Screen Shot 2016-12-02 at 10.00.48 AM.jpgJ. Walter Thompson's Innovation Group has today unveiled its third annual Future 100 report.
Future 100: Trends and Change to Watch in 2017 helps readers keep a tab on emerging consumer behavior with 100 original trend predictions from the Innovation Group. Sliced across 10 categories, each trend is delivered in digestible snapshots that explore how the trend is already showing up in consumer behavior today, signs that it's growing more popular and an original analysis on why brands and marketers should be paying attention.
From trends like "Vagina-nomics" and "Artificial Nature" to "Tech vs. the Trolls" and "Halal Tourism," Future 100 foresees a 2017 full of new frontiers for consumers and new opportunities for brands.
_79A1580 (1).jpgThree Gold awards were presented at last night's ceremony in Sydney, recognising: Angela Morris from J.Walter Thompson Sydney for NSW Rural Fire Service; Ali Tilling, Hugh Munro and Christina Aventi from BMF for ALDI Australia and Matt Furlong from UM for the Art Gallery of NSW.

This year the awards were overhauled to reflect the many roles of the modern strategist and the value of their strategic influence. This saw new categories created to recognise business, connections and responsive planning in addition to brand and campaign planning. The shortlist of 23 included cases in all four categories.
A4_Poster[8] (1).jpgThis weekend, clubs and pubs across Australia will join a national movement to prevent social violence with the launch of the inaugural 'Stamp Out Violence' campaign developed by creative technology agency DT.  Across Australia patrons entering participating venues will be stamped on their fists to honour Joshua Hardy, killed in an act of social violence at the age of 21.

The campaign is the first of its kind and aims to remind young people that what happens in a moment can last a lifetime.  It launches this Friday and Saturday night (2nd and 3rd December).

The thought-provoking stamps say: "A fist like this can destroy lives" and were specifically designed to engage with patrons and raise awareness as they enter popular venues including Ms Collins, Bridge Hotel, Academy Club and more.  People attending the venues are then encouraged to share a selfie of their fist on social media using the hashtags #aFistLikeThis and #StampOutViolence to raise awareness and spark a conversation with family and friends.

TEQ_Cooya Beach med res (1).jpgTourism and Events Queensland (TEQ) and J. Walter Thompson Sydney have launched a stunning new creative brand platform for Queensland, aimed at redefining the State and its attractions to Australia and the world.

The new campaign, 'I know just the place', showcases a range of experiences that go beyond the traditional locations shown in previous executions, using proud locals as the stars.  It is the first campaign executed by J. Walter Thompson Sydney since being appointed by TEQ following a competitive pitch in July.

Buster The Boxer_John Lewis Christmas-thumb-400x198-236723.jpgUK retailer John Lewis is bouncing with joy today after its 2016 Christmas campaign "#BusterTheBoxer" was named the most shared ad of 2016 by video ad tech company Unruly.

The two-minute video ad, which features an array of animals playing on a family's trampoline at Christmas time, appears atScreen Shot 2016-01-05 at 6.40.54 am-thumb-400x222-207484.jpg the top of Unruly's annual Top 20 Global Video Ads Chart after attracting 1,949,387 shares across social media. The ad's performance since its launch on November 9 also makes it the 5th most shared Christmas ad of all time and the most shared John Lewis ad ever.

One ad from Australia has secured the #7 ranking; Doritos 'Ultrasound', conceived by Cummins&Partners Melbourne and director Peter Carstairs.

In second spot is an ad from UK broadcaster Channel 4 promoting its coverage of this year's Paralympic Games. "We Are The Superhumans", the most shared Olympic ad this year, took silver in the 2016 chart after being shared more than 1.85 million times, just ahead of Shell's "Best Day Of My Life" in third (1.68m).
CB-HOT-COLD-CHART-2016-LOW-RES.jpgIt's soon time to pick CB Australian Agency of the Year and NZ Agency of the Year -- and also to work out the 2017 CB Creativity/Billings Index (or Hot+Cold Chart). Last year's is pictured left - Download the hi-res PDF: CB-HOT-COLD-CHART-2016-HI-RES.pdf

As far as most agency creative directors (and increasingly, more CEOs and CMOs) on both sides of the Tasman are concerned, CB Agency of the Year is the most coveted of all trade mag titles to win - and where an agency is placed on our annual charts ~ there are separate charts for NZ, Perth, Brisbane and Adelaide ~ is critical to many agency's new business performance in the coming year (that's the bit of most interest to CEOs and CMOs!).
CBNAT NOV2016_COVER_Page_1.jpgThe bumper perfect bound Summer issue of Campaign Brief - which features the annual TVC Production + Content Report - is out NOW.

The 100 page mag includes profiles on the top commercials + content directors on both sides of the Tasman.

AGENCY PRODUCERS: Get your FREE COPY. Simply email your name, position, and agency to:

Subscribe Now @ only $44 per year. To get so much more than what's on the blog, make sure you are a subscriber to the print edition of Campaign Brief. CB is the only advertising creative magazine in the region, which celebrates its 30th anniversary in 2017.

Subscribe online (where you can also view and read current and past issues going back to 2007).
LizzyNash_MichaelCook-thumb-400x238-215626.jpgAfter ten years of a unique and enduring partnership between Michael Cook (right) and Lizzy Nash (left), The Feds has closed the advertising and content side of the business to concentrate on the broadcast division under the direction of Julia Peters.

Cook will depart and look for new opportunities within the industry and Nash will continue to run her flagship international facilitation company, Walkabout Films.

The Feds broadcast division is enjoying great success, producing two TV shows this year, "Becoming Superhuman" for ABC and "Miracle Hospital" for National Geographic International. Both shows were produced with executive producer Julia Peters. The Feds have a number of TV productions in the development stage which they are looking to shoot in 2017.
TigerSTREATS (1).jpgIn our polarised world, where everything from politics to fashion conspires to keep us apart, there is one place where old and young, East and West, fat cats and underdogs all sit shoulder to shoulder: sharing an ice-cold Tiger beer at the street food table. 

To celebrate the power of Tiger Beer and street food to bring us closer, Tiger Beer is launching Tiger STREATS via Marcel, Sydney.  An intriguing dining concept, where two chefs who live worlds apart, but share the honour of culinary fame, will join forces for the first time. A global event, Tiger STREATS launches first in Sydney followed by Auckland, New York City and Kuala Lumpur.
Screen Shot 2016-12-01 at 11.00.09 AM.jpgALDI Australia has launched six new spots, part of its 'Nothing Beats the Perfect Aussie Christmas' campaign via BMF, where viewers were introduced to The Tinkletons.
The Tinkletons, a family of super enthusiastic Americans that have flown to summery Australia. They now celebrate ALDI's luxury range of delicious tiger prawns, champagne pudding, mince pies, half leg hams, turkey breast roast and much, much more.
MenLikeUs-thumb-400x225-200011.jpgMcWhopper_chicago outdoor_32-SMALL.jpgFor the fifth year in a row Leo Burnett Sydney has taken out the 'Agency of The Work' honour with the most number of acceptances from the Asia-Pacific in Campaign Brief's The Work 2016.

Leo Burnett Sydney had 34 acceptances, ahead of M&C Saatchi, Sydney with 30. Y&R New Zealand was ranked #3 with 25 acceptances, Colenso BBDO Auckland took the #4 spot with 23 acceptances and Whybin\TBWA Melbourne was ranked #5 with 15 acceptances.

Leo Burnett Sydney's best performing campaign was its highly-awarded "Men Like Us Like Rum" multi-media campaign for Bundaberg Rum. New Zealand's best performing campaign across multiple categories was Burger King "McWhopper" via Y&R New Zealand, one of the most awarded campaigns in the world in 2016.

This year 611 ads and campaigns were accepted from the Asia-Pacific region into The Work 2016.

1. Leo Burnett Sydney (34)
2. M&C Saatchi Sydney (30)
3. Y&R New Zealand (25)
4. Colenso BBDO Auckland (23)
5. Whybin\TBWA Melbourne (15)
6. CJ WORX Bangkok (14)
7. GPY&R Melbourne (13)
8. Leo Burnett Melbourne (12)
9. Clemenger BBDO Melbourne (11)
9. Leo Burnett Malaysia (11)
11. BBDO Bangkok (11)
11. BMF Sydney (10)
11. The Brand Agency Perth (10)
11. Clemenger BBDO Sydney (10)
11. Leo Burnett Taiwan (10)
16. ADK Taiwan (9)
16. Clemenger BBDO Wellington (9)
16. FCB New Zealand (9)
16. Grey Group Singapore (9)
16. Ogilvy & Mather Hong Kong (9)
Screen Shot 2016-03-16 at 11.23.45 AM.pngA joint initiative of Bestads and Campaign Brief, offers recruiters and agencies a fantastic low rate of $50 per job listing.

Or if you place 10 or more jobs per month the rate drops to only $45 per job listing. reaches the international audience of and the Australasian audience of, and

New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.



maxresdefault (1).jpgThe Sphere Agency, Melbourne has been appointed as the media agency for Parrot, a French company specialising in drones and other wireless products.

Sphere won the media duties for Australia and Japan after working on a very successful 'It's flying season' campaign for the brand earlier this year, initially winning the project in a pitch against Parrot's incumbent international media agency. The "It's flying season" campaign saw Parrot's market share increase by double digits in Australia.
Screen Shot 2016-12-01 at 8.53.08 AM.jpgTBWA, Auckland has launched a new film in support of Asahi Super Dry, the number one beer in Japan.
Says Andy Havill, category manager - NZ beer and cider, Independent Liquor: "Asahi Super Dry is a beer with perfection at its heart and this is a playful take on the serious science that goes into our product."

Originally developed as a result of a 5000 person survey in the Japan, Asahi pioneered a new direction for beer in Japan and the world, inspiring many imitations in its wake.

Screen Shot 2016-12-01 at 8.26.35 AM.jpgPoem has launched the second phase of Wotif's content-led brand campaign, exploring how adults and children look at holidays.

According to Wotif research almost all Aussies (93%) agree that making memories is more important than receiving presents under the Christmas tree this year. However, parents seem to still be stressed when it comes to holidaying, with two-thirds (63%) admitting to having negative feelings in the lead up to going on a family break.

SunsuperFrame_Rumble[4][1]-thumb-250x178-236384.jpgSunsuper has today announced the appointment of MediaCom Brisbane as its new media agency. After a competitive pitch, The Content & Connections Agency has been awarded the media account to elevate the Sunsuper's position as a significant and innovative force in Australian superannuation.

Recognised as one of Australia's largest superannuation and retirement businesses, Sunsuper is one of Australia's most highly-rated super funds and is also one of the fastest growing retail fund in the market.
Think_TV_Therapist_TTV00145 (0-01-41-10).jpgThinkTV has today unveiled a new TV commercial that demonstrates the power and effectiveness of TV via The Thought That Counts.

The campaign launch follows a sneak preview at ThinkTV's ReThinkTV launch event in Sydney on November 30 in front of an audience of 850 marketers, advertisers, media planners and buyers, analysts, industry thought leaders and TV broadcasters.

The commercial, which carries the strapline "It's prime time to rethink TV", shows the power of TV to build brands in the minds of consumers and, just as important, have consumers remember those brands over a lifetime.

xyz.officeworks.still.jpgXYZ Studios' Luca&Sinem have led production on Officework's new Christmas campaign, "Gifts for Imagineers" via AJF Partnership.

It follows Alice, a young aspiring adventurer, as she is sent on a festive treasure hunt by her adoring Grandpa. Upon discovering her gift, Alice turns the tables, and it's Grandpa who must now follow her clues.

Justin Barnes.jpgAfter a global search, J. Walter Thompson New Zealand has hired Justin Barnes as executive creative director. Barnes, who was most recently creative director at SapientNitro in London, will take the creative reins in January.

Says Simon Lendrum, managing director, J. Walter Thompson, New Zealand: "When we set out to find our new ECD, we wanted to find a creative leader who had demonstrated the ability to build big brands, but was also fluent in new technologies. Justin is such a leader."

Says Matt Eastwood, worldwide CCO, J. Walter Thompson: "Today more than ever we see that creating truly pioneering solutions requires an intersection of skills. It's fantastic to welcome Justin to J. Walter Thompson, as he comes equipped with a diversity of experience that can empower us to craft even more integrated creative solutions for our clients' brands."
Clement Tsang.jpgIPG Mediabrands' newly remodeled data, tech, insights and activation business Cadreon has appointed Clement Tsang in the newly created role of head of consulting. Tsang is the second executive appointment announced by new Cadreon CEO Darren Stein, following news that Pat Darcy has joined as national managing director.
Tsang's role at Cadreon is a first for the agency and the industry.
Says Stein: "Clement will lead a team of advisors who will focus on mid term, strategic consultancy to clients. The team will offer a broad service spanning all aspects of the new Cadreon and across each of the key areas where today's CMOs and CTOs require actionable and effective support. These areas are predominantly in prioritizing, activating and measuring marketing investments as well as developing the technology to get them there."
AIR-NZ-CHRISTMAS.jpgAir New Zealand, via agency Host, Sydney, has teamed up with multi-platinum Irish artist Ronan Keating and rising Kiwi acting star Julian Dennison to record a uniquely Kiwi take on one of the world's most iconic Christmas songs, rewritten to celebrate the magic of a Southern Hemisphere Christmas.
The online video Summer Wonderland captures the fun as Hunt for the Wilderpeople star Julian Dennison directs a reluctant Ronan Keating in a witty rewrite of Walking in a Winter Wonderland, to better reflect the festive season down under.

The spot marks the last work for Air NZ by outgoing Host ECD Bob McIntosh, who departs the agency at the end of this year.


View the Air NZ Xmas Site
The D&AD Professional Awards 2017 early entry deadline is in two weeks.
Enter your work by 14 December 2016 and save 10%.

Pencils Line Up 2017 (1).jpgThe 55th annual D&AD Professional Awards are now open for entry. With subcategory changes, the majority of the jury foremen and women announced and a sneak peek of the creative campaign by Lucky Generals, there's quite a bit to grab your attention.

Professional Awards - what's new?

Although there haven't been any new category additions, there are some notable changes within sub-categories that will celebrate the latest innovations. For the first time D&AD will now award innovations and fresh new work that comes to the market in Beta or as prototypes. New websites, products and new iterations of existing platforms will all get the chance to submit their work to be judged and win a Pencil. (This work will be eligible for a Wood Pencil).
That Sinking Feeling - Episode 2 - near Evans Head, Lismore (1).jpgAir Rescue is back for a fourth season, premiering on Wednesday 30 November at 8pm on Channel 7. Air Rescue is an observational documentary (ob-doc) capturing the dramatic rescues performed by the Westpac Lifesaver Rescue Helicopter Service (WLRHS), which has had an iconic 43 year partnership with Westpac.

Westpac worked with partners MediaCom and Sydney based production company Fredbird Entertainment to produce the prime time series which has previously received an average national viewership of well over one million people per episode in the past three seasons.

cash_converters_australia_sm.jpgDentsu Aegis Network Perth has won the national media account for Cash Converters following a competitive pitch.

Worth $8 million, the win encompasses all traditional, digital, search, SEO, content, social, data and marketing technology consultancy across Australia. The account will be led by Dentsu Mitchell Media calling upon the full resources of the network in Western Australia and nationally.

International Brand Manager of Cash Converters, Glenn Donaldson (pictured below) said: "After several successful years with a different model we sought to change our approach and consolidate the media business. We were impressed with Dentsu's approach, their digital and marketing technology and their ability to hit the ground running."
click-thumb-400x269-228486.jpgAustralia has scooped one Gold, two Silver and eight Bronze at the IPA Best of Health Show 2016, a ceremony which celebrates the best creative work in healthcare advertising, which was held hours ago at Bloomsbury Ballroom in London.

The most awarded agency from Australia is Leo Burnett Melbourne, which scored Australia's only Gold for Headspace 'Reword' in Digital & Interactive. The campaign also scored a Bronze in Direct & Promo. Saatchi & Saatchi Wellness Sydney has taken home one Silver and two Bronze for 'Save the Box' for Gynaecological cancer awareness. McCann Health has scored five Bronze for Remicade 'Denise', Remicade 'Words'; McCann Health 'Healthy Hamper'; Remicade 'Straw' and Respitory 'Straw and balloon'. Wellmark scored a Silver for 'Email footers'.
Screen Shot 2016-11-30 at 9.57.10 AM.jpgLuxury cruise line Silversea Cruises has launched a new national TVC campaign in Australia via HM Communication Group.

The campaign, which is aimed at highlighting the extraordinary personal service, vast array of unique and intriguing destinations, as well the space, elegance and comfort which Silversea is known for.  There are seven different edits for the campaign that are now available on YouTube to view and will feature initially on the SBS network, select cinemas across the nation and Qantas inflight news.

MaineCoon (1).jpgIndependent Melbourne agency, The Reactor is now the official agency for super premium pet care brand, Royal Canin.

Royal Canin, part of the MARS pet care range, is a significant player in the Australasian market that until recently had focussed on a more B2B approach to marketing. However, as big box retail has come to the pet food sector the brand has realised it needs to take more control of its consumer marketing presence.
2017ANTIPODES_IMG01_V01 (1).jpgThe FireFlies Antipodes is making its last and final call for riders for its second tour taking place from 19 to 26 February 2017. The ride covers 1000km+ over seven grueling days around Tasmania. Riders are dedicated to raising awareness and fundraising in the media world in aid of Beating Blood Cancers and Leukaemia.

The call for saddles will close Monday, December 5 and the tour is looking forward to welcoming new riders from Asia and the Antipodes.

To register your interest for The FireFlies Antipodes, please email Wilf Sweetland:
Adam_Sean_portrait LR (1).jpg303 MullenLowe has promoted Sean Larkin (right) and Adam Whitehead (left) as creative directors, reporting to Richard Morgan, executive creative director.

Larkin joined 303 MullenLowe as head of copy in 2012, followed by Whitehead as head of art in 2013. Together, they have helped to craft some of the agency's most notable campaigns for clients including Budget Direct, Harley-Davidson and Audi Australia.

Says Morgan: "Sean and Adam have proven time and again that they are world-class creatives. They've both played an important role in the agency's growth over the past two years and their commitment to ideas and craft never ceases to impress. With the continued growth of the agency, no one is better suited to help lead the creative department."
Screen Shot 2016-11-30 at 8.31.28 AM.jpgThis month, via DDB Sydney, Volkswagen has launched a new retail campaign that challenges the cluttered automotive retail category, where consumers are constantly bombarded with offers, and highlights that it's often just 1% of offers that truly cut-through with potential customers. The work focuses on Volkswagen's 1% finance comparison rate for the Golf and Polo ranges.
Says Ben Welsh, chief creative officer, DDB Sydney: "Classic Volkswagen work is simple, nuanced and cuts through. This is classic Volkswagen work and shows how brand and retail can combine forces."


Musashi logo.jpgMedia & Production Partners, a full service agency specialising in media planning and buying and production services, has followed up its launch earlier this year with the announcement of further new business, including Musashi. Owned by Vitaco, Musashi is one of Australia's leading sports nutrition brands who develop products that aid in sports performance and recovery.
MPP has been appointed to look after all of Musashi's creative, and will work closely with Musashi's digital agency of record, Switch Digital.

Oroton picks TBWA\Sydney as new agency

Oroton-1U-06 (1).jpgTBWA\Sydney has won the business for Oroton brand. The pitch win is a result of the business desire to shift perception and make the brand more attractive to a younger audience.
Oroton is one of Australia's few international luxury brands but it has been largely undifferentiated in a cluttered category of "accessible luxury."

To increase the consumer share of market, the brand needs to move from an older, more conservative consumer, to a younger, more spirited one.
Bulla Twins.jpgAustralian family-run business Bulla Dairy Foods and its communications partner, Publicis Melbourne, is releasing the next phase for the unfakeable brand platform. This campaign focuses on Bulla being 100% Australian owned and having top-class dairy products.
The new executions that begin to roll out this week, were shot in Bulla's home town of Colac in Victoria using staff, family and friends as talent. Bulla and Publicis have also continued to engage Australian artists to support the marketing campaigns, with the new series featuring voiceover by actor Michael Caton and Deborah Conway's version of INXS's 'Don't Change' track as supporting music.

RSC_Distraction3_BLOG.jpgThe Brand Agency, Perth has created its first campaign for the WA Road Safety Commission after being appointed earlier in the year.  

The campaign, which launched yesterday, focuses on Speeding, Distracted Driving and Drink Driving. It is the first time that the Road Safety Commission has combined messages for these three transgressions into one integrated campaign. The strategy is designed to increase awareness and ultimately change dangerous driving behaviour.

3.jpgMediaCom and Great Northern Brewing Co. (GNBC) have partnered with National Geographic and Outback Wrangler star Matt Wright to create True North; a national content lead campaign created to raise awareness of GNBC as the perfect beer for any outdoor occasion.

As a brand, CUB's Great Northern is synonymous with celebrating 'the good life' and understands that from time to time, everyone needs time to get away and reconnect with mates in the great outdoors.


Campaign Brief G sponsors

Campaign Brief S sponsors

Campaign Brief Creative Rankings

Sponsored by Plaza Films

The Campaign Brief Creative Rankings of the top advertising agencies, executive creative directors, creative directors, creatives and clients in Australia, plus top directors and production companies, based on points awarded on over the last two years.

Latest jobs

Retrieving latest jobs


A blog for advertising creatives in Australia. To pass on news or advertise on the blog, email 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).
Add to Technorati Favorites

All time most comments

Current issue

Campaign Brief Magazine