Last Friday night, Southern Cross Austereo awarded a $20,000 prize for one creative radio ad. 

They've been doing that every year in WA for 24 years. It can't be easy, to continually justify that kind of spend with no immediate return, but we're eternally grateful that you do.

As another Skulls Award Show passes, let's take a minute to recognise the sponsors for their contribution to our creative industry.
Danny Green's Stop the Coward's Punch campaign has launched a powerful new instalment targeting the nation's year twelve school leavers as they ready themselves for 'Schoolies Week' celebrations that will be rolling out across the country over the next three weeks.

Popularity, perceived attractiveness and social acceptance are extremely important to this audience, particularly across social media channels where the campaign will be running. 
Based on this undeniable human truth, the message is simple and confronting:  
'Violence is ugly and it makes you ugly too'. 

The ads feature schoolies at a party where random acts of violence break out and are witnessed by others. Repulsed by the ugliness, they swipe left across those responsible, removing them from the scene. 

The swipe left is common on popular dating apps such as Tinder and has become a universal gesture that says you find that person unattractive. 

Danny Green said it's not just the boys the campaign is talking to either; that violence involving girls is just as ugly, as are those who stand on the sidelines encouraging it.  

John Lewis & Partners has released its Christmas ad for 2018, rewinding through the Sir Elton John's life story to the point where he was given his first piano.
The film, titled 'The Boy and the Piano', is soundtracked by the musician's first major hit, Your Song, and is the 10th Christmas campaign created for the department store by adam&eve/DDB, London. It was directed by Academy's Seb Edwards.

The ad tells how one gift in particular inspired and influenced the course of a little boy's life. That little boy just happens to be Elton John. The story begins in present day and works backwards chronologically through Elton's life, right until the moment he received the special gift of his grandmother's piano that changed his life forever because some gifts are more than just a gift.

Secrets and Lies at The Brand Agency

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Rose Herceg, Chief Strategy Officer at WPP AUNZ, presented the thought-provoking findings from Secrets and Lies, one of the first studies of its kind in Australia and New Zealand, to a packed room of The Brand Agency clients and friends this week.

Based upon comprehensive research conducted by WPP AUNZ agencies Colmar Brunton and AMR, it includes in-depth interviews and a survey of more than 4,000 people. The Secrets and Lies study measures the difference between what we tell ourselves and each other versus the secrets and lies we keep to ourselves.
10 personality Julia Morris was on fire on Wednesday night as she introduced the network's 2019 UpFronts presentation in Perth.

Morris's typically bawdy but very funny opening encapsulated the "cheeky irreverence" tone-of-voice CEO Paul Anderson said defines 10.

Anderson presented the network's new branding - its first update in 27 years. It includes new channel names 10Peach and 10Boss (formerly One and Eleven), and a new video on-demand subscription service 10 All Access.

Chief Sales Officer Rod Prosser outlined 10's new in-house sales structure, with division's covering creative (10 Imagine), sponsorships (10 Effect), analytics (10 Exchange) and interactive solutions (10 Interactive). 

Prosser's key message was don't judge the network on Total People. He said the focus for 10 in 2019 is "people under 50 and young-at-heart".

WA winners in 2018 Media i Awards

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Trade media channel Media i has announced the winners of its 2018 Awards for Media Sales Excellence

The national awards were presented in Sydney last night and were based on votes by media agency professionals, representing more than 80% of the media agency fraternity in media owner facing roles. The WA winners were:
Murray_Streetsmall.jpgSuperannuation. Just the mere mention of the word is enough to make you yawn, especially when using terms like contributions, retirement savings and asset classes are anathema to their happiness and wellbeing. WA Super, Western Australia's largest independent super fund, knows this to be true, and wanted to do something about it. So it's partnered with Meerkats to create a campaign that bravely smashed through the industry stereotypes and advertising jargon to deliver something bold and fresh to the market.

The campaign has launched with a rollout of high-impact outdoor across some of Perth's biggest static and digital sites, with support media including a 2 minute song on Perth's largest digital radio station, Smooth FM, a Boring book for members and staff, social integration across Linkedin, catch up TV and Coles Radio in-store.

303ML_Alcohol_BeParent_BLOG.jpgCurtin University's Alcohol Programs Team at the Public Health Advocacy Institute of WA (previously the McCusker Centre for Action on Alcohol and Youth) - in partnership with the Mental Health Commission - has unveiled a new Alcohol.Think Again integrated campaign designed to reinforce the importance of delaying adolescent alcohol initiation until at least 18 years of age.

Previous Alcohol.Think Again campaigns have successfully raised community awareness of the vulnerabilities adolescents face as a result of drinking alcohol - so this campaign sought to tackle the issue from a different angle.
TopJobsV2.jpgEach week Campaign Brief posts positions within the advertising, media & marketing industry. Email martin@campaignbrief.com (please place 'Employment Opportunities' in the subject) with the details of your vacancies by 5.00pm Tuesday for listing on Wednesday. Listings are FREE for Campaign Brief WA magazine subscribers or $44 (inc. GST) for non-subscribers for a two-week listing. Recruitment consultancies by negotiation.

FabioSeidlHighRes (2).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 Fabio Seidl, ECD of Velocity New York, Omnicom's brand new global integrated agency.

Winner: Colorsteel 'For a home you can be proud of'. It made me watch twice just to see if they didn't let any hole in this nice, fun, surprising film. It's a simple story, well directed and it has a good casting. Great work.

Runner-Up: Absolut 'The Walk'. I really like how they reconnected Absolut's legacy of posters created great artists and for great causes and bringing them back. The film idea with the "Where's Waldo"-like game really got me. Elegantly directed too. READ ON...
Are you ready for the future?  Is your organisation facing change?  Those that stand still will get run over or left behind. You need to keep looking in to the future to see what is coming and responding to the new world of work.  

AIM WA's Future Hack half-day seminar brings together three of Australia's biggest brains to share sneak peeks around the corners of our future. They'll share what has happened and how you should react; what is happening and how you should respond; and what will happen and how you should get ready.

Fast-paced, content rich and with inspiring delivery, Future Hack promises to boost your capacity, performance and passion for the exciting times ahead.

See the details and BOOK HERE.

GfK_Perth_Survey_7_2018_SHARE.jpgNova 93.7 has gone back to the top of Perth radio in the seventh GfK Metro Radio Survey for 2018, released today.

Nova took top spot with a P10+ share of 14.4% to reclaim the top spot after being pipped by mix94.5 in Survey 6.

Mix94.5 is hot on their hot on their heels, with a 13.9% P10+ Share, a slight drop of 0.2% from S6.

It's been a tight battle for bragging rights between the two stations this year. Mix94.5 was #1 in Surveys 1, 2, 3 and 6 while nova 93.7 has been #1 in Surveys 4, 5 and now 7. It's all to play for in Survey 8 - the final survey of the year - which will be released on December 18.
Screen Shot 2018-11-13 at 6.34.36 am.jpgOne of Western Australia's largest advertisers, Lotterywest, has selected Initiative as its media agency for the next 12 months. The account was previously with Carat.
Lotterywest provides Western Australians access to play a range of lottery games and actively hands out millions of dollars to lucky lottery winners each week.
State Government owned and operated, Lotterywest is also unique in Australia, using the funds raised from the sale of lottery games to support the Western Australian community through its grants program.

These grants support State and local government authorities in the health, sports, arts sectors, as well as hundreds of not-for-profit organisations across the State. Last financial year Lotterywest gave $260 million back to the local community in grants and more than $463 million in prizes to local lottery winners.

The Brand Agency has welcomed Behavioural Psychologist Dr Mark Hurlstone (far left) to its strategy and behaviour change team. Dr Hurlstone is head of The University of Western Australia's Behavioural Economics Laboratory in the School of Psychological Science.

The Brand Agency's Managing Director, Nick Bayes (near left), said Dr Hurlstone's appointment is in direct response to the lack of true behavioural psychologists in the communications industry. His expertise will create a link between scientifically based psychological insights and effective communications, probably a first for the industry, not just in WA, but nationally.

"For a long time behavioural economics has been used as a buzz word by agencies to sell in work and strategic solutions without any scientific basis, or by people without the academic experience to back it up," said Bayes.
Meerkats emerged as the big winner at the 2018 PADC Skulls presented on Friday night. The agency's Life Goes On TVC for St John Ambulance won Gold in Film and Television, and was named Best of Show.

Meerkats also won the other major prize of the night, taking out the White Horse Award, the renamed Southern Cross Austereo Radio Writers Award. Angus for Jester's won the award, and the $20,000 cash prize for its creators Anneliese Sullivan, Rikki Burns and Josh Edge. Overall, Meerkats enjoyed one of its strongest performances at The Skulls, but it was a bittersweet night for Edge, co-creator of both pieces of work, who has recently been let go as Creative Director by the agency.

In contrast to last year's Gold rush, only three Gold Skulls were awarded this year - one of the toughest on record.

Marketforce won 1 Gold with its The R Word social media campaign for Avivo, which has already performed well internationally including picking up a Bronze Lion at Cannes this year.

&Partners won the night's third Gold Skull with its Free Benji online film for Nature Play.

Chairman of Judges Nkanyezi Masango, Creative Director at King James Cape Town, said the jury awarded Gold Skulls to work they considered truly world-class and capable of winning internationally.

Download the complete list of winners here: TheSkulls_2018_Winners_and_Finalists.pdf

The night was brilliantly MC'd by comedian/writer/activist Nazeem Hussain, whose interaction with the audience made for some great laughs while he kept the presentation humming along.

An honourable mention also to Southern Cross Austereo's Aussie Moore, who delivered the acceptance speech of the night when The Studio at SCA won Silver for its Copyright Infringement radio ad for WAAPA. (Incidentally, Copyright Infringement recently won Gold at the London International Awards, but was only good for Silver at The Skulls. Told you it was tough!)

It was the last Skulls for PADC President Mark Braddock and Vice-President James Hawkes, who are stepping down after 5 years. It has been a highly successful tenure by the duo, which has seen the PADC stabilise its financial position and develop some important industry partnerships. However, in his opening address, Braddock said there were still challenges ahead for the new leadership to keep it a vibrant and relevant part of the changing communications industry.
After appointing &Partners in September, Diabetes WA has just launched its new brand campaign, If you've got it, we get it.

Diabetes WA is the peak body and voice of Diabetes in WA. Its role is to support Western Australians living with diabetes, as well as those at risk of developing the condition. That support comes in the form of personalised advice, support services, free diabetes workshops, online resources, help for families and carers, and specialised training for healthcare professionals.

The campaign will encourage Western Australians living with diabetes to reach out and take advantage of those services, to manage their symptoms and minimise the impact of the condition in the long term.

According to Helen Plange, Diabetes WA General Manager of Communications and Marketing, the new campaign couldn't have come at a better time.

Sandbox has undertaken sound and vision post-production for the second season Family Rules, coming to NITV this month.
The six-episode, half-hour series of Family Rules - about the larger than life Rule family from Perth - will air on Wednesdays at 8.30pm from November 14.
The first season of Family Rules introduced viewers to Daniella, a resilient super-mum raising her nine daughters alone after the sudden death of her husband. The up-close-and-personal observational documentary series, based in Western Australia, provided an exclusive look into a contemporary Aboriginal family tackling identity, culture and healing, all while facing life's daily dilemmas. Season two features more triumphs and challenges for the Rule women as they navigate adolescence, young adult life and parenthood.
Both the show's production company, Metamorflix, and Sandbox Post Production are based in Perth. Family Rules season 2 was filmed largely in the west, with one location shoot in Melbourne.

Rare adds spark to Horizon safety campaign

Rare has just finished work on a public safety campaign for Horizon Power, designed to educate members of the public on the dangers of  fallen powerlines.

"The danger of electricity is often ignored because it's not visible," Rare CD Liz Hammond said. "So we devised a full-scale experiment to make it evident that the electricity from a fallen power line travels through the ground."

Open Spaces joined with Rare to tackle the production of this technically challenging TVC.

The campaign will be rolled-out in Horizon Power's operational areas throughout regional Western Australia, executed through TV, Press, Radio, Social and Digital.
WAB_TOP_Device.jpgWA Billboard's Top Media Buyer competition has continued with Round Three being decided for September/October. Luciano D'Ambrogio, Managing Director of Ad Impact, came out on top, followed by OMD WA's Douglas Logan-Nelson, with Molly Trumble, also from OMD WA, in third place.

"Congratulations to Luciano, Douglas and Molly. Our thanks to them and all the local media people who continue to support WAB," said Director Steve Robinson.

The awards have been created to recognise and acknowledge media buyers for their hard work and support of WAB, one of the last privately owned, dedicated outdoor media companies in Western Australia.

PADC_IMG_2433.jpgNkanyezi Masango is in Perth for tomorrow night's big PADC Awards presentation. This year's PADC chair of judges is creative director at top Cape Town creative agency King James and this morning was guest of honour at a PADC breakfast where he spoke about the judging experience and his approach to advertising creativity.

The event was very well attended with a great turn out of members.


Paulina Hobbs, Marcus Tesoriero  and Anneliese Sullivan (1).jpgThe Brand Agency has welcomed two of Perth's most exciting creative talents to its growing creative and design team, signing-up art director Paulina Hobbs (left) and copywriter Anneliese Sullivan (right).

Having worked with some of Australia's most awarded agencies such as Clemenger BBDO in Melbourne and Sydney, Hobbs has established a highly respected career, with a specialisation in digital. Sullivan has also set the foundations for a strong career as one of the industry's top, up-and-coming creatives.

Working with executive creative director, Marcus Tesoriero (centre) and creative director, Dean Hunt, Hobbs and Sullivan add to what is now WA's most broadly experienced and awarded creative and design team.

Sirens Round 4 closes this Saturday, Nov 10

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Round4_WinnerRd2.jpgRound 4 of Sirens is set to close this Saturday, 10 November 2018.

Entries must have aired at least 10 times on a commercial radio station anytime between 9 September 2018 and 10 November 2018.


Mike&Rob 2018 (1).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 judges are Rob Messeter (left) and Mike Crowe (right), creative partners at AMV BBDO in London.

Winner: Roads have stories - A horror story in this case, powerful if a little familiar but makes its point well.

Runner-up: 'Peta Bear'. A slightly confusing start, but showing the horror of animal cruelty through the device of a teddy bear was creepy and memorable. READ ON...
Photo Sep 16, 1 43 31 PMBen.jpgBy Aussie expat Ben Yabsley (left), ex The Monkeys and M&C Saatchi, now a senior copywriter at Anomaly, New York.

Ah, 2008. What a year. We said, "yes we can" to Obama, "no you can't" to Lehman Brothers and "hey... you okay there?" to Britney Spears. In amongst this chaos, I was ignoring the wishes of my parents by being a part of the "dreaded" advertising industry.

Fast forward to 2018 and I'm a Senior Creative at Anomaly in New York, and finally talking to my parents again. To mark the last ten years, it seemed appropriate to pause for a moment and consider what I've learned along the way. So here are my top ten learnings from the last decade in the industry:

1.    You don't have an idea until you can sell it. The first part is relatively easy. That next bit will take you your entire career to master.

2.    Being an asshole in meetings just means you're not confident enough to have your ideas challenged.
Last Wednesday, Mamamia and Digital Loop hosted an intimate dinner in the private Stellar Lounge at the Subiaco Hotel for a select group of agencies and their clients. Mamamia's new COO Tony Prentice attended the event alongside co-founder, Mia Freedman, giving clients a taste of what's to come in 2019 at Mamamia.

After the presentation dinner, guests made their way to the Subiaco Arts Centre to watch Mamamia and Mia Freedman's sold out event - The Lady Startup Tour. One of Freedman's new projects at Mamamia, Lady StartUp was created to assist women in setting up their own business, with the aim to help assist over 20,000 women start their own business by 2020.

Digital Loop MD Chris Coufos said a great night was had by all.

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Campaignbrief.com/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 martin@campaignbrief.com

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