Screen Shot 2017-01-12 at 6.11.29 am-thumb-400x168-241157.jpg56,400 consumers worldwide have been asked by research company System1 which ads made them feel something. The global survey by System1, reveals of the 56,400 consumers questioned, what commercials had the most emotional impact. The 705 ads were chosen from a base of industry award-winning or virally successful TV ads and digital films.

Lamb Australia's 'You Never Lamb Alone - Australia Day' spot via The Monkeys, Sydney has ranked in at #11 most emotional spot and Richards Rose, Sydney has ranked in at #43 for Helga's "Love Thy Neighbour Thick Cut".
Alex Derwin_Matt Melhuish_Christina Aventi_Claudia Gallardo_Steve McArdle (1).jpgBMF has a new ECD. The agency has promoted creative director Alex Derwin to lead the agency's creative output, following the departure of Cam Blackley.

Since joining BMF from Clemenger BBDO Melbourne in 2015, Derwin has led the ALDI creative account, helping it become one of the most creative accounts in the country, garnering 76 creative and effectiveness awards including One Show, AWARD Award, LIA, Spikes, Sirens and Effies. In that time, Derwin has also played a key role in the agency's new business success, winning TAL, Dulux, Agoda and Transport NSW and launching Australia's largest life insurer, TAL, as a consumer facing brand.
CB Exclusive - Kia is promoting its new gran truism, Stinger, with a new campaign via Innocean Worldwide Australia

Using the Australian Open Tennis as the backbone of the campaign,the agency  has produced a series of commercials that will run throughout the telecast.

Heroing the campaign is a 90 sec, supported by a combination of 60 sec, 45 sec, 30 and 15 sec edits. It is the most significant campaign from Kia in recent years and comes on top of Kia delivering 28% growth in 2017.

Beck Hamilton Bohemia Head Shot BW.jpgMedia agency, Bohemia has appointed Rebecca Hamilton to the role of media director to head up the Freedom Furniture and Michael Hill account.

Says Theo Zisoglou, head of media and investment, Bohemia: "Within ten minutes of meeting Beck, we knew she was the perfect person for the position. She has deep media experience coupled with client side knowledge as well as the rare ability to understand the retail space.

"She's an amazing person and a fantastic cultural fit. We look forward to her positive contribution to Bohemia and our clients."
SAHARATH SAWADATIKOM (1).jpgAdFest has announced that Saharath Sawadatikom of CJ WORX in Bangkok will lead the Direct Lotus and Promo Lotus categories as jury president at AdFest 2018.

Sawadatikom is managing director, creative and partner at CJ WORX, which won Independent Agency of the Year at AdFest in 2017. CJ WORX is behind award-winning works like 'The Unusual Football Field', which won Thailand its first Design Grand Prix at the Cannes Lions last year, along with two Grande Lotus Awards at AdFest.
Screen Shot 2018-01-17 at 4.42.58 PM.jpg72andSunny New York has announced that Aussie expat and its current group creative director Justine Armour along with native New Yorker Jessica Monsey will join its leadership team comprised of executive creative director and partner, Bryan Rowles, executive strategy director, Tim Jones and director of production, Lora Schulson.

Current managing director and partner, James Townsend, will remain in the New York office and transition into a global role. Armour will move into her new role effective immediately.

Originally from Sydney, Armour joined 72andSunny New York in October 2016 as a group creative director, leading the General Mills (Yoplait, Oui, Cheerios, Nature Valley) and Seventh Generation accounts. Prior to joining the team, she was at Wieden + Kennedy Portland for five years in the role as creative director working on the rebrand of Secret deodorant and other accounts including: Chrysler, Dodge, Herbal Essences, and Old Spice.
Screen Shot 2018-01-18 at 8.58.14 am.jpgEmirates has released its latest global marketing campaign via Y&R London to promote travel on its award-winning Economy class. The campaign will air in Emirates' key markets including Australia.

Emirates' latest ads feature a series of characters who try to wrangle a seat upgrade at an unnamed airline's check-in counter. Each spot ends with the ultimate tip for travellers: "Don't upgrade your seat, upgrade your airline. Fly Emirates."

2018VRImage1.jpgAs part of the 2017-18 Summer Fire Campaign, and to better educate Victorians about the reality of bushfires, the Victorian State Government has launched a virtual reality bushfire experience, and the Facts of Fire content series via The Fuel Agency.

The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days, before it is too late.

Screen Shot 2018-01-18 at 7.21.21 am.jpgThe Communications Council has today announced the 2018 Call for Entries for Australian Effie Awards is open, with the closing date set for Thursday 19 April.

Running for the tenth consecutive year, the awards celebrate the effectiveness of creative communications, recognising campaigns that can demonstrate outstanding measurable results.

VERSA_Tyler Hamilton, Aine McKay, Andrew Howlett, Kath Blackham, Guy Munro 1.jpgFour months after its launch, Versa - an Australian enterprise-level Voice Experience (VX) agency - is leading the charge in the 'Age of Ask' with 10 new skills built for Australian brands.
Versa has been leading VX development, building bespoke voice solutions for clients across entertainment, travel, finance and FMCG sectors including Village Cinemas, Flight Centre and Domino's Pizza.
Iggy-Rodriguez.jpgThe One Club for Creativity, the world's foremost non-profit organization celebrating creative excellence in advertising and design, has today announced Iggy Rodriguez (left), group creative head at Leo Burnett Sydney, has been selected to serve on the Interactive jury of the prestigious ADC 97th Annual Awards.  

The club also announced juries for Advertising and Motion/Film Craft.  These 32 creative leaders representing 12 countries will judge work from around the world based on the show's historic focus of honoring excellence in craft, design and innovation. 

Entries can be submitted via, deadline is January 31, 2018.
Mastercard 1 (1).jpgDentsu Aegis Network agencies, The Story Lab and Carat have partnered with Pedestrian.TV to unlock instant rewards for beachgoers in a series of pop-up activations for Mastercard Debit Rewards.

Designed to spread the word and drive awareness of Mastercard's Australian-first debit rewards program amongst their Millennial audience in a unique and authentic way, the distinctive, personalised beachside activations have injected a bit of fun into the punters' everyday.
Screen Shot 2018-01-18 at 6.36.58 am.jpgScreen Shot 2018-01-18 at 6.36.31 am.jpgBridgestone Australia & New Zealand via VML Australia, has teamed up with Australian snowboarder Belle Brockhoff and New Zealand skier Beau-James Wells to share the stories of their journeys to the XXIII Olympic Winter Games in PyeongChang and return from respective injuries.
Bridgestone is a Worldwide Olympic Partner, as well as an Official Partner of the Australian and New Zealand teams, and is encouraging all athletes to chase their dream as PyeongChang 2018 looms.

Screen Shot 2018-01-17 at 12.25.10 pm.jpgAtkins Nutritionals, Inc., the leader in low carb nutrition, has announced today that US actor Rob Lowe is Atkins' new brand spokesperson. Having followed an Atkins low carb approach for many years, Lowe reflects the benefits of a low carb lifestyle and how it's helped him, and other people, eat and live well.
With an increasing number of Australians focused on lowering their intake of carbohydrates and reducing sugars, Atkins offers a customisable eating approach regardless of whether someone wants to achieve optimal health, manage or lose weight. Lowe endorses the flexibility of the lifestyle, noting that "this is Atkins today."

Tony_Gulisano.jpgKevin Swanepoel Pic_SM2.jpgCampaign Brief will be the exclusive host of upcoming events for Australia's top creative directors in Sydney and Melbourne featuring Tony Gulisano (far left), global chief growth officer at The One Club for Creativity (TOCC).

TOCC is the world's foremost non-profit organization celebrating creative excellence in advertising and design and home to The One Show, ADC Annual Awards and a wide range of other awards, recognition and development programs.

PP_Master_Identity.jpgOTTO-L21udC9zaXRlX2RhdGEvcHJvZmlsZS8xNTY4NTItbC5qcGcsMTQ1MzI2MjEzMixpbWFnZS9qcGc,.jpegThe Sydney event will be held Tuesday January 30, generously sponsored by Photoplay and the event in Melbourne will held on Thursday February 1, sponsored by The Otto Empire.

Gulisano, who has decades of experience in the advertising awards and recognition industry, will visit Australia from the organization's headquarters in New York to meet with the local creative community, speak about The One Club's mission and plans for 2018 and explain the process and criteria for being selected to serve on the jury for The One Show. 
MikeMcKay.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Mike McKay, partner and chief creative officer, Eleven Inc. in San Francisco.

Favourite: MLA "Lamb Side Story". In advertising, we often try to tap into politics, but clients rarely allow us to do so. So I admire this agency for pulling this one off. Not only does this video poke fun at our deep, political divide, but it also makes fun of itself. Which, I believe, is a good way to make consumers like your brand. Using a musical to highlight the clash between the two groups is a tongue-in-cheek way to set-up the problem, before revealing the one thing both sides can agree on: Australian lamb. While it's a very entertaining video, I would cut it down in length. It feels a bit too long for consumers who tend to "skip" whenever possible. READ MORE...
GRAHAM-2.jpgThe Call for Entries to The Work 2018 is out and it's FREE to enter.

The deadline is Wednesday 28th February, 2018

Now in its 16th year, The Work features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as a true record of creativity for the entire region. 

There are three things that differentiate The Work 2018 from traditional award shows:

Firstly, entries are FREE.

Secondly, we are selective - to qualify for entry the ad or campaign must have already passed the test and been a finalist or winner at an awards show.

Thirdly, there are no wasted entry fees - only entries that are accepted into The Work incur an acceptance fee.

All entries are uploaded online: Judging will take place mid March and notifications of acceptances will be sent out early April 2018. Accepted work will be featured on The Work 2018 website.

STEP 1. The first step is to register and then log in here. Then follow the upload instructions.

Read this bit: EVERY entry to The Work 2018 must have already "passed the test" and been a WINNER or a FINALIST at a recognised city, national, regional or international awards show between January 1st, 2017 and January 31st, 2018.
Screen Shot 2018-01-17 at 8.55.55 am.jpgSouth Australia-based Macro Meats has rebranded its kangaroo meat from Gourmet Game to ​K-ROO​ in a bid to encourage people nationwide to incorporate the uniquely Aussie meat into their diets.

The rebrand via ​Sydney branding agency ​Tiny Hunter, has already resulted in a 20 per cent increase in sales. It included messaging and visual look and feel which has been rolled out across packaging, website, social media, and print.


5 minutes with... Christina Aventi

790cd82f4236e2bdb843819ee3518f19.jpgBMF's executive planning director on her many passions, the agency's recent successes and her hopes for the year ahead.

Christina Aventi has a contagious fascination with branding and marketing. That much is clear to anyone who's seen her analyse commercials on advertising-focused comedy panel show Gruen. It's clear to anyone who's watched her acceptance speech from the 2017 Effie Awards, where BMF won Effective Agency of the Year, and it's clear to anyone who's taken a moment to appreciate the strategic insights that drove some of BMF's most successful campaigns since she became the agency's Executive Planning Director in 2015.

LBB's Alex Reeves caught up with Christina to indulge her nerdy passion for the industry she works in and find out what else motivates her.

LBB: How did you end up as a planner? Was advertising an interest of yours growing up? Or did you learn to love it?

CA: Embarrassingly I dug advertising, media and communications in general. The love for it was almost a hobby. I bloody loved a good yarn. Even better if told in 30 seconds. And I like all kinds of stories, stitched together from little scraps of info. I love the backstory and engine room of advertising, the insights - I really dig people watching and I'm very adept at stickybeaking discreetly. If I could sit on a park bench all day and listen in on others' chat, I would. But advertising is better at paying a Sydney mortgage. Continue reading the article on LBB...
UnLtd2.jpgThe teams have been picked, the grass is cut and the industry excitement is building for the biggest Big Clash yet. The fourth instalment of The Big Clash is bringing the media, marketing and advertising industry together for a game of highly competitive cricket whilst aiming to raise over $100,000 for UnLtd charity partners.
This year the event is expanding to feature four teams - media agencies, creative agencies, media owners and technology firms and also launching in Melbourne. Each team is aligned to one of the UnLtd charity partners helping children and young people at risk.
EPICA-AWARDS-ANNOUNCES-RESPONSIBILITY-GRAND-PRIX_1516110917.jpgThe Epica Awards, which is represented by CB in Australia and NZ, has kicked off the new year by announcing a new prize: the Responsibility Grand Prix. The prize will be awarded in association with ACT Responsible, the association supporting cause-related advertising.

Epica has long rewarded cause-related campaigns via its three Public Interest categories: Environment, Health & Safety and Social. But this is the first time Epica has introduced a Grand Prix specifically for such entries, joining its existing Grand Prix for Film, Press, Outdoor, Digital and Design.
IMG_1535.jpgElectric Dreams is offering a program of professional development aimed at supporting and empowering female and GNC composers in the Australian creative industry.

This program is offered to outstanding Victorian-based composers in 2018. The program will be built around a mentorship with the composers at Electric Dreams and will deliver a suite of resources including studio space, instruments, one-on-one time with key Electric Dreams staff, internship and creative development opportunities.
Thierrypoiraud_V04.jpgCritically acclaimed commercial and feature film director Thierry Poiraud has joined In The Thicket.

Poiraud is a fantastic storyteller with incredible visual and technical ability.

Last year, Poiraud received numerous awards including one Bronze Cannes Lions and two Bronze Clio Awards for Canalplus 'The Battle' and one bronze Top/Com for NF 'The Stuntman'. He is behind a slew of memorable commercials including Optus, Canal plus, Peugeot, Pepsi and many more.
Screen Shot 2018-01-16 at 7.58.19 am (1).jpgBupa has launched a new campaign and messaging direction via creative agency AJF Partnership and media agency Mindshare titled 'Life is a gift. Take care of it' highlighting the care in its 'Heath & Care' proposition.

Bupa's A&NZ business will introduce an exciting new communications direction with one core message that will be used to tell stories across all parts of its business. This will create greater awareness of the role Bupa plays as Australia's largest private health insurer, private dental and aged care provider. And for Bupa's Health Services; optical, audiology, medical visa services and disability therapy.

HCF_Still_1 (1).jpgHCF, Australia's largest not-for-profit health fund, has today launched new advertising creative featuring a range of characters that don't understand the concept of putting people before profits, titled 'Profit Hungry', the debut work of newly appointed agency BWM Dentsu, Sydney.

The new campaign aims to communicate HCF's not-for-profit status and the proposition that 'your health shouldn't be for profit', differentiating the health fund from the other large players in the market. The new creative will feature on TV and digital in 30", 15" and 6" formats as well as outdoor and radio, bringing to life the idea that profits are used to support members rather than shareholders.

Egypt (1).jpgALDI knows back to school shopping can be a bit of a chore - with endless items and multiple stops - especially when you could still be enjoying summer holidays. And that's why ALDI is putting the fun into going back to school through a new campaign via BMF Sydney which features the adventures of AL & DI.

Screen Shot 2018-01-16 at 6.50.09 am.jpgThe One Club for Creativity has today announced the 40 creatives who will judge work on the four Design categories of the prestigious ADC 97th Annual Awards.

In accordance with the Let's Make The Industry 50/50 Initiative, launched by ADC in 2013 to promote equal participation for women and men on award show juries, boards of directors and event speaking opportunities, this year's Design juries consist 23 woman and 18 men representing nine countries who will judge work from around the world based on the show's historic focus of honoring the best in craft, design and innovation.  Entries can be submitted via, deadline is January 31, 2018.
index.jpgCarat has started off the year by welcoming new client, National Hearing Care, and retaining NFP anti- domestic violence organisation, Our Watch.

Won via competitive pitch, National Hearing Care - part of the Amplifon group, one of the world's leading hearing specialists - distributes hearing aids across a network of 200 retailers and 240 audiologists throughout Australia. With the retention of Our Watch, a client of Carat's since 2015, the wins represent over $10m in billings. Both accounts will be led out of Melbourne.
Campaign Brief can reveal that Aussie expat Cam Hoelter has joined McCann New York as an executive creative director. Hoelter, who moved to New York from Australia in 2016, had previously held an ECD position at DDB New York.
Hoelter has broad experience that includes award-winning work for brands in the automotive, fast food, and food & beverage categories. A champion for strong work and collaboration, he has won major regional and international recognition, including at Cannes Lions, One Show, D&AD, AWARD, Spikes, Clio, Adfest, Effies, and Global Facebook Awards. 
Before moving to New York with DDB, Hoelter was deputy executive creative director at DDB Sydney, where he helped that agency become Australia's most awarded agency in Cannes in 2016, winning Lions for Volkswagen and McDonald's Australia. He also has held creative leadership roles in Australia at Clemenger BBDO, Melbourne and The Campaign Palace, Sydney.  
Hoelter told CB: "I'm excited to be joining such an iconic team at an agency doing incredibly meaningful work. I can't wait to add to that amazing output."
REGIONAL_OUTDOOR_Carrot1.jpgCountry roads are a particular concern for the Motor Accident Commission of South Australia (MAC), with a high percentage of motor vehicle accidents within the state occurring in regional areas.

Says Corey Swaffer, creative director, KWP!: "On country roads, there's always something that could go wrong. From fallen branches to stray animals to rogue weather, conditions can change in an instant. So, you have to have your wits about you."

Screen Shot 2018-01-11 at 5.47.00 am.pngScreen Shot 2018-01-11 at 5.49.15 am.pngLittle Black Book's Australasian member agencies and production companies: why the LBB & Friends Beach should be your home-from-home in Cannes in June

Now in its 9th year, the LBB & Friends Beach ~ co-sponsored by Bestads & CB ~ has become the place to network, make deals, socialise, grab lunch, hold meetings and even just take a dip in Cannes every year. With the support of our sponsors, we have been able to bring this free event to the Lions festival each year and we will be back for 2018.

The good news is that LBB member agencies and production companies in Australia and New Zealand will once again enjoy Access All Areas. Silver members receive five wristbands for the week, Bronze members receive three.

LBB member agencies In Australasia

Bashful, BMF, BWM Dentsu, Clemenger BBDO, Colenso BBDO, The Communications Council, The Core Agency, Cummins & Partners, DDB Australia, DDB New Zealand, Host/Havas, Ikon, Innocean, J Walter Thompson, Leo Burnett, Marcel, M&C Saatchi, McCann, Mediacom Beyond Advertising, The Monkeys, Naked, Ogilvy, Red Engine, Richards Rose, The Royals, Saatchi & Saatchi, Special Group, 303 MullenLowe, TBWA, VCCP, VML Australia, WiTH Collective, Y&R Australia, Y&R New Zealand, Zoo Group.

MELVIN MANGADAlr.jpgAdFest will welcome one of the most influential figures in Philippine advertising, Melvin Mangada, as jury president of Design Lotus and Print Craft Lotus at AdFest 2018, which runs from 21st - 24th March.

Mangada is chief creative officer at TBWA\Santiago Mangada Puno. He is the first Hall of Fame member inducted by 4A's Creative Guild of the Philippines.

Recently, he steered TBWA\Santiago Mangada Puno to win the 4As (Association of Accredited Advertising Agencies of the Philippines) Agency of the Year Award six times.
Screen Shot 2018-01-15 at 9.57.36 am.jpgSpecsavers has launched a new TV campaign titled 'Howzat!?' via Cummins&Partners, Melbourne.

"Howzat!?" The iconic cricket appeal screamed after a batsman is bowled out. Now that Specsavers have partnered with Cricket Australia, this optometrist has caught a little cricket fever.

SHARON COOKSON.jpgOMD has today announced the appointment of Sharon Cookson to managing partner, OMD Melbourne.

Cookson has over 25 years' experience in media and full-service creative agencies across Australia and New Zealand. Her extensive client experience includes Bupa, Bank of Melbourne, Westpac, GE, L'Oreal, Nestlé, Lion Nathan and Qantas.

Cookson joins OMD from her most recent role of managing partner, Ikon Melbourne. Cookson previously worked at OMD from 2007 to 2012. In the new position, Cookson will join the Melbourne leadership team that includes highly respected OMD Melbourne general manager, Antonia Glezakos.

Says Aimee Buchanan, CEO of OMD Australia: "We are excited to have Sharon back at OMD. With the significant growth the Melbourne team have experienced, Sharon will bring an additional level of support for the team. She has extensive knowledge of the local market and I look forward to her contributing to the ongoing success of our Melbourne office."
eaon_book_coverx (1).jpgAustralian based British ad strategist and head of strategy at UM Melbourne Eaon Pritchard has released his first book titled 'Where Did It All Go Wrong? - Adventures At The Dunning-Kruger Peak Of Advertising'.

'A proto-meme is beginning to 'go critical'. This book is a part of that meme. The meme is not fully formed but at its core is one thought. Somewhere the advertising business has kinda lost the plot, we're not sure exactly sure where. So many incompetents, who can't know we are incompetent because the skills we need to produce the right answers are exactly the skills we lack in order to know what a right answer is.

What happens now? Who knows?

But this book tackles it head-on with punk rock, cheap philosophy and evolutionary psychology as we take a hair-raising ride to the Dunning-Kruger peak of advertising...'

With a foreword written by Mark Earls, author of Herd, CopyCopyCopy, the book is available on Amazon worldwide and in more discerning bookstores.
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