Campaign Brief

Tourism Australia has announced the selection of DDB Worldwide as its new global creative services agency for the next three years.
Marty O’Halloran, CEO and Chairman, DDB Australia and New Zealand, said: “This is a tremendous win for DDB and we are really looking forward to working closely with the Tourism Australia team to build an energetic and dynamic brand.  The response to Tourism Australia was an integrated approach that reflected the creativity, connectivity and collaboration of the DDB Global Network."
Tourism Australia Chairman, Rick Allert, said DDB Worldwide was chosen following an intensive and highly competitive selection process involving many of the world’s best creative agencies.
“In appointing DDB Worldwide we have chosen an agency partner that not only provides the requisite international network and infrastructure credentials, but is also, most importantly, at the top of the creative game globally," Allert said.
Tourism Australia’s Managing Director, Geoff Buckley, thanked all of the agencies who participated in the tender process for their time, effort and commitment.
“In particular, I would like to thank the other short listed agency Saatchi & Saatchi for participating in this exhaustive selection process. We congratulate them on reaching the final shortlist of a very competitive tender."
Mr Buckley said that Tourism Australia’s focus in the coming months is on maximising the global marketing and promotional opportunities presented by the Baz Luhrmann movie Australia due for release in November 2008. 
“DDB Worldwide will be assisting Tourism Australia to maximise our promotional opportunities around the movie which offers huge potential to put Australia in the spotlight globally and ignite the Australia brand to motivate people who will see the movie to then see the country," said Buckley.
The appointment of DDB Worldwide completes a global tender process that commenced in February 2008. The final two short-listed agencies – DDB Worldwide and Saatchi & Saatchi – participated in extensive in-market reviews. The process concluded with final presentations in Sydney at the end of May. The selection of DDB Worldwide was unanimously approved by the Tourism Australia evaluation committee and endorsed by the Tourism Australia Board. The tender process was conducted in accordance with Commonwealth Procurement Guidelines and was overseen by the Australian Government solicitor as Probity Advisor, and KPMG as Probity Auditor. 
Tourism Australia is currently finalising the selection of an agency to provide media buying and planning services. 

Nigel Marsh, the new group CEO of Y&R Brands, has announced the appointment of a new managing director of the George Patterson Y&R flagship office. Strategic planner Julie Porter will lead the Sydney office, taking over from Andrew Sargant.
The appointment reflects the new CEO’s high ambitions for the group: I have a mandate from Sir Martin and Hamish (McLennan) to have all the Y&R Brands group companies performing at the top of their game, so some fine tuning is necessary. Fortunately we have some of the best-known brands in this market in George Patterson Y&R, Ideaworks, PPR Wunderman and The Campaign Palace, as well as an enviable client portfolio We have great management and an awesome reservoir of talent across the group," says Marsh (pictured with Porter).
"Julie will be an incredible asset to the team."
A highly credentialed psychologist, Porter has had extensive experience in the UK, US and Australia. In the UK she worked with leading creative agencies AMV BBDO and Gold Greenlees Trott. She ran her own organizational change management consultancy, Creative Thinking, before relocating to Australia in 2004 where she has served as planning director at M&C Saatchi and more recently Clemenger BBDO, Sydney.  Porter’s client portfolio includes leading FMCGs, financial services and telcos.
"Julie and I have worked together previously in the UK and I’m thrilled she has decided to come on board.  She is a world-class strategist and her track record with leading creative agencies and award-winning work will bring a new focus to the Sydney agency. As a psychologist she understands consumers and knows how to chart and implement effective organizational change. She also has the high-level telco experience will be an invaluable resource for Telstra."
Says Porter: "It’s not about reinvention. It’s about harnessing all the good ideas in GPY&R and creating possibilities for clients. It’s about creating a ‘see and do’ as opposed to a ‘wait and see’ culture. 
“Clients want to work with successful agencies. I want to provide the leadership and resources which will allow Patts to reclaim its status as an industry legend."

ABC-TV announced today it has commissioned a second series of The Gruen Transfer from Zapruder’s other films.
The current series is averaging 1.2 million people each week, with an excess of over 100,000 downloads and streams on the website.
The show is hosted by Wil Anderson, and features advertising industry regulars Todd Sampson and Russel Howcroft. The new series will go into production early next year, with the final episode of the current series to screen on Wednesday July 30.
The show’s website (www.abc.net.au/gruentransfer)has been breaking records and attracting massive attention with user-generated video mash ups. Over 8,000 mock ads have been produced by viewers using the Ad Remix Tool, and the site has attracted over a million views since the show premiered.
Says Amanda Duthie, Head of Arts, Entertainment and Comedy: “We are excited about the success of The Gruen Transfer. Not only because it’s an original Australian concept, but that it has worked on TV, as well as online. The video mash ups has been phenomenal."
Says Andrew Denton from Zapruder’s other films: “We are thrilled to be given a crack at a second series, as, in some ways, it feels like we’ve only just begun to explore the extraordinary world of advertising and its ways of persuasion.
"We are also looking forward to handing out more impossible advertising challenges to the industry, such as making Sam Newman a spokesman for women’s rights, or selling nuclear reactors as the must-have facility for your town."
Says Arul Baskaran, Executive Producer of ABC-TV Multiplatform, who commissioned the Ad Remix Tool: “The web is changing the way viewers engage with TV. The video mashups success is fantastic and a perfect extension of the show’s exploration of advertising."

The Beaver discussion Australia had to have...
http://www.youtube.com/watch?v=XJgRxXil0lQ   
Also, what's it for? watch tonight for the answer....
http://www.youtube.com/watch?v=czrXixxOUsg
 
Wil, Todd and Russel are joined by Jane Caro and Matt Eastwood. Also up for discussion tonight: Ricky Ponting's many endorsements and on the pitch, return to child labour.
 
gruen transfer - wednesdays abc1 9pm

From the people who found a way for you to hold hot meat at lunch, Four'N Twenty now proudly brings you one of their crowning achievements - the Four'N Twenty MAGIC SALAD PLATE™  in a new campaign via Clemenger BBDO, Melbourne.
Research has practically proven that salad can’t fill the seriously hungry stomach, so why waste time trying? Simply place your delicious Four’n Twenty pie in the area provided on the Four’N Twenty MAGIC SALAD PLATE™ and suddenly with no effort at all, it looks like you’re having salad as well! To the untrained eye, a Four’N Twenty MAGIC SALAD PLATE™ makes it appear that you’re eating a leafy green salad, but in truth it’s just part of the plate.
Now you don’t need to cave in to the pressure that some people (like the ladies) put on you to eat salad - and all while still looking like you totally have.
Connoisseurs were offered a chance to receive a limited edition Four’N Twenty MAGIC SALAD PLATE™ when the TVC launched last night, hopefully building a groundswell of demand for this scientific salad breakthrough. The plates will be available online for a limited time, starting next month. Punters will be rushing to collect their Four’N Twenty MAGIC SALAD PLATE™ promotional packs, so they can take their part in a moment that will perhaps forever change pie history. Visit magicsaladplate.com.au today for more details.

VIEW THE TVC

Agency: Clemenger BBDO, Melbourne
ECD: James McGrath
CD: Ant Keogh
Creative Team: Tom Martin & Julian Schreiber
Graphic Designer: Musonda Katongo
Plate Production Leader: Jo Currie, Clemenger Fusion
Web Designer: Calvin Teoh
Account Service: Sarah Galbraith
Strategy Planner: Mike Hyde

Additional Magic Salad Plate TVC Credits:
Agency Producer: Sevda Cemo
Production Company: Renegade
Director: Tony Rogers
Production Producer: Jen Livingston

Australia proved its place on the world advertising stage once again with 7 Golds, 6 Silver and 8 Bronze World medals at the New York Festivals 2008. The Awards Gala was held last night (Monday 30th June) and featured some great work, much of which has already been recognised at other shows.
Leo Burnett Sydney was the big winner, picking up 3 Golds for Earth Hour, 2 Silvers (for WWF and Bundaberg Rum), and 3 Bronzes (for MacDonald’s, Bundaberg Rum and WWF).
Clemenger BBDO Melbourne also picked up a Gold for Carlton Draught 'Skytroop', as did JWT Sydney for Thrifty, Fin Design & Effects for Toyota and Song Zu for Coco Cola. New Zealand scored no Gold, and only 1 Silver and 1 Bronze for Rapp Collins Perpetual Card and 1 Bronze for Curious Film’s AMI film.
Local judges this year included Steve Back, ECD of Saatchi & Saatchi Sydney and Mark Collis, the former ECD of Leo Burnett Sydney (now at Ogilvy Tokyo). For the full list of winners and finalists go to www.newyorkfestivals.com

Clemenger BBDO Sydney has snared Al Crawford from DDB Sydney as Strategic Planning Director. He has an impressive pedigree working for some of the industry's most creative agencies and campaigns.
Crawford’s career has spanned stints at BMP DDB in London, Saatchi and Saatchi Sydney and DDB Sydney, where he was Head of Planning across the DDB Group for the last three years, as well as being on the DDB Sydney board and the Planning Futures Group, the global thinktank for the DDB network.
During his time in Sydney, he has worked across clients as diverse as Wrigley’s, Audi, Dell, News Limited, Arnott’s, Clorox, McDonald’s, Lion Nathan, Fairfax, AV Jennings and Continental.
Crawford has picked up numerous awards on both sides of the globe, including D&AD pencils for three years in a row on The Guardian newspaper, AFA and IPA paper awards for AV Jennings and The Guardian, APG recognition for Seeing Eye Dogs, Clean Up Australia and British Gas and was nominated a Campaign ‘Face to Watch’ in the UK. Al also counts the introduction of Twenty 20 cricket as one of his greatest achievements, having conducted the research and presentation which led to its acceptance by the ECB.
"What we were searching for is a partner in the creative process who had the planning bit on their business card," said Richard Maddocks, executive creative director of Clemenger BBDO Sydney. “Even better than that, we found someone who doesn’t talk as much as most planners and when he does it makes complete sense. Al is going to be crucial to our creative leadership."
Says Crawford: “The first step towards producing outstandingly creative and effective work for clients is to have a dynamic strategic and creative combination at the heart of an agency. In Rich, I’ve found someone who is not only creatively brilliant, but is also incredibly smart and down-to-earth. I know the agency is already on the up-and-up and I’m delighted to be joining at this exciting time!"
“Clemenger BBDO Sydney is experiencing a renaissance right now with almost an entirely new Management regime," says Jim Moser, managing director of Clemenger BBDO Sydney. "We have chosen the best people in the business to form the team that I have no doubt will take this agency to the very top creatively. Al represents the new breed of global Strategic Planner – obsessed about the work, operating in a currency of big ideas and channel planning literate. I am extremely proud of the passion and energy that infuses the agency right now and feel confident that Al’s contribution will add that extra little bit of magic to an already vibrant mix."

Whybin\TBWA\Tequila, Sydney has created a new campaign for eBay.com.au called 'Big Game Bargain Hunters'.
Themed around an iconic African big game safari, the ‘Big Game Bargain Hunters’ campaign highlights the unique bargains and extensive range on eBay, and taps into the shopper’s ‘thrill of the hunt’ for great buys.
The ‘Big Game Bargain Hunters’ campaign, follows the successful ‘Make Shopping Exciting’ brand campaign of 2007, and targets a broad consumer market including new and existing shoppers.
According to Whybin\TBWA\Tequila managing director, Paul Bradbury, the new campaign reinforces the fact that eBay is the best place to find a range of bargains: "Our research demonstrates that it’s not just about finding a great bargain, it’s how you go about hunting down the potential purchase. eBay shoppers – diehard, occasional or new – enjoy the ‘thrill of the hunt’, whether it be finding a rare collectable, nabbing an outstanding bargain at the last minute or using ‘all the tricks’ to being a great shopper on eBay. The ‘Big Game Bargain Hunters’ creative captures these insights concisely."
The ‘Big Game Bargain Hunters’ campaign is underway across TV, press, print, outdoor and online.

VIEW THE SPOT

Client : eBay.com.au
Agency : Whybin\TBWA\TEQUILA Sydney
Creative Director : Garry Horner
Creative Team : Joe Craig, Janelle Shearer
Agency Producer : Sean Ascroft
Account Directors : Olivia Hall, Ryan Bernal
Planner : Matt Robinson
Director : Sam Bennetts
Production Company : The Feds
Editor : Simon Nijoo, Guillotine
Post Production : Illoura
Sound Design : Front of House, Phil Kennihan
Media Planning & Buying: Total Advertising

Whybin\TBWA Sydney has launched a new brand campaign for The Sydney Morning Herald.
The re-brand seeks to strengthen Sydney’s emotional connection to The Sydney Morning Herald and establish an ongoing commitment, by increasing readership frequency, from ‘light’ or occasional consumers of the newspaper.
The new Whybin\TBWA campaign, ‘Life’s calling’, embodies the spirit of getting out there, doing new things and being part of the story. It positions The Sydney Morning Herald as the one, all-encompassing media that stimulates the lives of Sydneysiders by offering rich content across lifestyle, entertainment and current affairs.
25-49 year old socially active white-collar professionals, who are usually the first to know about news and events in Sydney, are targeted for the ‘Life’s calling’ campaign.
According to Whybin\TBWA Sydney managing director, Paul Bradbury, the ‘Life’s calling’ campaign ignores market conventions: "We have found a complementary place for the newspaper in people’s lives, without having to replace other media. The Sydney Morning Herald isn’t about taking time away from life, it’s about enriching it. We want readers to take well-spent time to discover something new about life in Sydney, and be a part of it, by reading The Sydney Morning Herald."
The TBWA campaign launched with a TVC, followed by an outdoor, online and press campaign.

VIEW THE TVC

Client: Fairfax – The Sydney Morning Herald
Agency: Whybin\TBWA Sydney
Creative Director: Garry Horner
Creative Team: Garry Horner, Matt Kemsley, Dave Lidster
Agency Producer: Sean Ascroft (Broadcast) & Jessie Williams (Print)
Account Service: Paul Bradbury, Asher Taylor & Melissa Monaco
Planner: Matt Robinson
Director: Fabio Nardo
Production Company: Film Graphics
Editor: Sean Ascroft
Post Production: Frame, Set & Match
Music: Song Zu
Media Planning: Initiative Media
Media Buying: Initiative Media

CAMPAIGN BRIEF’S ANNUAL 400 + PAGE PRESTIGIOUS HARDBACK 2008 RECORD OF THE BEST ADS FROM ASIA, AUSTRALIA AND NEW ZEALAND. COMES COMPLETE WITH TWO HIGH QUALITY DVDS WITH OVER 100 TVC, INTEGRATED AND RADIO ACCEPTANCES.

The Work 08 is calling for entries from agencies and TVC production companies throughout Australia, New Zealand and Asia.
Entries are FREE.
The deadline is Thursday July 31, 2008.

Download the Call for Entry kit:
The Work08 CALL FOR ENTRY KIT.pdf