Why don’t we back our own in SA?
Square Holes founder and MD Jason Dunstone ponders why so much marketing and research work goes interstate when the local talent pool in South Australia is so strong.
In an increasingly interconnected world, it’s easier than ever for South Australian businesses to look interstate or overseas for creative partners. But with so much world-class talent in our own backyard, why don’t we back our own?
South Australia has long pushed the boundaries of creativity and innovation – from the Hills Hoist and Wi-Fi breakthroughs to green energy excellence. It produces 75 per cent of Australia’s premium wine and has a strong history of pioneering category-leading products and iconic brands.
Sarah Luthaus, Co-President of the Adelaide Advertising and Design Club and Managing Director of Ten Past Ten, puts it well.
“Constraints breed creativity, and in South Australia, we’re no strangers to the limitations many companies face,” she said.
“Whether it’s a smaller budget, a larger competitor or limited resources, we can’t rely on scale or spend; instead we meet each brief with boldness, clarity and craft.”
The results back her up.
“From the Effies to Cannes, our agencies are consistently earning recognition across the most prestigious global creative platforms. South Australia isn’t just keeping pace in a global industry; we’re helping shape it.”
Brands like Haigh’s Chocolates embody this ethos. Celebrating its 110th year, Marketing Manager Fiona Krawczyk said the company backs local.
“We believe in supporting local whenever we can – whether it’s sourcing ingredients, packaging, or seeking a creative partner. From a marketing perspective, we always look to Adelaide and SA-based talent first,” she said.
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Other local leaders echo this view.
A manufacturer told me, “Supporting local where we can is built into our ethos.” And Andrew Kay, CEO of the South Australian Chamber of Commerce and Industry and former Wirra Wirra Vineyards CEO, doesn’t mince words.
“It’s always been a bugbear of mine when local businesses go interstate for research or creative work. You’re buying intellectual capital – ideas. They’re not better because they come from Sydney or Melbourne. In fact, many of those creatives started here in Adelaide,” he said.
“Looking interstate is insulting to the award-winning local businesses we have here. I call it the ‘creative cringe,’ and it’s time we put it to bed.”
That cringe – the idea that “bigger is better” – is a quiet frustration among local agency leaders. One respected voice, who asked to remain anonymous, told me.
“I’m seeing more imported CMOs and local decision-makers outsourcing to big-name agencies interstate,” they said.
“But the work is rarely better – often worse – than what could be achieved locally. The spirit of supporting SA talent is fading.”
And it’s not just about quality, it’s also about economics.
Research shows that every $1 spent with a locally owned business returns up to $1.80 to the local economy.
This “Local Multiplier Effect” is powerful. Local businesses are more likely to buy from other locals, employ local staff, and reinvest in their communities. They’re also more likely to stick around through economic ups and downs.
Twenty years or so ago, large agencies like Y&R and Clemenger BBDO had a strong presence in Adelaide, feeding off robust marketing budgets. But as media changed and budgets tightened, many left. Now in 2025, remote working and Zoom calls make it tempting to look interstate. But as Kay points out, this has cascading consequences.
“The businesses buying interstate are often the ones with the biggest budgets. That creates a domino effect. The research goes interstate. So does the creative. Then the visual media crew, talent, caterers – it all goes over the border,” said Kay.
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“Some of these same businesses cry foul when consumers don’t buy local, but they won’t support local themselves. You can’t have it both ways.
“And don’t tell me you’re a global brand and need a global agency. Your great product came from South Australia. So can your creative.”
Of course, the global marketplace cuts both ways. Many local agencies are thriving beyond our borders. Jamie Scott, Managing Director of Showpony, said they have grown in their Melbourne and Hobart offices to the point where more than half of their staff are in those cities.
“Maybe the lesson there is that agencies, including Showpony, need to work harder to capture the attention of CMOs in Adelaide. Maybe we’re assuming that they know what we do and who we are because of our proximity to them. That’s kind of lazy isn’t it? Especially when we’re in the business of promoting business,” he said.
“It’s certainly not the quality of work in this town. We’ve had CMOs in other states contact us because of the work we’ve done with our SA clients and we’ve won business interstate with work done by our Adelaide team pitching against some of the biggest agencies in the country. I know plenty of Adelaide agencies who tell the same stories.
“Maybe the answer is for us all to work a little harder to get to know each other.”
In a state 153 per cent the size of France but with only 3 per cent of its population, South Australian businesses must look interstate and globally to grow. But that doesn’t mean we should neglect our home base.
Supporting local isn’t just about warm fuzzies –it’s strategic.
Supporting local fuels local jobs, sparks innovation, builds economic resilience, and helps keep our brightest talent here.
“Relationships matter in this business,” Sarah Luthaus reminds us.
“There’s real value in sitting across the table, challenging ideas together, and building trust face-to-face. Adelaide’s creatives aren’t just talented – they’re in the room.”
At Square Holes, we’ve had the privilege of partnering with some of SA’s most iconic brands and government organisations for more than two decades, allowing us to grow our research work interstate and overseas.
Local support has been critical to our success, as it is for every South Australian-founded business.
Before you look interstate for your next creative, research or innovation partner, check what’s available here. The Adelaide Advertising & Design Club is a great place to start.
We don’t need to look elsewhere to find greatness. It’s already here.
