07a3e09.jpg073d39a.jpgNews Corp Australasia has today announced two senior executive appointments to further strengthen the company's publishing and digital businesses.

Damian Eales has been appointed chief operating officer, publishing and Nicole Sheffield has been promoted to chief digital officer for News Corp Australia.
5.jpgIndietech, a Melbourne-based digital agency is moving beyond the realms of the traditional creative world by developing a world-first application to help predict and prevent major Legionella outbreaks.

From an industry sector not typically known for helping solve scientific problems, Indietech director Ben Dexter said the creative industry can often play a key role in disrupting industrial B2B industries due to an ability to think outside of the square.
Pizza_Hut_2012_logo.jpgAfter a competitive pitch, Pizza Hut Australia has appointed The Monkeys as lead brand and advertising agency in Australia.

The move comes as Allegro Funds has teamed up with the local Pizza Hut management team to buy the master franchise from US parent Yum! Brands and has recently completed the acquisition of the Eagle Boys chain.

Says Lisa Ransom, CEO, Pizza Hut Australia: "We are delighted to appoint The Monkeys as our lead agency. They showed a great strategic opportunity for Pizza Hut in Australia coupled with a great creative approach."
BBDOCatalinacGoode(1).jpgBBDO San Francisco has hired former Saatchi & Saatchi NZ copywriter Kate Catalinac (left) and Aussie expat art director Corinne Goode (right) in creative director roles.

Whilst at Saatchi & Saatchi NZ Catalinac worked with New Zealand Army where her 'Toy Soldier' work won her a Young Gun Award back in 2008. Following Saatchi & Saatchi, Catalinac moved to Goodby Silverstein & Partners San Francisco as copywriter and was later promoted to creative director.

Goode has held roles at BMF Sydney and DDB New Zealand and her work has been recognised at numerous local and international award shows including Cannes, D&AD, New York Festival, AWARD and Adfest. More recently, her 2016 work at New Zealand agency DDB was awarded a gold pencil at AWARD, Spikes Grand Prix and gold at Axis.

The pair will join Aussie expats Marc Burns, managing director and creative directors Alex Stainton and Jacub Syzmanski.
Patrick Abboud (1).jpgHolden has partnered with SBS to launch its latest masterbrand campaign via Carat, focused on recognising and rewarding Australians driving positive social and cultural change in their communities.

The campaign, 'Supporting Drivers of Change', features six notable Australians from all walks of life, among them Auburn Giants AFLW team founder Amna K Hassan, journalist Patrick Abboud, 'Queen of Resilience' Stacey Copas, hip hop artist L-FRESH The Lion, orthopaedic surgeon & activist Prof. Munjed Al Muderis, and blood cancer researcher assoc. prof. Louise Purton.

Zespri logo (1).jpgSydney independent creative agency, LOUD, has been appointed to handle Zespri South East Asia. The pitch process included strategy and creative submissions from seven independent and global agencies across Australia, Singapore, Indonesia and Malaysia.  Although substantial, billings for the account are undisclosed.

Zespri International Limited is the world's largest marketer of kiwifruit, selling kiwifruit into more than 53 countries and managing 30 percent of the global volume.

On the back of Zespri's successful South East Asian growth the company is now supporting the brand with a new campaign for the region.
BDO Photo 2 (1).jpgOMD Melbourne recently kicked off the network's annual media partner event, 'OMD's Big Day Out', at Laurens Hall in North Melbourne. The events are designed to give media owners a deeper understanding of OMD's clients' offerings, business challenges and how the media can help solve them.  

The Melbourne event had over 160 media partners in attendance who were taken through eleven custom built immersive client experiences. The day was thoroughly enjoyed by all.
1 (1).jpgThe Festival of Media Global Awards has announced the shortlist with Australia picking up 15 finalists led by Starcom with five finalists, UM Sydney with four finalists and MediaCom with two finalists.

Slingshot is the only Australian independent agency to be represented in the finalists list with one shortlisted entry. Also scoring one finalist each is Vizeum, Ansible and PHD.
REWORD.jpgGRAHAM-1.jpgThe first wave of finalists for the 38th AWARD Awards has been announced today across 12 categories: Craft in Advertising Film, Craft in Advertising Print/Typography & Illustration, Print, Poster & Outdoor, Direct Marketing, Integrated Campaign, Design, PR, Promotion & Experiential, Innovation, Creativity For Good and Market Disruption & Product/Service Development.

By category, those agencies with the most finalists:

●    Craft in Advertising Film: Revolver/Will O'Rourke with 17, followed by FINCH with 14, Exit with 12 and The Sweet Shop with ten finalists;
●    Direct Marketing: Clemenger BBDO Melbourne with seven finalists, followed by DDB Sydney and DDB Group NZ both with three finalists;
●    Design: Revolver/Will O'Rourke with three finalists followed by Houston Group and Clemenger BBDO Sydney both with two finalists;
DROGA-HALL-OF-FAME.jpgThe Cannes Lions International Festival of Creativity has announced that David Droga, founder & creative chairman of Droga5, will be honoured with the Lion of St. Mark award at this year's Festival.

New York-based Aussie expat Droga is one of the most awarded creatives at Cannes Lions, and will be the youngest recipient ~ by far ~ of the Lion of St. Mark award. He won his first Lion aged 19 at Sydney hotshop OMON and has achieved more than 70 Gold and 15 Grand Prix / Titanium Lions in his career to date.

"The Lion of St. Mark recognises an individual who has made a significant and outstanding contribution to creativity in our industry," said Jose Papa, managing director of Cannes Lions. "His drive, passion and unbounded creative skill has led him to deliver continual award-winning results. He's set the global standard."
TDTeamphoto-MtLofty.jpgIkon executive creative director Rob Martin Murphy is off to Tasmania on April 8th to ride over 700+km with over 8,000 metres of hill climbing, on behalf of the Fight Duchenne Foundation (FDF).

The FDF raises money for kids with Duchenne Muscular Dystrophy (DMD) and their families.

DMD is a muscle-wasting disease that affects 1 in 3500 boys. While it is genetic, it can also occur at conception. Either way, there is no cure. Except death, unfortunately.

Martin Murphy's best mate's son James (who is 13 this year) has DMD and that's why he rides.

This is the 5th time he is saddling up for the event known as the Tour Duchenne.
Matt Eastwood 2016.jpgThe Asia-Pacific Tambuli Awards has extended its entry deadline to April 10, 2017. The APAC Tambuli Awards is the pioneer awards show globally on effective advertising for good. It honors brands that do good and do well - showing the seamless integration of creativity + human good + results. Case study entries must demonstrate how brands uplift society, create positive change, and correlate purpose with purchase.

This year's overall executive judging panel is chaired by J Walter Thompson's global chief creative officer, Matt Eastwood (left).

The overall executive jury also includes Nicolas Menat, Chief Executive Officer, Asia, Publicis One, David Guerrero, Chairman and Chief Creative Officer, BBDO Guerrero, Charles Cadell, President and CEO, McCann Worldgroup, and Cheuk Chiang, CEO Asia Pacific, Omnicom Media Group and several others.

Charles Cadell and David Guerrerro, who both judged last year, believe all networks and clients in the Asia Pacific region should look at entering work into Tambuli. Particularly they would like to see more work from Australia and New Zealand.
Screen Shot 2017-03-29 at 12.36.39 pm.jpgIkon Group Sydney, part of WPP AUNZ, has created Horticulture Innovation Australia's newest campaign, inspiring Aussies to 'Get Their Crunch On'.

The Australian Apples campaign has launched this week and includes TV, cinema, digital and a Netball Australia partnership.

Says Graeme Yardy, marketing lead for Horticulture Innovation Australia: "This new campaign for Aussie Apples represents a turning point for the brand and the industry it represents. Building on the insight that consumers have very little tension with Apples, we set about to build a piece of communication that would cut through, with a catchy soundtrack and popping visuals, entertaining our audience and ultimately reminding them to stock up on new season Apples.

Atlantic Studios launches Melbourne studio

Atlantic Studios Overview (1).jpgMelbourne's newest photographic studio and creative space, Atlantic Studios, made waves late last week when they opened their doors to some of Melbourne's most influential creative professionals in the industry.

Invited to immerse themselves in "The Atlantic" and experience its striking interior, a selection of top-notch photographers, ad agencies, stylists and agents came together to explore the space and they were certainly impressed.
Screen Shot 2017-03-29 at 10.04.31 am.jpgDB Breweries has launched a new TVC via Colenso BBDO Auckland, to accompany its DB Export 'DB Export Beer Bottle Sand' project.

The world is running out of sand. Sand is used in everything from construction to pharmaceuticals, and as a result two thirds of the world's beaches are retreating. So DB Breweries and Colenso BBDO Auckland built a fleet of machines that turn empty bottles of DB Export into a sand substitute.

Headshot.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Eric Quennoy, executive creative director, Wieden&Kennedy, Amsterdam.

Winner: Hornbach: Regret Nothing. Hats off to the crew who keep making work that's completely bananas for this hardware mega-store in Germany. I would love to work on one of these briefs. What I particularly like about this spot is that it doesn't go half way. You could easily see the client asking for the humour to be sweeter, softer, but the kid looks genuinely distressed and the man's face looks seriously banged up. These are the small but critical details that make it good, and wonderfully dark. READ MORE...
Good for Nothing_1 (1).jpgOn 8 April, 60 Melbourne advertising creatives will donate a day of their time to help accelerate the impact of social enterprise projects that may not otherwise afford high-end marketing and design expertise.

At the Good For Nothing event, volunteers will work on projects from local social enterprises Food Justice Truck and StreetSmart.
001 (1).jpgPowerball has given F1 fans a taste of what it's like to live in the lap of luxury in an adrenaline-fuelled outdoor stunt by GPY&R Brisbane.
After winning a social competition, three fans and their friends were whisked away in limos to a surprise location. They believed they were kicking off the Grand Prix weekend with a luxurious race day experience. That was until their limos pulled up to the starting line.

Ogilvy Brisbane team shot March 2017 (1).jpgOgilvy Brisbane has announced it has been appointed by The University of Queensland as its new creative agency of choice encompassing strategy, creative and digital engagement for all the University's research and teaching facilities.

The win follows a raft of new appointments for the agency made over the past few months, including new campaigns for Queensland State Government, campaign development for the Queensland Music Festival and a one-off positioning piece for active wear brand Lorna Jane.
Raffle1 (1).jpgLIA, a sponsor at Adfest 2017, held a raffle at its booth in Pattaya on Friday, awarding two lucky winners the opportunity to attend Creative LIAisons 2017 in Las Vegas.
Victor Hu of Simei Media Company, China and Kyle Towb of Ignite Development will have the opportunity to join an exclusive group of young creatives at Creative LIAisons in October during the LIA judging. Their airfare and hotel will be paid by LIA.
7061-Large_scale_Air_Ink_artwork_created_using_ink_made_from_air_pollution_by_Kristopher_Ho_on_display_in_Shaftesbury_Avenue_2c_London.jpg.350x0.jpgTiger Beer is taking Air-Ink, the world's first ink created from air pollution via MIT spinoff Graviky Labs and Marcel Sydney, to the streets of the world. An extension of a 2016 pilot project in Hong Kong, this new initiative sees Tiger Beer driving creative collaborations between Anirudh Sharma, inventor of Air-Ink and co-founder of Graviky Labs, and emerging artists from across seven cultures to showcase this breakthrough technology to the world.

Believing that the best ideas are often born on the streets and not in corporate boardrooms, Tiger is kicking off its global Air-Ink initiative on the streets of London before continuing on to Berlin, New York and Singapore. Since its launch in 2016, the initiative has seen over 770 litres of Air-Ink harvested - the carbon emissions equivalent of continuously driving a typical diesel vehicle for 2.3 years. It also has the potential to be scaled up, for example if the devices were fitted to all London diesel black cabs it could save 10-15% of particulate emissions.

Screen Shot 2017-03-28 at 2.12.46 pm.jpgRecently ASX-listed telco, Spirit Telecom, has released its newest marketing campaign via Magnum Opus Partners (MOP), designed to offer internet users a viable and exciting alternative to other networks, such as the NBN.

Spirit have been judged Australia's Fastest Overall Internet Service Provider (Source: PC Mag 2015) via their unique fibre offering which provides super-fast download speeds, and unlimited symmetrical speeds of 400/400 Mbps for domestic customers, which should virtually eliminate any lag or delay when watching or listening to media on the internet.

APAC Tambuli 2017Deadline Extension.jpgThe Asia-Pacific Tambuli Awards has extended its deadline to April 10, 2017. Additional fees apply for all late entries submitted between March 31 and April 10. The conference and awards night will be held on June 6, 2017 in Manila. Entry forms may be downloaded.

The APAC Tambuli Awards is the pioneer awards show globally on effective advertising for good. It honors brands that do good and do well - showing the seamless integration of creativity + human good + results. Case study entries must demonstrate how brands uplift society, create positive change, and correlate purpose with purchase.
IMG_375434 (2).jpgCase Study - Totem Advisory and Studio works across all social platforms with some of the most recognised brands in the world, and has established its position as an industry leader across APAC. Totem has unveiled the success of its #SummerLifeQLD campaign, showing massive returns for its client, Trade and Investment Queensland (TIQ).


We need to leave the gardens of Versailles

imgres.jpgA regular blog by Damon Stapleton, chief creative officer of DDB New Zealand

"I know where there is more wisdom than is found in Napoleon, Voltaire, or all the ministers present and to come - in public opinion." - Charles Maurice de Talleyrand, French Foreign Minister.

Talleyrand is a fascinating character. Depending on how you look at him he was a womaniser, liar and utterly immoral or he cared far more about France than the people he served. One thing you can say about him was that he was a survivor. Here was a man who managed to survive and thrive through the reigns of Louis the XIV, Napoleon and the madness of the French Revolution.

He did this by being incredibly shrewd, a master of diplomacy and knowing what people were saying on the streets. While the Sun King and his court were entertaining each other in the insular gardens of Versailles, Talleyrand was listening to the streets. This fact certainly would have helped in him escaping to England days before the efficiency of the guillotine became more popular than sliced baguette.
Aaron Achurch (1).jpgGlobal media agency network Mindshare has appointed Aaron Achurch to the role of client leader across the IAG and IKEA business.

Achurch  has over 14 years of media experience having spent 12 years of his career at Ikon Communications working across brands such as Diageo, Bankwest, Vodafone and ARU to name a few.  Most recently Achurch was at Bohemia where he was working across the Lion account.

Mindshare won the IKEA account in a competitive pitch at the end of 2016.  Mindshare have held the IAG account for 3 years and Aaron is replacing Melinda Walters on this part of the business.
Screen Shot 2017-03-17 at 7.31.58 am.jpgCheck out the hottest syncs and singles ~ courtesy of The Music Network and CB ~ and get some inspiration for your next campaign.

This week's Singles Report sees the return of the Sync Watch - now in a bigger monthly edition - featuring TV Syncs of the Month, fresh sync-ready singles and the latest news in sync.

AJF Partnership, Ogilvy and Level Two claim TMN's top syncs of the week, while breakthrough Australian artist Amy Shark's new track Weekends is the current undiscovered pick for a future sync track.

Watch Target's new 'Life's A Workout' promo featuring INXS
Stream this week's Sync Alert

In this week's AU Singles Report, Ed Sheeran's Shape Of You holds tight at #1 on the Artist Top 50, while ZAYN's upcoming album has produced new cut Still Got Time, this week's #1 New Single Release.

The last 12 months have seen The Chainsmokers release a string of singles that have propelled them to the forefront of commercial EDM. This week, their acclaimed collaboration with Coldplay Something Just Like This takes #1 on the Hot 100 once again. In fact, The Chainsmokers have four current entries in the Hot 100, two of which in the Top 10, and are fast establishing themselves as a force to be reckoned with.

CBAdFest_P1030198.jpgOne of the highlights of AdFest each year is the big Campaign Brief, Sweet Shop, Fin Design + Effects and The Gunnery party, held before the first awards presentation. This is the 7th year of our party and each year delegates and friends gather together to enjoy a few drinks, some cool music and a spectacular sunset around the pool of the Royal Cliff Hotel.

Special thanks to our three fantastic and generous sponsors - The Sweet Shop, Fin Design + Effects and The Gunnery.


Craig Bailey - Larissa Rembisz - Matt Lawton (1).jpgLaunch marketing agency Five by Five has today announced the appointment of Craig Bailey (left) as a shareholding creative partner in the role of ECD.

The integrated agency opened its Sydney doors in September 2015 bringing its launch proposition from the UK and US to Australia to great effect. Bailey's appointment aims to build on this proposition, driving the agency's creative offering across key launch communication channels including TV, OOH, digital, social media, PR and experiential.
creative-brief-tips-mistakes-joe-talcott-cmo-marketing-810x420.jpgWhat is the most valuable but most neglected tool a marketer has at their disposal to create good work? Is it the latest augmented reality technology? Artificial Intelligence, perhaps? Next generation marketing automation software? Take a step back.

The single most important tool in the creative marketer's arsenal is simpler, more difficult and more fundamental than any of that, according to Joe Talcott. And Talcott -- the former global marketing director for McDonald's responsible for the "I'm lovin' it" positioning the fast food chain still uses today -- should know. These days, he runs a marketing consultancy called Creatism, which aims to help marketers get better work from their partners, and better results from that work.

One of the things he is passionate about is helping marketers to master the art of the creative brief.

"The creative brief is one of the most valuable and paradoxically most neglected tools marketers have to create good work," Talcott says. "I think it's one of the most creative things a marketer can do -- writing the brief.

Jono & Long.jpgMcCann Sydney has appointed award winning creative team copywriter Jonathon "Jono" Shannon (left) and art director Long Truong (right), to work under ECD Jerker Fagerström and CD Marcus Tesoriero.
Shannon and Truong bring with them extensive digital experience and a focus on problem solving that will help push McCann's creative offering.

Says Fagerström: "We're thrilled to have Jono and Long on board. Their strong digital background and ability to get to the heart of an insight will be real assets to our clients; they're exactly the type of creatives we need to continue to build our agency's profile."
Screen Shot 2017-03-28 at 7.08.32 am.jpgFollowing the launch of NAB's new brand promise 'More than money' in July last year, NAB and Clemenger BBDO Melbourne have launched more work to support the brand promise, demonstrating how NAB are committed to understanding what's important to their customers.

The TVCs ask the audience to participate in an 'experiment' of looking at the last 5 photos on their camera roll. By doing this, NAB wants to remind people about what they value more than money - this could be anything - moments with family, enjoying a hobby or time with a pet.

Zenith forecasts.jpgGlobal internet advertising expenditure will grow 13% to reach US$205bn in 2017, according to Zenith's new Advertising Expenditure Forecasts, published today. Internet advertising will attract 36.9% of all advertising expenditure, up from 34.0% in 2016. This will be the first year in which more money will be spent on internet advertising than advertising on traditional television (which will total US$192bn).

The sheer scale of internet advertising means its growth rate is slowing. Internet ad spend grew 17% in 2016, down from 20% in 2015, and we expect growth to slow to 13% in 2017, 12% in 2018 and 10% by 2019 (though it will continue to add US$23bn-US$24bn a year). In this environment it is vital that platforms and publishers address advertisers' valid concerns about viewability and brand safety to secure sustainable growth. As the market matures, advertisers need to know for certain that their ads are being actively viewed by real people in appropriate environments.
DSC_0772 (1).jpgDeepend, Australia's most awarded independent digital agency, is building its strategy-first approach and capabilities, appointing Kim Verbrugghe to the newly created role of head of planning.

Promoted from her previous role as senior strategist at Deepend Sydney, Verbrugghe has been a driving force in helping propel Deepend's focus as a strategy-led digital business over the last five years. She has also delivered on a wide range of strategy products and services across communications, channel, content, campaign, application and customer experience.
Image - The Spaceship.jpgThe Microsoft Store in Sydney is giving Australians the chance to learn how to develop their own blockbuster game with the launch of the world's first ever Xbox Academy created by brand activation agency The Spaceship.

It will offer students and gaming fans the chance to take part in a range of interactive workshops taught by teachers from the Academy of Interactive Entertainment covering all of the basics of designing, developing and programming a game.

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A blog for advertising creatives in Australia. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).
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