Sydney, Australia – The Works, a creative agency part of Capgemini, has announced its partnership with Australia’s iconic theme park Dreamworld to shape creative direction for the brand and its marketing strategies. 

The partnership aims to help rejuvenate Dreamworld’s brand by delivering fresh, engaging content that resonates with both new and returning visitors via the creative agency.

The Works will bring their expertise and proven track record in reimaging some of Australia’s well-known brands to Dreamworld. 

Located on the Gold Coast, Dreamworld has long been a beloved destination for families and thrill-seekers alike, offering a diverse range of attractions, shows, and experiences. 

The creative agency’s appointment comes as Dreamworld looks to evolve and innovate. The partnership marks a significant milestone in the park’s ongoing commitment to deliver a world-class experience to locals and visitors alike. 

Damian Pincus, founder and creative partner at The Works, said, “Dreamworld is an iconic Australian theme park and has a unique offering in the market place. Dreamworld has lost its rightful place as Australia’s number one park, and we plan to help them get back there.”

He added, “Dreamworld continues to invest in their offering and is constantly focused on bringing new rides and experiences to the market.”

Also speaking on the partnership, Karla Judge, sales, marketing, and digital director at Dreamworld, said, “Having celebrated over 40 years of making memories for our guests and with so much fantastic investment coming to Dreamworld by the end of 2024, we’re excited to see what The Works will create for our brand as we launch it into the next 40 years and beyond.”

Sydney, Australia – Advertising agency The Works has recently revealed a set of principles around the integration of AI and human craftsmanship in their creative and strategic processes, aiming to combine the support of Generative AI with human ingenuity.

Labeled as ‘trust marks’, these principles are an industry first that aims to signify the extent of human and AI contributions in crafting ideas and strategies.

These trust marks are separated into two distinct categories. ‘Original Human Thinking’, which reflects creative concepts and strategies solely from human ingenuity, and ‘AI Supported Thinking’, which represents concepts and strategies shaped through a blend of human innovation and AI augmentation. 

The Works created these trust marks in order to foster the use of AI in industries and improve productivity with it, as well as mitigating the potential risks and  ensuring the ethical use of AI.    

Douglas Nicol, partner at The Works, said, “Alongside a set of principles for the use of AI in a creative agency, we wanted to not just disclose how we are using Generative AI to our clients but also to provoke a discussion on what is ethical and what can drive productivity and new ideas in a world imbued with AI.”

“Our recent client roundtable on this pivotal subject sparked spirited discussions and revealed a resounding consensus in favor of preserving the artisanal prowess of the creative industries. The ethical facet of the conversation further fueled our impetus to introduce the trust mark,” he added. 

Sydney, Australia – The Works, a creative agency part of the Capgemini group, has appointed Johnnie McGinness as its customer engagement lead. The agency has also promoted Jacq Henderson to strategist

McGinness will be joining The Works from Oracle CX Consulting, where he partnered with organizations in multiple sectors across JAPAC. He will be reporting to Strategy Partner Dan Pankraz

Speaking on his appointment, McGinness said, “It’s an exciting time to be joining The Works, the backing of Capgemini provides endless possibilities for data, insights, and technology to create powerful and engaging experiences for our clients and their customers.”

He added that he is looking forward to bringing new perspectives and ideas to The Works’ clients to help achieve its goals.

Pankraz further commented, “We are super excited to welcome Johnnie. At a time when we’re further developing our Accelerated Journeys CX offering, bringing in someone with his level of CX, data and digital capability will add incredible value to our clients. Johnnie is refreshingly passionate about pushing customer engagement to new levels and we can’t wait to see him elevate our CX and CRM offering.”

Meanwhile, Henderson has been elevated to strategist after joining the agency as a junior strategist in 2021. In her new role, she will be leading strategy on key accounts and helping drive growth and client satisfaction.

On Henderson’s promotion, Pankraz said, “The Works has always focused on developing people and promoting internally as a priority. We’re always delighted when both our business and team grow and it’s amazing to see young strategists like Jacq develop their skills and hone their craft.”

This follows Julie Dormand’s appointment as managing director for the agency.

Sydney, Australia – The Works, an agency part of the Capgemini group, has appointed Julie Dormand, former managing partner on a contract at The Works, to be its new managing director and will stay at the agency permanently. Dormand is The Works’ first-ever managing director and will assume the role immediately. 

In her new role at The Works, Dormand will be overseeing the agency’s key business planning initiatives, commercials, people & culture, growth, and general management.

Commenting on her appointment, Dormand said that she is beyond excited to be staying on at The Works; since day one she knew this was a very special and unique place. 

“The agency is an entirely people-first organisation and it has been amazing to see first-hand how the impact of the agency’s wellness initiatives for our people actually result in first-class work and results for our clients. The business continues to have many new ways to grow and being part of Capgemini helps enormously,” she said.

Meanwhile, Damian Pincus, The Works’ founder and creative partner, shared that since Dormand joined them back in November, not only has she significantly deepened and grown relationships with new and current clients, she’s managed to do so whilst simultaneously being a mentor and an inspiration to their people helping them fulfil their true potential and career goals.

Pincus continues, “From the first day, I met Jules I knew we could learn a lot from her experience, her genuine love for the people and the work is inspirational to be around. Some decisions make themselves and offering Jules the role of managing director was certainly one of them and I (and the entire Works family) are pumped she’s decided to stick around.”

In May 2022, The Works also announced the appointment of Daniel Pankraz as its new strategy partner, where he will drive The Works’ strategy capabilities, bringing him a diverse skill set across brand, CX, communications, innovation, and technology.

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.

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.

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.

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.

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.

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.