Tag: anz

Australia – CENTREPIECE, the new events and conference venue of Melbourne Park in Australia, has launched its first brand and acquisition campaign, ‘Make CENTREPIECE Your Masterpiece,’ to reinvigorate the city’s events sector in 2022.

The digitally lead campaign, which was created in partnership with creative agency partner Keep Left, is a 30-second ad that aims to drive awareness, differentiate, and build an understanding of CENTREPIECE among local and national event planners. 

Georgia Pedersen, the strategic marketing manager at Melbourne and Olympic Parks, shared that building on the experience Melbourne and Olympic Park offers for major events such as the Australian Open, CENTREPIECE presents as an innovative and adaptable venue with the capability to host a range of events from large-scale conferences and major awards nights to weddings and gala celebrations.

“This campaign challenges event planners to express themselves and think outside the box with mind-expanding creative executions and get excited about the endless possibilities of building their event at CENTREPIECE,” said Pedersen.

Blair Kimber, Keep Left’s executive creative director, commented, “’Make CENTREPIECE Your Masterpiece’ speaks to the audience’s desire for creating unique events by demonstrating how customizable the venue is. It positions CENTREPIECE as the blank canvas that allows event managers to freely express their vision, to think big and deliver something bespoke.”

CENTREPIECE will begin hosting events in early 2022, including Asia Pacific Incentives and Meetings Event (AIME), the leading meetings and conventions event in APAC.

Australia – DDB Group’s communications agency Mango has snared the account of intimate apparel and sleep brand Bendon Lingerie to be its PR agency for home markets Australia and New Zealand. 

Bendon Lingerie, which is headquartered in Auckland, New Zealand, is available globally in three continents through over 300 retail and partner doors. In ANZ, the brand has 59 company-owned retail and outlet stores with e-commerce via its website and social media. The company is composed of various brands such as Pleasure State, Fayreform, Lovable, and Bendon Man, as well as Davenport, among others.

As part of the remit, Mango will be supporting the brand’s return to its origins – “making comfortable underwear for women”. Mango Aotearoa and Mango Sydney will work in tandem to lead Bendon’s communications, handling seasonal launches and innovations, such as the recent Conscious Simplicity Collection – the brand’s first foray into a sustainable range. 

Furthermore, Mango Aotearoa will be working on the brand’s first-ever New Zealand Fashion Week Show, which takes place next year.

Sonya Wilkinson, Bendon’s general manager of marketing, shared that the brand was impressed by the strategic and creative thinking of both teams in New Zealand and Australia. 

“It’s an exciting time at Bendon Group, and we’re looking forward to Mango helping us grow our profile and business,” said Wilkinson.

Meanwhile, Tabitha Fairbairn, Mango’s managing director for Sydney, commented, “Being appointed by the smart and entrepreneurial team at Bendon sees Mango continue to bolster its list of trans-Tasman client partners. The brand’s history and future plans set it up for a huge year in 2022.”

Sean Brown, Mango Aotearoa’s general manager, commented “We are so pleased to be working with such an iconic New Zealand brand. The appointment is fantastic for the Mango teams in New Zealand and Australia. We’ve already hit the ground running and are looking forward to receiving plenty of great briefs and delivering some amazing results for Bendon.”

Australia – Independent agency Bastion has launched a new digital transformation and strategy consultancy, Bastion Transform, to be led by Gaven Morris, former director of news, analysis, and investigations of national broadcast station Australian Broadcasting Corporation (ABC), as the consultancy’s CEO. 

Morris brings with him an extensive career, working previously as a senior media executive, international editorial leader, and journalist, seeing himself riding the waves of digital and broadcast change globally. Morris was also on the launch team of CNN.com Europe, where he played a key role in building and launching broadcast and online news start-up Al Jazeera English.

In his new role as CEO, Morris will be overseeing the digital advisory, strategy, and organization renewal consultancy backed by the full resources of the broader Bastion business.

Commenting on his new appointment, Morris said that he is very excited to be joining the team and to work with purpose-driven partners and help organizations and institutions seeking to navigate their way towards an increasingly digital future.

“This fourth industrial revolution requires a clear vision, building effective cultures, and enacting purposeful plans to keep ahead of so much change,” said Morris.

Meanwhile, Jack Watts, Bastion’s founder and global CEO, shared that the birth of the consultancy comes from the increase in clients seeking help to fundamentally transform their organizations to prosper in the “new world”.

“Partnering with Gav to launch our new digital transformation consultancy, Bastion Transform, is a phenomenal opportunity for our business, people, and clients. We look forward to working with a range of clients, across industries and categories to guide them in delivering both their short and long-term digital transformation agendas,” said Watts.

In November this year, Bastion has announced the acquisition of New Zealand-based agency Shine, which will be its fifty-member team. The move aims to make Bastion one of the largest independent communications agencies across Australia and Asia.

Australia – Vodka brand Grey Goose Vodka in Australia has launched a one-of-a-kind podcast series that will be featuring 3D augmented reality audio and sonic seasoning – designed to make use of the fifth sense of hearing, which is the first time applied to a drink.

Titled ‘Grey Goose Garden Bar’, the podcast, developed in partnership with Southern Cross Austereo‘s (SCA) commercial creative services unit, The Studio, and the brand’s media and communications agency OMD Create, aims to immerse listeners in a virtual garden bar experience. It features three crafted Grey Goose Cocktails, namely Le Grand Fizz, Fresh Cut Spritz, and Watermelon Spritz, where each cocktail will be utilizing immersive 3D sound that washes over listeners to enhance and complement the taste of the drinks.

The new podcast series will be hosted by Australian journalist Brooke Boney, and will run each Friday in December. For each episode, Boney will be releasing a special sonic seasoned cocktail immersive short cast, where listeners will be walked through steps in making each cocktail and to introduce them to a piece of smooth, uniquely composed music that is designed to deepen the taste and experience of the cocktail.

Stephanie Sarantakos, Grey Goose’s marketing manager, believes that the world-first curated sound and the taste experience is yet another elevated way to engage consumers with their products. 

“Vodka is a booming category and Grey Goose is leading the way with innovation not only in flavor but also in consumer experience and enjoyment,” said Sarantakos.

Meanwhile, Luke Parsons, the head of The Studio, said, “This world-first audio innovation is a new way forward in creating customer experiences via bespoke, cutting-edge, immersive audio technology.”

Steph Pearson, OMD Create’s director of social and innovation, said this is an exciting time to be in the industry where enhanced audio technology is being more embraced by Australians. 

“We wanted to create a memorable experience that truly enhances the taste of a Grey Goose cocktail, through the science of sonic seasoning and binaural sound technology. We’re proud to be working alongside SCA and Grey Goose to bring this world-first to market,” said Pearson.

The podcast will run starting today, 10 December, on the digital audio app LiSTNR.

Sydney, Australia – Digital marketing agency Tug has been appointed by Australia-based boutique law firm LawConnect, to be its new digital marketing partner.

LawConnect helps users find a lawyer and connect with them online. It also features secure sharing of documents, and the ability to upload, sign, and comment on documents from anywhere.

As part of the remit, Tug will be responsible for driving LawConnect’s consumer awareness across digital channels, including content creation, organic and paid social strategy, and creative, as well as the relaunch of LawConnect across Instagram, Facebook, and LinkedIn, as well as Pay Per Click (PPC).

Alexandra Steadman, the global CMO of LawConnect and LEAP Group, believes that the agency is best placed to lead the digital marketing for LawConnect as they look to drive consumer awareness and education. 

“They have demonstrated a strong understanding of our business, its objectives, and how to realize them, and I look forward to partnering with them once more,” said Steadman.

Meanwhile, Charlie Bacon, Tug’s client service director, commented, “We look forward to ensuring the brand features prominently across social media during the Rolex Sydney Hobart yacht race and have already developed some innovative content concepts that we can’t wait to bring to life.”

In October this year, Tug has also announced its acquired mandate for similarly Singapore-based firm Budget Direct Insurance and its sister Thai brand EasyCompare, with an expanded partnership to include content and UX.

Sydney, Australia – Independent advertising agency The Hallway has been appointed by vehicle manufacturer GWM in Australia as its agency of record.

GWM has a presence in over 60 countries and offers level design and equipment usually only found in performance and luxury vehicles for a fraction of the price.

As part of the remit, The Hallway will be managing GWM’s brand strategy, advertising, and digital, as well as social, and CRM.

Steve Maciver, GWM’s head of marketing and communications, said The Hallway’s depth of automotive experience shone through as did their practical knowledge of digital transformations. 

“GWM is a brand that seeks innovation as a means to improve the customer experience and The Hallway’s record in this space made them the right partner for our next phase of growth,” said Maciver.

Meanwhile, Jules Hall, The Hallway’s CEO, said, “We are incredibly excited to be partnering with GWM. It’s a unique opportunity to be joining forces with such an impressive organization at this stage of its growth curve.”

The appointment is effective from 1 January 2022 and covers GWM’s Australian and New Zealand businesses.

Just recently, The Hallway has announced the launch of its newest performance marketing division called The Hallway Performance Digital (THPD), focusing on creative content optimized for direct response digital channels.

Australia – Havas Media, the media arm of the global marketing and communications group Havas, has appointed Daniel Tozer, former technology lead of activation intelligence firm Matterkind, to be its new trading director.

During his stint at Matterkind, Tozer spent five years in roles spanning campaign execution, management, technology and partnerships, product and performance, and audience, as well as programmatic and technical operations. He also used to be the digital account manager of marketing agency Hat Media in Australia.

In his new role, Tozer will be overseeing Havas Media’s programmatic and social team, bringing his broad expertise at the intersection of performance, programmatic, trading, and technology to drive growth in the evolving digital and data space.

Commenting on his appointment, Tozer said, “I look forward to working alongside the digital team as we look to drive the development and delivery of innovative, business-building programmatic and social marketing campaigns and solutions.”

Kevin Fernandes, Havas Media’s head of product for Australia, said that Tozer’s vast experience and expertise in all things related to digital media and the adtech industry makes him a very valuable addition to Havas Media. 

“Daniel will help further shape our digital and data credentials, which continue to grow from strength to strength,” said Fernandes.

In October this year, Havas Media has announced its extended partnership with energy provider Momentum Energy in Australia. The remit includes handling the brand’s conversion rate optimization (CRO), media, and data solutions, as well as analytics.

New Zealand – As New Zealand ramps up its vaccination efforts against the COVID-19 pandemic, brands continue to spend aggressively on advertising, enabling the advertising economy in the country to increase by more than 18% in 2021 to reach US$2b (NZ$3.1b), according to a report by IPG’s media investment and intelligence arm, MAGNA.

In this environment, linear advertising revenues also increased by over 8.2%, which do not yet offset the declines suffered for linear ad formats in 2020, and linear advertising spending in 2021 was just 87% of its pre-COVID total. 

Moreover, the same report revealed that television revenues increased by over 15%, completely offsetting the pandemic crisis losses, and is also the strongest growth for television since 2003. Meanwhile, print continued to shrink by more than 6%, while OOH spending grew slightly by over 5%, but it is still just 68% of its pre-COVID total.

According to MAGNA, digital advertising revenues in New Zealand grew by +26% to reach US$1.2bn (NZ$1.9b). The spending was led by campaigns on mobile devices, which grew by +34%, representing 67% of total digital budgets. By format, growth was led by search with over 33%, social with more than 31%, and video with over 21%. 

“Digital will continue to take share compared to linear advertising formats, and by 2026 digital budgets will represent 72% of total advertising budgets,” said MAGNA.

Australia – SIXT, the newest player in the vehicle rental and mobility space, has launched in the Australian market this December, and for its official entry, it rolls out an integrated campaign aimed at leveraging its brand positioning – ‘Above and Beyonding’.

SIXT is a global vehicle rental and mobility provider spanning over 100 countries. SIXT enters the market with over 163 locations in Australia, and an expansive fleet of over 16,000 vehicles including cars, trucks, vans, utes, SUVs, and also premium and electric vehicles.

The campaign, which was created in collaboration with communications agency Bastion Creative and its experiential firm Bastion Experience, includes eight separate film executions, a suite of digital, and extensive print and outdoor components, with specific creative to support the 163 retail locations.

The TVC, directed by Jesse James McElroy, features Australian actress Helen Dallimore.

Kristy Thomas, SIXT’s general manager of marketing for Australia, said that the campaign reflects their focus on raising the bar across the board. 

“The Bastion team, across creative and experience, have been instrumental in crafting our local positioning, showcasing great aptitude in balancing global localization and applying creative flair for our launch as SIXT in Australia,” said Thomas. 

Meanwhile, Georgia Arnott, Bastion’s executive creative director, said, “Vehicle rental is a category that has taken itself too seriously for a while now, and we were delighted with the vision of the SIXT team to deliver a bold message but also one that is refreshingly fun.”

Jack Watts, Bastion’s global CEO, commented, “It’s a rare and exciting opportunity to take a dynamic global brand, localize it in partnership with NRMA and SIXT head office in Germany and launch it with a wide integrated campaign across so many touchpoints.” 

The campaign is now available across TV, digital, print, and OOH.

Australia – As the Christmas countdown begins, beauty brand The Body Shop launches an integrated Christmas campaign to inspire customers to spread joy with purposeful gifts that give back through.

Developed together with Havas Group agencies, the new campaign aims to expand The Body Shop’s global self-love campaign that encourages customers to be ‘kind’ to themselves and to inspire ‘selfless love’ to others. 

Titled ‘Spread the Love, Share the Joy This Christmas’, the positive activism campaign includes strategic media planning and buying through Havas Media Melbourne, earned and influencer via One Green Bean (OGB) with creative by Marilyn & Sons.

The media features high-impact formats on CTV and BVOD across YouTube and Spotify, and sponsorship of brand-aligned podcasts, as well as content partnerships with publishers. A full-funnel social strategy has been put in place to ensure the ‘Spread the Love. The ‘ Share the Joy’ message dominated Instagram and Facebook, while a competition, which invites customers to nominate someone who brought them joy in 2021, was designed to drive audiences to The Body Shop’s Joy Hub platform.

Shannon Chrisp, The Body Shop’s brand and activism director for APAC, shared that since its global ‘Self Love Movement’, the brand has encouraged many people to embark on a journey toward self-love. 

“As an activist brand, we advocate the idea that you must first love and honor yourself in order to give back to the world and create true change. And now, we are asking our joyful collective to channel their self-love into selfless acts of love and kindness – to flip their internal focus outward in order to spark a joy movement this holiday season,” said Chrisp.

The campaign’s creative leads feature a colorful 30-second video that puts a lively spin on the illustrated global creative, using animation over live-action to spotlight acts of kindness and giving from friends, teammates, and strangers.

The multi-faceted earned and influencer approach also saw The Body Shop join forces with ‘Joy Squad’ ambassadors and charity partner Little Dreamers to shine a light on the estimated one in 10 selfless children and young adults in Australia who provide unpaid care to a family member.

Caitlin Huskins, Havas Media’s digital integration director for Melbourne, shared that in creating the work, they needed to ensure that the brand is able to stimulate real connections through the activation plan.

“A collaborative effort through Havas Media, OGB and Marilyn & Sons to build a meaningful plan through joyful creative, influencer content and media partnerships has built a true connection with our target audience, encouraging viewers to share joy to more than one through The Body Shop,” said Huskins.

Meanwhile, Hannah Stalder, One Green Bean’s head of creative services, said, “We set up a diverse and creative Joy Squad of ambassadors including media personality Abbie Chatfield, comedian and singer Em Rusciano, LGBTQIA+ activist Deni Todorovic, and Indigenous Healer Allira Potter. Through the content, they share their missions to spark a joy revolution via in-person surprise and delight and online activity, and encourage others to do the same by joining the movement on the online Joy Hub.”