The secrets of effective advertising unlocked at recent ‘Effie The Work Behind the Work’ events

Sydney and Melbourne recently hosted Effie The Work Behind the Work – events where industry leaders dissected the strategies behind Effie-winning campaigns and advertising effectiveness.

 

Panellists included Anna Bollinger and Hannah McHard (BMF), Jody Elston (303 MullenLowe), Jonathan Kerr (Budget Direct), Celia Garforth, Kellie Box, and Andy Morley (Special Australia, Uber Eats), along with VML’s Ali Tilling, Paul Nagy, Rhys Thomas and Honest Eggs Co MD, Roger Boyd.

Through engaging discussions, they explored the art of building memorable brands, crafting narratives that resonate with consumers, and tapping into culture to create lasting impact.

Standout insights from the sessions included:

Consistency is key: ruthless branding that brings it all together

A central theme of the discussion was the importance of building and maintaining strong memory structures among consumers. BMF’s Anna Bollinger and Hannah McHard highlighted ALDI Australia’s ability to remain “ruthlessly consistent” in its messaging, ensuring their campaigns always stay true to the brand’s quirky, value-driven persona.

“The trick is to balance freshness with familiarity,” said McHard. “While every campaign might look different on the surface, they always ladder up to the same distinct ALDI tone—bold, funny, and unapologetically unique. That’s how we’ve managed to stay top of mind.”

Bollinger further emphasised the role of long-term brand equity, noting that ALDI’s ongoing investment in consistency builds trust while still entertaining audiences.

Driving distinctiveness through narrative

Jody Elston of 303 MullenLowe stressed the importance of distinct storytelling when creating standout work. Reflecting on Budget Direct’s campaigns, CMO Jonathan Kerr explained how the company has embraced a singular narrative structure—centred on the characters of Sarge and Jacs—to reinforce its value proposition of unbeatable insurance.

“Distinctiveness is about carving a space in consumers’ memories that no one else can occupy,” Kerr said. “By anchoring every campaign in these characters, we’ve created an ecosystem that feels cohesive and builds momentum with every ad.”

Elston agreed, adding, “It’s not just about being clever; it’s about being clear. Consumers don’t remember noise—they remember stories that speak to them directly and reinforce what makes your brand irreplaceable.”

Tapping into culture to supercharge effectiveness

Uber Eats has consistently proven its prowess at playing into cultural moments, a strategy that has turned the brand into a branding powerhouse. Speaking on behalf of Special Australia, Celia Garforth, Kellie Box, and Andy Morley revealed how their campaigns leverage humour and celebrity partnerships to create ads that people actively want to engage with.

“Our campaigns aren’t just ads—they’re moments that infiltrate popular culture,” Box explained. “When we partnered with high-profile names like The Wiggles or big celebrities like Kim Kardashian, it wasn’t just for attention; it was about connecting with consumers on a cultural level that feels authentic and memorable.”
Morley added, “Uber Eats campaigns work because they meet audiences where they are—whether it’s a meme-worthy ad that sparks conversation or a jingle that people hum long after the campaign ends.”

The power of collaboration

All panellists agreed that the most effective campaigns are born from the seamless collaboration between agencies, clients, and creative teams. As Bollinger noted, “The best ideas don’t happen in silos. They come when every stakeholder shares a unified vision and works relentlessly to bring it to life.”

Kerr echoed this sentiment, emphasising the importance of fostering trust and open dialogue between creatives and clients. “When everyone’s on the same page, the results speak for themselves,” he said.

As Effie panellists demonstrated, effective advertising isn’t just about being creative—it’s about being strategic, consistent, and attuned to the cultural zeitgeist.

The Work Behind the Work serves as both an inspiration and a roadmap for marketers and advertisers looking to achieve lasting impact with their campaigns.

With brands like ALDI, Budget Direct, Uber Eats and Honest Eggs Co setting the gold standard, the Australian advertising industry has no shortage of lessons in how to turn bold ideas into measurable success.

Stay tuned for more invaluable insights from The Work Behind The Work in 2025.