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Reactive is one of Australia's largest and longest-running digital agencies. It was started in 1997 when its two founders, Tim Fouhy and Tim O'Neill were both 21 years old. Today, the agency has a multinational footprint, with full-service offices (not just sales staff) in Melbourne, Sydney, London, Auckland and New York.
I’m not sure if it was just that it was 8:45am (and that a steady line had already formed for the one coffee machine) or that these digital people preferred to converse in a digital world, but no one seemed to know anyone else (apart from the odd small clique). But hey, it could have been worse; as one bystander pointed out to me, “You should have been at the gaming conference, it was like sunlight was a new concept to them”.