IMAA tempts British talent with Aussie lifestyle in new campaign
Independent Media Agencies of Australia (IMAA) has launched a new trade advertising campaign to tackle the current talent crisis, selling the Australian lifestyle to British media agency talent looking to expand their experience overseas.
The trade campaign launches in the UK this week, spearheaded by a 30-second video interviewing British ex-pats working in Australian independent media agencies.
The IMAA website will have a dedicated landing page that features several in-depth interviews with ex-pats. On the page, British talent can register their interest to then be matched with an IMAA member agency to make the move.
Featuring in the campaign video is British expat and head of media at AFFINITY, Sue Cant, who says to camera: “I mean what is there not to enjoy? The food, the wineries, the beaches – it’s just such a good way of life here as well.”
Sarah Melrose, managing partner at Admatic Australia, arrived in Australia seven years ago. She said: “For me the motivating factor was very much the lifestyle. Working in London was very busy, chaotic, stuck on the Tube most mornings, whereas now my morning commute is down to the beach and back to work from home or I run to work…It’s very much work to live and not live to work.”
IMAA CEO Sam Buchanan urged British talent to “take the plunge”
IMAA CEO, Sam Buchanan, said: “The latest IMAA Pulse Survey found that almost 60% of members expect to grow between 10% and 20% and more this year, however more than half said that the quality and depth of the talent pool is still poor. This is one of our major initiatives to address the talent shortage and attract skilled staff to indie agencies, along with British media agency executives who have worked here but returned to the UK during COVID. Of course, our priority is to support Australian employment opportunities so we will also be launching a major education initiative shortly that aims to nurture the next generation of Australians who want to work in media agencies.”
He added: “Independent media agencies are among the most innovative in the world and primed for growth, so the time to take the plunge – from Bondi to Burleigh, St Kilda and Glenelg to Cottesloe – is now!”
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