Marketing Featured ANZ

Olivia Hannah Matthews named head of brand for AU creative agency Enigma

Australia — The creative agency Enigma continues to add senior talent to their company, this time by tapping the respected brand strategist Olivia Hannah Matthews as its new head of brand.

A highly experienced executive brand strategist, Matthew holds an extensive understanding of the industry. She brings 20 years of creating, managing, and driving established global and Australian brands to Enigma. In her new remit, she will lead the Enigma Brand team in strategy across Sydney, Newcastle, and Brisbane.

Matthews has led expert brand strategy for hundreds of brands during her career, including her early days at Leo Burnett London, where she worked on Kellogg’s, before stints at top Australian agencies including LOUD, Love, and The One Centre Brand Agency.

Commenting on her appointment, Matthew’s said, “The opportunity to take this role at Enigma was too good to pass up. Enigma has a reputation for creating some of the most awarded and effective advertising in the nation. My passion is to provide businesses with a clear, strategic brand blueprint that truly differentiates them in the market, delivers customer engagement and of course, results. I’m looking forward to bringing this to the Enigma team and its client base.”

In 2009, Hannah Matthews established her own creative consulting business, working on projects for PwC Australia, Lend Lease, Vow Financial, and the I-MED Network. More recently, she led the brand and creative work for Gowing Bros Limited, a 150-year-old investment company, with a diversified portfolio of property and retail assets.

Lisa Sutton Gardner, founder and director of Enigma, said Matthew’s ability to provide strategic and creative thinking for brands would be an invaluable asset to the agency and its clients, as Enigma readies for significant growth.

Gardner adds, “With the agency continuing to grow with big plans, Matthew’s will bring her ability to not only manage, and drive established brands, but also to build them from scratch – something she’s been doing for the past 20 years.”

Her appointment is effective immediately and follows the announcement of John Gutteridge as the company’s new CEO and the designation of Karl Bates as the new executive strategy director.

Marketing Featured ANZ

Bastion Asia announces strategic partnership with Shanghai-based PR agency Adventi

Sydney, Australia – Marketing communications agency Bastion Asia has announced a strategic partnership with Shanghai-based PR agency, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences.

Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands to China, including Patek Philippe, Chanel and Gucci. From its Shanghai base, the Adventi team represents some of the biggest brands who are working to target Chinese consumers including Hermes, Chanel, Sephora, Porsche, Tag Heuer, among others.

Bastion Asia CEO Richard Chapman said the strategic alignment was designed to support the many Australian brands targeting Chinese customers, both locally and abroad.

“Adventi is at the cutting edge of marketing innovation in China and has forged a path into the country for some of the world’s biggest brands. We hope by working together we can help more Australian brands expand into China, while rolling out the latest thinking to our clients targeting Chinese customers based in Australia,” he said.

The Adventi partnership builds on Bastion Asia’s global network, which also includes long-held partnerships with local agencies in Japan, Korea, Hong Kong, Singapore, Indonesia, Vietnam, Thailand, Malaysia, and The Philippines. Bastion also has operations in the US and New Zealand.

Meanwhile, Adventi Founder and Director Hong Zheng said: “China is an intimidating new market for many global brands, but our experience bringing many of Europe’s biggest luxury brands here demonstrates there is a path forward. We look forward to helping Australian brands speak to Chinese audiences and understand the value in a truly global approach to communications.”

With these partners Bastion Asia services a number of global clients across luxury brands, B2B and horticulture.

Chapman added, “We are on a path to be able to offer our clients an APAC wide and global approach to communications that cherry picks the best independent agencies in each market. This approach makes us nimble and competitive against larger global holding groups and has been well received by many clients.”

Marketing Featured ANZ

John Gutteridge named as new CEO of Enigma

Australia — For the first time since its inception 30 years ago, Enigma has decided to create a new leadership role to help drive the expansion and growth of the agency with John Gutteridge’s appointment as CEO. He also becomes an equity partner in Enigma and will work closely with Lisa Sutton Gardner, founder and director of Enigma, to realise the agency’s ambitions to grow its services, capabilities, and clients.

Gutteridge brings 25 years of global marketing communications experience to the new role, with extensive experience in leadership, digital transformation, mergers, and acquisitions across APAC. He began his career in London before moving to Australia where he became CEO of JWT Australia and NZ. In 2016 Gutteridge became CEO of JWT and Mirum APAC, bringing together the creative and digital services under one cohesive vision across 17 diverse markets.

In 2019, he returned to Australia to lead the merger between JWT and Wunderman across five offices in Australia and NZ. He briefly left the industry to launch MAWDE, a D2C purpose-driven ecommerce clothing brand manufactures in Australia using sustainable materials.

Gardner, said, “We have run a healthy but understated business for three decades now and have been planning the next chapter for Enigma for more than a year. It’s rare that an agency with its roots in the regional centre of Newcastle, which has an incredible talent bed, has successfully expanded to Sydney and Brisbane – it’s a key differentiator for our agency and I like to say we were ahead of the curve of the ‘work from anywhere’ phenomenon.”

“Gutteridge brings to the CEO role all the skills, experience, energy, and passion I have been rigorously searching for. We found instant chemistry, he and I are both entrepreneurs, and he a great fit for our humble and approachable culture. I’m incredibly excited to work with John to realise our growth ambitions and expanded services,” Gardner added.

Commenting on his new role, Gutteridge said, “I felt inspired at the prospect of returning to the industry for the right opportunity, and this is exactly that. It was apparent very quickly that Garder and the Enigma team have created a fantastic business. Above all, it’s clear there’s a genuine ambition and commitment to take the business to another level and create a truly iconic and distinctive agency for the future”.

Enigma houses creative, media, brand strategy and design, with offices in Sydney, Newcastle, and Brisbane.

Technology Featured ANZ

Australian viewers prefer the CTV ad experience over linear TV

Sydney, Australia – Around 94% of Australian users think there are features of the CTV ad experience that make it better than linear TV, according to the latest data from media company Integral Ad Science.

According to the data, Australians prefer the ability to skip ads, fewer ads and shorter ads, which are critical differentiators for connected TV. In addition, people are streaming with CTV, and most are watching at least some ad-supported content with 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms.

In addition, YouTube with ads is the top ad-supported content on CTV, with 73% of consumers using their connected TV to watch YouTube with ads. Moreover, 53% of consumers say they will view an ad to completion if it is relevant to the content they are watching.

Jessica Miles, country manager for ANZ at IAS, said, “Australian consumers have been quick to embrace CTV and streaming platforms as the future of television. They have high expectations for ad relevance in these new digital environments. The SVOD (subscription streaming) market in Australia is at saturation point, and publishers are pivoting to offer AVOD (advertiser supported streaming) to maintain profitability and retain audiences.”

She added, “The demand from buyers for AVOD on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement, and CTV’s ability to be bought programmatically. Combining transparency and programmatic efficiency will allow advertisers to reach wide audiences more efficiently and engagingly.”

Marketing Featured ANZ

Subaru’s latest campaign with The Works showcases new WRX rally model

Sydney, Australia – Automobile brand Subaru has recently launched a new campaign to showcase its new all-wheel-drive Subaru WRX rallies, alongside The Works, an agency part of the Capgemini group.

The campaign drives home strong themes of desire and passion to the most loyal of the WRX fandom, with Subaru’s continued trend of emotive music selection playing a key role. This time set to the iconic Aussie track ‘Need You Tonight’ by INXS, the campaign is a celebration of the love and affection Australians have felt for the stylish performance rally model for over 30 years whilst simultaneously accelerating a sense of ‘exhilaration to a new generation’. 

Amanda Leaney, Subaru’s marketing director, said, “Built on decades of rallying heritage, the WRX is more than a legendary car, it’s a cultural icon synonymous with World Rally Championships, blockbuster movies, gaming and more. So, pairing the All-New WRX with the equally iconic sounds of INXS made a lot of sense.”

Meanwhile, Nathan Bilton, The Works’ creative director, shared, “It’s not often you get to work on an automotive icon. Pair that with some incredible locations from around Tassie, the spiritual home of rally in Australia, then let Mark Toia work his magic and you can see why the WRX has captured the hearts of fans for so long. And why the latest in a long line of legends is perfectly engineered to deliver the next generation of exhilaration.” 

The campaign will be available on TV screens this week, as well as across social, online, and digital.

In April 2022, Subaru has also launched a new campaign to showcase its sports car BRZ model. Created in partnership with The Works, part of Campgemini Group, the spot illustrates a sense of pure driving joy, brought to life by artist Chris Yee.

Platforms Featured ANZ

SBS launches new free-to-air multilingual news channel, SBS WorldWatch

Australia – SBS, Australia’s broadcast company, has today launched SBS WorldWatch, an all-new free-to-air multilingual news channel. The dedicated 24-hour channel features news bulletins from leading international broadcasters in more than 35 languages and is home to SBS’s Arabic and Mandarin television news bulletins – SBS عربي News and SBS 中文 News. The launch of the channel builds on SBS’ expanding range of multilingual services for audiences across TV, radio and digital platforms. 

James Taylor, managing director of SBS, said, “Our multilingual strategy sits at the heart of SBS and we are very excited to extend our offering with the launch of the SBS WorldWatch channel today, which sees us further expand our in-language news bulletins for people whose preferred language may not be English.”

“From today our Mandarin and Arabic news programs, which we soft launched on SBS OnDemand earlier this year, will have a prime-time home on the SBS WorldWatch channel -a very real demonstration of how we are delivering on our Charter in providing both local and international news to these communities,” added Taylor. 

SBS WorldWatch broadcasts international news services from 30 countries – bringing Australians different perspectives from around the globe, and enabling culturally and linguistically diverse communities to catch up on world news in their preferred language. 

Produced by two dedicated teams of bilingual journalists and broadcast in prime time, SBS’ new locally produced half hour Arabic and Mandarin television news bulletins – SBS عربي News and SBS 中文 News – provide impartial coverage, insightful context and balancedanalysis of the major national and international stories, in language, every weeknight. 

SBS Director of News and Current Affairs, Mandi Wicks, said the launch of SBS WorldWatch is a further demonstration of SBS’ commitment to meeting the needs of a culturally and linguistically diverse Australia. 

“SBS is uniquely placed to reach and engage the many Australians who speak a language other than English, and we are thrilled to be evolving and enhancing our offering with the launch of SBS WorldWatch. It is exciting to be increasing our commitment to more SBS-produced multilingual news through the Arabic and Mandarin bulletins, ensuring access to relevant and current news for two of Australia’s largest and fastest growing language communities,” said Wicks. 

SBS WorldWatch expands SBS’s commitment to providing comprehensive news and information across its network – in English through SBS World News, and in more than 60 languages across SBS Radio services, podcasting, and digital platforms – and the multilingual services the network has been delivering to Australians for more than 45 years. 

SBS WorldWatch is available on free-to-air television (channel 35) and on SBS On Demand from today. 

SBS WorldWatch is the network’s sixth free-to-air channel joining SBS, National Indigenous Television (NITV), SBS VICELAND, SBS Food and SBS World Movies. 

Marketing Featured ANZ

Sandpiper names Jasmine Hogg as new GM for Australia

Sydney, Australia – Global strategic communications and public affairs consultancy Sandpiper has appointed Jasmine Hogg, former director and head of reputation risk at Apollo Communications Australia, to be its new general manager for Australia. This appointment aims to bolster Sandpiper’s presence in the ANZ region, adding senior expertise to the firm’s local offering.

In her new role at Sandpiper Australia, Hogg will be playing a key role in leading the firm’s insurance practice across APAC. She will also be leading an agile team of consultants in Sydney and Melbourne, and collaborate closely with Sandpiper’s New Zealand team.

Jasmine brings more than 20 years of experience in media and corporate affairs, helping organisations around the world prepare and respond effectively to crises and hostile campaigns. She is a specialist in identifying reputation risks for clients in highly regulated industries, including financial services, aged care, pharma, technology, and aviation, as well as security, and education. 

During her stint at Apollo Communications, her work included advising clients during the 2017-18 Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry and the 2018-21 Royal Commission into Aged Care Quality and Safety. She has also previously held senior advisory roles at several multinational corporations, including Macquarie Bank, Chubb Security, and Pratt & Whitney Canada.

Hogg shared that Sandpiper’s established presence across China, Hong Kong SAR, and Singapore gives them a unique platform to help Australian companies target growth and investment in the Asia Pacific region. 

“Similarly, our team of local advisers has the capability to help clients build their reputation capital here in Australia. I’m delighted to be joining such a talented team at an important growth phase for the firm,” she said.

Meanwhile, Emma Smith, Sandpiper’s chief executive, noted that Hogg’s appointment adds bench strength to their team as they build out their presence in Australia and add a senior capability to their firm. 

“We are excited by the growth opportunities for our offering in Australia, in particular in the financial services, energy, healthcare, and technology sectors where we have deep expertise,” said Smith.

Platforms Featured ANZ

JCDecaux launches DOOH e-learning course in Australia

Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced the launch of its e-learning course called ‘JCDecaux ACADEMY’, designed to foster understanding and awareness of the power of digital out-of-home advertising.

As part of the launch, JCDecaux has launched a marketing campaign featuring different characters to showcase its relevance for all industry professionals looking to tackle data-led targeting, understand creative nuance or seek new strategic solutions.

The free course covers subjects such as media planning in today’s world; how to make a creative impact with DOOH; identifying and enhancing the DOOH journey; creating digital audiences outdoors; programmatic trading; and reporting, verification, measurement and optimisation.

Max Eburne, chief commercial officer at JCDecaux, said, “Digital Out-of-Home has exploded in Australia over the last 12 months, with digital revenues accounting for almost 60% of total Out-of-Home revenue. However, whilst media owners have invested billions of dollars in converting analogue (paper) sites to digital screens, campaigns are often executed in an analogue manner.”

He added, “This means the channel isn’t being used to its fullest potential, with value being left on the table for brands and their agencies. The JCDecaux Academy aims to change this by educating and upskilling the wider industry.” 

Meanwhile, Essie Wake, chief marketing officer at JCDecaux, commented, “As the industry’s favourite brand-building media becomes more digital, targeted and addressable, we wanted to share everything media agencies and marketers need to know now, to stay ahead of the curve and fully leverage the promise of the DOOH channel in 2022.”

She added, “And it won’t take an age to complete either – it’s ten concise modules, made up of bite-sized 15-minute videos, jam packed with great real-life examples, case studies and take outs from Australia and across the globe.”

Marketing Featured ANZ

Lion launches alcohol-free XXXX Zero with carbon-reducing media campaign

Sydney, Australia – Beverage company Lion has launched a new campaign that revolves around reducing carbon emissions as part of the launch of their new alcohol-free drink XXXX Zero.

Conceptualised alongside agency UM, the OOH execution aims to help reduce carbon emissions and create a placement that aligns with the brand’s mission of “Giving a XXXX about tomorrow”. The mural is supported by street furniture, retail OOH and radio plus a 30 sec time-lapse video of the murals being painted will be amplified through social and PR channels.

Aidan O’Brien, senior planning manager at UM, said that working with partners who are committed to sustainable business practices fits well with the UM’s vision to help build a better Australia and planning the media for Lion’s “Give a XXXX about tomorrow” campaign was a challenge the team revelled in.

“Not only are the murals an obvious conversation starter, they demonstrate environmentally sustainable media buying practices in the process,” he said.

Meanwhile, Amy Cummings, senior integrated planning director at UM, commented, “We challenged ourselves to deliver a solution that would work to actually reduce carbon emissions. Big, bold, high visibility OOH was central to the campaign’s success, so we commissioned a mural for XXXX Zero in a high vis, central Brisbane locales painted with paint that actually helps clean the air* not further pollute it.”

Lastly, Chris Allan, brand director at XXXX Zero, said, “We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon neutral certified alcohol-free beer. We love this creative approach to media planning and buying and can’t wait to see the successful brand impact it has.”

Marketing Featured ANZ

UNSW appoints Howatson+Company as media agency of record

Sydney, Australia Sydney-based university UNSW has appointed Howatson+Company as media agency of record. The agency was appointed following a competitive tender process to service UNSW’s domestic and international recruitment. The appointment is effective immediately.

Sofia Lloyd-Jones, chief marketing officer, said Howatson+Company demonstrated their deep understanding of the sector, an intelligent, data led operating model treating media as a component of an integrated growth strategy, and a perfect cultural fit to the university. 

“We’re excited to appoint them as our media agency,” Lloyd-Jones said.

Chris Howatson, founder & CEO of Howatson+Company, shared, “UNSW is a top 4 Australian, and top 50 global university, and it’s right here on our doorstep. The opportunity to be part of such an accomplished team was a huge motivator from the moment we received the brief. Sofia has a brilliant vision for future student recruitment, and views the turbulence of the last two years as an opportunity to advance the university’s strengths.”

Meanwhile, Howatson+Company’s Head of Media Sasha Smith, commented, “We’re absolutely thrilled to be working with UNSW, an exceptional, value aligned partner for our team. We deeply admire their mission and vision, and are confident that together we can accelerate their future ambitions.”