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Marketing Featured ANZ

Traffik wraps up brand activations at 2022 Australian Open

Melbourne, Australia – Activation agency Traffik has recently concluded three brand experience activations during the anticipated 2022 Australian Open tennis tournament. Said tournament is the beginning of Traffik’s work for the year, with brands responding to consumer’s pent up demand for real-life experiences.

The agency continued its work with global alcohol beverage company Diageo to bring to life the newly formed partnership between the Australian Open and Gordon’s Gin, with multiple bars built across the Melbourne and Olympic Park site plus halo activities to activate “Shall We Saturday”. 

In addition, the partnership enabled Gordon’s Gin to hero key flavours Premium Pink, Mediterranean Orange and Sicilian Lemon in addition to their new Alcohol-Free product and classic Gordon’s London Dry.

Traffik also secured two new global clients for the 2022 tournament, Rolex and Dunlop.

Through the new clientele, the agency worked in collaboration with Hype Workshop in building the Rolex VIP hospitality suite for their guests, retailers and senior executives, with the partnership showcasing world-class hospitality to local retailers and allowing their guests to get as close to the action as possible on Rod Laver Arena.

Lastly, sports brand Dunlop, which is the official tennis ball during the tournament, had a small but popular photo activation on-site to engage fans and provide them with a unique photographic moment to commemorate their time at Melbourne Park.

Mark Edney, head of sponsorship at Traffik, said, “It’s been a wonderful year for our team at the Australian Open. Our partnership with Diageo continues to strengthen, and the learnings from this event will further enhance how the brand leverages the partnership in 2023.”

He added, “It was also a pleasure to bring Rolex and Dunlop to the Traffik family. Rolex identified Traffik as having the strong internal relationships with Tennis Australia that unlocks opportunities and enables Hype to produce their best work. As an agency, we don’t always have to play a lead role. At times, our strongest contribution is to unlock opportunities for others to deliver outstanding work. This year highlighted the technical production and project management capabilities of our team and our ability to deliver different client experiences.”

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Marketing Featured ANZ

Activation agency Traffik to now aid brands in sponsorship strategy via new practice

Melbourne, Australia – Following its recent brand repositioning to cater to the theme of ‘Everything Activation’, activation agency Traffik has announced the roll out of its new sponsorship offering, which offers marketing and creative expertise to client businesses.

As part of the sponsorship offering roll out, it has appointed Mark Edney as Traffik’s head of sponsorship.

Through the offering, Traffik will be working in tandem with the wide expertise of the Clemenger Group to offer business, marketing and creative services to clients, which includes sponsorship strategy, portfolio evaluation, contract negotiation and servicing.

For Edney, there has been an evident lack of transparency in sponsorship consultancy that is blurring the motivation around recommendations. He added that the aspect of sponsorship is one of the biggest and most powerful decisions the modern-day marketer has to navigate.

“Unlike other areas of marketing, sponsorship decisions at times lack strategic rigour and are disconnected from the broader business and marketing objectives. We are a proud, brand-side only sponsorship consultancy product which provides clients with objective, commercial and strategic support, without rights-holder biases,” he stated.

Meanwhile, James Neale, CEO at Traffik, commented, “We know that there’s been a real need for a change in the sponsorship industry that is more transparent, more focused on commercial outcomes and ultimately, tied in with recommendations around how to activate that sponsorship across the full gamut of channels, which is what Mark and his team have created. We’re thrilled to see it come to life and the positive impact it’s having with clients already.”

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Marketing Featured ANZ

Activation agency Traffik unveils rebranding

Melbourne, Australia – Activation agency Traffik has announced a major rebranding as part of its new positioning ‘Everything Activation’.

The agency’s expanded service offering has seen it build out its sponsorship, shopper marketing, planning, PR and social functions, adding to its established experiential, digital, shopper marketing and staffing credentials. 

The ‘Everything Activation’ positioning and expansion of the agency’s capabilities has been developed in response to clients seeking a simpler model by housing the full suite of specialist services under one roof, creating a holistic activation agency that works in tandem with marketers’ more traditional creative and media agencies. 

According to James Neale, CEO at Traffik, the new rebranding and positioning allows them to continue having conversations with their clients about the complexity borne from the volume of agencies working on their business.

“We’ve been deliberate in rounding out our skills and capability to support the belief that a three agency model – Creative, Media and now Activation – is the most effective and efficient way forward for clients, and we’ve hired the right people and put in place the right tools and processes to achieve those goals,” Neale stated.

To support the agency’s new brand positioning, it has brought in new talents namely Sam Fairley as head of shopper, Mark Edney as head of sponsorship, and Eliza Millet as planner, as well as Elena Macdonald as creative, and Steph Sheen as account director with Aleks Corke as production.

“It’s fantastic to have Sam, Mark, Eliza, Elena, Steph and Aleks join the team at an exciting period of growth and development for the agency. We’re thrilled to have them on board as we offer a more complete and well-rounded service offering to market,” Neale added.