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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
JANUARY/FEBRUARY 2013 CAMPAIGNBRIEF NAB 'Rewarding Honesty' -- A complete outdoor campaign created in two minutes Carlton Draught 'Beer Chase' -- Continuing Carlton Draught's incredible creative streak - tipped for Cannes Gold Lion this year ERBBDO MELBOURNE ing Tourism Victoria and Vic- Roads, and federal government business including the Australian Taxation Office and the Depart- ment of Families, Housing, Comm- unity Service and Indigenous Affairs. During the past 12 months, the agency bolstered staff numbers by nine per cent and increased profit after tax on the previous 12 months by almost 50 per cent, with an increase in revenue by seven per cent over the last 12 months. And it seems their clients agree -- in between winning $75 million worth of new business, Clemenger BBDO Melbourne has maintained 100 per cent client retention. When asked to select his standout campaign for 2012, executive cre- ative director Ant Keogh, points to NAB 'Stand-Ins', which he believes, "felt like a new way to tackle the sponsorship brief, in a very un-bank-like manner". The campaign garnered 98 per cent more social media attention than any other AFL Grand Final spon- sor -- without having the budget of the major sponsors. Keogh agrees VB was another "big one", and even thought the pressure was on, the agency suc- ceeded in helping to turn sales around after ten years of decline: "With VB, CUB committed to making the beer right then the guys here did some creative work, which nailed the emotional side of things. It shows if everyone is singing from the same song sheet, from the sales team to social media, you can actu- ally change things." Both Keogh and Clemenger cre- ative chairman James McGrath are obsessive about proving the late Unilever heir Viscount Leverhulme wrong, when he famously said: "Half the money I spend on adver- tising is wasted; the trouble is I don't know which half." They believe he has misled gener- ation of marketers and clients who still hold true that there is effective advertising and then there is cre- ative advertising -- not both. "Our beliefs on the interdepen- dent relationship between creativity and effectiveness is supported by the results of a 16-year study by the International Planners Associat- ion," explains McGrath, adding: "The study proved the most effec- tive campaigns are the most creative campaigns. In fact, creatively awarded work is fourteen times more effective than non-award-
CBAT NOV DEC 2012
Campaign Brief May-June 2013