Is Australia’s advertising future being shaped by independents?

In Short:
– Mark Coad has joined independent agency Hatched after decades in multinational agencies.
– He discusses the evolving Australian advertising landscape and the rise of indie media agencies.

Mark Coad, recently inducted into the Melbourne Media Hall of Fame, has joined independent agency Hatched after decades in major advertising firms.

He previously worked with IPG Mediabrands and Omnicom, significantly shaping Australia’s advertising landscape.

Coad reflects on his transition to an independent agency and the changes he experienced in the industry.

The indie media agency sector is growing, and Coad believes Hatched is a significant player.

His move allows for a less hectic lifestyle, reducing his frequent commutes between Melbourne and Sydney.

Coad notes that technology has been a key driver of change within advertising, creating diverse options for brands to reach consumers.

Digital media continues to dominate, with various channels adapting, especially in video and audio formats.

Aside from his role at Hatched, Coad serves on the board of the Melbourne International Comedy Festival.

He expressed satisfaction with the festival’s evolution over the years and its continued success in the media landscape.

As the advertising industry shifts towards independent agencies, Coad’s insights may help shape future strategies in the sector.