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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
JANUARY/FEBRUARY 2013 CAMPAIGNBRIEF spend activity at the expense of brand building, challenging times are made more so with the media and consumer landscape changing week to week. "The key challenges for us has been to evolve our offer significant- ly to meet the changing market, while at the same time continuing to enhance our creative reputa- tion," explains Garrett. "For a larg- er agency with the ability to easily add department and resources, this is less of a challenge. For a group of 80, it has been a huge undertak- ing," he adds. The Aussie expat managing direc- tor believes that integrating all ele- ments of the consumer engagement under one agency is the model that will result in the most successful future. "We have been significantly increasing our capability and will continue to do so in four core areas where we know our clients, and clients in general, will be investing in the coming years: CRM, Shopper Marketing, Social Media and fast turn-around retail," explains Garrett. "We have also focused on our direct and CRM offering; hiring some industry lead- ers and working much more closely with many of our clients to deliver seam- less integrated commu- nications." In 2012, the agency appointed Maggie Christie to the role of director of integration across both Colenso BBDO and Proximity and also appointed Greg Forsyth as digital business director with the task of building a digital strategy team and developing new long-term structures around the agency's digital work. The agency also created a creative department within the Colenso cre- ative department to handle fast turnaround work for its retail clients and, in the process, created seven new roles. "We call it the 'Drive Through', inspired by our client with the largest retail needs - Burger King," quips Garrett. These new additions to the agency's offering represent poten- tially the most significant shift in the core capabilities of Colenso BBDO over the last decade. "However, we are not prepared to sacrifice any of the creative DNA that drives our business. Quite the opposite, we have aimed to enhance our creative reputation and have achieved that, delivering the most creatively awarded year in our his- tory," he adds. With ten new business wins The Colenso BBDO creative crew: the best in the country - if not the region DB Export Dry - Everyone's worst fear NZ Breast Cancer Foundation - Heartwrenching Mainland - A 15 year campaign. Classic storytelling
CBAT NOV DEC 2012
Campaign Brief May-June 2013