Tag: Clemenger BBDO

Australia – Clemenger BBDO has been appointed to the L’Oréal Group Agency Village after a competitive pitch, taking on responsibilities across both brand campaign and social for the L’Oréal Group’s portfolio of brands. 

L’Oréal brands include L’Oréal Masterbrand, Garnier, Maybelline, Nyx, Kiehl’s, La Roche-Posay and Lancôme. The scope of work includes strategic, creative, digital, and social for brand and tactical campaigns as part of an Agency Village. 

The agency won the account after a rigorous four-stage tender process between an undisclosed number of agencies across Australia and New Zealand. The process involved both a strategic brand response and a social response which was driven by Clems’ in-house earned capability, Chemistry Set. 

Clemenger BBDO’s in-house production company, MADE THIS was appointed to the L’Oréal Group Village in 2023, hence the latest win for the agency gives L’Oréal the opportunity to bring even greater efficiencies to their campaign creation and production with Clemenger BBDO and MADE THIS already collaborating across multiple clients.

Rachel Taylor, L’Oréal Australia and New Zealand’s Procurement Lead, said, “We ask a lot of our agencies, and this process was no exception, where we shortlisted agencies based on capability, then tested their understanding of our category, our brands and our target audiences. It was a rigorous four-stage process and Clems demonstrated their exceptional experience and capability across both Brand (strategy, creative and digital) and Social. We are extremely excited about what we can do in partnership together.”

Meanwhile, Dani Bassil, CEO of Clemenger BBDO, commented, “When you are all about creating work that Australians talk about, having the opportunity to work across such an exciting portfolio of brands for L’Oréal was one of our sweetest wins this year. The potential to do work that lives in culture is endless. We can’t wait to get started.”

Australia – Clemenger BBDO, a creative communications agency, has welcomed four new talents to boost its strategy team.

Jon Turton has been named experience strategy director, Vanessa Quincey as senior strategy director, Maya Mausli as head of product, and Brooke Thompson as head of strategy.

Before his post at Clemenger, Turton held the strategy director position at AKQA and consumer insights manager at MYER. His expertise is in enhancing customer experience.

Quincey will work on brand and social strategy for Clemenger’s clients after being the senior strategy director at VaynerMedia and senior strategist at Grey Group.

Having worked with Samsung Australia and McCann Worldgroup among others, Mausli will leverage her skills to develop products and services in her new role at Clemenger.

Meanwhile, Thompson will spearhead the planning and execution of marketing strategies for Clemenger’s clients. Thompson was previously the strategy director at whiteGREY and Mindshare.

Clemenger BBDO chief strategy and experience officer Simon Wassef commented, “Clems has a long history of reframing businesses, behaviours and culture. Now, we are reframing strategy for a new era in culture, marketing, experience and technology with these world-class talents. A company with Clems’ ambition needs strategists of this calibre.”

“Ness is a gun whose grasp of how to build brands in culture is exactly what we need. Maya’s ability to solve really hard business problems is prodigious. JT enables us to drive our renowned brand thinking throughout the customer experience. Brooke’s insight and empathy make her an incredible head of strategy. I’m stoked to round out the strategy department with these legends alongside behavioural scientist Helena Duniec, brand strategist Cecilia Hund and head of cultural design, Rhian Mason,” Wassef added.

Australia – HCF, an Australian not-for-profit health fund, has launched an initiative called ‘Value Ads’ which is inviting members to take over 60% of the brand’s advertising airtime and out-of-home advertising such as advertising on bus stops or in shopping centers, for their own personal use.

The initiative, launched alongside Clemenger BBDO, has the ambition with the new initiative is to give a selection of members who want to appear in an ad the chance to do so. To help with this, over 6,972 unique ad placements have been secured across TV, radio, social, digital, out-of-home and in-branch.

The HCF Value Ads initiative is the second iteration of the “We Put Our Money Where Our Members Are” creative platform.

In one TV ad for HCF Life Protect life insurance, Kurt, an underwater metal detectorist, is using his airtime to try to reunite a wedding ring he found at the bottom of Empress Falls, NSW with its owner. In another ad about HCF’s Thank You program, Jemma uses her national TV time to thank her doctor for her liver transplant and show them the medals she won at the Transplant Games.

The real member stories keep on coming, with a pregnancy reveal, a wrestler showing off his biceps, a would-be film star’s audition tape, as well as kids showing off their scooter moves and yoyo tricks.

Tatiana Papavero, general manager of marketing at HCF, said, “At HCF we’re always looking for new and innovative ways to bring value to our members. We needed to hone in on the value members are seeking in a meaningful way. Consumers want enduring value, something this campaign shows HCF delivers in spades. We’re so excited to share some of our fantastic members’ stories in this positive and authentic way.”

Meanwhile, Tristan Graham, executive creative director at Clemenger BBDO, commented, “HCF is going from strength to strength in terms of brand salience and likeability—proof that when you have a clear point of view on the world, and a unique way to bring that view to life creatively, it’s easy to create effective, breakthrough work.”

Australia – Adrián Flores, a global creative director, has been appointed as chief creative officer at Clemenger BBDO, marking another key milestone in the agency’s progress. The appointment will take effect on May 20, 2024. 

Taking on the opportunity, Flores is bringing his worldwide perspective of producing work to Clemenger BBDO at the nexus of brand, entertainment, and culture. 

Flores’s appointment marks the next stage in the development of Clemenger BBDO, adding to a slew of high-level hires made after CEO Dani Bassil returned to Australia in 2023 to lead the agency’s transformation. Under her direction, the agency’s strategic capabilities were extended to include connections, cultural design strategy, and customer experience (CX) with the hiring of Simon Wassef as chief strategy and experience officer. 

Additionally, the appointment of Anita Deutsch-Burley and Georgie Winton as managing partners and Anita Zanesco as chief growth officer, who is responsible for new capabilities and growth, strengthened the agency’s strategic pillars and drove the company’s growth.

After more than ten years overseas in a variety of creative leadership roles at Publicis New York and London, FCB New York, Marcel New York, and VaynerMedia, Flores returns to Australia. The NBA basketball player LeBron James and his business partner Mav Carter co-founded The SpringHill Company, which operates the brand consultancy section Robot in New York, where he most recently held a role.

Speaking about the appointment, Dani Bassil, Clemenger BBDO CEO, said, “The CCO appointment means we now have a leadership trio of Aussies – Simon, Adrián and myself – with deep experience across brand, digital and social, as well as global perspectives on the work and industry. We’re doing things differently, better, with more diversity, and challenging the status quo. That’s what these signings are about. We’re not just signalling an intention. We’re delivering on it.” 

“I have no doubt Adrián’s energy, talent, and modern way of building brands will have a huge impact on our work, clients, culture and agency. I’m ecstatic he’s coming home to join the Clems family,” Bassil added. 

Speaking about his appointment, Flores said, “Clems is iconic both at home and abroad for a reason. I’m extremely excited to be part of its next chapter alongside a truly world-class team that’s famous for making famous work.” 

Australia – Bowel Cancer Australia has teamed up with creative advertising agency Clemenger BBDO in their latest social and PR-led campaign that involves ‘Irregular Chocolates’ and spreading awareness on the topic of bowel cancer. 

Coinciding with Valentine’s Day, this unconventional campaign leverages the day of love to encourage important conversations about poo and bowel habits between loved ones. 

In partnership with chef and food designer Ryan L. Foote, the campaign will use exquisitely designed, 3D-printed ‘Irregular Chocolates’ that represent the bowel cancer symptoms. The four bespoke chocolates were Jammy (blood in your poo), Gooey (an obvious change in your bowel habit), Airy (weight loss you can’t explain), and Chunk (lump or swelling in your abdomen). 

The premium chocolates are also made up of exquisite flavour profiles that abstractly reflect the symptoms people should look out for when it comes to bowel cancer.

Clemenger BBDO and Bowel Cancer Australia’s campaign aims to promote the idea of getting comfortable with your loved ones when talking about awkward things, such as bowel habits. With this, you or your loved ones can potentially save lives if they detect the onset of symptoms of diseases or terminal illnesses. 

Also part of the campaign is video content featuring Elise’s heartfelt lived experience. The contents of the campaign were deployed on social media, as well as activation and influencer packs, to drive awareness and reach younger Australians. 

Free boxes of the limited-edition boxes of Irregular Chocolates with information cards will also be available as part of a giveaway leading into and during the Valentine’s Day celebration.

Furthermore, TikTok has also joined the campaign, providing pro-bono support to amplify the message, reaching a younger audience, and encouraging them to have an unconventional conversation about the importance of symptoms, given the rising rates of bowel cancer in people under the age of 50.

Speaking on the campaign, Julien Wiggins, CEO of Bowel Cancer Australia, said, “We are grateful to work with Ryan and Clemenger BBDO on this unconventional campaign, which aims to overcome the poo taboo and raise symptom awareness in younger people, as bowel cancer is the deadliest cancer for people aged 25–44.”

Richard Williams, executive creative director at Clemenger BBDO, also commented, “To turn around perceptions of bowel cancer, we need to smash stigmas and normalise talking about poo, especially among younger demographics who think bowel cancer can’t affect them. What better way to reach and engage with them than via social. And what better time to launch a chocolate-driven campaign than in the lead-up to Valentine’s Day? Because if you really love someone, you can talk about anything.”

Meanwhile, Ryan L Foote added, “Art is an incredible driver of conversation. It’s inspiring to see Bowel Cancer Australia and Clemenger BBDO lean on unique creativity and design in educating and engaging the public on such an important yet under-represented topic. I’m honoured to be a part of it all.”

Australia – Victoria’s Transport Accident Commission (TAC) has joined forces with creative agency Clemenger BBDO to launch its latest ‘Drink Driving: Stop Kidding Yourself’ campaign that reveals the truth behind drunk driving myths.

TAC’s new campaign challenges drivers’ beliefs in myths associated with drunk driving, especially the tricks they use to help them stay under the 0.05 blood alcohol concentration (BAC) limit.

The campaign features a hero film where an adult male lists the ‘tricks’ he blindly follows in hopes of staying under the 0.05 BAC limit. As the film progresses, it shows the audience that the list is nothing more than myths that carry heavy consequences.

Especially directed at drivers in Victoria, Australia, the film also gives a particular focus on males, who are overrepresented in drunk driving instances.

TAC’s campaign spotlights the worrying problem with Victorian drivers who continue to drive after drinking, despite the fact that one in five drivers killed on the state’s roads has a BAC on or above the 0.05 limit. The commission wanted to highlight the fact that accidents will continue happening because of misguided beliefs like driving after two or three drinks as long as they’ve paced themselves, consumed lots of water, or eaten a big meal.

The film aims to encourage drivers to separate drinking from driving on every occasion and to continue making that choice so as to ensure safety.

TAC’s campaign film with Clemenger BBDO will launch across TV, online video, cinema, OOH, social, digital, and radio. The first phase was launched on December 4th and will run until January 31st, 2024, with media via OMD.

Tracey Slatter, CEO of TAC, said, “As we head into summer and the festive season, this campaign is a timely reminder to Victorians that drinking and driving don’t mix. We want to embrace a culture where driving after drinking any alcohol is not considered normal.”

She added, “Many people think they can manage their blood-alcohol level by following a set of vague rules handed down through generations, but the only way to avoid the risk entirely is to completely separate drinking and driving.”

Richard Williams, executive creative director at Clemenger BBDO, also shared, “This campaign is about changing an ingrained community behavior.” It’s about debunking myths, and most importantly, it’s about reminding drivers that there is no grey area—if you drink, don’t drive.”

Sydney, Australia – Upscale department store chain MYER has unveiled its newest inspiring Christmas campaign titled ‘Make Your Merry Meaningful’ via collaboration with creative agency Clemenger BBDO.

The bold, bright, and fun campaign reminds Australians that Christmas is more than just a season of giving but also a time for everyone to connect, show love, and express appreciation for their loved ones through sentimental gifts that hold meaning and thought.

MYER’s campaign will also include a digital film featuring the endearing character Wendell, a wombat-shaped soap who has been thoughtlessly regifted year after year, from Christmas to Hanukkah. In the film, he shares his wisdom from being re-gifted all over the country and says that it’s the thought that counts.

The campaign reinforces MYER’s position as the ultimate destination for gifting, helping Australians find the perfect gift within their budget for their loved ones so that all gifts are treasured, unlike Wendell.

With fun and engaging taglines, the campaign will span TV, BVOD, OOH, digital, social, online, in-store VM, and immersive in-store experiences like gift wrapping and team member uniforms. It will run from November 2 until Christmas Eve.

Geoff Ikin, chief customer officer at Myer, said, “The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone. Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment.”

He added, “We’re here to help every Australian to give thoughtfully, mindfully, and meaningfully this year—from our expertly curated Giftorium, our world-class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family—we have everything all under one roof.”

Tristan Graham, ECD at Clemenger BBDO, also shared, “The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the 80s? ”

Australia – Clemenger BBDO, an Australian creative company, has announced the appointment of Simon Wassef as chief strategy and experience officer to expand the agency’s existing CX capabilities and offering. 

In his new senior leadership role, Wassef will lead strategy and customer experience across the Clemenger business, and the remit will include growth, new business, elevation of talent, and new practices.

Wassef is back at Clemenger after having first worked at the company 21 years ago as a junior account planner. He joins the agency after more than two and a half years as national chief strategy officer at whiteGREY. Prior to that, he also served as chief strategy officer at TBWA\Chiat\Day in Los Angeles. 

He brings with him a wealth of experience, which includes more than 20 years working in Europe, the US, and Australia: three years at R/GA in London, three years at SID LEE in Amsterdam, plus stints at Droga5, AMV BBDO, AKQA, and Host Sydney. 

Furthermore, Wassef has worked across leading international and Australian brands, including IKEA, Qantas, adidas, Absolut, Samsung, HSBC, Red Bull, Electronic Arts, Guinness, Google, Johnnie Walker, Volvo, Panadol, Westfield, Nike, and Beats By Dre.

Aside from his expanded portfolio, Wassef is also multi-awarded, having won the Grand EFFIE, APG UK Gold, Jay Chiat Gold, and David Ogilvy Gold. He serves on the AdCouncil DE&I Committee, judges Creative Strategy for AWARD, and teaches Advanced Strategy for AdSchool.

Dani Bassil, CEO at Clemenger BBDO, shared that she is thrilled to have Wassef on board.

She said, “Simon really is one of the best in the business; if not the best. He’s worked everywhere I’ve ever wanted to work, R/GA London, Sid Lee Amsterdam, and ChiatDay LA. The fact he’s bringing all this experience to Clemenger is a game changer for us. The experience is the brand, and the fact he is so expert in both realms is exactly what we’ve needed in this leadership role. Besides being one of the smartest people I’ve met, he’s funny and kind. And he’s finally coming back to Clems. I’m so excited.”

Of his new appointment, Wassef said, “When Clemenger calls, you have to answer. Let’s go.”

Wassef’s appointment at Clemenger BBDO follows the recent appointments of Anita Zanesco to the newly created role of chief growth officer and two managing partners, Georgie Winton and Anita Deutsch.

Australia – Clemenger BBDO has appointed Anita Zanesco as its first chief growth officer, along with new managing partners Georgie Winton and Anita Deutsch-Burley.

Clemenger BBDO CEO Dani Bassil expressed her enthusiasm for the talented individuals joining the agency. Bassil commended Zanesco, Winton, and Deutsch-Burley as exceptional forces within the industry, highlighting their talent, intelligence, energy, and fun personalities.

Moreover, Bassil is optimistic about the rapid growth the agency has experienced and predicted that the new appointments would significantly impact clients, agency culture, and overall work quality.

In response to their appointment, Zanesco, Winton, and Deutsch-Burley expressed excitement at joining Clemenger BBDO. They have praised the agency’s strategic and creative prowess, particularly under Bassil’s leadership, and spoke of the passion and drive within the team to create fame and fortune for their clients.

Further, Zanesco will spearhead the agency’s growth strategy, while Winton will be the managing partner based in the Sydney office and Deutsch-Burley in Melbourne.

These significant appointments mark the first senior hires made under Dani Bassil’s leadership as CEO, a position she assumed in January 2023. With these new additions, Clemenger BBDO is primed to maintain its industry leadership in the dynamic field of advertising.

Australia – Reviving its tradition of epic ad campaigns with an unashamed tribute to the pub, Australian beer brand Carlton Draught has unveiled its new campaign called ‘Long Live the Keg’.

The new campaign, developed by its creative agency of record, Clemenger BBDO, builds on Carlton Draught’s iconic brand platform, Made From Beer. Featuring bagpipes, a choir, the Carlton Draught Beer Brigade and even cannon fire, the hero spot highlighted the pomp and pageantry befitting the ‘end of a keg’s life’.

“Carlton Draught is one Australia’s most iconic and loved beers. It’s a true reflection of Aussie culture – always having a laugh and not taking yourself too seriously. This is an important moment in time for Carlton Draught as we build on the momentum of last year and ride the renaissance that classic beer is experiencing in the market,” said Nicole McMillan, general manager of marketing at Carlton & United Breweries.

She added, “Our proud tradition of brewery-fresh beer dates back to 1864 when the first batch of Carlton was delivered to pubs by the same Clydesdales that grace our taps today. This ad is for everyone who cherishes the pub, and we want it to help get people back to their local. Pubs are in our DNA, and we’re proud to support them.”

Jim Curtis, chief creative officer at Clemenger BBDO also said that they used the relatable moment of waiting for a new keg to be hooked up to poke fun at the ‘ridiculous amount of pomp and ceremony in the world’.

“Sure, the CFO at CUB might not be happy with us changing every single Carlton Draught keg in the country with a 60-strong crew of ceremonial guards, choir and canons. But great marketing always treats the product with reverence and Carlton Draught never disappoints in this area,” he added.

The campaign will be live across TV, OOH, digital, PR, and AFL sponsorship.