplinary nature of Australian agencies, which necessitates close collaboration and leads to more integrated and effective campaigns ([26:28], [28:36]).

4. Cultural Characteristics Influencing Creativity

Fran Clayton and Wolfie discuss how Australian cultural traits, such as self-deprecating humor and down-to-earthness, contribute to the relatability and global appeal of their creative work ([37:34], [38:36]). These attributes ensure that campaigns resonate universally without relying on niche cultural references.

Wolfie adds, "The down to earthness in the Australian personality makes the work really relatable" ([39:09]).

5. Balancing Marketing Theories with Creative Freedom

The panel delves into the impact of marketing theories from figures like Mark Ritson and the Ehrenberg-Bass Institute on the creative process. Fran Clayton cautions against rigidly adhering to these theories, advocating for a balanced approach that prioritizes creative intuition alongside strategic insights ([53:47], [54:35]).

Stephen DeWolf Wolfe emphasizes the importance of organic creativity, stating, "If creativity becomes formulaic, it's not creative anymore" ([55:02], [56:40]).

6. Global Mindset and Borderless Work

Stephen DeWolf Wolfe highlights the shift towards a borderless mindset, where Australian agencies no longer see themselves as confined to local markets. This perspective, combined with the flexibility introduced by remote work during the COVID-19 pandemic, has enabled agencies to participate in global projects seamlessly ([17:04], [44:10]).

Rupert Price notes, "We are pretty different in a great way as well, and we're fresher. And again, we solve problems more often than not just answering briefs" ([43:38]).

Audience Q&A Highlights

1. Underperformance at Cannes: An audience member raised concerns about Australia's poor performance at Cannes the previous year. Rupert Price attributes this to the industry's self-congratulatory tendencies and the need to raise standards to compete globally. He encourages the industry to push beyond current benchmarks to achieve greater international recognition ([59:21]).

2. Client Relationships and Strategic Involvement: A question was posed about the depth of client relationships and agency presence in strategic decision-making rooms. Fran Clayton and Wolfie responded affirmatively, asserting that Australian agencies have strong relationships with key decision-makers and possess the agility to engage effectively ([65:07], [67:15]).

Concluding Remarks

Fergus O’Carroll wraps up the episode by expressing gratitude to the panelists and attendees, celebrating the success of the Sydney event, and teasing upcoming recordings in Auckland. The overarching message underscores the potential of Australian and New Zealand agencies to lead globally through their innovative, adaptable, and collaborative approaches to marketing and creativity.

Notable Quotes:

• Fran Clayton ([07:44]): "The ideas that have really shaped what great Australian advertising are the ones that are people powered."
• Mila DeWolf ([09:16]): "We're kind of a perfect test market for global ideas."
• Stephen DeWolf Wolfe ([55:02]): "If creativity becomes formulaic, it's not creative anymore."
• Wolfie ([39:09]): "The down to earthness in the Australian personality makes the work really relatable."

Looking Ahead: The panel anticipates continued growth and international collaboration for Australian and New Zealand marketing agencies. They emphasize maintaining local relevance while adopting a global mindset, fostering innovative partnerships, and leveraging cultural strengths to drive future success.