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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 AGENCY OF THE YEAR ed work, which means great work also create the biggest emotional connection with people." The difference in advertising, he suggests, is that these days, an advertising campaign only stops when people stop talking about it, not when the media dollars run out. According to McGrath, his agency has finally answered Leverhulme's dilemma: "If your advertising is not creative and not registering emo- tionally with people, then that is the part of your advertising that is not working. A total of 16 effectiveness awards, including two Grand Prix in 12 months, is testament to this ideal." Like most agencies, Clemenger BBDO Melbourne has invested heavily in its digital capabilities over the last few years. After coming out of the other side of integration, what the agency realised was the answer is actually a new form of specialisation within integration. "We need people with incredibly specific digital skills -- but now ensure that they play a part in our creative thinking every step of the way," says Keogh. To that end, the agency has creat- ed an 'innovation centre', made up of specialist units, in order to bring the technology focus much more firmly into the idea generation phase of solution development. For example, 474Labs is made up of digital creatives and technolo- gists. The agency's work over the last few years has taught them that the pace of change and complexity of technology means that great cre- ative thinking and business problem solutions can now be spawned just as much by the application of a new technology solu- tion as by a story nar- rative. Keogh is also excited about Yarn, the agency's social and community manage- ment team. "Yarn is not just centred around platforms like Facebook or Twitter, Yarn is about broader content creation, origi- nating from either the agency, or from the brand's fans," he explains. Yarn listens to digital conversations in real- time to glean insights on how people are feeling about the agency's roster of client brands. It brings together real-time social insight with big picture strategic planning, seamlessly integrating social strate- gy into broader campaign planning processes. This philosophy of smooth inte- gration also reflects the internal structure of how agency depart- ments operate. "It's a very collabo- rative atmosphere here," says Keogh, on agency culture. Since all the CDs sit in the same room and it doubles as a meeting room, basically the whole agency ends up in the one room at some point. This stems further to the expectation that staff are not to view themselves as employees but rather, owners. Clemenger BBDO is the only advertising agency in Australia where all employees have the chance to own shares in the business. So, along with the chance to forge a career in the building, when it's time to move on, staff can do so with a side sum of personal wealth. The agency believes in snaring an unfair share of the tal- ent pool -- starting from career infancy. The Clemenger BBDO graduate program, The Seven Brains, is where they uncover a lot of the best emerging talent within the industry. But the agency also actively sup- ports continual development for its entire staff, including encouraging people to take time out to pursue life beyond advertising. Some have their own side business where they're free to use the facility and knowledge bank of the agency to further develop their projects. "The general principle is that if we're to continually champion the advancement of creativity, we should foster it from within," con- cludes Keogh. A snapshot at some of the stand- out winning campaigns: NAB -- Stand-Ins AFL Grand Final Day: It's Australia's biggest sporting event and every year hundreds of spon- sors plaster their logos anywhere and everywhere. In 2012, NAB dominated the day with 98 per cent more social media mentions than all of the other sponsors combined. How? By taking what they had - corporate seats and bankers - and creating the NAB Stand-Ins, a team of bankers who would literally replace people in their jobs and duties so they could go to the big game. During the Grand Final, Australia was kept updated with constant tweets and live crosses during 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 2010 Clemenger BBDO, Melbourne 2011 Clemenger BBDO, Melbourne 2012 Clemenger BBDO, Melbourne AGENCY OF THE YEAR Honour Roll Perfect Italiano -- Ramsey vs cheese NAB 'Stand-Ins' -- Bankers somehow replace fans so they can go to the Grand Final Tetley 'Leaving' -- A condensed break up becomes comedy AWARD 'Pencils Equal Profit' -- Finance triumphs over Creatives
CBAT NOV DEC 2012
Campaign Brief May-June 2013