CBWA_DEC2018_BLOG.jpgUnfortunately, a production delay beyond our control means our December issue can't be delivered before Christmas, so we thought we'd make it available to download as a PDF.


The printed version will still be published and delivered, just not before the big man in the red suit comes a'calling.

In case any of our valued subscribers might think we're giving away something you've paid for, fear not - your subscription period will be extended by an issue.

(If you would like to subscribe, email martin@campaignbrief.com and we'll send you an online invoice - $49.50)

June of this year marked our 34th year of publication, and once again we have received great support and contributions from the industry. Our thanks to:
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Marketforce has promoted long-serving art director Neil Martin to Head of Art at the agency.

Martin has been with Marketforce since 2011 and is currently Campaign Brief's #1 ranked creative in WA.

He first came to prominence with some smart press work at Ad Impact. In 2010 he won Campaign Brief's The West Australian Caxton competition with Drew Ridley, with a concept for Midalia Steel.

The following year he almost repeated with another ad for Midalia Steel, this time with writer Mark McDonald (who has recently been made Head of Creative for Digitas India). Their Pool Fences ad didn't win our competition, but it did go on to win a national Caxton award for newspaper advertising.

He joined Marketforce in September 2011, and has been involved in most of the agency's best work since then, including Chicken Treat, Internode, WA Electoral Commission, Curtin University and most recently 'The R Word' for Avivo.

Marketforce CCO Paul Coghlan said Martin's promotion was well deserved.

"Not only is Marty an extremely passionate and talented art director, he's also an all-round great human being. He has been immense over the last six months and I am delighted to officially elevate him to Head of Art to continue to help guide the world-class output of the agency." 

TourismWA_Logo_BLOG.jpgAfter a couple of months of false starts, Tourism WA has given agencies a Christmas present, releasing its long-awaited tender yesterday.

The extensive tender calls for a lead strategic and creative agency, and a panel of implementation agencies across various requirements.

Submissions are due on February 14, meaning agencies intending to participate will be hitting the ground running immediately after the Festive break for what will be one of the biggest pitches of recent years.

The account has been held by eastern states agencies for the past decade, first by Host and since 2014 by Cummins & Partners, but it is widely expected to come back to WA, given Premier Mark McGowan's vocal support of WA business.

However, it will still be up to local agencies to put up a convincing case that they have the necessary expertise to lift the state's tourist numbers, which are currently the worst in Australia.


KarenShort (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 Karen Land Short, group creative director, Droga5, New York.

BEST TV
Winner: Uber Eats, Coca-Cola Partnerships: When Christmas Feels Like Home. The idea of delivering meals to someone cooked by that person's family is a nice enough thing to do in itself. To do it Christmas night is heart-melting. And to promote it with a lovely film is just gravy. Well done all (especially you, Uber). READ ON...

Lateral Aspect makes turtles cry for AQWA

LA_TurtleTears_BLOG.jpgLateral Aspect have launched a fully animated television and cinema commercial for AQWA, The Aquarium of Western Australia.

'Turtle Tears' is part of a broad campaign that focuses on AQWAFACTS, the weird and wonderful world of the animals that reside at the iconic WA tourism site.

Watch the TVC.

Lateral Aspect Creative Director, Mark Lucas, said the spot was the first of three to be produced between now and February 2019.
Screen Shot 2018-12-11 at 6.13.57 am.jpgThe entry deadline for the 40th AWARD Awards has been extended to this Friday, December 14.

Get your entries in before the extended and final-final deadline, Friday 14th December 2018 (15% Late Fee will apply), and you could turn hate into gold.

dscf0438-2 (1).jpgA blog by Damon Stapleton, chief creative officer of DDB New Zealand

"Living right in the heart of Tokyo itself is quite like living in the mountains - in the midst of so many people, one hardly sees anyone." - Yūko Tsushima

Imagine you are in a city of close to 15 million people. You are walking down a large street. It is a lot like 5th Avenue in New York. For a couple of seconds, you are happily staring at one of the beautiful window displays. You turn around and your child is gone. The worst feeling in the world. This had just happened to a woman as we were driving down the same street. Our driver stopped the van suddenly and jumped out. Not speaking Japanese, we didn't realise this unfortunate event had been announced on speakers that I think you find on most Tokyo streets. Thousands of people stopped what they were doing and looked for the child. Our driver happened to see the kid with many others and the child was re-united with a very relieved mother.
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The Brand Agency has received a commendation at Friday night's DIA WA Awards for its design and branding work for King Street, the agency's content production division.

For more than 60 years the Design Institute of Australia has been recognised as a leading advocate of Australian design. It provides the opportunity to promote the important role design plays across interior design, product design and visual communication. Now in its 16th year, the event was attended by more than 300 members of Perth's design and architecture industries at the State Theatre Centre of Western Australia.

"The development of the King Street brand has been a labour of love for our team," said Dan Agostino, Head of Design at The Brand Agency. "Designers love when they have the opportunity to invest time and effort into every detail and every step of the creative process, and for it to then be recognised alongside some of the region's best design is very rewarding."
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Frank Carroll, the English-born Beautiful Pictures director, has traded in his signature subtlety for a visually visceral power-piece commissioned by Perth Heat.

Working closely with the staff and players from the Heat over two days, the small strike-team crew executed over 40 individual set-ups to produce a one-minute online video that will have fans ducking for cover, and then buying a season pass.

Beautiful Pictures Executive Producer Kate Downie, said the film marks an undeniable upswing in the scale of projects Carroll is responsible for, an exciting young WA director with all the necessary tools to carve out a name for himself in the industry. 

"We don't get a whole lot of high-octane sporting advertisements in WA but when we do, you better believe we knock them out of the park.Thanks to Perth Heat General Manager Steven Nelkovski and his dedicated staff for a wonderful shoot."

Trilogy 'Chases Summer' with new campaign

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Trilogy has launched 'Chasing Summer'  - a major new campaign for Forrest Chase. 

The agency created over 6000sqm of hoarding creative, television commercials, digital screens, campaign website, radio, social media campaigns, video grabs, summer coasters, strut cards, gift cards, retailer tenancy guides, and event guides for the campaign, which has added to the colour and vitality of the City.

Launched last Friday, Trilogy director Nita Davey said it has been 12 weeks of working with "amazing people" to bring the campaign to life.
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Food stylist Kate Flower is no 'newbie' to food but has become the 'latest trend' for agencies looking to freshen up their approach to food marketing.

Flower's styling has been embraced by the industry, appreciating her contemporary style. Her broad skill set - which includes recipe development, testing, consulting and styling - has recently seen her working on TV, video and photography shoots for The Brand Agency, M&C Saatchi Melbourne, and Breadbox Marketing on clients including Lilydale Chicken, WA Potatoes, Golden Eggs, Fromage Artisans, Sweetlips Fish Bars, Princi's, and D'Orsogna. 

Her deep understanding of seasonal trends and passion for farm to plate produce has seen her quickly etch a niche in the food marketing scene, creating and styling food for high end restaurants and local artisans as well as agencies.
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Anthony De Ceglie has been announced as the Senior Editor of West Australian Newspapers (WAN), replacing Brett McCarthy. De Ceglie will start by mid-January and be responsible for the editorial direction for WAN's stable of news brands, including The West Australian, The Weekend West, The Sunday Times, thewest.com.au and perthnow.com.au, as well as WAN's 19 regional publications. 

He joins SWM WA from News Corp Australia, where he has been deputy editor of The Daily Telegraph having joined the paper in March 2016. Prior to that, he was Deputy Editor of The Sunday Times and perthnow.com.au. 

"I grew up reading The West Australian and The Sunday Times, and I look forward to continuing their tradition of investigative journalism, in-depth political coverage and first-rate sports news," said De Ceglie. "Along with the regional newspapers, they are part of the very fabric of the WA community." 
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After picking up new clients Waldecks Garden Centres, Itch Recruitment, GoScoot, WA Meat Co and Amex Corporation in the last quarter, Likeable Creative has expanded the team.

Andrea Sexton (left) joins as Account Manager, after previously working as Digital Marketing & Social Media Specialist for swimwear company, Amore + Sorvete.

Steve Cooke is on board as Account Director and comes to Likeable Creative after managing a tourism enterprise in the UK. Steve was previously running the design department of 303Lowe and then the spin-off production agency, Six.

Oakley Fletcher starts this month as a Creative. Oakley has been freelancing at Likeable after completing AWARD School, and won Best Advertising Folio and Best Illustration Folio at last week's North Metropolitan TAFE Design Graduate Show.
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North Metropolitan TAFE Advanced Diploma of Graphic Design graduation show 'First Course' entertained the Perth design community last week.  The theme of the evening was 'neon-café' meets 'medieval feast', where graduating students showcased their work to Perth designers, the general public and their families.

Key Perth designers, businesses and associations judged students' exhibited work and awarded winners in various categories including typography, branding, digital design, advertising and illustration.
bigheadbanner.jpgWorld-renowned student competitionYoung Ones 2019 is officially open for entries, and has announced that this year's Young Ones Brief competition features not one, not two but five amazing creative briefs for students to explore, with more on the way.

The deadline for entries is Friday, March 1.

With briefs from international brands such as Avery Dennison, Brooks and Budweiser, upstart cosmetics company Il Makiage, and even a socially conscious brief for The New York Times in partnership with Droga5, students are bound to find one that piques their interest and inspires students to do their best creative work.

Rare cruises toward Christmas

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Last Friday, Rare celebrated another successful year with their always highly anticipated staff Christmas party.

The crew cruised towards Mosmans on the Moonlight Express, where they docked for a lavish three-course lunch and magical entertainment by Robbie T, then they set sail for an afternoon of drinking, dancing and karaoke!
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A steady stream of national account wins is positioning new creative and technology agency Firefly360 for a big year of growth as it undertakes a range of strategy, data projects and campaigns on both East and West coasts.

The fast-growing digital agency has recently added a number of major brands to its account roster including Mrs Macs, West Coast Eagles, Foodworks, Australian Finance Group and Pindan.

Firefly360's focus is on helping businesses think more commercially and creatively about marketing on digital platforms.
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The latest emma CMV readership survey (12 months to 30 September 2018) shows SWM WA mastheads are among the nation's strongest metropolitan news brands with three in four West Australians reading them in an average month across multiple platforms and devices.

In total, over 2 million people, read The West Australian, The Sunday Times thewest.com.au, PerthNow each month.

Total audience for The West Australian + thewest.com.au is up 4.7 percent YOY, driven by growth in digital audience.

67.5 per cent of West Australians read The West Australian / thewest.com.au in an average month - the second highest market penetration among Australia's metropolitan news mastheads. The Sunday Times / PerthNow reaches one in every two West Australians a month - a strong performance for a single edition print component.

SWM WA Chief Marketing Officer Kate Molinari said the results show West Australians continue to engage with print.
JAMIE_AND_SANJIV_CROPPED1 (2).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 best judges are Sanjiv Mistry (right) and Jamie Mietz (left), executive creative directors at m:united/McCann London.

BEST TV
Winner: Libresse - "Viva La Vulva". Defying a category convention is hard. Defying a societal convention, well that's almost unheard of for a brand. A triumphant follow-up to 'Blood Normal', this film slash ad slash music video has been absolutely everywhere of late, conquering the world with its charm and chutzpah. Viva La Marketer for having the ovaries to back a brave approach yet again. READ ON...
Mentally Healthy 2018 (2).jpgThe results are in for the first major Australian study into the mental health and wellbeing of the media, marketing and creative industry in Australia.

The Mentally Healthy research, conducted by Never Not Creative, UnLtd and Everymind, aims to bring transparency to the mental health issues affecting individuals in our industry.

More than 1,800 employees across the media, marketing and creative industry participated in the survey, which took place over August and September of this year.

Marnie McKeown to depart Fairfax

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MarnieMcKeown_BLOG.jpgAfter more than 13 years with Fairfax Media, Marnie McKeown will be leaving her role as State Director, SA & WA.

During her time at Fairfax, McKeown has been instrumental in driving commercial opportunities for clients across the wide range of Fairfax products.

In 2008, she led the launch of WAtoday.com.au which turned 10 this year, building the digital business from scratch in the WA market into what it is today.

 She was an inaugural winner of the Fairfax Media 'Women of Influence Awards' for her leadership capabilities - selected out of more than 8,000 employees across Australia and NZ.

 McKeown was also a valued member of the Oasis Committee for 10 years. She is currently Chairperson of the Creative Corner, which is the organisation that delivers the Emergence Creative Festival.

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Brett McCarthy has stepped down as Editor of The West Australian and left the business on Friday.  McCarthy, who has been in the role since March 2009, said that he had recently been planning changes to the newsroom operations, which had prompted him to consider his own future.

"After nearly 10 years in this very demanding role, I decided it was time for a break before I look for new challenges," he said.

Seven West Media Chairman Kerry Stokes paid tribute to Mr McCarthy for his outstanding contribution to the company over the past decade.

"Brett has proved himself a great newspaper editor over many years. He has led The West with integrity and deepened the paper's connection to the community. I have always respected his judgement,'' he said.
Nova_Xmas2018_BLOG_2.jpgNova 93.7 held their always popular Christmas party at their Subiaco studios on Friday. 

WA Commercial Director and Market Lead, Jamie Martinovich, was an outstanding Santa Claus welcoming guests. Clients and friends packed the balconies and enjoyed some great hospitality to celebrate another successful year for the station, which saw it top the ratings in three surveys this year, with Survey 8 still to come (to be released on Dec. 18).

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Inspiring high school students to consider Automotive and Metals Engineering Trade Training courses was the challenge set to Rhythm Content by Sevenoaks Senior College.

With a new $5 million state-of-the-art facility, unlike anything else in WA, they wanted a promotional video that was equally impressive and unique.

'Finding your spark' is a visual celebration of the students, staff, the facility and the opportunities it can give.


Director, John McGovarin said, "I'm really happy with the result. Definitely the most fun I've had with editing too. I'm grateful for the opportunity to push beyond what I thought I was allowed to do, and for getting to work with some very talented and all-round great people while doing it."

2018LL_BLOG_70.jpgThe penultimate day of Spring was a perfect one for the 2018 Campaign Brief WA Legendary Lunch. More than 100 Perth creatives, production companies and even some bona fide industry legends enjoyed another superb afternoon of hospitality at The Brisbane Hotel in Highgate, all thanks to our legendary 2018 sponsors - Beautiful Pictures, Brainestorm, Imaginary Creatures, Open Spaces, Sandbox, Split Screen, The Penguin Empire and ZAC Creative.

This was the 10th year CB has held the Legendary Lunch, which continues to be one of the most popular events on Perth's creative calendar.
Brilliant photos by Jed Lyall Photography.

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About Campaign Brief WA

Campaignbrief.com/wa is a blog for the advertising industry in Western Australia. Please comment freely on any topic, but comments that are seen to be more abusive than witty will not be posted. To pass on news or advertise on the blog, or to subscribe to Campaign Brief Australia/NZ or CB Asia, or The Work 09 Annual, email martin@campaignbrief.com

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