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five:am’s latest campaign creates organic envy starring Stevie MooQueen

Sydney, Australia – Five:am, an Australian yoghurt brand, has partnered with The Works, a part of Capgemini, to launch the jealous star Stevie MooQueen, its first major advertising campaign in more than three years. The hilarious series of 15 and 30 second ads depict Stevie attempting to escape her conventional farm for the lush, green grass of the organic farm next door. 

In the first episode, which debuts today, Stevie MooQueen and her two best friends steal a tractor to attempt to jump over the boundary fence in a spoof of Steve McQueen’s thwarted bid for freedom in The 1963 classic The Great Escape. Her envy across the fence shows the disparate differences between organic farming vs conventional dairy farms. 

five:am CEO Matthew Stanton shared, “Demand for organic yoghurt is increasing every year because it’s tastier and better for you, but not enough people know that organic farms are better for the planet, the cows and the farmers. It’s an easy way for us to cut our carbon emissions.” 

Stanton added, “Stevie MooQueen can see for herself how great organic farms are, so she’ll do anything to escape to one. She’s Australia’s bravest and most heroic cow!” 

Meanwhile, The Works’ Creative Partner Iggy Rodriguez commented, “Stevie is the kind of character everyone roots for. Ambitious and a little misguided. Her jealousy sparks a lifelong ambition to get over to the five:am organic side, which always ends in defeat. This sets up the premise for a long running campaign of adventures that will be both funny and touching!” 

“It was a fun campaign to work on and I think we’ve found a way to make consumers think about the choices they’re making when faced with the many options in the dairy aisle.,” Rodriguez adds.

The campaign is set to launch this week across TV, outdoor, digital and social.

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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.

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The Works adds Daniel Pankraz as strategy partner

Sydney, Australia – The Works, an agency part of the Capgemini group, has appointed Daniel Pankraz as its new strategy partner, where he will drive The Works’ strategy capabilities bringing with him a diverse skill set across brand, CX, communications, innovation and technology.

As The Works continues its strong growth trajectory, Pankraz will oversee all output for key clients including Masterpet, Aware Super, Goodman Fielder, The Smith Family, Subaru, H&R Block and Destination NSW.

With over 20 years of experience, Pankraz is a creative strategist having held senior roles across an array of creative agencies in Sydney, London and New York including BBH New York, AKQ London, iris APAC and for the past 6 years has been head of brand experience and innovation at Leo Burnett Australia.

Speaking on his appointment, he said, “I’m super excited to join the amazing team at The Works, an agency I’ve admired for a long time. I’m all about helping brands create commercial and cultural impact so The Works’ brand purpose to ‘Be Significant’ genuinely resonated with me and I’m excited to help accelerate that ambition.”

Meanwhile, Douglas Nicol, partner at The Works, commented, “We see Dan as the perfect fit for us. Not only will he lead the charge in amplifying our ‘Be Significant’ purpose, but his broad skill set and background particularly across innovation and technology will serve the evolving needs of our clients perfectly, as well as the wider Capgemini business.” 

He added, “A mantra we hold close to our hearts here is ‘it takes guts to create work truly worthy of consumers’ attention’ and Dan certainly has that ambition in abundance.”

Reporting to Pankraz, senior strategist Lucy Batchelor, who joined the agency as an intern in 2017, has been promoted taking on broader responsibilities across the strategy team.

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Subaru showcases BRZ model via new campaign with The Works

Sydney, Australia – Automobile brand Subaru has recently launched a new campaign to showcase its sports car BRZ model, alongside creative direction from agency The Works.

Launching across online and social platforms this week and set to Dom Dolla’s ‘Pump The Brakes’, the catchy and visually vibrant execution illustrates a sense of pure driving joy, brought to life by artist Chris Yee.

Nathan Bilton, creative director at The Works, said, “We wanted to capture the feeling of joy you get driving the BRZ. Cue Chris and the team at Heckler, and a pretty banging tune, and the campaign delivers on the BRZ’s power to transform your world, one road at a time.”

Meanwhile, Amanda Leaney, marketing director at Subaru, commented, “As the ultimate fun machine, the Subaru BRZ is designed to elicit a joyous smile every time you get behind the wheel, and this campaign delivers the same incredible punch; the transforming worlds, vibrant colours and pumping music draw you in until you find yourself irresistibly tapping your feet to the beat with a grin. It’s the ultimate inspiration to go and test drive the new generation BRZ and experience it yourself.”

The teaser campaign which launched in late 2021, drove unprecedented demand for Subaru’s BRZ and resulted in the model’s first allocation selling out prior to arrival.

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The Works welcomes Tim Brothers as new senior creative

Sydney, Australia – Customer experience agency The Works has appointed Tim Brothers, former associate creative director at digital marketing firm Digi Agency, to be its new senior creative.

Brothers brings with him over 15 years of experience across Australia and the Middle East. Aside from his previous role in Digi Agency, Brothers also worked as the senior creative at creative company Innocean Worldwide and as creative director at full-service advertising agency TBWA\Raad.

In his new role, Brothers will be leading the agency’s creative output, focusing on social and digital creative for an array of The Works key clients including Goodman Fielder, Aware Super, and Masterpet, as well as H&R Block, and Subaru.

Commenting on his appointment, Brothers said, “It’s a particularly exciting time for The Works, with their new growth, and their vision of creating game-changing media-agnostic campaigns. I look forward to producing the kind of work that really moves the needle for their clients.” 

Meanwhile, Iggy Rodriguez, The Works’ creative partner, commented that Brothers blurs the lines of what creative talent can do, which he feels is perfect for the current industry landscape. 

“I’m really looking forward to Tim helping drive innovative ways to help our clients grow their brands,” said Rodriguez.

In November this year, The Works has also announced the appointment of ex-CEO of independent CX agency MercerBell, Julie Dormand, as its newest managing partner on a contract basis, where she will be responsible for managing the agency’s operations, people, and key clients, as well as driving next year’s business plan initiatives.

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The Works unveils Julie Dormand as managing partner

Sydney, Australia – Customer experience agency The Works has announced the addition of ex-CEO of independent CX agency MercerBell Julie Dormand as its newest managing partner on a contract basis.

She will be responsible for leading the agency’s operations, people and key clients, as well as driving next year’s business plan initiatives with general manager for people and operations Jasmine Lansdell, as well as with managing partner Kristie Thistelthwaite, who is set to go on maternity leave in December.

Dormand has spent the best part of the last two decades with MercerBell across myriad positions including the role of CEO from January 2019 to February 2021.

Speaking about her appointment, she said, “It is great to be a part of The Works team at a time when they have such momentum behind their new positioning ‘Be Significant’. They have an infectious energy for creativity and client results. Their award-winning culture shines through in the approach to the work.”

She will be joining the leadership team, reporting into founder and creative partner Damian Pincus, and will work alongside partner Douglas Nicol, creative partner Iggy Rodriguez, and managing partner Ruth Haffenden, who returns from maternity leave.

“It would be an understatement to say The Works team are excited to be bringing on board such a well-renowned and respected industry leader like Jules. Jules will play an instrumental part in fulfilling our significant ambitions for 2022. Having led Australia’s first CX agency, Jules certainly has extensive expertise providing first-class customer engagement strategies, which will stand us in good stead with our clients,” Pincus said.

The Works had recently signed in Iggy Rodriguez as new creative partner and Katie Harper as new head of production. This follows after the agency also launched its newest brand platform ‘Be Significant’ in a bid to beat ‘meaningless’ in adland.

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The Works welcomes Iggy Rodriguez as new creative partner

Sydney, Australia – Advertising agency The Works, part of Capgemini, has appointed Iggy Rodriguez, former group creative director at global advertising agency R/GA, to be its new creative partner.

Rodriguez brings with him more than 18 years. Aside from his previous role at R/G, he held leadership roles at various advertising agencies, namely McCann and Leo Burnett. Rodriguez has also worked across agencies including Saatchi & Saatchi, DDB Sydney, and Ogilvy Sydney.

The appointment, which is effective in November 2021, aims to help continue to expand and diversify the agency’s creative work. Rodriguez will be focusing on the agency’s creative output, leading the creative department with creative director Nathan Bilton and will help bring new innovative thinking across all the agency clients, including Subaru, Aware Super, and H&R Block, as well as Goodman Fielder, and Masterpet. 

Commenting on his appointment, Rodriguez said, “It’s a really exciting time to be joining The Works. The backing of Capgemini adds a unique strength to our creative offering to tap into more tech and digital innovation for clients. With some great brands already on the roster, I’m looking forward to diving into the role and creating some amazing work with the team.” 

Meanwhile, Damian Pincus, The Works’ founder and creative partner, believes that appointing Rodriguez is a testament to where the agency is heading right now, as they have a very exciting future ahead, with an amazing group of clients who are all focused on winning in the market.

“The timing is great too. As we’ve recently gone public with our new Be Significant brand mission, what better statement of intent than to appoint one of the industry’s finest and boldest creatives around,” said Pincus. 

Jasmine Lansdell, the general manager of people and operations at The Works, commented, “We’re so excited to have Iggy join our senior team. Iggy brings exceptional talent and creative leadership to The Works and will push us to be better. Given the talent market right now, adding an internationally acclaimed creative partner is a great win for the agency.”

Most recently, The Works has also announced the appointment of senior producer Katie Harper as the agency’s new head of production, where she will be leading the agency’s in-house production team of directors and editors, overseeing work for several key clients including Goodman Fielder, Aware Super, and Masterpet, as well as H&R Block and Subaru.

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The Works names Katie Harper as new head of production

Sydney, Australia – Advertising agency The Works has named senior producer Katie Harper as the agency’s new head of production, where she brings in more than 20 years of production experience, including 16 years at BMF. 

She was most recently from Rumble Studios and held similar positions at agencies including M&C Saatchi and Saatchi & Saatchi.

Harper replaces Rachel Solomon, head of production who is returning to the UK, and Honae MacNeill, the interim head of production.

Through her new role, she will be leading the agency’s in-house production team of directors and editors, overseeing work for several key clients including Goodman Fielder, Aware Super, Masterpet, H&R Block and Subaru.

“I’m very happy to be joining an agency that is so well respected and has a great reputation for their culture and family focus. The Works has so much momentum right now, and is a purposeful brand on a mission to make an impact. I’m certainly looking forward to getting stuck in,” Harper said, regarding her appointment.

Meanwhile, Jasmine Lansdell, general manager for people and operations at The Works, commented, “We’re thrilled to bring Katie on board at such an exciting and pivotal time for the agency. As we have recently embarked on a new chapter under our new brand platform ‘Be Significant’. Katie brings with her great leadership and experience, and will play a key role for us to continue producing great work and grow our production team and capabilities.”

The Works had recently launched their new brand platform ‘Be Significant’ in a bid to create a conversation around the ‘meaninglessness’ that exists in the creative industry. In addition, The Works had also recently won the accounts of wellness company WW and electronics brand LG.

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To battle ‘meaninglessness’ in adland, The Works unveils new brand platform ‘Be Significant’

Sydney, Australia – As more and more socially driven graduates opt for careers outside the marketing and advertising industry, creative agency The Works, part of Capgemini, felt the need to address this concern, launching its new brand platform ‘Be Significant’, which aims to create a conversation around the ‘meaninglessness’ that exists in the creative industry. 

Through the new brand platform, The Works aims to highlight the critical need for agencies to be more purposeful, providing greater value to their employees, clients, and consumers.

Moreover, The Works has also launched ‘The Significant Initiative’ following an agency-wide survey to understand the key issues of concern and interest for employees. It will also be investing resources and money to drive meaningful changes for the most popular topics of interest.

Damian Pincus, The Works’ founder and creative partner, shared there is a sense of meaninglessness in marketing and advertising, and there is a talent crisis, with graduates turning to more progressive employers making a tangible difference. There is also a growing desire for companies and brands to leave a legacy and stand for something.

“The reaction from clients and the team has been very positive and we’ve already started to implement Be Significant across the agency’s operations. We are at the beginning and we’ll be judged by our actions, not words,” said Pincus.

Kristie Thistlethwaite, the managing partner at The Works, makes a remarkable statement, saying that in today’s attention economy, every brand is a player in the and relevance is the hard-earned currency.

“‘Be Significant’ is the enemy of meaninglessness, creating work worthy of consumers’ attention that delivers results for the client partners, while helping our people be more significant in their work and personal lives. It’s a platform that gives us the opportunity to change someone’s day, change a mind, or change the world,” said Thistlethwaite.

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The Works appointed by wellness company WW for creatives, customer acquisition

Sydney, Australia – Creative agency The Works has been appointed by global wellness and weight loss company WW to handle the company’s creative campaigns, as well as customer acquisition.

The Works will initially manage the Spring and New Year campaigns for WW, and follows the announcement in June of commercial radio station KIIS FM star signing on radio host Jackie O as the new WW ambassador for Australia and New Zealand.

WW, formerly known as Weight Watchers, has helped Australians in its 55 years of business presence, to lose weight with its scientifically proven program for weight loss and wellness with digital, in-person and virtual workshops as well as personal coaching solutions.

Damian Pincus, founder and creative partner at The Works, stated “Now more than ever, many of us are reassessing our weight and wellness goals and are looking for expert help to do it. WW has already helped millions of people around the world with the latest nutritional and behavior change science, and we are excited to have been selected by WW to tell that story to Aussies and Kiwis looking to make positive changes in their lives.”

Meanwhile, Nicole McInnes, director of marketing and commercial at WW ANZ, commented, “The Works showed a clear understanding of the WW brand, our target audience and how they can support us across the entire customer acquisition journey. We are delighted to be partnering with the team as we work with Jackie O, our latest WW brand ambassador.”

The appointment comes after The Works had also won the brand communications account of electronic company LG in Australia more recently.