Tag: anz

Sydney, Australia – Independent agency network M&C Saatchi AUNZ has launched a new marketing science practice called ‘Precision’. Through the new practice, the group will be helping clients accelerate the union of creativity and quantification in marketing campaigns.

In order to excellently deliver through ‘Precision’, the network will be rolling out a group-wide data layer, providing every group agency with on-demand access to a broad syndicate of data and research to help inform and inspire thinking.

In line with the new practice, M&C Saatchi will further see the enhancement of the data proficiency of the internal team through a group-wide learning and development program, designed to increase data fluency and give the agency’s employees valuable and future-facing data skills.

The practice will be under the leadership of James Collier, the agency’s newly appointed chief data officer. He shared that ‘Precision’ has been built on a belief that marketing is seeing a new evolution and with it, the expectations placed on the marketing function.

“Precision will help M&C Saatchi Group clients better predict, model, and measure the impact of creativity on the customer and the brand’s bottom line. We believe ‘science’ is a creative pursuit. What I mean by that is science is an attempt to see the world in a new way and communicate that truth,” said Collier. 

Meanwhile, Justin Graham, the group CEO at M&C Saatchi Group AUNZ, commented that this is the next chapter in the rapid acceleration of data and technology capabilities across the agency. 

“Precision sits at the center of our business to drive data proficiency for everyone in the group. It is as much about education and access to tools as it is about helpful products for our clients. With his ability to drop the jargon and partner with our word-class creative capability, James is the right guy to lead us forward,” said Graham.

Australia – Australian leading media company Southern Cross Austereo (SCA) is tapping the powers of AI in order to boost the user experience of its digital audio app ‘LiSTNR’. It will be adopting SourseAI, an AI and machine learning platform, to particularly provide content recommendations on LiSTNR. 

SCA has been reaching Aussie viewers with its broad line of radio, television, and digital assets. LiSTNR, in particular, is its free audio destination for consumers housing radio, podcasts, music, and news. 

SourseAI has combined applied AI, management consulting, and SaaS into its decision augmentation platform. Through this, SCA will be assisted in discovering audience behavioral insights, listener mood states, and how to power dynamic cohorts of LiSTNR users, ultimately enabling a hyper-personalized experience across the app.

SCA’s in-house analytical capability will be enhanced by SourseAI, which ingests data from SCA’s systems and applies a machine learning algorithm designed to power content recommendations to users. SCA will also leverage other SourseAI capabilities, such as forecasting and anomaly detection, to understand growth across content genres, predict seasonal content scheduling peaks and troughs, and explore changing content tastes.

SCA’s Head of Digital and Innovation Chris Johnson, said, “The AI and Machine Learning space is scaling rapidly, and we believe that investing in the Australian entrepreneurial ecosystem to support our digital audio ambitions is the best strategy. SourseAI is the right partner to deliver on our vision and our investment will provide significant long-term value to both parties.”

Meanwhile, Matt Jones, the CEO of SourseAI, said their mission is to apply the patented machine learning algorithms to enhance the experience for LiSTNR audiences using a whole range of data.

“Machine learning models make it possible to drive the key media metrics of frequency of engagement and time spent. By personalizing the experience with Sourse, SCA will progress these metrics, resulting in a more engaged audience, and delivering improvement across both advertising targeting and yield,” said Jones.

Sydney, Australia – Advertising agency Clemenger BBDO Sydney has appointed former chief of strategy at global communications and advertising company Saatchi & Saatchi, Graham Sweet, to be its new head of brand planning.

Sweet brings with him almost 20 years of experience in brand strategy across a variety of sectors. Within that time, he has worked with some of the most recognized agencies and brands globally. Aside from his former role at Saatchi & Saatchi, Sweet was previously head of strategy at socially-led creative agency We Are Social. Some of his past roles also include being the planning partner at marketing firm DDB, and the strategy director at full-service media company Bohemia.

Clemenger BBDO Sydney’s Chief Strategy Officer Lilian Sor commented that Sweet has a phenomenal track record as a strong brand planner, and that they could not be happier to welcome him to the Clemenger Sydney planning crew and agency.

“Loving nothing more than navigating the challenges of big brands and holistic communications, Graham is a simplifier and he’s focused on strategy as a means to an end, not the end itself. Optimistic and motivated, Graham is an advocate of creativity and a tech enthusiast, and is sure to enhance our agency and our clients’ businesses,” said Sor.

Just recently, Clemenger BBDO Sydney announced its collaboration with Sydney Water, the organization that manages the environment and health of the city’s waterways. The agency released a new water-saving campaign titled ‘Turn it off, Bob’ to serve as a reminder for Sydneysiders to conserve water.

New Zealand – The stretched-out postponement of the Tokyo-based Olympics is about to be broken off as the global event is slated to begin competitions on 23 July; and with this highly-anticipated event coming to reality, vibrant conversations among spectators are expected to arise– of course not excluding sports-loving Kiwis. 

In a new campaign, broadcasting network Sky touches on this culture to not just celebrate but to even further encourage this woven practice of giving unsolicited sporting opinions and advice, or on a more positive note – the sharing of passionate conversations and dialogue by Kiwis on the realm of sports. 

Called ‘Be an Expert’, the campaign is a series of three spots that highlight the everyday scenarios of locals sharing their thoughts and insights on the highly technical, specialized sports during the Olympics season.

Done in collaboration with creative agency DDB Aotearoa, the three spots aimed to playfully capture the passion of Kiwis for discovering new sports every four years or rediscovering those sports that take on a new significance in the world’s biggest stage.

Sky’s Head of Brand and Sport Marketing Helen Fitzsimons commented that the ‘Be an Expert’ campaign aims to nab Kiwi’s passion for sport, and is a reminder of the unifying nature of sporting events like the Olympic Games Tokyo 2020.

“With Sky’s Olympic Games Tokyo 2020 coverage spanning twelve channels, we wanted the campaign to encourage everyday New Zealanders to do what they do best – get among the action, talk to their friends and family about it, and support our athletes throughout the duration of the event,” said Fitzsimons.

Meanwhile, Gary Steele, the executive creative director Gary at DDB Aotearoa, shared that the insight behind the campaign will be ringing true with Kiwis from all backgrounds as they all embrace their inner sports pundits over the next few months. 

“Every four years, a large percentage of New Zealanders undergo an overnight transformation into experts across a wide range of technical sports – and we wanted to showcase a playful, tongue-in-cheek response to this cultural phenomenon,” said Steele.

The campaign is already running through three 30-second TVCs, OOH, and Digital.

Australia – Global comparison platform Finder in Australia has appointed Adam Freedman, former practice head at media agency Red Havas Australia, to be its new head of PR and communications.

Freedman’s appointment comes after the elevation of Bessie Hassan, former head of PR and communications of Finder ANZ, who now takes the helm as global head of communications.

Freedman brings with him nine years of experience across consumer and corporate PR and communications sectors. Prior to joining Finder, he spearheaded numerous critically-acclaimed campaigns, working with an array of well-known household brands and businesses including BIG W, Booking.com, Ola, and Unilever, as well as Lion, and Sanitarium, among others.

As part of his new role, Freedman will be tasked with developing the brand’s domestic communications strategy to cement Finder as the first and most trusted choice for consumers that are seeking to make better financial decisions.

Furthermore, he will be harnessing his insights and expertise to evolve Finder’s narrative, building awareness of the scale of the Finder proposition, as well as growing credibility with Australian consumers.

Commenting on his appointment, Freedman said that he is looking forward to utilizing their expertise and collective ambition, taking the communications strategy to another level to capture the imagination of Australians and get them thinking about their finances in new and different ways.

“As a long-time Finder fan and someone who has a big interest in personal finance, I’m delighted to join the Finder crew and show how the brand can make a real difference in people’s lives and set them up for success,” added Freedman.

Meanwhile, Finder Australia’s CEO Chris Ellis, commented that Freedman’s appointment was key in supporting the company’s plans for its next phase of growth in Australia and they are thrilled to have him join them to help find new and compelling ways to share the Finder story with even more Australians.

“Adam is a passionate communications leader with a thirst for success so I’m excited to see him lead the team forward. He has a strong pedigree in creating unique and memorable campaigns and stories that get people talking and create impact. We’re looking forward to seeing him elevate our communications strategy and illustrate how and why Finder should be the number one choice to support Australians with their financial decision-making,” said Ellis.

Recently, Finder has announced several successful endeavors, such as securing its accreditation for open banking, opening its second office in the United States, and its acquisition of Singapore-based fintech GoBear.

Australia – Media company News Corp Australia has launched a national campaign aimed at clients using the power of visual storytelling called ‘A Whole News Way to Grow’.

The new campaign draws inspiration from the growth of News Corp Australia’s journey in using visual storytelling to reach and represent the many communities and client groups.

The creative centerpiece of the campaign, which is developed by News Corp Australia’s in-house creative agency Roller, is a commissioned piece of art by world-renowned Torres Strait Islander artist Alick Tipoti, called ‘Mura Ukapilamayzinga’, which means ‘All Connected’. 

According to News Corp, the artwork aims to showcase a story of growth, how connections between communities have changed throughout the years, and how different categories such as food, travel, and sport, as well as technology, and data play a role in connecting people and culture. 

Furthermore, the artwork’s intricate visual story draws on the traditional carvings of Tipoti’s ancestors. It shows a global journey and in doing so, represents News Corp Australia’s evolution and growth. 

Commenting on the artwork, Tipoti said, “It was unusual yet satisfying for me to carve modern images in this new work, which I see as a collaboration of old, current, and future imagery and themes interpreted through the eyes of a Zenadth-Kes Islander (Torres Strait Islander).”

Meanwhile, News Corp Australia’s Managing Director of National Sales Lou Barrett noted that this campaign visually depicts a community’s transition from the past to an increasingly digital world, which is a transition that News Corp Australia has made over the years.

“Our approach with clients is about understanding the journey that their business is on, and what I love about the artwork is that it reflects this, showing not just our journey but those of our clients and our country. We wanted to take a creative approach to this campaign to reflect the level of creative thinking we will always bring to solve our clients’ problems,” said Barett.

The campaign will be running for over eight weeks through high-impact placements across key trade media websites and The Australian.

Australia – The western market’s top food delivery Uber Eats has released a new iteration of its famous ‘Tonight I’ll Be Eating’ (TIBE) campaign, and this time, it features American Got Talent’s Simon Cowell and Australia’s household entertainment group, The Wiggles.

Created with Special Group Australia, Uber and the agency have been roping in famous stars and developing tongue-in-cheek narratives that play around the stars’ trademark quirks. 

The new spot centers around Cowell’s known hard-hitting personality as a popular talent contest judge. He plays, ‘Grey Wiggle’, the latest member of the family-favorite band, and as the band jams while waiting for their Uber Eats delivery, Cowell calmly sits on the couch, dishing out on brutally direct feedback on the group’s singing. 

In the latter part, Cowell, in a sarcastic portrayal, says, “Thank you. Congratulations, I now hate music.”

https://www.youtube.com/watch?v=xnopt6QbCoY

The ‘Tonight I’ll Be Eating’ campaign franchise is now in its fifth year. first debuting in 2017. Starting out purely catered to the ANZ audience, early campaigns featured Aussie stars Naomi Watts, and professional rugby league footballer Beau Ryan, among others.

The most recent TIBE spot was launched last September 2020, which was an inaugural campaign for the North America audience. The specific spot drew in heightened excitement from the audience especially from Sci-Fi fans as it featured notable actors of the Star Wars and Star Trek franchise Mark Hamill and Patrick Stewart.

Uber Eats ANZ’s Head of Marketing David Griffiths noted that more and more, they are seeing Aussie families come into the food delivery category.

“The Wiggles are an Aussie institution and Simon was the perfect person to join the band as The Grey Wiggle. The campaign builds from week to week across all forms of traditional, digital, and social media so keep an eye out for some amazing collaborations and VIP appearances,” said Griffiths.

Max McKeon, the Uber APAC creative director at Special Group Australia, shared that the ‘Tonight I’ll Be Eating’ brand platform has made its way now to over seven different countries but that their latest campaign has brought it home again, pitting the harsh critique of Cowell against the unbending optimism of the Wiggles. 

“It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathize,” said McKeon.

The agency said that more Wiggles characters are set to appear in upcoming featurettes, including fan-favorites Henry the Octopus.

The integrated campaign is already running across TV, out-of-home, radio, social, and digital, as well as owned channels.

Sydney, Australia – Sydney Water, the organization that manages the environment and health of the city’s waterways, has recently released a new water-saving campaign titled ‘Turn it off, Bob’, with the aim to remind Sydneysiders to conserve water.

Done in collaboration with advertising agency Clemenger BBDO Sydney, the new quirky campaign features Australian actor and conservationist, Shane Jacobson as Bob. The debut spot, in what will become an episodic series, introduces an unwitting Bob enjoying a very long, hot shower until his water-wasting ways get the better of him.

Maryanne Graham, Sydney Water’s General Manager of Customer, Strategy and Engagement, shared that they have had great success in reducing water consumption through education campaigns that traditionally run during the hotter summer months.

“This campaign highlights that it’s the behaviors we adopt all year round that ultimately help us keep water in our dams in periods of low rainfall. Shane’s passion for water and his tremendous ability to cut through is a great match for Sydney Water. Our customers have told us they want to know more about how they can save water and this campaign is all about doing just that,” said Graham.

Meanwhile, Brendan Willenberg, the executive creative director of Clemenger BBDO Sydney, said that they needed a way to remind Sydneysiders to think twice and be water-wise. 

“Bob is a ripping character to deliver this message in a tongue-in-cheek way and Shane is just perfect for the role given his incredible personal commitment to water conservation. There’s lots more of Bob and his handy water-wise hints coming this year, we can’t wait to share it,” said Willenberg.

The campaign is already running across TV, OOH, and digital, as well as social channels. Future spots will be launched at the start of spring and during The Ashes cricket series in January 2022.

Australia – Automotive brand MINI in Australia and New Zealand has extended its retail advertising technology partnership with local-based adtech Cartelux.

Through the renewed partnership, Cartelux will be responsible for allowing MINI dealers in the region to create and launch digital advertising campaigns in less than 60 seconds, making Australia and New Zealand the first markets in a global pilot for the BMW Group.

Additionally, Cartelux will be simplifying and automating ad creation, streamlining approvals needed, and expediting the media buying process, to save time and cost for the regional office, which is based in Melbourne, and the entire Dealer Network.

MINI ANZ’s Retail and Network Marketing Manager Victoria Abbass shared that Cartelux is enabling MINI to deliver cohesive, integrated digital campaigns in a way that was previously much more laborious.

“Working with Cartelux, all our dealers can now run vibrant digital advertising campaigns for local area marketing with minimal input and effort. This means the dealer marketing managers are free to focus on other priorities, delivering cost, and time efficiencies,” said Abbass.

Meanwhile, Patrick Doble, global general manager at Cartelux, said, “It’s exciting working with MINI on this platform and seeing how Victoria is extending capabilities to dealers that really innovate and benefit the company.”