Marketing Featured ANZ

AU-based La Trobe University highlights impact in real world via CHEP

Australia – La Trobe University in Australia has launched a new campaign and brand platform, ‘The Impact is Real’, with the aim to demonstrate the very real impact that La Trobe students, academics, and partners have on people’s lives. 

Developed in collaboration with advertising agency CHEP Network, the new brand platform showcases the university’s strength in health, science, and technology. Alongside the brand platform, a new film was also released, which features the current LaTrobe University students, including The Australian Ballet’s Principal Artist, Benedicte Bemet (Bachelor of Psychological Science).

Natalie Ellisdon, La Trobe University’s CMO, shared that La Trobe is focused on delivering real impact in communities today, and they do this through their close collaborations with industry, conducting relevant research and focusing on building the skills of their students so that they have the tangible experience that is directly and immediately applicable to the work that they do. 

“Our focus and growth in the areas of health, science and technology and the growing needs of society in these areas mean this impact will only continue to expand well into the future,” said Ellisdon.

Meanwhile, Darcy Muller, La Trobe University’s director of brand and creative, noted, “We wanted to position La Trobe as a University that has a clear focus and is differentiated from its peers. Most universities talk about intangible ideas of changing the world, but we want to show how La Trobe people actually affect lives right now.”

Thomas Penn, CHEP’s general manager, commented that they are thrilled to be partnering with an ambitious brand that’s truly preparing Australians to make a positive impact in the new economy. 

“La Trobe University’s impact on its students is apparent in all that they achieve, and we look forward to continuing to tell that story under this new brand platform,” said Penn. 

The campaign is now available across TV, radio, OOH, cinema, and digital channels.

Marketing Featured ANZ

CHEP Network elevates Amy Weston to ECD role

Australia – Advertising agency CHEP Network has elevated Amy Weston, its former creative director, to be its new executive creative director, joining the national creative leadership team. 

Weston joined CHEP over seven years ago, and during her time with the agency has led innovative creative work for clients including 7-Eleven, AGL, Mazda, and TAC, as well as Pernod Ricard, and RACV, amongst others. Over the course of her career, she has turned t-shirts into road safety tools with RACV’s ‘Booster Tag’, made young drivers fear social death more than actual death in MAC’s ‘Lose your License’ and ‘You’re Screwed’ campaign, and most recently created 7-Eleven Australia’s first entry into the beauty world with its Coffee Body Scrub. 

Moreover, Weston’s work has been recognised at a host of local and international award shows, and has recently joined The Aunties’ senior mentorship programme, using her experience and expertise to help support the next generation of female leaders. 

Commenting on her elevation, Weston said, “It’s a pleasure to be recognised in this role and I’m excited to continue making world-class work with all the clever people at CHEP.”

Meanwhile, Glen Dickson, CHEP’s deputy chief creative officer, noted, “Amy is a truly creative person. And a natural creative leader. She’ll do amazing things in her new role at CHEP – for our clients, our people and our work.”

Marketing Featured ANZ

Edelman’s gov’t relations arm EGA names Peter Fraser as new senior advisor, head of Australia

Australia – Edelman Global Advisory (EGA), the newly established public affairs and government relations arm of global communications firm Edelman, has appointed Peter Fraser to be its new senior advisor and head of the Australia unit.

Fraser, who most recently served as chief of staff to former Minister of Veterans’ Affairs and Defence Personnel, the Honorable Andrew Gee MP, has had a long career in Australian politics at the national, state, and local levels. He has also advised industry groups, including the Minerals Council of Australia, educational institutions, including Charles Sturt University, government agencies, and companies on the development and implementation of their communications, advocacy and issues management strategies.

Moreover, Fraser brings to EGA a strong background in policy formulation and delivery in both economic and social policy portfolios, where he has actively shaped policy outcomes at both the state and federal levels in Australia. 

Commenting on his appointment, Fraser said, “I am delighted to be joining the EGA team and look forward to working with new and existing clients to help navigate the increasingly complex government and public affairs ecosystem in Australia and throughout the APAC region.”

Meanwhile, Deborah Lehr, EGA’s global chief executive officer, noted, “Peter’s unique blend of service at the highest levels of Australian government and his long experience as a counsellor to senior corporate and public sector executives makes him uniquely suited to lead EGA’s efforts in a country with a regulatory environment that is watched closely by governments around the world. He will be an important addition to our global network of senior counsellors.”

Marketing Featured ANZ

IPG’s Kinesso/Matterkind unveils new leadership team for Australia

Sydney, Australia – IPG’s connected intelligence company, Kinesso, has elevated Clay Gill, the current CEO at Matterkind Australia, to be its new CEO for Australia. As part of his new remit, Gill will retain his Matterkind leadership role while adding responsibility for Kinesso Australia’s data and technology solutions.

Gill noted that marketers can engage IPG from start to finish knowing that the design of their digital marketing requirements from CDP to media activation is fully transparent and effective, and that the company’s supply path optimisation agenda is also unparalleled globally, as it’s fully auditable and accountable – ensuring every dollar spent in media is validated.

He further shared, “IPG offers its clients an end-to-end solution across Martech, Adtech and Media activation using First Party Data at a deterministic level. Where insight and scalability are a challenge for the industry, IPG’s full-stack offering provides clients [with] an unmatched ability to extend beyond their own eco-system and or access a quick-to-market data solution through Acxiom’s Infobase.”

“We are by far ahead of the cookie crumble and very much leading the way towards connecting consumers with their brands. I am excited about what the future holds and the expanded offering for our clients,” said Gill.

Meanwhile, Mark Coad, CEO at Mediabrands Australia, commented that Gill is an outstanding leader and the extension of his role is a testament to his leadership qualities and the great work Matterkind continually produces for its clients.

He added, “In his new role, Clay’s primary responsibility will be to ensure clients have a single, simplified engagement experience with Acxiom, Kinesso and Matterkind; companies that work closely together as part of the data, technology, and media activation backbone of IPG.”

Matt Ware, CEO at Kinesso APAC, said, “Clay and his team have established an industry reputation for craft, innovation, and client servicing and I’m confident with his industry knowledge and zeal for innovation and solving client problems, combined with the calibre of his team, that he will be well positioned to bring the full spectrum of Kinesso and Matterkind capabilities to life. I am delighted he has taken on the expanded leadership role”

As part of the new Matterkind/Kinesso leadership team, Michael Whiteside, former head of Melbourne/Perth, will be moving to the role of national managing director of Matterkind, while Kim Kho, previously UM’s director of Biddable Media, Australian Government, will be taking on the role of national head of trading at Matterkind. Additionally, Matterkind also welcomes Georgina Fox, former head of operations at GroupM’s Finecast, to be its new national head of strategic investment and partnerships. 

On the appointment of his new team, Gill said, “As a leader, nothing is more pleasing than recognising talent and promoting from within plus onboarding innovative leaders of the future. In Michael, Kim, and Georgina I am confident the business has the skills, knowledge and creativity to offer our clients truly world-class end-to-end business solutions.”

Marketing Featured ANZ

Australia-based Icon Agency celebrates 20th year with new brand platform

Melbourne, Australia – To celebrate Icon Agency’s 20th anniversary, the Australia-based integrated communications agency has launched its new brand platform, ‘For people, with purpose’. The philosophy encompasses the agency’s commitment to creating a positive impact on people’s lives in a socially and environmentally responsible way.

Joanne Painter, Icon Agency’s co-founder and managing director, shared that the phrase encapsulates a belief system underpinning Icon’s operations.

“We’ve always had a great focus on our people; we started as a small family business and now we’re a business that treats all our people like family. By focusing on what we truly wanted to achieve for the business, our clients, and the remarkable people that make us, we’ve crystallised our core beliefs into four words: for people, with purpose,” said Painter.

The new brand platform was developed through a comprehensive review of the agency’s purpose and goals. To undertake the research, Icon drew on the expertise of its own team, having previously designed brands for organisations like KMD Brands and JANA.

Painter noted, “We’re really proud of the agency Icon has become: values-driven, purpose-led and focused on projects and clients that make the world a better place. But none of that would be possible without the hundreds of people who’ve built Icon together with us over the years.”

Icon Agency’s 20th birthday caps a remarkable two years with the agency more than doubling its revenue and size. It also has opened a new creative production hub in Melbourne, The Content Garden.

Chris Dodds, founder and managing director of digital at Icon Agency, said that since Icon’s inception, they’ve been driven by intense curiosity and continual learning, which has kept them relevant and open to continual change.

“We’re always looking for new technology that will improve the way we operate. AI tools, automation, and the Metaverse are rapidly evolving and it’s our responsibility to understand how we can harness these innovations to provide the best possible service for our clients. Ultimately, we want to give our people a platform to do their very best work,” said Dodds.

Marketing Featured ANZ

Danny Bass joins dentsu to helm its media portfolio across ANZ

Australia – Dentsu International has today announced the appointment of Danny Bass as chief executive officer of its media portfolio across the ANZ market, overseeing the strategic direction and growth of the Carat, iProspect, and dentsu X brands. 

Bass brings more than 20 years’ experience in digital media, most recently as director of Snap, Inc and formerly CEO of IPG Mediabrands Australia. His background has included building an industry-recognised digital trading platform to change the way media is bought and sold, and he played a pivotal role in establishing the digital arms of News Corp Australia

Angela Tangas, CEO of dentsu ANZ, commented, “Modern media has never been more important as a powerful driver of business growth for brands. Its effectiveness is unlocked through horizontal creativity that when combined with data and technology, breeds new dimensions of sustainable performance for brands.” 

“Danny was a natural choice to lead our Media business with a strong values alignment to dentsu, as a force for good in the industry, focussed on client first outcomes, and as an active advocate of workplace equality, diversity, and inclusion. He brings a leadership style influenced by his work in the for-purpose space, supported by his role as Chairman of UnLtd,” added Tangas. 

Tangas shared that Bass will be partnering alongside its Dentsu Creative, Merkle and Solutions teams, rounding out broad leadership expertise and capabilities both in the ANZ market and globally.

Bass himself commented, “The media landscape is changing rapidly, and clients are increasingly looking for simplicity while still wanting to access diverse capabilities and world-class innovation, but with local smarts. Over the last few years, I’ve been observing how dentsu has transformed and differentiated themselves in the ANZ market. It’s exciting for our industry, our clients, and the future generation of our talent where creativity everywhere creates so much more value.” 

He added, “Dentsu has turned a corner and is gaining significant momentum in market. I was inspired to join the business not only because of the journey the team has been on under Angela’s innovative leadership, but the vision for what’s next. This includes working alongside a group of people who are genuinely committed to impactful outcomes that benefit clients, their people, and the broader community.”

Bass will be joining the business from 1 August 2022. He will be supported by a senior leadership team across Carat, iProspect, and dentsu X.

Meanwhile, in other regional offices of the network, fresh leadership is also being inaugurated within the media team such as dentsu Philippines’ Mako Chaves as its new head of media. 

Marketing Featured ANZ

Missing persons network MPAN launches therapeutic language tool that helps affected family navigate ambiguous loss

Melbourne, Australia – The Missing Persons Advocacy Network (MPAN), an organisation that provides creative initiatives that humanise missing loved ones and engages the public through strategic communications, has partnered with creative technology agency, whiteGREY, to launch ‘The Hope Narratives’, a therapeutic language tool designed to help affected family and friends navigate ambiguous loss.

Ambiguous loss is a unique and harrowing type of grief experienced by the loved ones of long-term missing persons, which is considered by many psychologists to be the most traumatic type of loss. Unlike standard grief, it is a continual loss, complicating and delaying the grieving process, leading to unresolved grief.

Launching ahead of National Missing Persons Week, which is celebrated from 31 July to 6 August, ‘The Hope Narratives’ is a tool for putting the emotional complexity of ambiguous loss into words, using the lived experiences of others.

Developed in collaboration with global ambiguous loss expert, Dr. Sarah Wayland, the new tool is designed to help people find a way through grief, and to know they are not alone. The cards combine over 500 collective years of experience into 145 modular statements, which connect to become over 1.4 million possible Hope Narratives.

Loren O’Keeffe, founder and CEO at MPAN, said, “When a loved one goes missing, there is no right way to deal with it. You oscillate from hope to hopelessness, overwhelmed by the physical, mental and emotional burden, often feeling no one understands what you’re going through. By supporting loved ones with this very special set of cards, our aim is to address complicated grief that’s historically been a misunderstood area of mental health for thousands of Australians.”

Meanwhile, Joe Hill, executive creative director at whiteGREY Melbourne, noted that MPAN’s mission to support loved ones of missing persons and Dr. Wayland’s incredible work on finding hope within ambiguous loss defines a uniquely creative space.

“The Hope Narratives is a response to this space: a tool designed to help a community, made from the lived experiences of that community. We are incredibly proud to have played a role in the development of a narrative tool that will not only help the loved ones of missing persons, but will go on to set a precedent for ways this complex and devastating type of loss can be addressed around the world,” said Hill.

Marketing Featured ANZ

JCDecaux NZ releases research on how brand codes in OOH creative influence mental availability

New Zealand – Out-of-Home (OOH) media company JCDecaux in New Zealand and behavioural insights company, NeuroSpot, have released the results of their latest proprietary research project called the ‘Distinctive Creativity’. This study is part of the JCDecaux Intelligence programme, which dedicates funds to annual local research projects to better understand how consumers connect with the company’s OOH touchpoints. 

The study revealed that OOH creative incorporating distinctive brand codes – including logo, colour, shape, tone of voice and style of imagery – averaged a 13% uplift in category mental availability versus weakly coded ads.

Moreover, the study also found that ads with strong brand codes are liked 31% more than weakly coded ads, while liked ads drive uplifts in category mental availability by 18% because strongly coded ads are easier to cognitively process, which leads to perceived preference. 

Victoria Parsons, senior insights and strategy specialist at JCDecaux New Zealand, noted that the first looked at format, and this study extends to creative. 

“At JCDecaux, we subscribe to the view that advertising ‘works’ through building memory structures that consumers call on in a buying situation. This study puts specific numbers around our knowledge that strongly coded Out-of-Home advertising can influence decision making and drive a sales effect,” said Parsons.

The study aims to examine how using distinctive brand codes in OOH creative influences mental availability. Mental availability is one of the most important metrics for brands and is often under-measured compared with awareness or consideration. Mental availability predicts the propensity for a brand to come to mind in a buying situation versus simply being known.

Cole Armstrong, NeuroSpot’s managing director, shared that there are points for showing up, but if brands really want to impact their customers, it’s the way they surface their brand via OOH advertising that will make the difference. 

“If you ensure your ads are strongly coded with distinctive brand codes, the potential for you to leave a lasting impression in the minds of consumers is significantly increased,” said Armstrong.

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, said, “Our role as a leader in Out-of-Home is to help advertisers create the best Out-of-Home campaigns. We know that creativity drives effective outcomes for brands, but we can now validate that creative using strong brand codes delivers a sales effect. It is not about one or the other but ensuring Out-of-Home campaigns deliver both.”

Marketing Featured ANZ

Paper Moose names Brad Bennett as new head of digital strategy and experience design

Australia – Creative agency Paper Moose has appointed Brad Bennett, former executive strategy director at Razorfish ANZ, to step into the newly created role of head of digital strategy and experience design. 

In his new role, Bennett will be leading the growing digital team and expanding the agency’s strategic offering. He will be working alongside James Sykes, Paper Moose’s head of strategy. 

Bennett has more than 20 years of experience working in digital and strategy in New York and Sydney. He has worked with brands such as Westpac, Google, Qantas and Toyota. Outside of the agency, Bennett is also running Jiamini, a charity that provides educational resources to students in Southern Tanzania.

Commenting on his appointment, Bennett said, “Paper Moose is truly a creative-led agency with a maker ethos. And they walk the walk in terms of social and environmental performance. How rad is that? I’m so excited to be part of this team making some amazing work.” 

Meanwhile, Nick Hunter, CEO and co-founder at Paper Moose, said, “Brad’s background in production, digital, experience strategy and design makes him a thrilling addition to the herd. He’s a key part of the team we’ve been building to continue our double-digit growth and support our client partners with a truly integrated offering.”

In March 2022, Paper Moose has been appointed by Sydney-based ethical wealth management company, Australian Ethical, to be its new creative agency partner.

Marketing Featured ANZ

AU-based ubank unveils new brand platform via whiteGREY tie-up

Sydney, Australia – Australian digital bank, ubank, has unveiled a new brand platform ‘That’s How You Money’, highlighting the brand’s redefined brand proposition and its promise to help the next generation of Australians be more successful with money.

The new brand platform, which was created in collaboration with creative technology company whiteGREY, follows the product campaign launch that went to the market in early June across programmatic and selected ATL channels.

In collaboration with ubank’s media agency, Bohemia, whiteGREY’s remit covered the creative strategy and communications plan, including an evolution of the new brand identity, new platform development, brand launch campaign across TV, cinema, OOH, audio, digital, and social executions, and product campaign, which includes performance – audio, social, and digital display. Moreover, the campaign uses a series of individual stories and experiences to demonstrate what it feels like to get the upper hand with money, underpinned by product proof points for saving, spending, and home loans.

Chad Mackenzie, whiteGREY’s CCO, noted that no one wants to talk about banking but they do want to talk about money, what you could be doing with it, and importantly, how good it feels when things start to happen.

“ubank, quite simply, gives you the upper hand with money. It’s smarter, faster and delivers a better money experience. That’s what our creative platform is about. Doing money. Encouraging a shift in how Aussies think and act with money,” said Mackenzie.

Meanwhile, Brooke Thompson, whiteGREY’s strategy director, shared that the work speaks to an audience who is realising that money is not for leaving in an account somewhere and hoping for the best. 

“They’re listening to the podcasts. They’re exploring different ways to invest. They’re following FinToks. They want to engage with money, break some old behaviours and learn some new stuff,” said Thompson.

Sebastian Paulin, ubank’s head of growth, said, “From the beginning, we focused on leveraging customer insights to give whiteGREY a solid foundation to build out our new brand platform. We’re really excited about how well the work is already connecting with our audience.”

The two-phase campaign kicked off last June 2022 with the initial programmatic going live alongside selected ATL channels, prior to the major brand launch last 17 July which carries the new brand messaging, look, feel, and sound across the biggest ATL investment from ubank in over three years. It will run until October, with a second phase planned in early 2023.