Sydney, Australia – Archibald Williams (AW), the New South Wales-based integrated marketing firm which delivers an expansive range of services such as brand consultancy, data consultancy, advertising, and design has launched a new targeted video department, which it said is in response to the increased client need for personalized customer communication and the evolution of video production.

AW revealed that the idea was born out of the firm’s customer communications work for Mastercard and Citibank across the APAC region which has seen an increase in the use of video to inform, educate and excite customers within the creative mix. The firm said additional language, product, and messaging variations also increased the need for the creative development of video and production to be inextricably linked to the creative process.

With the new department, AW will be changing the structure of the skillsets in its creative teams which will now include a customer experience director and audiovisual director to complement the existing art director and writer roles.

The new video offering will include the ideation, development, and production of videos in-house, and should appeal to clients who wish to maximize their investment in martech technology and have a desire for personalization in a visual form.

Kiranpreet Kaur, AW’s head of client & strategic services, believes the firm’s experience in delivering a product message via video across 17 markets had been an opportunity to build up their team around a scalable and agile model, one that not only delivers creative that emotionally connects with consumers, but drives real business results for clients.

“We’re thrilled to launch this offering (officially) because we already know it works. The exponential growth of video content consumption is undeniable, but can easily become a trap for brands, if executed poorly,” said Kaur

Sydney, Australia – Employment services provider atWork Australia has awarded its creative account to independent advertising agency Archibald Williams, tasking the agency to launch its new campaign with ‘work is for everyone’ as the highlight.

atWork Australia helps Australians living with disability, injury, or health conditions look for a job, as well as those living with disadvantages, like socioeconomic. It also supports businesses in the country looking to recruit and retain a diverse workforce, through candidate supply, diversity, and inclusion workforce planning, among others.

This is the first time atWork Australia has used the services of an agency for above-the-line messaging. The appointment will see Archibald Williams handling television, OOH, and Digital and Social Media for atWork, as well as the launch of the new campaign in April 2021.

Sotir Kondov, the executive general manager of atWork Australia, shared that the organization is extremely excited for its first national brand campaign as they assert their commitment in providing excellent employment support services to make a real difference in people’s lives, and helping employers find great people.

“We are true believers that sustainable work is good for your health, including your mental health, and that a diverse and inclusive workforce is good for business. The line ‘Work’s for everyone’ is a great encapsulation of our mission to ensure that people living with disability, injury, health condition, or disadvantage have equal access to fulfilling work and that employers realize the benefits of a diverse, inclusive workforce.” 

Meanwhile, Kiranpreet Kaur, the head of client and strategic services at Archibald Williams, commented, “It has been such a privilege to partner with atWork Australia and highlight the crucial role they play in helping all Australians find employment. Having a job brings purpose and meaning to everyone. This campaign puts value on the skills that are incredibly valued in the workplace, and shows how they are developed in spades from living with a disability every day.”