Joyce King Thomas.jpgJoyce King Thomas is at AdFest this week as the festival's Grand Jury President.
As Chairman and Chief Creative Officer of McCann XBC, she is best known as co-creator of MasterCard's "Priceless" campaign (which has just celebrated its 20th anniversary) and has helped create noteworthy work for Nikon, Staples, Verizon, Marriott Hotels, and the Ad Council.
She was also part of the team behind "Fearless Girl" for State Street Global Advisors.
CB Asia caught up with Joyce - this year's Grand Jury President - as judging began at AdFest 2018.
Your "Priceless" Campaign had a massive global impact. Were there any markets you weren't able to reach -- or places where the idea didn't catch on at all?
 Some markets took a little bit longer for it to work, but some markets were very easy. In Brazil, for example, it became popular very quickly: "No tiene precio." One of the interesting challenges was Japan, where there was absolutely no Japanese word that translated for "priceless".
Tamon Fujimi_MassiveMusic.jpgCampaign Brief Asia asked Tamon Fujimi of MassiveMusic what to expect from his session at AdFest 2018 today, 2:30pm.

Would you give us a taste of your upcoming session?
I'm going to talk about how music can help advertising be more effective, influence people psychologically and create a better return on investment. Typically music is the last thing to be chosen and isn't as well thought out due to process or budgeting, but we've proven that it can really help the visual impact.

How do you feel music has transformed over the years in advertising?
Unfortunately, music has taken a backseat. Budgets along with music quality have gone down. Less effort is applied to creating truly compelling sounds. These days most people see commercials on the internet or social media and oftentimes the budgets for music in these creations are low, or the music is applied with less thought or effort than in the past.
DTRT_Dinosaur.jpgGPB Shanghai and Australian film director Steve Back (Brilliant Films) have launched a series of 10-second short videos for Have&Be.Co to promote 10 sec, a brand new entry to the Chinese skincare market.

The new all-in-one lotion aims to reach young Chinese men, who make up an increasing share of the US$33 billion Chinese skincare market. However, the share of skincare products available to men is still relatively small, creating a huge room for future growth in this sector. 10 sec is designed for men on the move as well as fans of the snooze button who could all use a streamlining of their morning routines. The new multitasking formula hydrates, tones, fights early signs of aging and tops it all off with a crisp, woodsy aroma in just 10 seconds.


Alt creates transforming AR experience at AdFest

Screen Shot 2018-03-21 at 1.49.36 pm.jpgVisitors to AdFest 2018, which takes place this week in Pattaya, Thailand, will be able to enjoy a stunning Augmented Reality (AR) experience courtesy of Alt.vfx.

Alt, who last year won the coveted AdFest Lotus for Production Company of the Year, have created an experience that is inspired by the 2018 festival theme of 'transform'.
cover page.jpgEx-agency strategists Mark MacSmith and Tom McGillick have teamed up to launch the Australian Millennial Report 2018. The largest survey of Australians aged 18-35.

Says MacSmith: "In our time in agencies we often had to make do with stats that were either a bit out of date or not specific to Australian consumers, so we went and surveyed over 1200 young Australians and built a large set of current, local data."

Second round of AdFest finalists announced

Google-ThroughTheDark-StaticLightDark1 (1)-thumb-400x225-257937.jpgThe second round of finalists have just been released for AdFest 2018, namely in Branded Content, Design, Film, Film Craft, Integrated, Interactive, Mobile, Outdoor, Press, Print Craft and Radio.

Australia has scored five finalists in Branded Content, four finalists in Design, three in the Film category, 13 in Film Craft, three in Integrated, five in Interactive, six in Mobile, one in Outdoor and four in Radio. Australia did not pick up any finalists in the Press Lotus or Print Craft categories.
ADFEST TRANSFORM (1).jpgHot on the heels of last year's twentieth anniversary celebrations, AdFest starts its twenty-first year by opening its doors to welcome over 1000 delegates, juries, speakers and exhibitors on Wednesday, 21st March at Peach, Royal Cliff Hotels Group, Pattaya, Thailand, its spiritual home.

The advertising festival celebrates and inspires creativity, bringing both craft and creative industries together over the four-day event. It offers a wide variety of rich content, from speaker sessions and workshops sourced from around the world to the largest exhibition of creative entries from the Asia Pacific and Middle East regions, culminating in the Lotus Awards that select and reward the best work across 18 separate craft and creative categories.
DTWMexicoCity (1).jpgAnnounced today, language learning app Babbel, creative agency DO and youth media company VICE, have partnered to deliver a globe-trotting new video series called Date The World.

Exploring iconic international cities through the lens of travellers, dating culture and the language of love, Date The World will run as two short features across VICE and Babbel's digital platforms. The first time Babbel has created work specifically for the Australian market, the series will also air on TV channel SBS VICELAND.

Screen Shot 2018-03-21 at 9.42.00 am.jpgJudging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief "Pick of the Day" video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.

Traumatic experiences can sometimes lead to beautiful music in "Overdose", an entry by La Comunidad and PRIMO, both in Buenos Aires, for Billboard. It moved Eva Santos, global CCO at Proximity in Barcelona and One Show 2018 Film jury member, enough to make it her Pick of the Day.

PremmieProud-thumb-400x222-243538.jpgThe first round of finalists have just been released for AdFest 2018, namely in Direct, Effective, Media, New Director and Promo.

Australia has scored 11 finalists in the Direct Lotus shortlist, five finalists in Effective Lotus, 14 in Media Lotus and six in the Promo Lotus shortlist.

In Direct, CHE Proximity and BWM Dentsu Sydney have both scored four finalists apiece; McCann Sydney has scored two finalists and Bashful has scored one finalist.
Screen Shot 2018-03-21 at 8.44.14 am.jpgY&R NZ has given New Zealand-born natural health supplements brand, GO Healthy a whole new look and go-to-market strategy, launching this week in New Zealand with a new integrated campaign that calls for every man, woman and child, to 'Go Be You'.

The New Zealand campaign will also be used to launch GO Healthy in Australia.

Screen Shot 2018-03-21 at 8.20.34 am.jpgThe love story that had Australia on the edge of its porcelain seat in 2017 has hit the skids. The sequel to the hugely popular first instalment about a poo meeting his stool-mate, created by leading digestive wellness brand Metamucil and creative agency McCann Health, is already making a splash online.

Dropped yesterday, the three-minute digital film has already been viewed more than 650,000 times in less than 24 hours and is on track to hit one million views today.

Screen Shot 2018-03-21 at 8.14.33 am.jpgIn December last year, the world's most awarded public safety campaign, created by McCann Melbourne over five years ago, launched a preview version of its newest game on mobile phones around the world. Dumb Ways to Die 3: World Tour was an immediate success, being downloaded over five million times in more than 150 countries.

That was just an early taste of a much larger game. Today, Dumb Ways to Die 3: World Tour has been officially updated version one - or, as it is more appropriately titled, Version Dumb-Point-Zero. Much more than just a patch, this official full release greatly expands what was already the most ambitious game in the series.

Impact logo (1).jpgImpact Radius, provider of a natively-integrated marketing platform that measures, manages, and optimises brands' paid marketing and media investments, has today announced the launch of its new company brand, Impact, and unified marketing technology platform.

The new platform is designed to help marketers stop ad fraud, make decisions confidently, create new performance partnerships, and grow their business globally.
320 Beacon Lighting_InsideRetail.jpgCarat Melbourne has been appointed the agency of record for Australian lighting retailer, Beacon Lighting, following a competitive pitch, with billings in excess of $10m.

Beacon Lighting, a hallmark of the Australian retail landscape for over 50 years, sought out a new agency partner to provide leadership and innovation to navigate an increasingly challenging retail category.

Says Prue Robinson, marketing director at Beacon Lighting: "We felt great chemistry with the Carat team - their passion for working with our brand was obvious from the start. We look forward to exploring new ideas together to further enhance the Beacon brand."

Aussie director Danny Cohen joins EXIT's roster

Screen Shot 2018-03-21 at 7.45.29 am.jpgAwarded Melbourne director Danny Cohen has joined EXIT's roster of directors for commercial work.

The latest music video to be directed by Cohen has also landed. Courtney Barnett's 'Need a Little Time' is Cohen's sixth collaboration with the recording artist, this time for her anticipated second solo album 'Tell Me How You Really Feel'--and has already been selected as a Vimeo Staff Pick.

Featuring Barnett in an outer space odyssey, 'Need A Little Time' follows up Cohen's last video to feature Barnett with Kurt Vile, 'Over Everything', which amassed 3.5m views on YouTube. Cohen gathered viral traction and collected more than 14.6m YouTube views for Kirin J Callinan's 'Big Enough' featuring Jimmy Barnes screaming in the sky, in 2017.
Screen Shot 2018-03-21 at 7.24.33 am.jpgJudging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief "Pick of the Day" video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.

"Optical Odyssey" is a series of posters by Dentsu Tokyo for Japanese eyewear company JINS. The level of detail clearly caught the attention of Lisa Smith, VP of brand design at Chobani and ADC Brand Communications Design jury member, who chose the series as her Pick of the Day.

logo_240x240.jpgThinkerbell has announce that after a competitive pitch process, its has been chosen as the agency of record for Our Watch.

Our Watch was established to drive nationwide change in the culture, behaviours and power imbalances that lead to violence against women and their children. Their vision is an Australia where women and their children live free from all forms of violence.

Says Jilly Charlwood, director of marketing and communications at Our Watch: "We are delighted to start working with Thinkerbell.  We were impressed with the way their behaviour change model translated into strong creativity, and we think they'll be a great team to work with."
Hin.jpgTay Guan Hin is the Global Executive Creative Director for J. Walter Thompson (pictured centre) and here's his judging diary from the Art Directors' Club and the One Show.

Five days ago in Washington Dulles airport, I had been trying to sleep along three uncomfortable steel chairs with my old computer bag acting as my 'comfortable' pillow at 3 am. Patiently waiting to catch my next flight at 7 am. After flying for over 30 hours from Singapore what's another eight more hours till I reach Punta Cana, the place where the Art Directors' Club and the One Show judging takes place.
MusicBriefTM_Large_Transparent.jpgFollowing a successful year beta-testing the bespoke music platform in Australia, Admusic V2.0 will launch this week under the name MusicBrief. The rebrand will mark the roll out of its unique model to brands, agencies and content creators worldwide.
During the past 12 months the platform has been continually reviewing and improving on aspects of its services.
Screen Shot 2018-03-21 at 6.42.24 am.jpgArtificial intelligence (AI) was once reserved for science-fiction movies but today, the technology is a reality and leaving consumers bewildered and concerned by its potential impact. New research has revealed that 87% would like to see AI technology advance in the future and almost half (43%) are enthusiastic about its future development, however many Australians remain sceptical about its effectiveness - and 'intelligence'.

The YouGov Galaxy Artificial IntelligenceStudy, commissioned by leading PR, social and experiential consultancy, Red Agency, as part of its annual Red Sky Predictions report, has revealed the principal concerns about the increasing use of AI include job losses (61%) and making the right decisions in emergencies (60%).
X_CAPE (1).jpgBMW and youth media company VICE, in collaboration with media agency Vizeum, has today announce a series of ambitious events, to support the Australian launch of the first ever BMW X2.

Partnering with conceptual artist and HTRK frontwoman Jonnine Standish, unprecedented escape room experiences will take place at large scale, unique venues across Australia--including a cavernous carpark beneath Sydney Opera House.
Tide-ad.jpglead_960.jpgIt's a Tide Ad, Nike's Breaking 2 and Fearless Girl contend for top Honor; Nike earns Bravery Award; McCann Worldgroup honored with Social Good ANDY; Top Student winner courted with job offers
The ADVERTISING Club of New York's 2018 International ANDY Awards, the first advertising creative award show of the season, and the first advertising award show to allow others to see inside the jury room, has announced this year's winners.

McCann New York won the show's top honor, claiming the Best in Show GRANDY Award for Fearless Girl for client State Street Global Advisors. Wieden+Kennedy won the Bravery Award for Nike Breaking 2. McCann Worldgroup won the Social Good ANDY for its Immunity Charm campaign for the Ministry of Public Health, Afghanistan. The Student ANDY Award was given to Chris Petersen and Seth Mollerup of BYU AdLab for "Pests Do Not Mess with The Orkin Man."

Philip Thomas-Cannes.jpgAscential plc., the parent company of Cannes Lions, has announced that Philip Thomas, CEO of Ascential Events, will take on the additional role of chairman of Cannes Lions when long-term chairman Terry Savage leaves that position after this year's Festival in June. Previous to his current role running Ascential's Events division, he was CEO of Cannes Lions and its associated festivals for ten years.

"Philip is the obvious choice for this role, having led Cannes Lions to great success as CEO from 2006 to 2016," said Ascential plc. CEO Duncan Painter. "His knowledge of the brand and the global creative industry is unparalleled. He will of course continue in his role as CEO of Ascential Events, leading across a portfolio of brands."

Says Thomas (above): "My role as chairman will be to support managing director José Papa and his team in the strategic development of Cannes Lions and its associated festivals, offering counsel as he leads and manages the business. The role of creativity for growth and for change has never been so critical, and Cannes Lions exists to help people and businesses become more creative. I am delighted to be able to help José and his team in this mission."

Says Papa: "Cannes Lions is experiencing an exciting transformative era and we are privileged to have Philip's knowledge and vision. His involvement will ensure we continue pushing the limitless boundaries of creativity that drives business and change in the world."
28577888_2053965028219004_7038158732662566193_n.jpg12 bottles of the most sought after beers in the world are being auctioned in a world first Facebook Live beer auction via The Taboo Group. At 8:30pm Wednesday 21st March, Australian beer lovers will get their chance to bid on the last case of Goose Island's coveted Bourbon Country Stout in Australia.

Brewed in Chicago, the legendary barrel-aged imperial stout is in high demand across the globe, with American drinkers queuing outside liquor stores for hours in freezing temperatures to get their hands on it. Even empty bottles fetch up to $40 on ebay.

Screen Shot 2018-03-20 at 11.35.12 am.jpgSince October 2014 when Kia launched Australia's only 7 Year Factory warranty, it has dominated the Australian automotive landscape as the only genuine factory warranty offering 7 years protection with unlimited kilometres.

Kia has taken the opportunity to reinforce to the Australian car buying public, that there is only one brand in Australia who offers a genuine 7 Year Factory warranty, on every car, every time. The new campaign via Innocean Worldwide Australia, is based on the simple premise that a warranty is a promise and that promises should not before a limited time.

JH.jpgAPN Outdoor Group Limited has today announced the appointment of Jeremy Howe to the new role of chief strategy and innovation officer.

Howe will report to James Warburton, who joined APN Outdoor as chief executive officer and managing director on 22 January 2018.

Says Warburton: "The appointment of Jeremy to this important new role is a key part of our strategy to define and accelerate the next phase of growth for APN Outdoor and continue to drive our competitive advantage.

"We have a clear strategy, focused on transformation, innovation and the evolution of APN Outdoor in the broader media eco-system.

"With a strong balance sheet, successful operations in Australia and New Zealand, and growing revenue and earnings, APN Outdoor is well positioned for the future.
The Bond.jpgIn her most ambitious exhibition to date, globally-renowned artist Patricia Piccinini is bringing a retrospective of her key works and a suite of daring new commissions to Brisbane's Gallery of Modern Art from March 24 to August 5 2018. Clemenger Brisbane has launched a new campaign to accompany Piccinini's work.
Known for her imaginative hybrid creatures, Piccinini uses sculpture and installation, video and sound to realise a compassionate vision inspired by science, surrealism and mythology.

Made Possible By Melbourne_McCann Melbourne_Cannes Contenders (1)-thumb-400x300-256252.jpgA total of 157 entries have emerged as finalists and will be contending for metals at the 2018 APAC Effie Awards. McCann Melbourne leads the Australian agency pack with seven finalists followed by BWM Dentsu with five finalists.

The finalists are determined after two rounds of rigorous deliberations by some 200 of the most talented and experienced Jurors from across the region. This year's awards are headed by the Awards chairman, Charles Cadell of McCann Worldgroup, and 8 heads of jury - David Porter of Unilever, Elaine Chum of Philips, Guan Hin Tay of J. Walter Thompson, Joanna Flint of Google, Rupen Desai of Edelman, Ruth Stubbs of iProspect, Sameer Desai of Mundipharma and Silas Lewis-Meilus of McDonald's.

VIEW THE FULL LIST OF FINALISTS - apac-effie-2018-finalists(1).pdf
DELOITTE-Image 1a_1920x1080.jpgIn its first campaign from Y&R Sydney, Deloitte features its own employees and Melbourne community choir, 'THE CHO!R', to spread the message about the importance of diversity and inclusion. 

The film showcases how disjointed organisations, communities and businesses would be if certain groups didn't have a voice. The campaign will be used internally as well as highlighting how Deloitte can help other businesses meet their diversity, inclusion and leadership needs.
fYFP0wqX_400x400.jpgCreso is a global medicinal cannabis company dedicated to bringing the best of cannabis to better the lives of people and animals. Creso has appointed Channel T as its Australian digital strategy and brand partner.

In a global industry set to grow to $US31bn by 2020, Creso Pharma is an ASX listed company with global cannabis and hemp operations across Australia, Switzerland, Canada, and Columbia, with further expansion planned into more countries.

Creso Pharma applies pharmaceutical industry experience to develop, produce and market a range of cannabis derived products, to deliver improved outcomes for people and animals. Utilising proprietary ingredient and technological processes, the global product pipeline will expand to include products that range from pharmaceutical grade therapeutics through to recreational cannabis, skin care and lifestyle products.
IMG_4128.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 Matthew Sharp Fera, creative director, McGarry Bowen, Chicago.

Winner: BBC Three: The Perfect Day. Yes, we've heard this wonderful Lou Reed ballad from 1972. Yes, it features beautiful images of diverse individuals. However, this spot offers something much more than just a new take on a classic track. It acts as a platform for these memorable faces and voices to share their stories and on a channel that's as unique as the lyrics. READ ON...
AdFest party invite 2018_Low.jpgCampaign Brief is again getting into the spirit of AdFest with our annual Legendary Sunset Party at this year's festival.

Join Campaign Brief, London International Awards, Fin Design + Effects and The Gunnery poolside for 2 hours of drinks, networking and friendship at the Infini Bar overlooking the magnificent sea views at the Royal Cliff Beach Hotel in Pattaya, Thailand.

This is the 8th time we have hosted the event and if you are attending AdFest this year, please come along and enjoy the hospitality.
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, 72andSunny, Special Group, 303 MullenLowe, TBWA, Thinkerbell, VCCP, VML Australia, WiTH Collective, Y&R Australia, Y&R New Zealand, Zoo Group.

Paspaley Retail appoints 72andSunny

paspaley-pearls-brisbane-carbondale-01 (1).jpgPaspaley Retail has appointed 72andSunny to be its creative partner.

Paspaley pearls are widely regarded as the finest and most beautiful in the world.
72andSunny are a global creative company who recently opened in Sydney and Singapore.
Says Iris Kleimann, head of marketing, Paspaley "We met the team at 72andSunny and not only had a great connection, but we were inspired by how they could help us continue to build this Australian luxury brand both at home and globally."
Says Chris Kay, partner and managing director, 72andSunny: "What an opportunity to support a great Australian brand to build its luxury credentials and change the perception of pearls globally. We are beyond excited at working with some of the smartest and nicest people we have met in the market so far."
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