MMC_Whytes_BLOG1.jpgIn the conservative world of accountants, advertising is usually restricted to announcements about the appointment of a new partner with accompanying dull boardroom photo. But Whytes is no ordinary accounting firm. They approached Malcolm MacLean Creative with what MacLean said was a fantastic brief - 'We want to disrupt the market. We want to tell potential clients that we can do their work for half the cost.'

Targeting the captains of industry and high net worth individuals, the controversial campaign of full page ads is currently running in the Post group of newspapers. Each ad has a very pointed headline to encourage readers to wonder if they are paying too much for accounting services. 

MacLean said Des Whyte and his business partner, Craig Bull, have created the world's first expertise management system called Expertential that massively accelerates productivity and accuracy for every task, allowing Whytes to offer premium accounting at half the price.
BusinessPulse_Ice_Cover_BLOG.jpgCCI WA's Business Pulse magazine is up for a national publishing award for its ground-breaking Ice in the workplace edition.

The edition, which examined the scourge of crystal methamphetamine in the workplace, sparked national interest and was followed up by numerous media outlets.

A copy of the report is available here.

It has been shortlisted for Special Edition of the Year in the 2016 Publish Awards.

The nomination puts Business Pulse in esteemed company. Other finalists are:
  • The Australian Women's Weekly 2016 Australian Women's Health Diary - Australian Women's Weekly/Breast Cancer Institute of Australia (BCIA);
  • Colour for Spring, Better Homes and Gardens - Pacific Magazines;
  • The Future Issue, Time Out Sydney, May 2016 - Print & Digital Publishing Ltd;
  • Your ultimate Guide to Nature and Adventure in Tropical North Queensland - Australian Geographic.

The awards will be announced on September 15 in Sydney. See the full shortlist here.

96FMs Carmen & Fitzi aboard their Transperth bus.JPGIt's been a big week with 96FM's Carmen & Fitzi Breakfast team undertaking one of the biggest OBs the city has seen, with an entire week on the road.
The move stemmed from the $217 million underground Busport which was opened Sunday.
The team spent Monday broadcasting live from the new Busport, but for the rest of the week were on the road in their very own Transperth Bus. They spoke with Premier Colin Barnett, Lord Mayor Lisa Scaffidi, and visited the Spud Shed in Kelmscott where fresh fruit and veg was handed out to commuters. They gave away fuel at the Belmont Caltex with West Coast Eagles star Will Schofield, handed out free coffee at Mosman Park, and West Coast Eagles legend Glen Jacovick popped by for his regular segment.

96FMs Carmen & Fitzi with Eagles legend Glen Jakovich.jpg96FMs Carmen & Fitzi with Eagles star Will Schofield and a listener.jpg 96FM with Carmen & Fitzi - the OB Bus.JPG

Not an awesome day at Adventure World

Yarli_BLOG.jpgToday is not an awesome day at Adventure World, as it appears that Yarli the dragon has been mistaken for a Pokemon and abducted from the park.

Said SHED Creative director Andrew Tinning: "I can see the resemblance, but surely they would've realised their mistake when he failed to appear in their Poke'dex.

"We will be using ambient and social media to help ensure his safe and swift return." 

2016 Ad Band logo_BLOG.jpgThe 2016 Bullshit Battle of the Ad Bands, which was scheduled for next Friday night, has been postponed until October.

Youngbloods President and Tour Manager Chris Andrawes explained the postponement in a statement:

"It's been a busy period for the WA advertising industry, with several agencies moving offices, client pitches and day to day work getting heaped on top of already busy schedules of Pokémon catching.

Unfortunately this has left us in a precarious position. After a massive twelve bands played The Battle of The Ad Bands last year, we're down to just two that were able to play next week.

Obviously this is not ideal.

At an impromptu Youngbloods committee meeting on Tuesday night we decided along with Battle of The Ad Bands inventor Ross Tinney, to push back The Bullshit Battle of the Ad Bands 2016 to the 28th of October.

Pushing it back means we have at least 4, if not 5 agencies who are already ready to play, and hopefully we can recruit a few more agencies in the 3 months between now and then.

People who have already bought tickets to Ad Bands have been recorded and your ticket will count for our improved 28th of October Ad Bands."

IKEA Furniture Evolved by 303 MullenLowe

IKEA_Strandmonnew_BLOG.jpgIKEA speaks everyone's language.  Even Pokémon (go on, click it).

Agency : 303 MullenLowe
Creatives : Melissa Hawkett, Amy Doherty
Executive Creative Director : Richard Berney
Creative Director : Joe Hawkins
Business Director : Kelly Anne Davis
Business Coordinator : Emma Baker
IKEA WA & SA Marketing Manager : Nigel Richardson
IKEA WA & SA Advertising Manager : Natalie Chalmers
IKEA WA & SA Marketing Coordinator : Sarah Shimizu
TractionNews_LushDigitalMedia_BLOG.jpgTraction News, a Brand Newsroom project developed and produced by WA Content Marketing Agency Lush Digital Media for Tireweb Marketing, has won a prestigious Content Marketing Award in America in a highly competitive category including international publications from Southwest Airlines and Scandinavian Traveller.

In addition to winning the Transportation Publication category, the online magazine is shortlisted to win Project of the Year, one of the four top prizes awarded by the Content Marketing Institute.

"We're thrilled to be recognised for Traction because it demonstrates the huge opportunity brands have to create their own media properties," said James Lush, CEO of Lush Digital Media. "There's honestly nothing more satisfying than helping companies convert their marketing expense into a long-term business asset."
Croc_July2016_BLOG.jpgCrocmedia has expanded its Perth office and appointed John Stefanetti (far left) to its commercial team.

Stefanetti has replaced Mandy Colville as Crocmedia's WA Commercial Manager. He brings a wealth of experience in retail and print, digital and television media sales to his new role, including stints as Senior Sales Executive for Seven Affiliate Sales and Agency Account Manager at SevenWest Media.

Stefanetti will work across Crocmedia's broad range of offerings, including WA television programs Footy WA and Off The Bench TV, and radio programs Sportsday and Off The Bench.

Crocmedia's National Commercial Manager Marie Angeleski (above right) said she was excited to have Stefanetti joining the ride for the next phase of Crocmedia's growth and its commitment to connect brands to fans.

Vale Tom Haygarth

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TomHaygarth_1985.jpegOne of the early pioneers of the modern industry in Perth, Tom Haygarth, died on Tuesday. Haygarth had a long history in local advertising and founded the Perth office of national agency MDA (Monahan Dayman Adams), which later merged with Mojo to become Mojo MDA, one of the industry's most prominent agencies.

Vaughan Sutherland, MDA and Mojo Perth creative director remembered Haygarth as an inspirational agency leader and a brilliant financial manager.

An online Guest Book for Haygarth will be open from this Sunday, July 24.

Pictured above (LtoR): Channel Seven Perth Sales Director John Wright, Tom Haygarth and Seven Sports Producer Harry Kelly at the launch of Seven's World of Football in 1985.

Barrie Quick (pictured) has returned to Perth in a temporary assignment at Macquarie Media station 6PR, which has been without a local lead manager since Martin Boylen was made redundant in February.

Besides engaging with key stakeholders and raising the station's profile, Macquarie Media has appointed Quick to investigate how to move the 6PR business forward, including delivering its content across platforms.

He will look at the station's on-air line-up and programming, as well as making its sales structure more efiicient. However, Quick told Campaign Brief they would maintain the current sales arrangement with 96fm and continue to work cohesively with their sales team.

Quick has an extensive background in radio. He commenced his career at 6IX and spent ten years as Sales Director and General Manager at Triple M Perth (now 96fm) before moving to Melbourne in 1998. More recently, he was CEO of ASX listed Pacific Star Network, owner of Melbourne's 116SEN station as well as other media interests. He left Pacific Star at the end of last year to start digital marketing agency LeapFrogger.

Quick said while there is no set time limit to his role, he expected to be here for 3 - 4 months, during which time he would also be involved in recruiting a permanent senior manager to lead the station. He said it was unlikely he would relocate permanently given his family base and business interests in Melbourne.

The structural review comes as Macquarie is about to commence a complete refurbishment of the station's studio and offices in East Perth, at a cost of some $3 million.

AnglicareDare_BLOG.jpgCarat Managing Director Adam Marshall has issued a challenge to other agencies in WA to be a part of this year's Central Park Plunge by partnering with Anglicare WA in raising money for its youth homelessness service Street Connect.

Anglicare WA is once again participating in the Central Park Plunge charity abseil event in September. It is Australia's tallest urban abseil and an important fundraiser for the not for profit organisation.

Carat has nominated a team of four employees, who will help raise a minimum of $1000 each in support of Anglicare WA. Marshall is encouraging some friendly rivalry with other agencies to see whose team can raise the most funds as part of this very unique and exhilarating challenge.

"We are super excited to take our partnership with Anglicare WA to 'new heights'. It's great to be able to support such a great cause in a fun way involving our team. We'd love to spice things up with a challenge to the industry to join us in throwing ourselves off a tall building."

Anglicare's Central Park Plunge is on Sunday September 4. See more details here.
DigitalLoop_SwissArmyMan_BLOG_2.jpgDigital Loop sponsored this year's Revelation Film Festival and invited key clients along for a special client movie night last Saturday in Leederville.

Clients were kept warm with hot gourmet soup, corn and drinks served up by the Perth's very own Soup Nazi, located across the road from Luna Leederville at Revelation's pop up bar - The Soup Kitchen.

After the appetisers, guests were moved across the road to Luna Leederville for the anticipated indie hit Swiss Army Man. Actors performed the lead character roles (including a dead corpse) for patrons prior to the packed cinema event.

Top Jobs: This week's employment opportunities

TopJobs.jpgEach week Campaign Brief posts available positions within the advertising, media & marketing industry. Email (please place 'Employment Opportunities' in the email subject) with the details of your vacancies by 5.00pm Tuesday for listing on Wednesday morning. Listings are FREE for Campaign Brief WA subscribers or $44 (inc. GST) for a two-week listing for non-subscribers (recruitment consultancies by negotiation). Email for details. 

Beecroft_Wiese_Bain_BLOG.jpgIn the week of the agency's 12th anniversary, CEO Gavin Bain announced that Meerkats' founders Ronnie Duncan and Mike Edmonds are officially handing over the day-to-day running of the agency to a new leadership team.

Duncan is handing the strategic reins to Chief Strategy Officer Melanie Wiese (centre) and Edmonds is passing overall creative direction duties to Chief Creative Officer Martin Beecroft (above left). Both of the roles are new appointments under the direction of Chief Executive Officer Gavin Bain (above right), and are in line with a leadership succession plan built to help the agency continue its success in a "post-founder" era.

Rare helps launch Seven West Travel Club

SWTravelClub_BLOG_1.jpgRare has produced a series of TVCs for new client The West Australian to promote the Seven West Travel Club, a major new online initiative designed to give members exclusive access to a whole new world of travel through stories, videos, photos, podcasts, competitions, special offers, events, tutorials and exclusive tours with The West Australian writers and photographers.
The 30-second and 15-second TVCs were created to drive membership of the Travel Club and were produced by Rare, with CGI by The Office of John Cheese.

MacDougall_Brunswick_BLOG.jpgIPG Mediabrands search and digital experience agency Reprise has announced the promotion of Stuart MacDougall (far left) to the role of Director of its Perth operations.
In WA, Reprise works for brands such as The RAC, China Southern, Murdoch University, Barbagallo Group as well as providing skills support to several creative agencies.  The appointment also follows recent wins for Reprise Perth including Peet Ltd's national search account, P&N Bank, and Adventure World.
MacDougall has been with Reprise nationally for more than six years and moved from Sydney to Perth to set up Reprise in WA four years ago.

Breadbox makes Good Girls even better

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Good-Girls-Muesli_BLOG.jpgGood Girls Wholefoods is a local West Australian muesli company with a rich history and health at its heart. Launched several years ago, the hand-made, nutritious and naturally sweetened muesli stayed true to its local roots for many years by keeping its niche small and its growth manageable.

Understanding the power of strong branding, the owners knew they had to find an affordable and yet effective marketing option for their ambitious start-up. They engaged the help of strategic marketing agency Breadbox Marketing to position Good Girls Wholefoods' muesli range to stand out amongst the growing and increasingly competitive marketplace and help attract the affluent customer - a discerning target audience that values their health and gourmet tastes.
ADSTREAM-topLogo.pngdubsat-logo.pngMore than 6,000 global agencies and brands use Adstream; Acquiring the globally-recognized Dubsat adds even further scale and technology to the company's already-impressive offering.
Adstream, the leading global provider of creative asset management, delivery and analytics technology, today announced it has signed an agreement to acquire Dubsat, an Omnilab Media company. Dubsat is an advertising content management and distribution company operating in the US, UK, Australia, New Zealand, and South Africa. The acquisition continues Adstream's ongoing investment in driving global scale for its platform and customers.
KATHY-DELANEY-1.jpgThis week's guest judge is Kathy Delaney, the global chief creative officer of Saatchi & Saatchi Wellness, based in New York.

Best: Under Armour 'It Comes From Below' This spot makes the most of the sensory experience one feels at a baseball game. It's moving and this is coming from someone who's not much of a baseball fan. I love the editing. And that crack of the bat truly says it all. Go Mets!

Runner-up: Amstel Beer 'Pass It On' Passing along an Amstel from friend to friend is a heartwarming idea that captures the emotional and communal connection people have when sharing something like a beer. read more
SteveMcCallum_2016_BLOG.jpgPenguin Empire director Stephen McCallum (pictured) has been announced as the recipient of Screenwest's $750,000 West Coast Visions funding scheme, for his debut feature entitled 1%.

1% is a fictional tale set within the primal underworld of outlaw motorcycle clubs, delving into the themes of brotherhood, loyalty and betrayal. It follows the heir to the throne of a motorcycle club, who has to betray his president to save his brother's life.

Written by and starring Matt Nable (Hacksaw Ridge, Arrow, Barracuda), the film will be produced by Jamie Hilton and Michael Pontin from Ticket to Ride.

McCallum is perhaps best known as the director of marriage equality commercial It's Time, which amassed more than 16 million views and received widespread acclaim - including an award for viral video of the year. Locally, McCallum has also produced a large volume of work for clients like Lotterywest and HBF.

The project will commence shooting in the next six months in various locations around Western Australia.
2016_CBWA_Directory_Cover.jpgThe 2016/17 Campaign Brief WA Directory is out this week.

Now in its 30th year of publication, the Directory has details for more than 800 agencies, companies and media outlets in and around the WA advertising industry.

It's FREE to Campaign Brief WA subscribers who will be sent their copy this week, or $35 (+GST) for non-subscribers. Contact Directory Manager Mina Scarfo.

This year's cover features images of various people, company logos and some campaigns from the industry.

The first person who can tell us who and what they all are will win a case (6 bottles) of Moet. That's a great start for a party!

In all there are 165 images - 8 from ads released over the past year, 18 company logos (all of which are in the Directory) and 139 people. Some will be instantly familiar, others less so depending on which sector of the industry you're in. Collaboration could be the key.

There's no time limit (well, until next year's Directory!) - just the first correct entry.

Email your answer to

Good luck!
ZeroHeroes_RoadSign_BLOG.jpgFor the first time in WA, good drivers are the focus in the first of two high profile campaigns 303MullenLowe has launched for the Road Safety Commission.

The Zero Heroes campaign recognises and thanks the 800,000 West Australian motorists who have not gained a single demerit point in the last three years.

Hidden cameras were planted inside test vehicles and driven by unsuspecting Zero Hero drivers. Roadside traffic signs were then used to deliver personalised messages of thanks.
CreamWinners2015.jpgCream is the annual competition that supports emerging creative talent from across the globe. Held by The Talent Business, the world leader in executive search for creative businesses, it connects young hopefuls to the ECDs of the world's leading creative agencies and brands.

Dates for entry are July 18 to July 22, 2016 and can be made by emailing the relevant portfolio link to Nikki Hall: Full details can be found HERE.

Now in its 17th year, Cream winners (the 2015 winners are pictured above) have gone on to create famous, award-winning work, become high profile ECDs and start successful agencies. Through Cream, creatives have secured placements at agencies including Droga5, Google Creative Lab, adam&eveDDB, Wieden+Kennedy, Ogilvy and Mother. Previous winners have come from Watford, SCA 2.0, Central St Martins, CUCA, DMJX: Kreativ Kommunikation, Berghs School of Communication and Miami Ad School - Cream has become an international platform for undiscovered creativity.
Skulls_2016_BLOG.gifThe Skulls 2016 Call For Entry, proudly presented by the Perth Advertising and Design Club, is now open.

All previous videos released online were hoaxes.

SEVEN WEST TRAVEL CLUB_BLOG.jpgSeven West Media has launched a major integrated initiative with Seven West Travel Club, designed to enhance the relationship with travellers and to offer more value to business partners.

The Club will take the audience of Travel in The West Australian, Channel Seven television and SWM's radio, online and events followers to a new level of engagement. It has a new, purpose built and independent website -

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About Campaign Brief WA is a blog for the advertising industry in Western Australia. Please comment freely on any topic, but comments that are seen to be more abusive than witty will not be posted. To pass on news or advertise on the blog, or to subscribe to Campaign Brief Australia/NZ or CB Asia, or The Work 09 Annual, email

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