In March, the Media Federation of Australia (MFA) and The Communications Council revealed the five-year Advertising Industry Labor Agreement (AILA) that allows businesses to sponsor skilled overseas workers.

AdNews spoke with Redengine, along with other industry leaders from M&C Saatchi, IPG Mediabrands and Leo Burnett, about the changes.

“International expatriates offer a unique lens on creative businesses in Australia where audiences can often become homogenised from people-like-me-syndrome”, says General Manager and Head of Strategy Jye Smith.

“That is, unless we continually seek diverse opinion and insight, creative teams can blend audiences and work together to suit shallow trends.

“As an example, given our proximity to Asia there are a plethora of perspective that could provide new solutions to existing challenges.

“These aren’t always as straightforward as similar categories in other markets, but rather different approaches from audiences based on cultural differences – for example, banking and insurance have some stark differences in Hong Kong compared to Australia.

“On the surface they may seem similar, but the way those propositions were developed came from different needs and wants. This diversity of opinion can only add value, and test our agency norms. Good all round if you ask me.”

Read more here.

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