Slater & Gordon launches new ‘We’ll take it from here’ campaign; first work from Akkomplice
February 8 2023, 10:37 am | | 2 Comments
Slater and Gordon, Australia’s largest consumer law firm, has launched its new positioning ‘We’ll take it from her…
Pentavite launches new integrated brand platform ‘Must Be a Pentavite Kid’ via Dig
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Pentavite, a leader in children’s health supplements, has developed a new brand platform via indie agency Dig, to...
Burger King unveils campaign for its hottest ever burger: the Ghost Pepper Whopper via Pitchblack
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Pitchblack Partners has launched a new campaign promoting Burger King's hottest ever burger: the Ghost Pepper Whopper.
Bastion hires ex-Deloitte Digital Tim Den Braber as national managing director, Bastion Digital
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Bastion has announced the appointment of Tim Den Braber as national managing director, Bastion Digital, Australia...
2023 CB HOT LIST: Bear Meets Eagle on Fire named Campaign Brief Small Agency of the Year
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Bear Meets Eagle on Fire has taken out the 2022 Campaign Brief Small Agency of the Year title
We Are Social report says 1 in 3 Australians use social networks for brand research
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We Are Social, the socially-led creative agency, and Meltwater, a global leader in social and media intelligence...
Publicis Sapient, Publicis Groupe’s digital transformation company, acquires Tquila ANZ
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Publicis Groupe today announced the acquisition of Tquila ANZ, one of Australia’s leading Salesforce consultancies.
GrowthOps adds public relations capability with the acquisition of FORWARD
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GrowthOps has today announced it has acquired award-winning creative consumer public relations agency FORWARD...
2023 CB HOT LIST: 72andSunny named Campaign Brief Medium Agency of the Year
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72andSunny has taken out Campaign Brief Medium Agency of the Year, selected from all Australian agencies with 30 to 100
An Aussie or Kiwi attending Cannes Lions? Get your invite now to the Campaign Brief Welcome Drinks courtesy of Photoplay, Rumble and Fin
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Campaign Brief, with the generous support of Sydney-Auckland-Los Angeles based production company Photoplay, Sydney...
Accent Group appoints Fenton Stephens as performance agency
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ASX-listed footwear giant Accent Group, whose brands include The Athlete’s Foot, Skechers, Platypus and Vans, has...
2023 CB HOT LIST: 11 – 20
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Campaign Brief presents the agencies ranked from 11 - 20 in the 2023 CB Hot List, that impressed with Seen+Noted work in
Amperity strengthens APAC presence with new hires Rian Smith and Sam Bessey
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Amperity, the leading customer data platform (CDP) for enterprise consumer brands, has today announced the...
The Producers signs The Sapphires director Wayne Blair. But why would a big screen director want to work in the 30 sec commercial format?
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Directors usually see advertising as a springboard to a career in features or television series.
Optus unveils Sydney WorldPride ‘Pride Starts with Yes’ campaign via Re and Yes Agency
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Today, Optus has launched its latest advertising campaign via M&C Saatchi (Re and Yes Agency), bringing optimism in...
Katrina Alvarez-Jarratt selected for ADFEST Commerce Lotus, Media Lotus + PR Lotus jury
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This year, ADFEST Lotus Awards will return to Pattaya, Thailand to conduct its first live judging in four years...
Sweetshop signs D.A.R.Y.L for global representation
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Sweetshop has added the super talented directing duo D.A.R.Y.L to its global director roster.
Bestads Six of the Best Reviewed by Ricardo Tramontini, creative AD, Memac Ogilvy, Riyadh
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Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative...
Slater & Gordon launches new ‘We’ll take it from here’ campaign; first work from Akkomplice
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Slater and Gordon, Australia’s largest consumer law firm, has launched its new positioning ‘We’ll take it from here’...
Type Directors Club opens 2023 call for global Adé Hogue and Beatrice Warde applications
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The Type Directors Club, the world’s leading typography organization, has opened the call for applications for their stu
Initiative’s Super Bowl Ad “Betting” Competition returns: Marketing-Multi
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Media agency Initiative is once again calling for all industry Nostra-AD-amus’ bringing back its highly popular...
M&C Saatchi Group promotes Justin Graham to first global head of advertising network role
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M&C Saatchi has announced that Justin Graham, CEO of M&C Saatchi Group Australia, is expanding his role to the global...
AWARD School 2023 applications now open; applications close Wednesday, February 22
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Applications are now open for AWARD School, APAC's most acclaimed course for creative problem solvers, storytellers...
Ex-Saatchi & Saatchi CCO Mike Spirkovski joins corporate advisory Orizontas to co-found new creative venture ‘Rethink Everything’
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Acclaimed creative leader and former Saatchi & Saatchi chief creative officer Mike Spirkovski has partnered with...
Dentsu Creative ANZ launches entertainment offering led by ex-UNILAD EP Liam Bagnall
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Dentsu Creative ANZ has appointed Liam Bagnall, former executive producer for UNILAD Group, as creative director for...
MILKLAB launches new ‘Made with. Made for. Baristas’ campaign via 72andSunny
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In its new campaign via 72andSunny, MILKLAB, which offers a range of premium plant-based milks, positions itself as...
AdFest announces new speaker sessions for their March 23-25 festival program line-up
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In this session, F5 Shanghai chief creative officer, Adams Fan, unveils the powers of Idea Smuggling and what global...
2023 CB Hot List: Agency movers & shakers
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The Campaign Brief Agency of the Year countdown begins: CB presents the agency movers and shakers outside
TABOO promotes Kate Prowse to GM, Tatum Ambler to strategy director, hires Melba Gounas as CD along with other senior appointments
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Melbourne-based independent TABOO has announced key new hires and promotions across the business to continue the...
Holmesglen Institute enlists DPR&CO for newly launched brand and enrolment campaign
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Victorian TAFE sector leader, Holmesglen Institute, has launched its 2023 student acquisition campaign with creative...
PopCorners Popped-Corn Snack reimagines “Breaking Bad” in first Super Bowl campaign
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PopCorners Popped-Corn Snack has launched its first Super Bowl commercial, which revives the most critically...
IG Group launches new ‘Where Traders Are Made’ brand campaign via Sunday Gravy
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The trading category has seen significant growth with new players entering the market and promoting the ‘ease’ of...
White Ribbon Australia appoints Innocean Australia as strategic agency partner
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White Ribbon Australia, an organisation that is part of a global social movement working to eliminate gendered...
Komo Technologies appoints Aussie Merciadez as global chief of customer engagement + loyalty partnerships
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One of Australia’s leading Customer Engagement platforms Komo Technologies is set to expand its existing extensive...
Bullfrog bolsters executive team with the hiring of Matilda Hobba as managing director
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Independent creative business, Bullfrog, is continuing its senior hiring spree, appointing Matilda Hobba as its first...
After 16 years at Host/Havas CEO Laura Aldington set to depart for new adventure
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Laura Aldington, CEO of Host/Havas has announced her resignation from the agency she first joined in 2007. A new CEO app
Howatson+Company appoints Nicole Flinton-Ferraroas to chief experience officer role
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Nicole Flinton-Ferraro has joined Howatson+Company as chief experience officer.
Filmmaker James Stapleton joins electriclime°
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electriclime° has signed filmmaker James Stapleton to its director roster.
Damon Stapleton: Creativity. The glitch is not the matrix.
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A blog by Damon Stapleton, chief creative officer, The Monkeys New Zealand.
Dentsu Creative ECD Sarah McGregor selected for AdFest Effective Lotus + Entertainment Lotus jury
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This year, ADFEST Lotus Awards will return to Pattaya, Thailand to conduct its first live judging in four years...
Initiative backs growth agenda, appoints David Cook to new head of marketing and IQ role
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Media agency Initiative has today announced the appointment of David Cook to the newly created national role of head...
Writer and director Hal Kirkland joins Infinity
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Award-winning writer and director Hal Kirkland has joined Infinity Squared's roster.
Cancer Council launches new ‘All of us against cancer’ platform via Archibald Williams
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A new campaign launching this week from independent agency, Archibald Williams, will highlight the full extent of the...
Integrated Melbourne agency Spinach appoints Dom Megna as Executive Creative Director
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Integrated Melbourne agency Spinach has appointed Dom Megna as Executive Creative Director, working alongside co-founder
Countdown to 44th AWARD Awards entry deadline; 5:00pm AEDT Friday 17 February 2023
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There are just two weeks left to get your entries in for the 44th AWARD Awards.
Attention Advertising + Production professionals in Australia: is your free Bestads profile up to date?
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We hope you, like over 280,000 other ad professionals registered on Bestadsontv.com throughout the world, enjoy...
Finding Your Voice: develop your stage presence + vocal projection – Creative Training with Sarah Norton and John Waters. 2 days 21 & 22 March
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Two days of creative training in the NSW Southern Highlands unveiling your voice, your space and your vision. Tuesday, M
303 MullenLowe Sydney promotes ECD Bart Pawlak to the role of chief creative officer
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303 MullenLowe Sydney has promoted executive creative director Bart Pawlak to the role of chief creative officer.
Domino’s Give for Good charity highlights the Everyday Hero in new campaign via It’s Friday
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Forget superheroes in capes and spandex. On February 9, Domino’s is giving every Australian the chance to be an...
303 MullenLowe Perth announces Damian Royce as new Chief Creative Officer following news of Richard Berney and John Linton departing
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Royce will relocate to Perth from his native Melbourne to take up the new role.
D&AD Shift with Google in Sydney launches applications for 2022/23 program for aspiring creative talent; deadline Friday 3 March 2023
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Global creative education charity D&AD has today launched applications for the 2022/23 D&AD Shift with Google program...
Who’s where? Portfolio & Reel offers latest Ad Agency and Production Company staff lists for Australia and NZ
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Portfolio & Reel’s Australian + New Zealand ad agency and production company directories are constantly updated...
Bestads Six of the Best Reviewed by Linda Knight, Chief Creative Officer, Observatory, Los Angeles
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Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative...
KOJO appoints former Australian cricketer Aiden Blizzard to drive Tasmanian market
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A market leader in creating fan first sport experiences, KOJO has expanded into the Tasmanian market, appointing...
ABInBev’s Draftline named the inaugural 2022 In-House Company Of The Year at LIA
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It's a huge recognition especially since this is the inaugural award. It is also very relevant for the entire...
11 creative professionals to represent Australia on D&AD Awards 2023 juries
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D&AD has today announced the judges for the 61st annual Awards programme including 11 from Australia.
Sanitarium Health Food Company appoints Initiative as media agency
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Following a competitive pitch, media agency Initiative has announced it has been appointed as Sanitarium Health Food...
Merv’s Alina Gozin’a shoots latest cover for AFR with Australian movie producer Emile Sherman
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Multidisciplinary artist and photographer Alina Gozin’a, repped by Merv, has just shot the latest cover for AFR...
Proptech startup appoints Today the Brave following a competitive pitch process
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Full service creative agency Today the Brave has been appointed by disruptive proptech startup Coposit.
2023 NYF Advertising Awards now open for entries: deadline for entries Friday, May 26
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New York Festivals Advertising Awards are now open for entries for the 2023 competition.
Brand Collective appoints Poison Gas Co. as digital agency following a four-way pitch
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Creative and performance marketing agency Poison Gas Co. has been appointed exclusive digital agency for Brand...
303 MullenLowe Perth’s Richard Berney and John Linton depart to start new agency
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303 MullenLowe has already hired a highly regarded creative director who will lead the creative department...
VMLY&R appoints Rachel Walker to the role of head of strategy – Sydney and Melbourne
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VMLY&R has appointed Rachel Walker to the role of head of strategy – Sydney & Melbourne.
After two years in the role CHEP Network CEO Justin Hind set to depart to launch new agency
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CHEP Network CEO Justin Hind is set to depart Clemenger Group to start his own agency.
MYOB puts the cassowary amongst the pigeons in ‘MYOBelieve’ campaign via Howatson+Company
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MYOB has launched a new integrated communications and creative platform, led by Howatson+Company, showcasing how the...
M&C Saatchi Sydney promotes CD Sharon Edmondston to group creative director role
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M&C Saatchi has announced the promotion of Sharon Edmondston from the role of creative director to group creative...
Yves Geleyn directs Coca Cola’s heartwarming Lunar New Year spot for second year running
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Unlisted, and animation director Yves Geleyn, have reunited with Coca Cola Greater China, Ogilvy Shanghai and Hornet...
Last chance to get the inside track on AWARD School – Virtual Info Night next Thurs, 7 Feb
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AWARD School’s Virtual Info Night takes place from 7 - 8:00pm AEDT next Tuesday 7 February - a final and unmissable...
Initiative appoints Tom Dodd as national strategy director, IAG nabs Mark Echo as replacement
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Media agency, Initiative, has today announced the appointment of Tom Dodd as national strategy director, off the back...
BIG4 appoints Untangld and Pangea as strategy and creative partners
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Industry leading marketing cooperative BIG4 Holiday Parks, has appointed strategy studio, Untangld, and creative...
Subversus collaborates with Western Sydney artists in film series for Powerhouse Parramatta
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Subversus, a multi-disciplinary creative studio committed to presenting new voices and perspectives, has collaborated...
DDB Group Sydney appoints Adrian Jung to the newly-created role of head of delivery
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DDB Group Sydney has boosted its senior leadership team with the appointment of Adrian Jung in the newly-created role...
Working with Cancer issues wake-up call to all with mass media campaign via Publicis Groupe
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Working with Cancer, the cross-industry coalition formed by Publicis Groupe to erase the stigma and insecurity of...
Domain appoints Howatson+Company as new agency of record following a pitch process
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Domain Group has moved its flagship creative account to Howatson+Company after a pitch process.
Grill’d launches world’s most sustainable beef burger in new Beefweeder campaign via alt/shift/
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Today, healthy burger restaurant chain Grill’d is rolling out a world-first sustainable, grass-fed beef called...
Laurence van Camp joins ARC EDIT
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ARC EDIT has announced that Laurence van Camp has joined for commercial representation in Australia and New Zealand.
Aruga appoints Tracy Llewelyn to newly created role of agency director (ANZ)
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Integrated Trans-Tasman communications agency Aruga has flipped the lid on the appointment of a new role, announcing...
Kwpx kicks off the new year with restructured executive leadership team and culture
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Since its “brand refresh” mid last year, kwpx has a renewed focus on developing a notable team structure and culture...
Hardhat CEO and behavioural science expert Dan Monheit releases ‘The Why, The Book’
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Behavioural science expert and founder of creative agency Hardhat, Dan Monheit has released 'The Why, The Book' to...
13CO signs Kiwi director Laura Sargisson
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13CO has signed New Zealand director Laura Sargisson to its roster of directors for exclusive representation in...
Gerety Awards announces the 2023 executive jury for AUNZ; entry deadline set for Friday, March 3
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The Gerety Awards has revealed the full AUNZ executive jury and announced Friday, March 3 as the entry deadline.
TikTok’s Sofia Hernandez, GUT’s Anselmo Ramos and Ogilvy’s Liz Taylor Join The One Club Board of Directors
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The One Club for Creativity, the world’s foremost nonprofit organization supporting the global creative community...
one green bean builds leadership team with MD and director of innovation appointments
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Creative communications agency one green bean (ogb) enters the new year with a strengthened, innovation-focused...
The Australian Government and Cancer Council team up with sport stars Michael Klim and Brad Hodge for new campaign via Herd MSL
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The Australian Government and Cancer Council have enlisted sports stars Michael Klim and Brad Hodge for a new...
felix mobile encourages Australians to become tree parents in new campaign via Paper Moose
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felix mobile has launched a new campaign via Paper Moose to encourage Australians to become tree parents.
BRING agency by Universal Music for Brands promotes Adam Ireland as managing director
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Agency celebrates accelerated growth and key client wins.
We Are Social report: Time online falls to pre-pandemic levels, while social media use increases
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‘Digital 2023’ shows that people globally are becoming more discerning in their internet use.
iProspect strengthens investment team with promotion of Vera Manalac and Nicola Barnes
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iProspect has recognised the efforts of its investment team following strong growth in 2022, promoting two members to...
Only One In The Room reveals finalists for inaugural ‘Destroy this Brief’ initiative
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The Only One In The Room collective has revealed 10 finalists for the inaugural ‘Destroy this Brief’ initiative.
Cancer Council Victoria appoints Spark Foundry as new media agency partner
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Spark Foundry has been appointed to manage the media planning and buying responsibilities for independent not-for...
Jacobs Douwe Egberts appoints TBWA\Sydney to lead creative, PR and social for Moccona
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Jacobs Douwe Egberts has appointed TBWA\Sydney to lead their creative, PR and Social for Moccona.
The AADC heads into 48th year with a new co-president Nic Eldridge and committee
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The Adelaide Advertising & Design Club (AADC) is heading into its 48th year with a new co-president, and a healthier...
DIVISION’s Danny Cohen brings unique vision to Trade Me’s relaunch via Special Wellington
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DIVISION director Danny Cohen has brought his unique vision to New Zealand brand Trade Me’s recent relaunch...
Squealing Pig launches ‘Summer of Love’ at the Australian Open via Splash TWE + The Producers
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This summer, playful wine label Squealing Pig is championing LGBTQIA+ communities with the launch of ‘Summer of Love'...
Topham Guerin APAC hits the ground running for 2023 with senior hires and promotion
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Topham Guerin has hit the ground running with a number of new hires and promotions.
NYF Health reveals 2023 Exec Jury: 14 healthcare creative leaders to judge Health Awards in NYC
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The New York Festivals Health Awards announced the 2023 Executive Jury, a brain trust of some of the most respected...
Bear Meets Eagle On Fire CCO/founder Micah Walker named AXIS Awards international judge
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In celebration of the 43rd annual AXIS Awards, the Communications Council has announced the team of executive judging...
We Are Warriors, R/GA, Entropico and Garuwa’s ‘Through The Fire’ documentary marks world premiere in Sydney on Invasion Day
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First Nations social enterprise We Are Warriors, R/GA, Entropico and Garuwa’s THROUGH THE FIRE marked its world...
Sean Boyle: The Brandshees of Inisherin
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By Sean Boyle, writer/planner/strategist/podcaster.
Waka Kotahi NZ Transport Agency launches ‘Through My Eyes’ campaign via FCB NZ + MBM
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FCB, in partnership with Waka Kotahi NZ Transport Agency and MBM have launched their first piece of work – Through My...
Countdown to ADFEST 2023 entry deadline: Today, Friday, January 27th
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So if you haven’t already, download the Entry Kit, get your entries ready, and submit by Friday 27 January.
Food delivery service Lite n’ Easy launches ‘Just good food n’ great results’ campaign via Hardhat
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Lite n’ Easy, the food delivery service that helps Aussies eat healthy and live happy, has launched its ‘Just good...
Anthony Gregorio farewells Saatchi & Saatchi Australia, Patrick Rowe steps up as new CEO
15 Comments
Publicis Groupe ANZ has today announced the departure of Saatchi & Saatchi Australia CEO, Anthony Gregorio after five...
Tabcorp appoints Accenture Song and Ogilvy Australia to agency roster
9 Comments
Tabcorp has today unveiled its new agency roster as part of the digital transformation of Australia’s iconic wagering...
Bestads Six of the Best Reviewed by Nkanyezi Masango, Group ECD, King James, Cape Town
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Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative...
13CO launches Insta takeovers
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Production collective 13CO is giving its directors and producers a chance to take over the 13CO Insta Stories feed...
AWARD School reveals stellar lineup of tutors
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AWARD School has today announced its lineup of tutors for 2023, welcoming 88 leading creatives who will mentor this...
Type Director Club Opens Call For 2023 Global Ascenders Competition: deadline Wed, March 15
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Recognising outstanding type-oriented achievements of designers age 35 and under.
Jemena retains Initiative as media agency; MBCS appointed as creative agency of record
1 Comment
Following a hotly contested pitch, Initiative has retained the media business for energy networks owner, Jemena...
Keep Left partners with SharingStories Foundation; launches new ‘Moment of Truth’ campaign to educate Australians on 26 January
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Independent PR and creative agency Keep Left has launched an education campaign for First Nations not-for-profit...
JD Sports goes back to school with new campaign via Andpeople and PUSH
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JD Sports has taken an unconventional approach to the stereotypical back to school campaign by creating a 3-part series
Tourism Fiji launches ‘Where happiness comes naturally’ global brand platform via Host/Havas
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Just over a year on from Fiji re-opening to tourists, Tourism Fiji has unveiled a new global brand platform, ’Where...
MERV’s Sean Dunne directs psychedelic doco
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MERV director Sean Dunne has released Wooks, a 38 minute documentary described by its creators as “an acid soaked...
Road Safety Commission WA rolls out full ‘No One Plans a Crash’ campaign via The Brand Agency
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The centerpiece of the campaign is a 60s spot combining one of the family executions with one from the share house...
Cannes Lions opens for awards submissions – entry deadline Thursday, 13 April, 2023
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Cannes Lions has evolved its admissions process to focus on areas of Sustainability, Impact and Effectiveness, and DE&I.
Mango Communications Sydney appoints Nada Duyker to drive influencer offering
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Mango Communications Sydney has appointed Nada Duyker as influencer account director to drive the agency’s influencer...
Thinkerbell officially opens in NZ; Luke Farmer, Amy Frengley and Regan Grafton at the helm
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Independent agency Thinkerbell is now sprinkling ‘measured magic’ in the land of the long white cloud as it...
Executive producers invited to attend the World Producers Summit at ADFEST 2023 – register now
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ADFEST has announced that the World Producers Summit is returning to Thailand on Thursday, March 23 at 13.00-15.30 as...
VMLY&R promotes client services director Vanessa Tout to managing partner role
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VMLY&R has announced the promotion of Vanessa Tout from client service director to managing partner.
UM Canberra expands Government roster; wins ACT Government account
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After a highly competitive tender process, media agency UM has kickstarted the year announcing its appointment as...
TRESemmé appoints Emotive as new creative agency following a competitive pitch process
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Following a competitive pitch process, Unilever has appointed independent creative agency Emotive to lead its...
Sally Hastings and Scot van den Driesen join Deloitte Digital from Venables Bell and Partners, San Francisco as associate creative directors
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Deloitte Digital has appointed Sally Hastings and Scot van den Driesen as associate creative directors within the...
ADFEST to host ‘Creativity for the Mobile-First Era’ workshop held Friday, 24 March, 9.30am–1pm
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Mobile viewing has become the norm. 75% of worldwide viewing is on mobile, and 9 out of 10 mobile users share the...
Initiative’s Geoff Clarke expands role; adds COO Mediabrands Australia role to his remit
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Mediabrands Australia has announced Geoff Clark will add the newly created role of COO Mediabrands Australia to his...
Melbourne Man Maurice Moynihan Sells Himself
9 Comments
Despite being quite good at selling things, Melbourne man Maurice Moynihan has never been good at selling himself.
Amart unveils new ‘Life.Styled’ brand platform, logo and integrated campaign via Akcelo
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Amart has unveiled a major brand evolution and positioning shift with the launch of a new brand platform, logo and...
Ogilvy Melbourne appoints award-winning, best-selling author Hilary Badger as new ECD
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CB Exclusive - Marking a new era in its creative leadership, Ogilvy Melbourne has appointed multi-award winning...
Global ‘Correct the Internet’ campaign launches to make sportswomen more visible via DDB NZ
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Who has scored the most goals in international football? The internet will generally tell you it’s Cristiano Ronaldo...
Victoria’s High Country launches new ‘More of This’ 365 campaign via US+US, Melbourne
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Victoria’s High Country is starting 2023 with a bang by launching a new campaign in collaboration with...
Never Not Creative announces new Circles for 2023 – support and education groups for people across creative, media and marketing industries
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Never Not Creative, a non-profit organisation dedicated to making the creative industry a better, more inclusive, and...
G’day Parks gets cheeky with extension of its ‘Here’s Good!’ campaign via TBWA\Adelaide
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Full of cheek and designed to show just how easy it is to book a regional getaway at more than 300 holiday parks...
ASICS enlists inactive mind gamers in new global campaign via Neil A Dawson & Company
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New global creative campaign departs from sports brand norms to prove the body-mind connection.
Countdown to 44th AWARD Awards; deadline 5:00pm AEDT Friday 17 February 2023
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Planning on entering the 44th AWARD Awards? With the holidays looming, best get cracking on your submissions!
Hays recruits REBORN as its new creative partner
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Sydney-based creative agency REBORN has been appointed as the creative partner for leading recruitment and workforce...
The Joy-Conomy is here: Wunderman Thompson releases ‘The Future 100: 2023’ report
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2023 brings elevated expressionism to arm people with hope, joy and happiness for uncertain year ahead.
Award-winning Australian creative Bec Matlioski joins McCann New York in associate CD role
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Award-winning Aussie creative Bec Matlioski has joined McCann New York as associate creative director.
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The Campaign Brief Creative Rankings of the top advertising agencies, executive creative directors, creative directors, creatives and clients in Australia, plus top directors and production companies, based on points awarded on www.bestadsontv.com over the last two years.