Hero Image_ TAC- Meet Graham (1).jpg303 MullenLowe and Marketforce were the only Perth agencies to figure at the 38th annual AWARD Awards presented in Sydney on Friday night. 

303 MullenLowe's 'See Things Differently' design work for the Art Gallery of WA won Bronze in Medium Identity and Application, while Marketforce won Bronze in Social Media for Chicken Treat 'Betty'.

The AWARD Awards celebrate the most outstanding creative communications work in the Asia Pacific region. The theme for the night was 'Digging for Gold' and a record number of golds were presented along with a solid gold pencil for Best in Show awarded to Clemenger BBDO Melbourne for its 'Meet Graham' campaign for Transport Accident Commission.

Overall, 35 Gold Pencils were awarded, along with 117 Silver and 149 Bronze Pencils.
Andrew_Livingston LR2.jpg303 MullenLowe is ramping up its media offering joining forces with its global network media partner, MullenLowe Mediahub to form 303 MullenLowe Mediahub Australia.

The expanded media offer will be headed up by Andrew Livingston (pictured) as chief media officer, who joined 303 MullenLowe in January and will be housed in 303 MullenLowe's offices in Sydney and Perth. Mediahub will continue to be fully integrated with 303 MullenLowe's creative, digital and PR capabilities, but will add scale and significant international credentials to the offer. Livingston will be supported by Phil Ely in a new role as head of communications planning and 303 MullenLowe's general manager for media, Jacqui Purcell.

Carat Perth trio headed to Cannes

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Carre, Heath, Norton_BLOG.jpgCarat Perth's Phoebe Carre, Brannon Heath and Nick Norton (pictured) and are headed to the Cannes Lions next month after winning the agency's scholarship competition recently.

The national competition for the agency's junior staff involved pitching a solution for a Carat client of their choice. The Perth team presented a strategy for the Road Safety Commission's Distractions campaign around mobile phone use.

Carat Perth Head of Strategy, Mark Pinney, said they were extremely proud of the trio.

"The breadth of fresh thinking and passion which they conveyed in response to the Road Safety brief impressed everyone and was a great testament to their talents, individually and as a team.

Rare refreshes branding for Senses Australia

Senses_TVC2017_BLOG_1.jpgRare has recently completed a brand refresh for 120-year-old disability services provider Senses Australia.

The rebrand was in response to the changing competitive landscape driven by the National Disability Insurance Scheme (NDIS), the new way of providing support to Australians with disability, their families and carers, and followed a robust research and strategic development phase.

As part of the brand refresh, Rare also completed a collateral roll-out, signage designs, outdoor advertising, TV and cinema to communicate the new Senses Australia to the market.

Watch the Brand Story video
Watch the TVC

Debbie Karasinski, Senses Australia's Chief Executive Offer said that with the changes happening in the disability sector, it was an exciting time for Senses Australia and the Western Australian community.

Top Jobs: This week's employment opportunities

TopJobsV2.jpgEach week Campaign Brief posts available 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 subscribers or $44 (inc. GST) for non-subscribers for a two-week listing (recruitment consultancies by negotiation).


ChrisFrame_BLOG.jpgBraemar Presbyterian Care has appointed aged care marketing expert Chris Frame to the newly created role of Brand and Marketing Consultant.

Frame has previously held the role of General Manager Brand and Marketing at Bethanie and Digital Producer at Marketforce. He is also the author of a dozen maritime history books.

In 2014, Frame won the Gold Medal in the national '30 under 30' award from the Customer Service Council of Australia; as well as being a finalist in the 'Marketing Executive of the Year' award in the CEO Magazine's Executive Awards in recognition of his work at Bethanie.
WARHOL-before-POP.jpgGawen Rudder, principal of The Knowledge Consultancy, Sydney reminds us that Andy Warhol was never ashamed of his first career as an advertising illustrator.

Like the oft-maligned Ken Done perhaps, Andy Warhol was unashamed about his advertising background. At one point he said, "The commercial and the fine art are intermingled and kind of feed into each other all the way through my career."

Born of Slovakian immigrants, Ondrej Warhola hit New York in 1949 to pursue a career in adland after graduating with a Bachelor of Fine Arts in pictorial design. But just as copywriters dream of becoming acclaimed authors, Andy the commercial artist dreamt of becoming a fine artist.
MattEastwood_BestAds_BLOG.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 Matt Eastwood, worldwide chief creative officer, J. Walter Thompson.

In the months and weeks leading up to Cannes, we see a lot of great work appearing across all media. It's like the floodgates open and suddenly we're swimming in amazing case study after amazing case study. In Outdoor and Interactive, that premise held true. The work is excellent. And almost every one of the six spots shortlisted in Television could probably go on to win or shortlist at Cannes. For me, the disappointment was Print. Most of the work came from traditionally "easy" categories - toy stores, zoos and, of course, WWF. And, whilst the executions themselves were fairly well done, overall there seemed to be a very light touch in terms of strategy.

My favorite film is the charming Monoprix spot from Rosapark. It's a beautifully told story with a plot twist that I certainly didn't see coming. Engaging from beginning to end. The runner up is the iPhone 7 "Barbers" spot. Once again, Apple is making classic Apple ads. And I mean that in a very good way.  READ MORE...
FreeviewPlus grid-thumb-400x225-161679.jpgFreeview FV, the world-first free-to-air TV live streaming and catch-up mobile app from Freeview, now supports Google Chromecast.
The new feature means any TV with Chromecast support can deliver one-stop free-to-air TV for both streaming and catch-up, managed simply through a smartphone or tablet.
RadioApp in car (1).jpgThe radio industry's RadioApp is now available via Apple's CarPlay and Google's Android Auto, allowing consumers to stream more than 250 Australian radio stations in the car.

The release of the latest version of the popular free app allows users to easily view and play their favourite radio stations through their car's infotainment system.  

Users will also be able to view a list of nearby radio stations based on their location, making it perfect for road trips.

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief Australia has been showcasing the work hoped to impress the judges. From Perth, 303 MullenLowe has two campaigns it thinks could be in the running. 

E08_RSC_TIME_WITH_MUM_Gran_2 (1).jpgRoad Safety Commission: Time With Mum
303 MullenLowe, Perth

The horror of choreographed crash scenes has nothing on the emotional stopping power of your own mother's taste in music. 'Time with Mum' follows license loser, Nate 'Dawgg', over 90 days of passenger seat hell, with his Mum firmly in the driver's seat. Nate is the perfect anti-hero for young drivers who crave control of their love lives, work weeks, and passenger side windows. Twelve scenes played out over 12 weeks, giving young viewers the experience of a real-time license suspension period.
2017_Digital_CFEImage_BLOG.jpgThe digital marketing communications industry in Western Australia has developed rapidly in recent years, with WA-based digital agencies delivering innovative, creative and effective campaigns for their clients.

To recognise the high calibre of work being done by local digital agencies, Campaign Brief is proud to introduce a Digital Agency of the Year award.

Entries are now open for the inaugural award with the deadline for submissions of next Thursday, May 25.

All entries will be featured in the June edition of Campaign Brief WA magazine, with the winner receiving a double-page spread coverage as well as a framed certificate.

This is a great opportunity for agencies operating in the digital space to be acknowledged for the work they produce and the successful businesses they are in their own right.

Download the entry kit information here: 2017_DigitalAgencyOfTheYear_CallForEntries.pdf

Top Jobs: This week's employment opportunities

TopJobsV2.jpgEach week Campaign Brief posts available 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 subscribers or $44 (inc. GST) for non-subscribers for a two-week listing (recruitment consultancies by negotiation).

Screen Shot 2017-05-17 at 9.31.04 am.jpgPerth digital agency Be Media has announced the appointment of Michael Teasdale to its team in the role of director of growth in Sydney, and to lead its national expansion plans.

Be Media is a full-service digital marketing agency with a focus on business growth and client return.

Teasdale joins Be Media following a successful sales and business development career in digital within Australia, Hong Kong, China and Singapore. Teasdale relocated back to Sydney last year after heading up Hong Kong's premiere digital marketing agency, First Page for 4 years and being pivotal in its market success.
SharonElliot_SWM_BLOG.jpgSeven West Media WA has appointed Sharon Elliott (pictured) to the role of Agency Sales Manager. With a career spanning three decades, working within agencies and client side, Elliott comes with strong leadership skills and a wealth of experience and knowledge across multiple platforms.

"I'm really excited about what the future holds and I could not be more confident in my team and their ability to deliver the most effective client solutions across Seven West Media assets," said Elliott.

Her appointment has seen the agency team expand to 13 due to the sales force of New Homes and Real Estate joining the agency team.

Adding to the breadth of the changes, James Burke has joined the team as an Agency Account Manager. Burke has worked media, client and agency-side in both Perth and Sydney markets. He brings 30 years' experience and has been recognised for delivering outstanding strategy-led thinking and delivering innovative, effective strategic solutions.

Staccato animates Muresk Institute for Rare

Staccato_Muresk_BLOG_1.jpgPerth's Staccato 3D Animation has completed a new project for Muresk Institute via Rare.

Part of the Department of Training and Workforce Development, Muresk Institute is a training, education and research facility situated in the Wheatbelt, dedicated to supporting the growth of a skilled rural workforce. The video communicates the range of courses it hosts.

Watch the video HERE.

Staccato principal Paul Siciliano completed the production over 4 weeks, working from storyboards created by Rare art director, Liz Hammond and copywriter, Steve Brown.
GinaHogan_SCA_BLOG.jpgSouthern Cross Austereo (SCA) has announced the appointment of Gina Hogan as the General Manager of its Perth Operations.
Hogan will oversee the day-to-day operations of mix94.5, Perth's #1 station and hit92.9, Perth's #1 station for under 40s.   She will support and coach a team of creative, passionate, highly skilled and committed media professionals and ensure our Perth market continues its ongoing outstanding success.   
As part of a team of General Managers led by SCA's Chief Operating Officer, John Kelly, Hogan will lead Perth's collaboration with SCA's national executives implementing the company initiatives at a local market level.
5 (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 judge is Liz Taylor, chief creative officer at FCB, Chicago.

Winner: Movistar 'Love Story'. You know from the very beginning this isn't going to be the typical tale of adolescent love yet even the twist is twisted. Boy and girl meet online, flirt, agree to meet and then the reveal. Oh that disturbing reveal. The reveal could have been executed a million different ways. The craft and subtlety in that epic stare-off was epic. The lack of dialog. The foreboding lyrics. The double twist ending. As a creative, bravo. As a parent, terrifying. READ MORE...

Gatecrasher & Cancer Council stick it to No. 2

Gatecrasher_BowelCancer_BLOG.jpgBowel Cancer is the number two cause of cancer deaths in Australia, yet an alarming percentage of people aren't using the free screening kit that gets mailed to them when they turn 50. Fear is a major barrier on two fronts; people are either afraid to face their poo (literally), or they're worried of what the test might find.

Gatecrasher and the team at Cancer Council WA decided the best way to tackle this seriously uncomfortable issue is with humour. In this campaign, poos are made to resemble famous villians and scary characters from popular culture. Gatecrasher's creative partner Adam Barker said the message is simple, "poo may be scary, but it's not nearly as scary as bowel cancer which kills 80 Aussies a week".


TommyMedalia_JoeHawkins_Sirens2017_BLOG.jpgTommy Medalia (left) and Joe Hawkins (right) have won Gold and Silver at the 2017 Siren awards with their amusing 'Time With Mum' campaign, designed to change driver behaviour for the Road Safety Commission.

Hawkins - now at Marketforce - and Medalia created the three ads at 303 MullenLowe Perth to illustrate what happens when you lose your licence and you're at the mercy of your mum and friends for lifts. All three spots - 'Window', 'Pilates' and 'Out of Options' won Gold for the overall win and the Silver Siren for best radio campaign (three or more ads).

The clever humour in the ads appeals to the target audience of young, potentially over confident drivers and shows what happens when the freedom to drive is taken away. The campaign, produced by Brad Habib at Soundbyte, won the Campaign category in round three of this year's competition.
It's the second time in the past three years the Gold Siren has headed west, following Southern Cross Austereo's Matt Dickson's win in 2015.

PatimaTantiprasut_BamStudio_BLOG.jpgBroome Visitor Centre is the leader in Visitor Servicing in Western Australia and has been providing support to the tourism industry in the region for over forty years. 

The BVC website has over 200,000 visitors per annum and the Visitor Centre works closely with industry to grow the opportunities to entice even more visitors to Broome. 

With the support of Tourism WA's Royalty for Regions Sustainability Grants Scheme, the BVC has secured funding to produce what will become Broome's most significant destination website.

In partnership with Bam Creative, visitbroome.com.au is soon to be relaunched to showcase the best the region has to offer - Cruising, Driving and Flying the remarkable Kimberleys.
On behalf of the Road Safety Commission, The Brand Agency in collaboration with Evoke Media has created an activation to get drivers to reconsider their poor driving habits. The project tackles the issue of mobile phone use while driving and reminds drivers that this can have serious consequences. 

Using key visual symbols synonomous with mobile phone usage, the two ambient pieces, showing one car that has crashed into a typical phone navigation map pin and the other into a text message bubble, illustrate the increased risk of collision when using a mobile phone whilst driving. The key message being, small distractions can have big consequences. 
WOWHomes_BLOG_1.jpgYou know what they say about working with kids and animals?

Ad Impact's maiden TV campaign for WOW Homes was based around a baby saying the company name - "Wow".

Directed by legendary director Ross Tinney, it involved capturing some gorgeous reactions from the tiny talent.

Production company Sandbox auditioned 15 babies who delivered varying degrees of co-operation and focus, while maintaining maximum cuteness. Some of the babies really tried to keep it real and did their best to deliver the line the second the camera was turned off!

Watch the behind-the-scenes video to see - and more importantly hear - Tinney in action (make sure you play the video with the sound up).

See the finished spot HERE.

Top Jobs: This week's employment opportunities

TopJobsV2.jpgEach week Campaign Brief posts available 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 subscribers or $44 (inc. GST) for non-subscribers for a two-week listing (recruitment consultancies by negotiation).

Lateral_WilliamBarrett_2017_BLOG.jpgPerth creative agency, Lateral Aspect, have launched a new TVC for funeral director client, William Barrett & Sons. Challenged with the task of communicating the somewhat morbid options of a pre-arranged funeral, Creative Director and Writer, Mark Lucas, chose to approach the subject from a comedic angle.

The latest in an ongoing collaboration between Lucas and former Perth now Melbourne-based director, Ian Reiser, the spot actually features real-life Funeral Director, Adrian Barrett.


'It's your Funeral' is the first in a campaign to be rolled out over the next few months.

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About Campaign Brief WA

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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