Screen Shot 2018-09-24 at 11.32.26 am.jpgAustralian marketplace lender, SocietyOne, has launched an integrated marketing campaign via KPMG UDKU, to capitalize on the fast-approaching holiday season, where demand for consumer credit typically jumps with increased expenditure on festivities and gifts.
The campaign, entitled "When 'it' happens", highlights how even positive situations can put financial strain on even the most savvy Australians.
It tells the story of 'regular guy', Dave, who is financially in control until a series of unexpected events blows his budget out of the water. SocietyOne saves the day by rewarding Dave's good credit rating with a low-rate personal loan, saving him from resorting to a credit card - which can often become a financial emergency in itself.

2.jpgCoca-Cola has today launched a campaign via McCann Sydney, commemorating 80 years of great tasting beverages made by Australians in Australia.

The integrated marketing campaign will have multiple touchpoints with consumers led by a new locally-produced TVC running across screens and also supported in PR, social media and out-of-home. The TVC will be aired during the AFL Grand Final on Saturday after 3pm.

The tagline featured in the end frame of the TVC is "Coca-Cola Australia: Made and shared down under for 80 years."

Ovarian-Cancer-Australia_Brandmark_RGB-300x126.jpgFollowing a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA).

The agency's response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar year. The new integrated campaign is set to roll out in 2019 with engaging, and at times, confronting creative that will put ovaries front of mind for all Australians.

In a market where everyone is chasing the charity dollar, 10 feet tall's new positioning for OCA intends to cut-through and encourage Australians to take action.
Screen Shot 2018-09-24 at 8.52.03 am.jpgMassage pain relief cream, fisiocrem, has launched a national television campaign via Tailored Media, featuring Australia's golden girl, Libby Trickett.
The advertisement features the former three time Olympian-turned-mother and her two children Poppy (three years old) and Edwina (six months old), and showcases a 30 second snapshot into a day in the life of the Trickett household.
Targeted at busy mums, the advertisement ran for three weeks across Network Ten's peak periods during its highest rated programs including The Project and The Bachelor, and also featured on Network Ten's digital platform, tenplay.

Officeworks reappoints Initiative as media agency

officeworks_2.jpgAfter a closed review, Initiative has successfully renewed its national media planning and buying communications contract with one of Australia's leading every-channel retailers, Officeworks. The renewal continues a partnership that started in 2008.
Initiative drew heavily on its knowledge and experience in the review period to forecast tangible efficiencies and effectiveness for future Officeworks media investments.
ITM HERO_COPY[2][1] (1).jpgIn a world first, sporting superstar Serena Williams has recorded an emotive version of Breast Cancer awareness anthem 'I touch myself', as part of an inspirational campaign developed by J. Walter Thompson Sydney, in partnership with Berlei.

Launched to coincide with International Breast Cancer Awareness Month (October 2018), the long-term Berlei ambassador's first-ever foray into recorded singing will be used across multiple channels in a wide-ranging awareness campaign urging women to 'touch themselves' as the best way to stay on top of their breast health.   It is a continuation of the broader I Touch Myself Project launched by J. Walter Thompson in 2014.

Serena's 1min20' version of the song - to be released on social on September 30 - spearheads the new campaign activity, as a music video directed by Daniel Askill, the Grammy-nominated director of Sia's Chandelier.  A 60' version has also been developed for TV.  The track 'I touch myself' was originally recorded by celebrated diva Chrissy Amphlett of the Divinyls, who passed away from breast cancer in 2013.

screen-shot-2018-01-28-at-12-05-52-pm.jpgAn older piece taken from the archives of damonsbrain - a blog written by Damon Stapleton, chief creative officer of DDB New Zealand

"Computers are useless. They can only give you answers." - Pablo Picasso

The first thing advertising has to do is be noticed. It would seem right now many are forgetting this. If an ad isn't noticed the rest doesn't matter, does it?

Making an impact is the job. Which is why I have always thought it odd that creatives will take a hit if they do something that is deemed strange. However, if a piece work is vanilla, boring and unnoticed there are often very few consequences.

I am often asked why so much advertising is so shit. This tends to happen at barbecues where I smile sheepishly, shrug my shoulders and have some more lamb. However, when I saw the new Leeds logo and the new Diet Coke work I started to think about it a bit more. If you think about how much time and process is involved in advertising why is the output often so banal?
image.jpgApplications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors.

Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia's leading advertising creative directors and copywriters, as well as news media executives, to pass on their knowledge and experience.

Copy School will be held in Sydney from Monday 22nd to Friday 26th October, and is seeking 20 young copywriters, or any aspiring copywriters, to attend the workshop series.
Screen Shot 2018-09-24 at 7.30.32 am.jpgComparison service Compare the Market launched its 'Simplesness' philosophy to the nation on Sunday night via its latest TVC via VCCP Sydney, announcing the meerkats' big move to the Land Down Under to spread their important message.

The TVC - 'BBQ' - sees our favourite Russian meerkats move in next door, to introduce their new neighbours to Simplesness, a state of mind designed to empower people to save time and money and get the most out of their household budgets.

The concept of Simplesness was born out of the findings of a research study commissioned by Compare the Market and developed by Deloitte Access Economics, the Financial Consciousness Index. The study aimed to understand why so many consumers are unwilling to make changes to their household products and services despite an understanding that they could save money if they looked for a better deal.

Palau-Hero-PASSPORT-A_1920x1080.jpgFollowing the launch of the Sustainable Development Goals Lions at the 2018 Cannes Lions International Festival of Creativity, the inaugural Grand Prix winner, The Palau Legacy Project, created by Host/Havas Sydney, was last night honoured with the "Champion for Humanity" Award from the We Are All Human Foundation. The Award was presented during the We Are All Human Foundation & Global GoalsCast UN General Assembly Kick-Off Reception of the UN's Global Goals Week, a reception to gather a coalition of champions and celebrate progress and key initiatives that made a difference over the last year.

Says Claudia Romo Edelman, founder of We Are All Human and senior adviser to the SDG Lion Award: "We want to kick off the UNGA week with optimism and 'possibilism'. There's much to do, but it is totally possible to achieve a better world for all. There is an increasing number of champions from all walks of life putting sustainability at the centre of their activities. And on the other hand, consumers all around the world are increasingly buying with their beliefs and voting with their hearts."

Spotlight on Female Directors: Felicity Morgan-Rhind

FELICITY.jpgAs part of a regular series with Free The Bid Australia, Campaign Brief shines the spotlight on top female commercials directors in Australia and New Zealand...

Felicity Morgan-Rhind is a director at EXIT Films.

Three best spots:
Australian Mushrooms 'Much Healthier Much Tastier'

Says Morgan-Rhind: "Telling stories is my one true love and whether it's a 30 second commercial or hours of television I apply this simple recipe. Take a bunch of tasty characters, sprinkle them with enthusiasm, let the truth infuse in an artful space, heat gently with scrumptious light, drizzle with sweet tunes and serve with lashings of love.
Iron Jack work still.jpgFollowing one of the most successful new beer launches in the past decade, Lion Beer Australia is continuing its mission to have Iron Jack become a household name, this week unveiling a new campaign, developed by Ogilvy in partnership with UM and Geometry Global, aimed at showcasing the universal bond between man and dog.

The nationwide campaign is spearheaded by a TVC that showcases the qualities of a good capable man. Supported by radio, the campaign also demonstrates that the thirst crushing refreshment of an Iron Jack makes it the perfect beer for all-round good Aussie blokes.

Legendary Party_Spikes 2018_email.jpgJoin Campaign Brief in Singapore this Wednesday evening, September 26 as we get together with Song Zu, Fin Design + Effects, Arcade, Finch, NAKATOMI, Audio Network and Tiger Beer to stage the biggest Campaign Brief Legendary Party of the year - the 6th annual Spikes Asia Legendary Party.

For all Spikes Asia delegates attending this year and our friends in Singapore, join us as we take over GEM Bar and surrounding streets and enjoy a truly legendary evening at the best party and networking event of the Spikes Asia Festival.

This year we have added 3 new sponsors with top Australasian production company Finch, technology company NAKATOMI and music library Audio Network joining our foundation sponsors Song Zu, Fin Design + Effects, Arcade and Tiger Beer. Look forward to catching you there!

Asia's Top 100 most awarded creatives of 2018

Kris Garford Spindler_Ogilvy.jpgThe 2018 Hottest Creatives in Asia ranking is a tabulation of all award winning work from Asia from the past 2 years at the 11 global and regional advertising awards and festivals.

If you won an award over the 2017 and 2018 awards season - and you were credited in the "copywriter" and "art director" credit fields - then you earned points in our Campaign Brief Asia Creative Rankings.

The shows that are included in these calculations are: Ad Stars 2016 + 2017; Spikes Asia 2016 +2017; AWARD Awards 2017 + 2018; AdFest 2017 + 2018; Campaign Brief's THE WORK 2017 + 2018; Clio Awards 2016 + 2017; London International Awards 2016 + 2017; New York Festivals 2017 + 2018; One Show 2017 + 2018; D&AD 2017 + 2018; and Cannes Lions 2017 + 2018. Check out the fine print in our 50 page downloadable PDF of the whole 2018 Creative Rankings (Available on Monday evening).

This year 1,862 individual creatives (copywriters and art directors) won awards and are tabulated in the 2018 Campaign Brief Asia Creative Rankings.

CB Asia 2018 Rankings_Top6Agencies.jpgWe are now down to the business end of the 2018 Campaign Brief Asia Creative Rankings - the most awarded agencies in Asia chart.

Over the past two months Campaign Brief has tabulated every award result from the past 2 years at 11 important global and regional advertising awards and festivals to rank all 206 agencies in Asia that won awards over that 2 year period - from #1 down to #206.

The shows that are included in these calculations are: Ad Stars 2016 + 2017; Spikes Asia 2016 +2017; AWARD Awards 2017 + 2018; AdFest 2017 + 2018; Campaign Brief's THE WORK 2017 + 2018; Clio Awards 2016 + 2017; London International Awards 2016 + 2017; New York Festivals 2017 + 2018; One Show 2017 + 2018; D&AD 2017 + 2018; and Cannes Lions 2017 + 2018.

From a network perspective Ogilvy has 5 agencies ranked in the Top 25 - Ogilvy Thailand, Ogilvy Singapore, Ogilvy Tokyo, Ogilvy Hong Kong and Ogilvy Mumbai. The TBWA network has also performed extremely well with 4 offices in the Top 25 - TBWA\Hakuhodo Tokyo, TBWA\Santiago Mangada Puno Philippines, TBWA\Thailand and TBWA\Shanghai.

However the most awarded agency of the year is Dentsu Inc Tokyo. For the 4th Campaign Brief Asia Creative Rankings in a row Dentsu Inc Tokyo sits on top of the Hottest Agencies in Asia Creative Ranking. With 5,315 Creative Ranking Points the Japanese creative giant is nearly 2,000 points in front of #2.

Scott-Jack-LIAisons-2018.jpgTwo lucky young creatives from Australia and one from New Zealand will be making their way to Las Vegas at the end of next week, thanks to Campaign Brief and the London International Awards.

Scott Zuliani (above left), art director at The Monkeys, Sydney ~ Campaign Brief's 2017 Agency of the Year ~ and Jack Delmonte (above right), senior creative at Host/Havas, Sydney ~ #2 on the Campaign Brief 2018 Hot List ~ will represent Australia at the 2018 Creative LIAisons in Las Vegas, featuring some of the world's most respected creative directors as speakers, that runs concurrently with the LIA Awards judging.
Screen Shot 2018-09-14 at 12.52.14 PM.jpgGoogle's Creative Development team have partnered with Mona (Museum of Old & New Art) to bring you this years Skippys.  A YouTube Competition where four creative agencies ~ 72andSunny, BMF, Ogilvy and CHE Proximity ~ battle it out to be crowned the winner.

Each agency was given the same client brief from Mona and asked to create a TrueView ad up to 2 minutes long. The ads will run on YouTube with an equally weighted and targeted media plan and the winner will be crowned based on view-through rate, average watch time and organic view count.

BASF appoints Edge Melbourne as new agency

agriculture image.jpgEdge continues with its wins for 2018 adding a new client to its Melbourne agency to deliver integrated services across strategy, creative, advertising, digital and media for agricultural brand BASF Seeds, InVigor products, and their MySeed platform.

This success adds to Edge Melbourne's string of wins in 2018, which have included Hesta and Acciona.

Says Dan King, managing director, Edge Melbourne: "We're delighted to have won this competitive pitch. Brands are clearly understanding the value of our new proposition of "Relentless Relevance" - where we combine advertising and content, with an integrated media strategy to drive relentless relevance for them.
7.jpgFord Australia has launched an industry leading innovation, showcasing the iconic Ford Mustang through an exciting collaboration with Instagram and Facebook. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia's ultimate Mustang design.

Targeting performance car fans and appealing to a broad audience of design lovers and image conscious consumers, Ford Australia and partnering agencies, including GTB, Infinity Squared and Facebook's Creative Shop, developed a unique and interactive product experience across Facebook and Instagram.

Through a unique Instant Experience's on the social platforms, consumers will have the chance to experience the extensive range of customisable features available on the 2018 Ford Mustang in order to personalise their own dream Mustang. The resulting designs will contribute to a live polling page that will dynamically update to display the most sought-after configurations of the vehicle.

Screen Shot 2018-09-21 at 9.01.50 am.jpgD&AD has launched its 56th Annual today, with president Steve Vranakis choosing Magpie Studio as its designer; a longstanding part of the D&AD network and recipient of multiple prestigious accolades including three Pencil awards this year.

The D&AD Annual has become a benchmark for the best in creative work across the design and advertising industry - showcasing all D&AD Pencil winners from that year's awards. For the 2018 Annual however, D&AD and Vranakis wanted to not just celebrate Pencil-worthy work from the industry, but to also create something that would stimulate and inspire young creative talent.
Screen Shot 2018-09-21 at 8.49.35 am.jpgCreatives from The Royals, M&C Saatchi, BWM Dentsu, TBWA, CHE Proximity, The Monkeys, and Cummins&Partners read the trade press comments in a new video from Youngbloods Vic.

"I think I saw this in an Award School student's first idea scamps in 1988."

The new video released by Youngbloods Vic shows Creatives from a spread of Melbourne's best agencies reading aloud the most ridiculous comments about their latest work and laughing it off over a beer. 

Screen Shot 2018-09-21 at 8.34.21 am.jpgBashful Group has today launched Smile Agency, a specialist creative agency providing 360 degree services across strategy, creative, production, design and digital for the luxury, fashion, beauty and lifestyle sectors as a sister agency to acclaimed creative agency Bashful.

Smile Agency is born from Bashful's unrivalled pedigree in the fashion, beauty and lifestyle sectors developing award-winning brand strategy and creative for Saba, Sportscraft, Goldwell, KMS, Zimmermann, and General Pants.
e32b7d03-c543-4dd2-a9e1-125c7a488d4c.jpgWARC, the global authority on advertising and media effectiveness, has today released the Effective Innovation Report 2018, highlighting key trends of the world's most original marketing thinking.

Drawn from the winners of the Effective Innovation category of this year's international WARC Awards, a global search for next-generation marketing effectiveness, the report showcases innovative thinking that has transformed a business or disrupted category conventions to deliver tangible results.

Says Lucy Aitken, managing editor, case studies, WARC: "Following our analysis of the metadata around all the entries, we see that despite the considerable challenges presented by innovation, it is an increasingly popular and effective way for brands to grow."
29749991_1632629326814056_8597456914714157806_o (1).jpgGood for Nothing is returning Saturday, October 6 at WeWork Collins St, proudly supporting local not-for-profits with a one day intensive hackathon.

Some of Melbourne's brightest creative and strategic thinkers will donate a day of their time to answer briefs from not-for-profits who may not otherwise afford advertising, marketing and design services.

On October 6 Good for Nothing will collaborate with SHINE for kids, a national charity that supports the children and families of people involved in the criminal justice system, and Minus18, an organisation driving social change by creating an Australia where all LGBTIQ young people feel safe. A third organisation will be announced.
Cinema_020 med res (1).jpgHSBC aims to help Australians realise their ambitions to buy a home that reflects their unique way of life, in a new campaign launched this week via J. Walter Thompson, Sydney.
The campaign - which celebrates Aussie individualism - comprises TV, online video and other integrated executions and showcases how Australian homes are the ultimate expression of our lifestyles, diverse ideas, tastes and cultures.
J. Walter Thompson developed the strategic approach based on this insight, and the recognition by HSBC that the most interesting thing about the bank's customer base were their differences - not only what they have in common.

Screen Shot 2018-09-21 at 7.24.31 am.jpgAustralian health and wellbeing brand IsoWhey has launched its latest national campaign, '#YouGotThis', created by Urban.
The campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey.
The #YouGotThis campaign is IsoWhey's biggest marketing investment to date, with executions running across digital video, radio, social media, out-of-home and POS until February 2019.
Photo Sep 16, 1 43 31 PM.jpgBy Aussie expat Ben Yabsley (left), ex-The Monkeys and M&C Saatchi, now a senior copywriter at Anomaly, New York.

There's a story about Jack White that pops into my mind whenever things are getting tough at work. I read somewhere that he likes to make things hard for himself when he's on stage. He likes to set his equipment up just a little out of reach. It means he has to strain to get back to the microphone in time for the chorus, and you can hear that tension in his voice. It's what gives him his trademark, strangled tone.
Creative departments are no strangers to tension. Jack White has to construct it, but we're in no short supply of the stuff. Our job is to bring about change. And when we run into obstacles that hinder our ability to bring about this change, it creates tension. How you deal with that tension determines the success of your creative career, and your overall creative fulfillment.

So, no biggie.    

So how do we manage this stressful but necessary evil? How can we ensure that tension doesn't ultimately undermine our creative pursuits... or lead us to become raging alcoholics?
Simon Ryan & Simon Williams (1).jpgSimon Williams (right) has been appointed to the role of national managing director of Carat ANZ.
Williams will take immediate responsibility for Carat in ANZ, working alongside the Carat leadership team to shape and lead the team moving forward. He will continue to sit on the Dentsu Aegis Network ANZ Board, working with the Network's senior executives to drive the overall strategy of the business.
Williams has been with DAN for more than seven years, in leadership positions across the Network in both Australia and the UK. He has consistently been recognised for driving innovation and excellence across the Network.
41982645_10158288425289848_9144606245066375168_n.jpg The cream of the Auckland ad industry are currently out in force at the Campaign Brief / Sweetshop Legendary Lunch at the fabulous Soul Bar in Auckland.

Thanks to Sweetshop's generous sponsorship it looks like being another legendary day.

Screen Shot 2018-09-20 at 11.48.16 am.jpgMelbourne agency The Reactor is excited to welcome Be Fit Food - the readymade weight loss meal program to its growing list of clients.

Be Fit Food is a new type of weight loss program using dietary science and real food to deliver sustainable, rapid weight loss in a healthy way.

Says Kate Save, co-founder and CEO, Be Fit Food: "We believe that food is medicine and we are here to make sure that real food is the way of the future."
WWyuRT0Q.jpgThe POOL COLLECTIVE and Canon Australia have launched a documentary about Tom Carroll, "Salt In The Blood" directed by Christopher Ireland; a portrait of the man behind the surfing legend and concurrently a piece of marketing that cuts to the core of an international retail brand.

Instigated by Canon Australia, Carroll unpacked thousands of film slides he took as he "made sense of the world" on tour that were forgotten for over 40 years.The photographs were rediscovered, and an untold story surfaced.

When presented with this unique set of circumstances, The POOL COLLECTIVE and Canon Australia recognized an opportunity to create something different, to tell that story through a format befitting its depth. In this case, a 25 minute film.

IMG_8837[11] (1).jpgHolly Alexander has joined CHE Proximity in the role of director, strategic production.

Alexander is one of the industry's most respected and awarded producers, holding executive roles at Pod Film, Sonar, Radical Media, Droga5 and most recently Marcel Sydney where she was a founding member.
In her new role at CHEP, Alexander and her team will be charged to recast the production model, accommodating the diversity and complexity of today's content needs. 

Says Ant White, chief creative officer, CHEP: "The production model is now as strategic as it is creative, in that it's not a linear production journey anymore from start to finish, but instead an always on need. The best work isn't a single execution that provokes a single response, but a long tail of content that maintains engagement with audiences as they respond and make the idea their own.

GrowthOps boosts tech leadership with key hires

Screen Shot 2018-09-20 at 8.57.44 am.jpgEntrepreneurial advisory and operations partner, GrowthOps, has today announced the appointment of one of the most accomplished Salesforce leadership teams in the world, with a strong track record in achieving tangible business outcomes on the Salesforce Einstein Analytics platform.

Joining GrowthOps from Accenture are: global lead, John Cosgrove; discovery and creative lead, Kylie Long; technical lead, Robert Houston; and functional and governance lead, Robert Rymer. This team together previously led Accenture's global Salesforce Einstein Analytics offering.

GrowthOps also announced today the appointment of Grant Thomson as group director - sales, who brings more than twenty years' enterprise and entrepreneurial technology experience to the GrowthOps leadership team.
Screen Shot 2018-09-20 at 8.03.00 am.jpgRegan Grafton has been promoted to the role of chief creative officer at Ogilvy NZ. Grafton has been Ogilvy's executive creative director for the last 3 years, joining from FCB in July, 2015. During his leadership Ogilvy has produced campaigns which have transformed brands and delivered spectacular results.

Last year Grafton bolstered Ogilvy's creative firepower with the hiring of multi award-winning Aussie expats, Lisa Fedyszyn and Jonathan McMahon as group creative directors. In recognition of their outstanding contribution to the agency, they have been promoted to the role of joint executive creative directors.

Under this creative lineup Ogilvy has had some fantastic results. Their work for the NZ Police, 'The most successful recruitment film' achieved international success but significantly received a month's worth of inquiries in the first 24 hours of launch.
Screen Shot 2018-09-20 at 7.55.06 am.jpgThe call for entries for the global ADC 98th Annual Awards, one of the world's longest-running and most prestigious recognition programs for all forms of design and advertising, opened today with support from a compelling new short-form online film campaign concept developed by independent brand experience design company COLLINS and created by six highly accomplished illustration and animation studios.

Part of The One Club for Creativity, the world's foremost non-profit organization recognizing creative excellence in advertising and design, the ADC 98th Annual Awards celebrates global excellence in craft, design and innovation.  Entries are accepted at, deadline January 31, 2019. Juries will be announced shortly.

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