From Holding Co to Indie, UK to Aus
Two years ago I left a London holding company for an independent agency in Surry Hills. I thought I was just moving countries. The work turned out to be pretty similar, but the experience has been very different.
UK → Australia
Media is media, but the environment subtly shifts. London felt structured and formal; Sydney is similar, just a bit less rigid. Clients still want results, but conversations are more straightforward. You notice the small things - the way people interact in meetings, how quickly decisions can move - and it changes how you approach work.
Holding → Indie
Switching from a holding co to an indie isn’t about shaking up your entire career - it’s more about pace, responsibility, and perspective. Big agencies have layers of approvals; indies move faster, and you actually see the impact of your work. At Kaimera, or indies more generally, there’s support when you need it, but also room to run with ideas. That combination of responsibility and oversight makes you feel trusted without being left to flounder.
Year One vs Year Two
The first year was about learning how things worked, settling in, and figuring out where I could make a difference (also where Adelaide is and why there isn’t 1000s of TV channels to buy). Year two has been more confident - pitching ideas, seeing them through, learning what works and what doesn’t. Working in an indie exposes you to more of the business, for better or worse, but it’s the kind of exposure that teaches you quickly.
Looking Forward
The past two years have shown me that growth often comes from small shifts - moving countries, changing agencies, or just doing things differently. Next year, I want to keep experimenting, take on new challenges, and build campaigns that feel worth doing, not just worth reporting.
Kaimera has made that easy in its own understated way. The work is rewarding because it’s interesting, the people are good to work with, and you notice that the opportunity is genuinely there if you want it. That, more than anything, has made the last two years feel worthwhile.