Toby Talbot_thumb.jpgLast year, Toby Talbot (left) returned to Saatchi & Saatchi New Zealand as chief creative officer. He spoke to Campaign Brief about indie agencies with zany one-word names, the Publicis awards ban, why he keeps coming back to work in New Zealand, his upcoming gig at Ad Stars, things he's not-so-good at, and lots more besides.
 
CB: It's been one year since you took the role as Chief Creative Officer at Saatchi & Saatchi New Zealand. How's it going?
TT: It's been fantastic. It's been 10 years since I last worked at Saatchi and I'd forgotten the potency of the name. It's like you look up the word 'advertising' in the dictionary and find us. I also walked into an incredible culture that has been nurtured by my partner in the business here, Paul Wilson, since he took over. No hierarchies. No politics. No egos. Just a burning desire to do the best work we can and a strong sense of purpose shared with our clients. I also have a boss in Mike Rebelo who, as well as being Saatchi born and bred, runs Publicis in the region. So I feel much more connected to the potential of our network than I ever felt in previous networks I have belonged to.
 
CB: Now that you've settled back in, what are your goals for 2018?
TT: My focus for 2018 is about creating world-changing ideas. We've had a year away from awards - which I think on the whole has been applauded by the industry because it's forced huge money-making machines like Cannes to take stock of how out of control it's all become. And personally, I've enjoyed it as it's allowed me to focus on people and product. It will be great to get back into awards but, for me, the shiny baubles come easily after you've got everything else right. I'm still way more focussed on the Strand, Parnell than the Croisette, Cannes.

Zoo Advertising founder Pawl Cubbin dead at 57

Pawl-Cubbin-new.jpg
The Canberra Times reports that tributes from Canberra's advertising and hospitality industries were flowing across social media on Sunday night following the death of Canberra businessman and entrepreneur Pawl Cubbin, aged 57.

Cubbin was the visionary behind many iconic Canberra restaurants and bars including Belluci's and Public in Manuka, Little Brooklyn in Kingston and Shorty's in Civic.

But he was most well-known as Canberra's most prominent advertising guru, establishing Zoo Advertising in the late 1990s ~ which eventually opened offices in Sydney, Melbourne and Singapore ~ and working in recent times on marketing campaigns for the Brumbies, the Centenary of Canberra and for property giant Geocon.

Cubbin's sudden death on the weekend occurred just days after he announced he would close the Canberra office of Zoo Group. The Melbourne office closed in November 2017 and Sydney entered into liquidation in February this year.

According to Canberra's City News, his passing coincides with the closure of one of his property and hospitality investments, Academy nightclub, in Civic on Saturday night (April 21)

page1image3866944.jpgIndependently owned, global 'live' brand events agency, INVNT has launched its APAC operations with head office located in Sydney, Australia, to address a surge of demand across the region for live brand storytellers, capable of challenging everything.

Originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, INVNT was created to be the best live brand storytelling agency in the world. The company's "challenge everything" positioning statement has seen INVNT's roster of clients grow worldwide to include a number of major household names such as: PepsiCo, Microsoft, General Motors, Oracle, Xero, Samsung, and Subway.

The company, which creates and produces brand engagements for every audience segment - employees, customers, partners, investors, the media and consumers - has seen revenue grow 107% since July of 2017 and predicts 2018 to be a record-setting year as they continue to invest into the APAC region.
5.jpgIn between busy commercial schedules, Butchery editor Johanna Scott has collaborated with director Eddie Martin to cut the documentary 'Have You Seen The Listers?', which premiered at the Melbourne International Film Festival in 2017.  The film is a candid and personal insight into the rise of world-renowned street artist Anthony Lister as he challenges conservative Australia whilst battling his own demons.

The film is garnering great reviews and Scott's fantastic work has been noted and praised amongst many.

Together, Scott and Martin cut from almost 1000 hours of footage to craft a refined and moving film, with Margaret Pomeranz calling it 'brave and fascinating' and 'a fine achievement for the editor'.

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Barbara-Humpreys-NEW.jpgAs part of a daily series Campaign Brief shines the spotlight on the top female executive creative directors and creative directors in Australia...

Barbara Humphries is a creative director at The Monkeys, Sydney.

Barbara likes solving strategic problems and finding new ways to tell a brand's message, drawing on human truths and the world of wonderful things we see around us every day.

At The Monkeys, Humphries worked on the award-winning 'Spring Lamb' campaign for Meat & Livestock Australia, and over the course of her four-plus years at the agency, has also worked on brand platforms for Blackmores, Sydney University, Pauls and more recently IKEA.

Launching her career as a freelance illustrator and designer at Vogue before a passion for ideas, writing and art direction steered her to roles in advertising including stints at Wieden + Kennedy London and Publicis Mojo Melbourne.

The worst laugh is at the back of the room

unknown.jpgA blog by Damon Stapleton, chief creative officer of DDB New Zealand
   
"An egg is funny, an orange is not." - Fred Allen

One of the most painful things you can ever see is a comic bombing. It is like watching somebody else being kicked in the balls but somehow you feel the pain. This was happening to me about a week ago.

It was late at the comedy club. There is a beautiful, opaque, intoxicating sadness about a comedy club. Comics loudly telling stories about past glories. Human beings trying to withstand it all by making other human beings laugh. A boulevard of broken dreams that occasionally glitters so brightly, you are willing to keep walking as the rain falls.
Image 1_1920x1080 (1).jpgY&R Melbourne has launched Sip Safe on campus at Monash University. The Sip Safe wristbands detect drugs by simply placing a drop of your drink onto the band itself.
 
Designed for widespread use across festivals, events, bars, nightclubs and other venues where patrons are already accustomed to using wristbands, Sip Safe is equal parts utility, education and deterrent for would-be drink spikers.
 
The product was first trialled during Schoolies in late 2017 and will now be rolled out at a variety of student and youth events throughout the year.
Screen Shot 2018-04-23 at 8.56.15 am.jpgAustralian energy retailer, Origin Energy, has today unveiled a new brand campaign via TBWA\Melbourne and Atomic212, to highlight its commitment to making energy smarter, easier, more sustainable and more affordable for customers.
 
The 'Good Energy' campaign features a new, refreshed logo, making the first significant change to the brand in its 18 year history - with a campaign launching this weekend across TV, digital, outdoor and PR.
 
Says Donna Pidduck, chief marketing officer, Origin: "Our customers are at the heart of everything that we do at Origin. The change to our brand serves as a reflection of our ongoing commitment to Australians.

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5ab9dd40334b4.jpgPurchase your tickets to the 39th AWARD Awards evening, to be held on Friday, May 25 at Carriageworks, 245 Wilson Street, Eveleigh, Sydney.

Time: Pre-drinks: 6.00pm - 7.00pm / Presentation commencing 7.00pm followed by after party which runs until late
Venue: Carriageworks, 245 Wilson Street, Eveleigh
MC: The Chaser Boys  - Craig Reucassel & Andrew Hansen
Dress: Cocktail
Cost: AWARD & Corporate members $325 (inclusive of GST) / Non-member $380 inclusive of GST)

BOOK TICKETS HERE
Youngbloods MR.jpgFollowing the overwhelming success of its first event for 2018, the Queensland Youngbloods team haven't wasted a minute with their next event, 'The Work Behind The Work' which is set to be held on Wednesday, May 2, 6:30pm-9:30pm at High Church, 483 Brunswick Street, Fortitude Valley.

QLD Youngbloods is wanting to tell more of a story about the hidden lessons and grit that go into campaigns.

Quite often the ads we are only 10% of what's involved to produce them. So with this in mind, the team have asked along four of Brisbane's biggest agencies to demonstrate the process behind some of their most successful campaigns.

GET TICKETS HERE
GorillaDoctorsPackShot.jpgSince the inception of Creative LIAisons in 2012, LIA has been at the forefront of nurturing the next generation of creative talent. This year, in partnership with Gorilla Doctors, LIA has taken another positive step forward by initiating a global competition that is open to all creatives between the ages of 21 - 30 years.

Says Barbara Levy, president of LIA: "Our focus has always been to invest in young talent. That's why we started Creative LIAisons, our way of giving back to the industry. When we learned of the plight of the mountain gorillas through our association with Gorilla Doctors, we felt that this was the perfect platform to galvanize young talent from all over the world to help save these gorillas through a competition to find the best idea."
Thumbnail image for 11083871_10153828022489848_3008428787278718354_n.jpgIn the lead-up to the AWARD Awards the annual CB/LBB Legendary Lunches will be held in Melbourne on Tuesday May 22 and in Sydney on Thursday May 24.

The invitation-only lunches will be attended by top creative directors (including some from NZ) and creative teams from LBB member agencies and production company executive producers.

lia_logo-web.jpgThe annual lunch is generously sponsored by New York-based Barbara Levy, president of the London International Awards, who will be visiting Sydney and Melbourne to catch up with top creative directors and to attend the AWARD Awards in Sydney.

140 of the world's top creative directors will come together to judge the awards in Las Vegas in late September, early October. The initial deadline to enter the LIA Awards is June 11.

The Melbourne After Lunch Party is sponsored by Exit Films, Alt.VFX and Arc.
The Sydney After Lunch Party is sponsored by Louis & Co.

1200px-The_New_York_Times_Company_logo.svg.jpgThe New York Times Company has today announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia.

The strategic appointment follows the continued success of robust coverage expansion efforts in the region, which have focused on global issues that deeply affect readers there, including climate change, migration, gender and international politics and economics.
Screen Shot 2018-04-23 at 7.25.38 am.jpgMedibank has today unveiled the evolution of its 'What is Better' brand platform via TBWA\Melbourne, as it continues to challenge what 'better' means when it comes to health.

The latest campaign goes live today in line with the announcement of Medibank at Home -- a program which seeks to improve members' quality of life by providing greater choice where possible over where they receive their care, be it at home or in hospital.

Building on the foundation of the brand platform launched in February, the new campaign sees Medibank continue to question and explore what 'better' means for different people, through ongoing conversations with Australians from all walks of life.

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Rebecca-Carrasco (1).jpgAs part of a daily series Campaign Brief shines the spotlight on the top female executive creative directors and creative directors in Australia...

Rebecca Carrasco is deputy executive creative director at Saatchi & Saatchi, Sydney.

Consistently awarded as a writer, art director, CD & ECD, Rebecca's work has been recognised with Best In Show's, Campaign of the Year, Client of the Year, Creative of the Year, an Asia Pacific Child Rights Award, a United Nations Award, metal of every colour, and several Television Programming Awards. Her work has been awarded globally at Cannes, The One Show, Clios Awards, New York Festivals and AWARD. 
Screen Shot 2018-04-19 at 9.31.18 am.jpgLIA has launched the call for entries for the London International Awards 2018.
 
The categories include: Ambient, Billboard, Branded Entertainment, Design, Digital, Health & Wellness, Health & Wellness - Craft, Integration, Medical, Medical - Craft, Music & Sound, Music Video, Non-Traditional, Package Design, Poster, Print, Production & Post-Production, Radio & Audio, Social Influencers, The NEW, TV/Cinema/Online Film and Verbal Identity.

Entries submitted must be broadcast, published or released in a commercial environment
with client approval between 1st July 2017 and 31st July 2018.

ENTER NOW

To view the 2018 jury presidents: click here.
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, 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.

Screen Shot 2018-04-20 at 8.29.06 am.jpgIconic Australian soft drink brand SOLO has launched its first brand campaign in two years. The campaign developed by TBWA\Melbourne and Carat, showcases how modern men get their thirst.

The much-loved Australian brand became famous for its 70s and 80s advertising where the now iconic SOLO Man tackled extreme activities in order to work up a sweat. Today's work, 'A Thirst Worthy Effort', offers a new take on what it means to be a SOLO Man in 2018 - with men doing things like arc-welding costumes for a school play and constructing Swedish furniture.

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Screen Shot 2018-04-20 at 8.39.58 am.jpgWARC, the global marketing intelligence service, has today released 'Lessons from the world's top effectiveness campaigns' to uncover shared creative, media and measurement strategies.

The report analyses the results of the latest WARC 100, an annual ranking of campaigns based on their performance in effectiveness awards from around the world.

The four lessons from the 2018 WARC 100 analysis are:

1. Effective campaigns increasingly have PR 'baked in'
Analysis of campaigns in this year's WARC 100 reveal the increasing use of PR in their channel strategies. This reflects the rise of creative ideas built to gain press coverage and other earned media. Several ideas at the top of the ranking centre around a highly PR-able stunt or concept, like the Transport Accident Association's 'Graham', that can generate content across channels and media.
LNIbQcwKNldjXNLvk1GqnwM0Kv3VvClTBlSJLGAflnU,A3tlHZkiS-uDt7bqmqupRTT4mY1-nD5Ruq86hNuP3s8,brcIfxEE0CvrubZ-Lb90_LsVibagRvcIa1bDUvpaiG0,FOtYfpuLrtvLTn3Sl6v6KOE4AYgDpmQYJJZFsZkJhh8,x9bky2ERK9c5_VIl3fc_v6PNDD6lHTTGYHWy2538IFY-2.jpgAPN Outdoor's strong start to 2018 has continued, with the announcement at the company's annual general meeting of three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years.
 
Says James Warburton, CEO and managing director, APN Outdoor: "These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment to the development of our transit and billboard product offering.

Clio Awards entries close today Friday April 20

Screen Shot 2018-04-19 at 8.10.15 am.jpgThe deadline for The Clio Awards is today, April 20, 11:59pm EST (US time).

Prices will increase after April 20 with the final deadline set for Friday, June 29.

The shortlist and winners announcement for Gold, Silver, Bronze and Shortlist will be made on Wednesday, September 5, 2018.

The 2018 Awards Show is set for Wednesday, October 3, 2018 at the Ziegfeld Ballroom (141 W. 54th Street, New York, NY 10019)

Grand winners will be announced during the Awards Show.
 
See Entry Fees for details on price increases.

ENTER NOW
image.jpgApplications have opened for the 2018 Copy School, sponsored by NewsMediaWorks, to be held in Melbourne with another world-class line-up of guest creative tutors.

Copy School is designed to encourage the best quality copywriting across all media channels and engages some of Australia's leading advertising creative directors and copywriters, as well as news media executives, to pass on their knowledge and experience.

Copy School will be held in Melbourne from Monday 7th to Friday 11th May, and is seeking 20 young copywriters, or any aspiring copywriters, to attend the workshop series.
Telstra Tracker - image2 (1).jpgFor the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and Dentsu Aegis Network sports and lifestyle marketing and operations business, MKTG.

By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from the match, highlighting how fast and how far players are running throughout the game. This ground-breaking initiative delivers data that has previously only been available via the AFL app and Channel 7 broadcast.
Holden_Colorado (1).jpgHolden has unveiled its latest campaign, 'Holden Colorado, Not To Be Outdone'", to promote the hard-to-beat capabilities of its Colorado range.

Created by The Monkeys, part of Accenture Interactive, the integrated campaign puts the Holden Colorado through its paces, proving the truck is not to be outdone.

Directed by Hamish Rothwell of Goodoil Films, the brand film features a man and his Colorado take on a mountain goat in an epic race to the top of a mountain. In this battle of man versus beast, the driver and his vehicle challenge deep rivers, large boulders and steep-mountain climbs to outdo his goat nemesis.

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mark-read-WPP.jpgWunderman CEO Mark Read (pictured), who has become one of WPP's two global leaders in the wake of Sir Martin Sorrell's resignation over the weekend, has emailed each of its approximately 200,000 employees around the world. In the memo Read expresses confidence in the future of WPP and assures all that there is no intention of breaking up the Group

To everyone at WPP

Over the last four days I've spent as much time as possible speaking to our people and clients. There's universal admiration for Martin's achievements, and sadness about his departure. At the same time, there's a huge amount of support and goodwill for the company, and no shortage of confidence about the future.

That confidence is well founded. The companies and client teams that make up WPP are exceptionally good at what they do. They are major organisations in their own right, with their own strong leaders. The clients I've spoken to have all been clear: they value their partner agencies and teams, they expect them to continue to deliver, and they have no doubt that they will.
Paula-Keamy-2018.jpgAs part of a daily series Campaign Brief shines the spotlight on the top female executive creative directors and creative directors in Australia...

Paula Keamy is associate creative director at M&C Saatchi, Sydney.

Paula has over 20 years experience as an award-winning creative director and copywriter, as an integrated and through the line specialist.

She has won nearly 100 international and national creative awards, and has been honoured to be an awards judge many times - the highlights being an ADMA Creative Chair, and a Cannes Lions and D&AD Juror.

She has worked across every industry category, on Australian, regional and global accounts. The longest periods of her career have been spent working at JWT Singapore, DDB Rapp Melbourne and, for the last seven years, at M&C Saatchi Sydney.
Bestad-jobs-Feb-2018.jpgA joint initiative of Bestads and Campaign Brief, TheBestAdJobs.com offers recruiters and agencies a fantastic low rate of $50 per job listing.

TheBestAdJobs.com reaches the international audience of bestadsontv.com and the Australasian audience of campaignbrief.com, campaignbrief.co.nz and campaignbriefasia.com.

New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.

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62f83312-352d-4c34-85a0-731ad3999c62.jpg
Disrupting the traditional industry awards model, The Immortal Awards provides LBB members with a global award that is free to enter, easy to enter and hard to win.

Inspired by Sir John Hegarty's belief that creative companies rarely create more than five genuinely award-worthy pieces per office a year, The Immortal Awards only allows entrants a maximum of five entries.

The limit ensures only the very best creative work is entered and creates a democratic, level playing field for all entrants. It's not about playing the numbers game, it's simply about recognising the creative ideas - and the creative talent behind them - that will live forever.

LBB made the decision that entry should come at no additional cost to its members because they understand the importance of awards in furthering the careers of creatives but recognise just how tough the industry is now, particularly financially. As long as your company or office is a member of Little Black Book, you'll be able to enter the award show free of charge.
Emily Beautrais_Headshot (1).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 Emily Beautrais, creative director at Clemenger BBDO, Wellington.

BEST TV
Nothing stood out this week here. Either the ideas were good and the craft was lacking, or the other way around.

BEST PRINT
Winner: The Chaeli Campaign. This definitely left me interested. I sure wouldn't place a bet on this woman not being able to do something, but it got the point across in way that grabbed you, in what is a well-worn and probably very challenging category. Much more powerful than straight up asking for support. READ ON...
Screen Shot 2018-04-19 at 11.33.18 am.jpgScreen Shot 2018-04-19 at 11.33.18 am.jpgLIDA, the customer engagement specialist business within M&C Saatchi Group has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game.

'60 Second Gets' draws on LIDA's wealth of experience to unpack the latest industry tools, tech and thinking.

Launching today, the first video, 'Success in Six Seconds', shows our attention spans are shorter than that of a goldfish. The clip demonstrates how to catch eyeballs, and generate cut through with today's social and mobile audiences.

VIEW THE FIRST VIDEO

EaSwM3irqvaOBBm5MAiuXBfFWnIRgU7nFTz4crr2peg.jpeg//Thirteen & Co & RSA director Zach Merck has always been attracted to the darker elements of science fiction and horror, which ironically is very different from Merck's light comedy commercial work. Zach followed up last years "The Chattering" short film with "Happy", a unique project for the band Blue October.

"Happy" explores the concept of "love" in today's technology-enriched world. Inspired by the song "I Hope You're Happy" Zach took the unconventional route to creating a music video. The result? A unique mash up of sci-fi, romance, and comedy, or what Merck refers to as "a 1980s-ish short film that is like if John Hughes had a baby with Ex-Machina."
Online Circle Digital - New Hires (2).jpgIndie Melbourne agency Online Circle Digital is continuing its growth with three new hires to the Mercedes-Benz AUNZ account team.

Youngest hire Matt Catania (centre) joins the team as an account executive after 10 years of client facing experience. He was previously employed by ExecuJet Aviation Group, working in client liaison where he provided specialised services for high end clients and celebrities.
Screen Shot 2018-04-19 at 9.03.16 am.jpgNoisy Beast has today announced that David Brown has been appointed managing director of the integrated creative and media agency.

Brown, a former group MD of DDB and managing director at M&C Saatchi, will take over from Noisy's co-founder, Adam Hilton, who is leaving the business mid-year to take on a new role with Stratosphere.

Brown has been working with Noisy Beast on its globalisation and growth strategy over the past six months, and with his background and experience across advertising, CRM, data and digital is a very strong choice to take on the MD role.

Air NZ continues reign as Australia's #1 company

Air New Zealand Australia.jpgFor the second consecutive year, proudly Kiwi airline Air New Zealand has been recognised as Australia's most reputable company in the Reputation Institute's annual Australia Corporate Reputation Index.
 
In ranking first, Air New Zealand has trumped homegrown carriers Qantas and Virgin Australia which indexed third and fourth respectively, as well as other major corporates such as Toyota, Apple and Nestle.
Screen Shot 2018-04-19 at 9.06.25 am.jpgAt a time when more than two thirds of Australians are feeling confused and concerned about their finances, Suncorp via Publicis Groupe, is revolutionising the financial services category with a new creative platform focused on making the complex simple.

In a move that expands the brand beyond the sunshine state, Suncorp's strategic approach is all about helping Australians focus on what they do with their money today to spend and save better.

Launched nationally this week, the new brand positioning starts with the introduction of Sunny - a straight- talking 10-year-old girl who personifies the confidence and optimism Suncorp aims to instil in their nine million customers.

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A blog for advertising creatives in Australia. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).
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