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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
22 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 AGENCY OF THE YEAR HBA and Mutual Community, picked up more brands from Foste r's, and more proje cts from Dulux and NAB. New business wins included Pacific Brands and work for Victorian Government. Biggs says there were no client losses. However, the agency stopped working with Chrysler Australia in January 2010 following Chrysler's decision in the US to split with the BBDO network after 60 years, appointing Fallon. The agency decided not to pitch for the account following the global split. "The GFC made us, if anything, more rigorous," says Biggs, "with even more focus on the agency's clients and ideas for clients. Also, it forced clients to expect more of the agency and challenge us to respond. So out of that came something like the Mercedes-Benz 'Let's Talk' campaign, which was a record breaking campaign for them in what was probably one of the toughest years in the automotive market in a decade'". Mercedes- Benz sold 2421 cars in the 60 days following the campaign's release. Having fine-tuned the agency over the past couple of years, 2009 saw the agency release a greater volume of work than ever. "Through the careful exploration of truthful insights, both traditional and non- traditional communication methods as well as media channels, new br a nd conve rsations were created with consumers that had a fresh voice and resonated well with them," says McGrath. For McGrath the highlight was seeing the number of campaigns recognised at local and internation- al creative shows as well as the Effectiveness Awards with wins for clients including Four 'N Twenty, Foster's, Mercedes-Benz, WSPA, Simply Energy, Starburst, NAB, DrinkWise, M&M's and Bega. The big winner was Four 'N Twenty's 'Magic Salad Plate' with an award haul including two Gold promo Lions and Bronze in the Direct Lions at Cannes, Silver at the Clios, four Golds at the New York Festivals, inclusion in the book for D&AD, Gold and Silver at the Lo ndo n International Awards, the Grand Prix and two Gold at ADMA, two Gold at the Effies, and Best of Show at MADC. Also recognised at Cannes were Carlton Mid 'Woman Whisperer' which won a Silver Film Lion and Carlton Draught's 'Drop the Bomb' and 'Plastic Cup' cam- paigns, which won two Bronze Promo Lions each. Last year also saw the release of work such as Carlton Dry's 'Dry Dreams', which is about those ideas people have with their mates at two o'clock in the morning; dreams that sound like a good idea at the time but rarely see the light of day - usu- ally for good reason. To help make them real, the agency launched a n interac- tive web promo, attracting over 12,500 entries in the first four weeks and over 110,000 YouTube viewers. Following on from Pure Blonde's 'Brewtopia', the agency created the 'Dove Love' TV cam- paign. A man finds an injured dove in the street and nurses it back to health before setting it free. However, the Dove's homeward journey to Brewtopia is thwarted by an advertising bill- board for Pure Blonde with a scene from its ho mela nd. Another man approaches to help the bird and the cycle continues. Early signs indicate that the ad is tracking better than the original spot. Peter Sinclair, marketing director, Carlton United Breweries, says the work that Clemenger BBDO Melbourne has done for the brewer over the past 12 months has, yet again, been outstanding for its busi- ness and has built great equity into its brands. "In particular, the Pure Blonde 'Dove Love' campaign has been incredibly well received by our drinkers, and as a result has already started to have a major impact on sales. This was a really important campaign because it had to live up to the popularity of 'Brewtopia', the previous Pure Blonde campaign the guys created for us - and it has," said Sinclair. "But you don't get great work without a great working relationship and I think that is the thing that makes the difference with Clemenger BBDO Melbourne. They understand our business bet- ter than anyone else which, with an extraordinary talent pool, combines to make a very powerful agency business partner." Selling a bank in the middle of the GFC comes with its own chal- lenges, but for NAB, the agency is currently rolling out the bank's new platform, 'More Give, Less Take', across the thousands of multichan- nel touch-points such a large piece of business has. Its credit card acquisition program attracted a month's worth of applications in the first five hours while the busi- ness brand campaign generated 1987 Campaign Palace, Sydney 1988 Saatchi & Saatchi, Sydney 1989 OMON, Sydney 1990 Saatchi & Saatchi, Sydney 1991 Campaign Palace, Melbourne 1992 Campaign Palace, Sydney 1993 OMON, Sydney 1994 Young & Rubicam, Sydney 1995 Young & Rubicam, Sydney 1996 Clemenger BBDO, Melbourne 1997 DDB Sydney 1998 Campaign Palace, Sydney 1999 Clemenger BBDO, Melbourne 2000 Leo Burnett, Sydney 2001 M&C Saatchi, Melbourne 2002 DDB Sydney 2003 Saatchi & Saatchi, Sydney 2004 Saatchi & Saatchi, Sydney 2005 Saatchi & Saatchi, Sydney 2006 GPY&R, Melbourne 2007 DDB Sydney 2008 Clemenger BBDO, Melbourne 2009 Clemenger BBDO, Melbourne AGENCY OF THE YEAR Honour Roll Sorbent 'Bandana' - Even cowboys sometimes need a soft facial tissue WSPA 'Humane Chain' -- activism via an online letter-writing tool Simply Energy 'Reduce the badness' - becomes true to its name Carlton Draught 'Drop the Bomb' -- 'True creativity in both idea and execution' -- a car plummets to earth at terminal velocity all in the name of a beer
May June 2010