SShelleyGuy_Sparkel_JenHawkins_BLOG.jpgWell-known producer Shelley Guy worked on the recent Your Margaret River Region launch video for Block Branding. Knowing the region so well and having easy access to all the great resources in the south-west region, from locations and talent to production facilities and crew, it was an easy fit for Guy to produce the video, especially as Block wanted to use creative and production talent from the region.
Volvo-Reflective-LifePaint-01.jpgBy Simon Veksner
Creative Partner, DDB Sydney

Juries no doubt think they are objectively choosing the best work they see.

But the fact that every year certain styles of work are more heavily awarded than others has to mean that juries aren't just choosing the smartest, most emotive, or most insightful ideas... but also what is somehow on-trend. READ ON...
Andt-Keogh-inCannes.jpgCB Exclusive - By Ant Keogh, executive creative director of Clemenger BBDO, Melbourne

This year I was honoured to be part of the Titanium & Integrated jury at Cannes. Before I left Australia, I had began to hear a narrative creeping into conversation, on and offline, about scam work being okay; that scam is the equivalent of the 'concept car' at a car show. Coming from an agency which, in the past, has tended to win awards for large, visible campaigns, even we were feeling the pressure. How do we possibly compete when so many agencies are taking the easy path?

So it was refreshing to meet the Titanium jury to find the chairman, Mark Fitzloff from Weiden & Kennedy, was vehemently against scam and determined that we weed it out. This was echoed loudly amongst most of the jury. We vowed to make sure that, at the very least, the very highest awards went to work that was real.
CleverBuoyWater.jpgIt wasn't exactly the brilliant performance of 2013 - when Australia was ranked #2 - but after number-crunching the final award tally for Cannes 2015 across 19 categories, CB can reveal that Australia is ranked #7 country in the world with a total of 42 Lions, behind first placed USA (283 Lions), UK (123), Brazil (90), France (80), Germany (69) and Spain (48).

New Zealand was ranked #12 with 20 Lions, behind Canada (35 Lions), Japan (28), Argentina (25) and Sweden (24).

It was a very disappointing performance for Western Australia with not even a shortlist this year. However with 42 Lions Australia was ranked #1 within the Asia-Pacific region followed by Japan (28 Lions), New Zealand (20), China (15), Singapore (14), India (13), South Korea (10), Thailand (9), Malaysia (6), Indonesia (4), Pakistan (3) and Hong Kong (1).
6 (1).jpgLucinda Sherborne is DDB New Zealand's head of planning and attended the 2015 Cannes Lion Festival to judge in the Creative Effectiveness panel. Here are her take-outs from inside and outside the jury room.

And that's a wrap!

2015 Cannes Lions. What a week. Advertising looks bloody good through the rosé tinted hue of the Cote D'Azur.  Man, have we feasted on the splendors of the creative world. All the greatest ideas, thinkers and egos on this planet come together to serve up one hell of an imagination-defying dish. It's been dazzling, infectious, awe-inspiring, daunting and bombastic all at the same time.  

TAKE ONE: The noise around creativity for good is getting greater  
There is an increasing realisation that by creating a change or adding something to people's lives, brands will add something to theirs. Unilever was one of the main proponents of this and believe the brands that will matter in the future will be the brands that have social and cultural substance. Summed up in sound bites such as "marketing for people not to people" and "turning purpose into purchase".
MartinHorne_News_BLOG.jpgNews Corporation WA has announced the appointment of Martin Horne (pictured) as their Customer Solutions Manager effective immediately. Horne will be responsible for leading customer solutions strategies, trade marketing in the West Australian market and will report to Sales Director Jay Morris.

Horne has over 20 years advertising and media experience in the Perth market, most recently at the Dentsu Aegis Network. Prior to this. He has also worked for many other leading Western Australian agencies, with prior media owner international experience.

"We are pleased to have somebody of Martin's experience on board," said Morris. "His wealth of local knowledge, positive energy, reputation and strong leadership credentials are welcomed by the team. A further sign of the great road ahead for News Corporation in Western Australia." 
Image 1.jpgWith the results for Cannes 2015 now in, advertising agencies across Australia have already begun the hard road to creating their entries for 2016. So Creative Fuel with the aid of Cummins&Partners Sydney and Melbourne (as well as a host of industry luminaries) have stepped up to help the cause and create something truly useful for our industry - The Award Show Case Study Song of the Year. A meticulously crafted soundtrack guaranteed to emotionally manipulate even the most hardened award juror into coughing up metal.
MS_Maddy.jpgOne of the biggest issues when discussing Multiple Sclerosis is trying to communicate how different each experience is. No two stories are ever alike.

The Brand Agency interviewed different people living with MS, and shared their stories with various artists.

The Brand Agency asked each artist to interpret these stories.

The campaign, Pictures of MS, demonstrates the many different challenges that different people living with MS might endure.

FashionSpot_BLOG.jpgtheFashionSpot, the web's largest fashion-focused community and editorial site, has been launched in Australia. TheFashionSpot is housed under Australia's women's interest and family lifestyle publishing division, TotallyHer.

Both are exclusively represented in WA by Digital Loop.

Chantelle Schmidt, theFashionSpot's Australian editor, has worked across a range of fashion and celebrity magazines and will oversee local content for theFashionSpot as well as a staff of editors and contributors who will create content across beauty, fashion and social media.

Totally Her Australia's managing director James Perry said the launch of theFashionSpot in Australia follows significant growth of the site in this market.
Block_MargaretRiver_BLOG.jpgBlock has launched a new single brand for the Margaret River region.  After competing for more than 50 years, the Augusta Margaret River Tourism Association and the Geographe Bay Tourism Association have joined forces to become 'Your Margaret River Region'.

The brand was launched last night at the Willy Bay Resort.

This video explains how the brand was developed to reflect the diverse attractions of the region and be used by businesses in it (11:09).

A digital campaign will be launched in September.
DentsuMitchell_Logo_BLOG.jpgDentsu Aegis Network today announces the rebrand of Mitchell & Partners (Mitchells) to Dentsu Mitchell Media, bringing together two of Asia Pacific's most iconic media brands and launching the Dentsu media brand in Australia.

Dentsu Mitchell Media will be led by Chief Executive Officer, Kenny Stewart and Managing Director, Adrian Roeling.

The rebrand takes effect immediately in Australia and will involve Mitchells' four offices in Melbourne, Canberra, Sydney and Perth.  Dentsu Mitchell Media will number over 110 staff nationally.  Globally, Dentsu media operates in 15 markets with 24 offices across Asia, Russia, Northern America and now Australia.
Foto_Henry_Lentes (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 Henry Medina, co-founder and creative director, DDB Bolivia.

Winner: Rekorderlig Cider: Silver Skaters. In TV I'm going to have to go for this one because the freshness of the absurd captivated me from the beginning. There are endless possibilities in this kind of storytelling and that's the key to create disruptive advertising. The bearded skaters and the weirdo singer are both tremendous hooks that keep your attention till the end of the ad. READ MORE...
LiveStream_7.30_BLOG.jpgTourism Western Australia, Australia's South West and Cummins&Partners have launched their latest project, the Live Stream Stream, to promote the Southern Forests Region of Western Australia.

Following the bushfires that affected the Southern Forests Region earlier this year, Cummins&Partners was tasked with developing a way to show West Australians that the area was ready to once again welcome visitors.

Executive Creative Director, Jim Ingram, said "Still images can be faked or out-of-date, so what better way to show the Southern Forests Region was alive and well then to show it live and well."

Top Jobs: This week's employment opportunities

TopJobs.jpgEach week Campaign Brief posts available positions within the industry (free for direct hires). Email your vacancies to (please place "Employment Opportunities" in the email subject) by 5.00pm Tuesday for listing on Wednesday morning.

We are seeking a proactive individual to join the research team at WA's leading news-media organisation. The West Australian is growing and diversifying at an unprecedented rate and market intelligence plays a key role in positioning our print, digital and brand assets for the future.

Duties include the analysis and presentation of market intelligence, providing research support material and regular reports to our sales team and other business units within the Seven West Media WA group.

The successful applicant must have a solid knowledge of Microsoft Office, high level analytical and numerical skills, the ability to work to deadlines and strong written and verbal communication skills.

This is a challenging, fast paced role with the opportunity to learn and develop new skills.

  • Degree in communications or related discipline and minimum two years relevant work experience.
  • Experience in research/data analysis, media or advertising.
  • Familiarity with audience measurement software (e.g. emma, Asteroid, Nielsen).
  • Experience with digital media and digital audience metrics will be highly regarded.
Written applications including a covering letter (outlining why you are expressing interest in the position and what you can bring to the role) and a CV detailing qualifications and experience should be emailed to Sue McDonnell, Media Strategy Manager -

Applications will be treated in the strictest confidence and should be forwarded by Friday 10 July.

R0009661.jpgAfter an absence of a few years, record 4-time winner of the AIPP WA Photographer of the Year, Simon Westlake, entered the awards again this year with a selection of his personal work.

Westlake picked up 12 awards for the 12 prints he submitted - 1 Gold, 4 Silver Distinctions and 7 Silvers. He feels they are some of his best work to date.

"The quality and technology in small cameras nowadays allow photographers to get back to the art of just seeing. These images were all captured in-camera as I wandered around - hand held, uncropped and without any Photoshop work. I love shooting in this unencumbered fashion".
Gart Dean_Nova.jpgGarry Dean, who has won numerous accolades for his radio work, has been appointed the new Creative Director for Nova 93.7.

Dean is an experienced creative with an impeccable track record of outstanding campaigns that deliver great outcomes for clients.
He will lead the creative team at Nova that is aiming to take radio creative to a higher level and deliver innovative outcomes across all Nova Entertainment platforms.

Dean said, "My mission has always been to make the ad break more entertaining than the rest of the station. That's going to be a real challenge here at NOVA, and I'm ready for anything ... except wearing that Nova Boy suit."
titanium jury pic.jpgThe Cannes Lions 2015 Titanium & Integrated jury had a star-studded field sitting on the jury. China's representative was one of the world's most awarded creatives, Ogilvy & Mather's Chief Creative Officer, Graham Fink. Campaign Brief Asia asked Fink to nominate the 5 best ideas he saw whilst judging and then his 5 best experiences from his week long time spent at the Festival.

The best idea I saw whilst judging, in fact the best idea I saw anywhere in the world this year, is the ASL Ice Bucket Challenge.

If I had one idea as good as this in my whole life, I'd die happy.

Our jury unanimously awarded it the Grand Prix for Good and it was very moving when the entire audience rose to their feet on the final night to give it a 5-minute standing ovation.

Continue reading Graham Fink's insights from the Cannes Lions 2015 Titanium & Integrated jury and the Festival.
KittyLun_TerrySavage.jpgKitty Lun (left, with Cannes chairman Terry Savage) was China's representative on this year's Cannes Lions Press Jury. There was great debate over the final decision on the Grand Prix winner. Here Lowe China's Chairman and CEO takes us into the jury room and explains the extremely close final decision making process and shows some of the Gold Lion winning work.

All the Cannes gold-silver-bronze and grand prix results are out. Everyone has gone home. The sun, sand, sea and the inconvenience of taxi strike in France is now a distant memory. Suddenly I remember I promised to send my Cannes diary to Campaign Brief Asia.
Instead of reporting who has won what, or brilliant speeches I heard in the Grand Audi, which everyone can check on the Cannes Lion website, I thought I owe everyone an explanation of what happened in the Press Jury Room when we voted on the controversial Press Grand Prix.
First of all, we had the best jury room among all categories. All press entries were in hard copy and there's no videos to view, our room is a sunny space with a huge wrap around balcony overlooking Le Croisette. 
LukasStueckel_BLOG.jpgSevenTwenty, the WA-based specialist talent strategy and services provider, has announced the appointment of Lukas Stueckel (pictured) as Associate Director.

A seasoned sales and consulting professional, Stueckel has joined the SevenTwenty management team to develop the brand in the digital and technology industry across both national and international markets; building on from SevenTwenty's continued success in marketing communications, advertising and media sectors.

Allen Smith, Managing Director at SevenTwenty, said they had seen a growing trend of jobs shifting in digital, with clients opting for more specialists and skill specific positions than generalists in the sector.

"As such, Lukas' rare talent was a must have in our business and we count ourselves pretty lucky to be able to have him join our team. With the increasing demand, digital needs a dedicated specialist and having Lukas onboard will ultimately allow for SevenTwenty's General Manager, Daniel Robinson, and I to put greater focus on servicing clients with talent solutions in marketing communications, advertising and creative."
Colmar Brunton ROI Study.jpgCommercial Radio Australia (CRA) has launched the third phase of the industry-wide "Radio. It's a Love Thing" brand campaign via Eardrum. Four new radio ads will debut this week across 261 metropolitan and regional commercial radio stations.

The 45 second ads highlight independent new research by Colmar Brunton, demonstrating the significant transactional uplift and return on investment (ROI) for brands using radio advertising, both on its own and in combination with TV and online.

Michael Canning_72andSunny (1).jpgMichael Canning from 72andSunny LA served as a juror on this year's prestigious Cannes Lions Titanium and Integrated Jury. Campaign Brief caught up with Canning for an inside perspective on the work.

How were the Titanium Lions defined as a category this year?
When the Titanium Lion began it was defined as 'the way forward'. This year the jury hoped to find a few gems of work that hadn't been awarded too much or maybe even at all across other categories because they weren't easy to 'categorize'. We awarded five Titanium Lions and the Grand Prix was awarded to the piece of work that the jury thought was the most forward looking example of communication by a brand right now. The Titanium and Integrated jury also awards the 'Grand Prix for Good' from work across the festival that is created for a charitable purpose, and this was the easiest thing for the jury to select - It deservedly went to ALS Association for 'Ice Bucket Challenge'.

Sean Boyle: Meditations in an Emergency

Comments (0)
Sean Boyle.jpgby Sean Boyle
BrainJuicer Group, UK

Having stepped away from Cannes for a year, after a decade spent gurgling pink wine on the beach every June, it has been interesting to return as an observer rather than a jousting participant. I not only stepped away from Cannes. I stepped away from the entire ad industry: jaded, disillusioned, failed, fired, over-tired and over-emotional.

For all that, it was a surprisingly refreshing sojourn.

The 'key finding' was this enormous sense of just how unimportant and largely unnoticed the things we make are to the average Joe and Josie in the street. My last major gig before New York kicked me to touch, was with Gillette (but it could have been any big FMCG brand from Nestle, Kraft, Unilever, et al). Hundreds of people, all over the world, every hour, of every day, on long, long, conference calls, arguing, debating nuance, worrying about 'top right' and 'bottom left' ...cramming as much in the messaging as possible, as if that somehow will force the ad to sell more (hint: it won't!); lining the pockets of sportsmen and then not using them particularly well; following rules to the nth degree (never breaking them); never zagging while all the others zigged; making sure that every single time we spoke to a man with a piece of communication, we showed him (once again!) how to shave (just in case he hadn't quite grasped it the first bajillion times)...basically doing things the way they've always been done. Again and again. Over and over. Selectively ignoring the plaintive cries from consumers when they bellowed that the work was dull, garish, boring, uninteresting, uninspiring, sexist, plain stupid. Thinking...believing...that 'highly creative' advertising - yes, the sort of stuff that wins at Cannes - was not what REAL, PROPER, GROWN-UP marketing was all about but rather some sort of masturbatory exercise for agency creatives to keep them on side.
Dawn Tingwell.jpgCommunity News has appointed Dawn M. Tingwell as their new Sales Director.

Tingwell (pictured) has over twenty years experience in senior sales leadership and strategy roles for Australia's leading digital, technology and publishing companies.   

She has recently been working via her sales and marketing consultancy, MTT Media on variety of long term assignments in technology and digita fields, such as cloud based survey and salary software company, Quinntessential Marketing  and WA based start-up, ramping up their sales and business development; tender submissions and client retention initiatives.  

Prior to staring her own consultancy, she worked for over 8 years at News Corp as Sales Director for and in strategic roles as Field Sales Strategy Manager. She led during time of extensive change from JV partnership with Monster, introduction of behavioral and cutting edge digital ad unit and events, like Virtual Careers Fair, invigoration of E-commerce channel and set up of Inside/telephone sales channel.  
Screen+Shot+2015-06-23+at+6.11.38+pm.jpgBy Simon Veksner
Creative Partner, DDB Sydney

While the Grand Prix and Golds get most of the attention, I like to pick through the Silver and Bronze pile, to find the hidden gems.

These are the ads that won't change the world, and didn't get huge coverage (if any) in the trade press, but are nevertheless excellent. In my opinion, obvs. READ ON...
Paul Yole Cannes 2015.jpgPaul Yole has been blogging from the Cannes Lions Festival for the past 9 years. This year he is highlighting 5 points a day for his daily coverage.


Amir Kassaei, Chief Creative Officer of DDB Worldwide, delivered a seminal talk in the Palais on Friday. Although this was a much more subdued Amir than we are used to, his presentation was incredibly emotional, impassioned, provocative and timely.

Following a week in which industry legends Dave Trott  and Jeff Goodby held up the mirror to our industry, and controversy erupted over a Grand Prix winner this week, Amir rounded it out in the most heartfelt and compelling way possible.

I firmly believe that creative awards are very important, for reasons I won't go into here. I also think that events such as Cannes Lions can play a critical role in inspiring and educating our industry. But right now, we have to question whether we are going about it the right way as an industry.

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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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