Sydney – Global equipment manufacturer New Holland has released its first ever nationwide campaign in collaboration with advertising agency Enigma, which has been in charge of their media presence since 2014.

The people-driven campaign, with the slogan ‘We grow through what you go through,’ shows how New Holland continuously benefits from their relationships with customers.

The campaign showcases the positive rural and community spirit and passion of New Holland in a 1-minute video depicting individuals who are resilient and committed, aiming to resonate with farmers and customers who appreciate New Holland’s dedicated quest to deliver top-tier products and exceptional service, every time.

New Holland’s campaign is also further amplified with the inclusion of outdoor installations such as bus sides and digital placements.

Matt Dawe, creative director at Enigma said, “Authenticity is a word that gets thrown around a fair bit in this game, but in this case, it couldn’t be more relevant. Everything from the genuine New Holland dealer and customer relationships through to the biting cold mornings were true and legit, and we couldn’t be happier to see it come to life so beautifully in this campaign.”

Meanwhile, Bruce Healy, general manager New Holland Australian & New Zealand, also commented, “We loved the idea as it clearly demonstrates how our team and dealers operate and collaborate. A hands-on approach, side by side with our customers, going through shared experiences. Showing that we aren’t just selling a piece of equipment, we’re delivering an end-to-end service experience.  We are looking forward to seeing the results.”

Sydney, Australia – Full-service independent agency Enigma has announced the promotion of Matt Dawe to creative director. In the new role, he will be reporting directly to the agency’s Executive Creative Director Tim Brown.

Dawe joined Enigma in 2012 as a copywriter and has been an integral part of driving Enigma’s creative output across all disciplines, producing notable campaigns for Newcastle Permanent, UniSC, Kennards, SunRice, UON, SYD Airport, NEXT Group, and Newcastle Knight. 

He’s also had his work recognised at the AWARD Awards, Sirens and the Effies, as well as being recognised as a Top 20 Creative by the industry. Prior to joining Enigma, Dawe earned his creative stripes at Droga5 and Peach.

Commenting on his appointment, Dawe said, “When I told my mum, she thought I’d been demoted. And it’s fair enough. My old title sounded way more impressive. I’ve loved being part of Enigma as we’ve grown into a truly national business. Being based in Newcastle, the greatest city in the world, I’ve always believed that great work can happen anywhere.”

He added, “Getting the chance to step into the CD role here is massively exciting. We’ve got some huge things in the works and I can’t wait to rip in.”

Brown also commented, “Matt is truly a unique person in our industry, not only does he have a brilliant creative mind he is one of the nicest people you’ll ever meet and truly cares for people and his client’s business problems.”

Brown added, “He doesn’t rest until he finds the smartest, actionable solution to any problem and we are thankful he is on our team. This is a well-deserved promotion for a damn fine creative and I’m looking forward to him playing a big role taking the agency’s creative offering to the next level.”

After spending the last two years as Associate Creative Director, Dawe says he is excited to take the training wheels off and play a lead role in taking the agency to new creative heights.

Recently, Enigma has also appointed Dean van der Merwe as design director and Bianca Holtsbaum as the new senior business manager for its specialist property marketing division, Property & Place (P&P).

Sydney, Australia – Following the official launch of its specialist property marketing division, Property & Place (P&P), full-service independent agency Enigma has announced the appointment of two newly created roles. 

Dean van der Merwe is named as design director whilst Bianca Holtsbaum is appointed as the new senior business manager. 

P&P was launched as Enigma looks to expand its client portfolio in the burgeoning property sector. Working alongside the division’s head and Enigma’s creative director, the duo’s remit encompasses combining strategic thinking with ambitious creative across the division’s branding and design property projects to deliver innovative solutions for client growth.

Head of P&P Akira Galvin said both van der Merwe and Holtsbaum were key hires for the growing division, bringing a complementary combination of skills and boosting the client offering across its architecture, placemaking and retail brand and design capabilities.

“I am thrilled to welcome both Dean and Bianca to the team. Dean’s keen eye and deep understanding of luxury property marketing, coupled with Bianca’s knowledge of retail and hospitality sectors, will bring new and exciting perspectives to our growing team and I’m looking forward to seeing them both settle into their new roles,” said Galvin.

With over 15 years of architecture, design and brand strategy experience garnered from working at a range of leading firms across Australia – most recently as lead designer at Bullet Studios – van der Merwe brings specialist capabilities in all aspects of architecture, interiors and wayfinding. 

He has led complex projects to market across various sectors including commercial, multi-residential, boutique residential and hospitality venues, most recently for clients including Pointcorp, Third.i, Traders in Purple, Meriton, Sekisui House, and Lewis Land Group. 

On his appointment, van der Merwe said, “Helping to build a specialised offering in an already thriving full-service agency was a unique opportunity not to be missed.”

“I’m excited to be part of a new division which provides clients with strategically-led design solutions underpinned by media insights; that’s a true point of difference and will help lead commercial growth for our clients. Working alongside Brad (Stevens) and Akira, I’m eager to start creating some beautiful work. With market-leading tools in our toolbox, backed by a talented and results-driven team, I can’t wait to see what we can collectively deliver,” he concluded.

Holtsbaum, previously brand manager at Merivale where she managed large-scale brand partner activations and end-to-end integrated campaigns, brings wide-ranging account management & client service capabilities. As senior business manager, her remit covers project management of integrated marketing campaigns and portfolio development, across brand and creative for all clients within the P&P division.

Commenting on her appointment, Holtsbaum said, I am very excited to join Enigma. The agency has a great reputation and a well-known track record, particularly in property. There is an energy in the agency that is infectious. We’re working on some incredible work and have some exciting things in store. I am looking forward to being a part of this team and working alongside Akira.”

Galvin concluded, “Both Dean and Bianca are passionate individuals and their appointments further strengthen Enigma’s specialist property and place offering and will contribute to the continued growth of Enigma.”

Both van der Merwe and Holtsbaum report directly to Galvin and are based in Enigma’s Sydney office. The appointments are effective immediately.

Sydney, Australia – Full-service independent agency Enigma has launched a new specialist property marketing division called ‘Enigma Property & Place’, and has appointed Akira Galvin in the newly created role of head of property and place.

According to Galvin, the new division aims at providing Enigma with the depth and scale to handle large jobs while remaining agile enough to create bespoke solutions for boutique clients. Some of those clients include Frasers Property, Third.i, Landcom, Dexus and GPT amongst others.

“In today’s market, it’s important to understand every single moment in the buyer journey, as part of the consideration set and ultimately in that final sales conversation. What we have access to in terms of data and insight from our property media specialists and how those insights inform creative and campaign is so seamless and it’s a real competitive edge for our clients,” she said.

Galvin was most recently the director of strategy and development at The Property Agency, and prior to that was the director of brand experience for The Garden Agency. She has led complex projects to market across a variety of sectors including corporate, commercial and residential, working with blue chip property brands such as Lendlease, Frasers Property and Cbus Property.

Lisa Sutton Gardner, founder and director at Enigma said the agency has more than 30 years of property marketing and brand expertise, and with a team of over 20 specialists and an enviable client roster, it was time to give Enigma’s property experience a designated home.

“Enigma Property & Place is an exciting proposition to bring to market and is the next step in the evolution of Enigma. Clients are offered a fully integrated full-service property division where media strategy and buying is fused with research and brand, enabling us to continue our mission to build chemistry between people and place,” she said.

Sydney, Australia – Sydney Airport has launched a new integrated campaign and brand identity for its luxury precinct ‘SYD X’. The brand identity, called ‘The Space Between’ represents the space between borders, where SYD X operates – outside the realm of the everyday.

Sydney Airport tasked full-service independent agency Enigma to develop the brand strategy and brand ID behind SYD X and create an integrated campaign platform for it. Meanwhile, creative communications agency History Will Be Kind (HWBK) supported the integrated launch across earned media, content and influencer as part of elevating the airport’s positioning and driving precinct visitation and spend.

Enigma’s remit covered creation of a new brand architecture and identity including brand ID, logo, colour palette, tone of voice and retailer strategy. The launch is supported by an integrated campaign across all platforms including OOH, print, social, influencer, digital and performance. This includes a bespoke media strategy centred on both awareness and behaviour change. 

Laura Popa, business partner at Enigma, said, “Launching a fresh brand look and feel was key to the next phase of Sydney Airport’s precinct evolution. The distinctive brand identity is founded on the brand platform ‘The Space Between’ which explores SYD X as a unique and unconventional retail destination that exists outside the regular world. 

She added, “The ‘X’ branding taps into the transient nature of travellers – the physical space – and invites consumers to form their own interpretation and adventure. The result is a brand ID that is playful yet sophisticated, bold but considered and layered.”

HWBK’s remit included earned media, content and influencer integration. In conjunction with the Sydney Airport media team, HWBK leveraged three waves of store openings to drive coverage. In line with the final unveiling of SYD X, HWBK also engaged Australian entrepreneur and luxury fashion expert Gab Waller as a lead brand ambassador, alongside fashion influencer and creator Tara Milk Tea, to help officially launch the precinct, creating a portfolio of premium content to educate and inspire. 

Edwina Brook, business director at History Will Be Kind, said, “Positioning SYD X as a destination in its own right was key to the overarching strategy. Through targeted stakeholder engagement, phased earned media activation, high-profile influencer partnerships and content co-creation, we’ve focused on driving awareness around our unique proposition, underpinned by strategic reputation build – ultimately putting SYD X on the map as a leading luxury travel precinct in the region.”

Meanwhile, Amee Evans, senior manager for marketing at Sydney Airport notes that as the travel sector rebounds and important visitor markets continue opening up, they are now perfectly positioned to capitalise on the opportunity and deliver a stand-out experience.

“The launch of SYD X really represents innovation at scale – from product and infrastructure, to brand, experience and comms, so we’re thrilled to see it come to life, and are looking forward to building on this platform together with our agency partners and cohort of amazing luxury brands,” Evans said.

The brand campaign launched in market with a teaser late 2022, with a launch event hosted in February, and the integrated campaign in full motion in the lead up to the peak travel periods across Easter and the European summer.

Sydney, Australia – In addition to its existing media remit in Australia, independent creative, design, and media agency Enigma expands its partnership with global equipment manufacturer New Holland after winning the strategy & creative business remit for both Australia and New Zealand markets.

The agency’s new mandate will focus on all strategy, creative and production services and executions for Australia and New Zealand. This is all the while being responsible for media buying across all Australian national and local broadcast media, extending to print, outdoor, radio, cinema, digital, search, and social.

Jack Mason, managing director at Enigma, said that he’s delighted with the expansion of agency’s remit which allows New Holland to benefit from a full-service agency collaboration. 

“New Holland is a fantastic business with so much creative potential. Potential that will be easier to achieve by having strategy, creative and media working together within one agency. It makes collaboration easier, encourages exciting new perspectives and ultimately helps us produce best in class work for this iconic brand,” he added.

Meanwhile, Ross Purdy, head of marketing and communications at CNH Industrial in Australia & New Zealand, said that they’re pleased to expand the relationship with Enigma as their creative agency partner.

“Enigma has demonstrated a strong understanding of our audience from construction to agricultural. Through the pitch process we’ve been really impressed with their strategic perspective and a very exciting creative approach with the customer at the centre,” Purdy added.

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

Sydney, Australia – Independent creative, design and media agency Enigma has appointed Gipi Gopinath as its new head of performance media, further bolstering the agency’s existing performance capabilities.

Gopinath’s key responsibility will be to lead Enigma’s performance media team as the agency continues to realise its ambition to invest heavily in data and tech capabilities.

He was recently the SEO experience director at Reprise Sydney and prior to that was director of search at Croud Sydney. He has also held senior SEO roles at APD in Sydney as well as iCrossing and TUG in the UK.

His years of strategic skills and experience have encompassed SEO, SEM, social, and programmatic, and managing teams to deliver digital strategy and implementation for top-tier clients including eBay, LG, Fantastic Furniture, Tourism Australia, and Coca-Cola.

Speaking on his new role, Gopinath said, “I am incredibly excited to join Enigma, they are one of the few truly integrated agencies; they have such an exceptional and talented team who are truly passionate about their craft and clients. I am looking forward to the opportunity of working with Justin and the team and developing some truly amazing work and driving continued success and growth of our performance offering.”

Meanwhile, Justin Ladmore, head of media at Enigma, said Gopinath’s appointment was another exciting milestone as the agency continues to grow its media team and expand its performance product offering to include SEO and CRO.

Enigma’s appointments this year include Olivia Hannah Matthews as head of brand.

Australia – Independent creative, design and media agency Enigma has announced its relaunch with a new brand proposition, coinciding with bolstered capabilities in data, tech and performance of the agency.

The new brand architecture includes a new logo, colour palette and brand voice, as it further integrates its services to deliver a seamless output across the full customer journey. As part of its business transformation, Enigma commissioned independent research in consultation with renowned scientist Dr Shane Moon and global neuroscientist group, Neurons to learn more about the relationship between people and brands, specifically chemistry between people and brands.

The recent investment across Enigma’s business sees the brand evolve to offer expanded performance capability in SEO, CX, CRM, audience analytics, technology, and measurement, plus build a content hub specifically for digital and social creative.

John Gutteridge, national CEO at Enigma, said, “Enigma already has an iconic reputation across regional Australia and has built strong foundations to begin this next chapter. We’ve set ourselves some exciting goals with a clear roadmap in place, making the necessary investment in capabilities and talent, along with a restructure of how we operate to ensure a seamless integration of all the new and existing services.”

He added, “The new brand identity and proposition effortlessly emerged from the work we’ve done and the discussions we’ve had as a group.”

Meanwhile, Enigma Founder and Director, Lisa Sutton Gardner, commented, “Working alongside John to refresh the brand’s offering is exactly where we need to be to meet our ambitious growth plans. Our new proposition supports our mandate to be able to learn, flex and adapt our output to help our client’s growth ambitions and become an agency built for the immediate future and beyond.”

She added, “In this past year, we have bolstered our Australian footprint opening a Brisbane office and expanding the Sydney team, this compliments our Newcastle team – which includes a 40-strong media team – plus making strategic investments and adding specialist capabilities focussed on our data, tech and performance offerings.”

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.

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.