Clear Channel Perth.jpgTourism Western Australia's latest branding campaign in Singapore features transformational day and night images of two destinations beyond Perth on Clear Channel bus and taxi shelters.

The campaign aims to promote self-drive holidays in Perth and beyond and most importantly build a reputation for Western Australian as a great self-drive destination for holiday makers. To bring out the beauty of both day and night of regional Perth, a special technique known as reverse printing has been applied to the posters. This allows the poster to display a different effect of the visual under the different light settings of the environment. Under the sun (daytime), these special posters bring out the grandeur of two iconic Western Australia's offerings; The Pinnacles in Cervantes and Observatory Point in Esperance. While in the dark (night time), the posters transform, captivating the starry skies of The Pinnacles and Observatory Point.
Cricket-World-Cup_AU_NZ.jpgThe Facebook team has pulled data from last night's Cricket World Cup final between Australia and New Zealand, as well as a summary of the entire tournament.

During the final match between Australia and New Zealand, 3.7 million people had 9.3 million interactions on Facebook. Facebook's data team also looked at the most mentioned player on each team.
AnzacLive_BLOG.jpgIn a pioneering new project, News Corp Australia is using social media to bring to life the wartime experiences of ten Australians and give people a way to communicate with these characters as if they were engaged in a live conversation across time.

AnzacLive, which launched on Sunday, March 29, is a project 12 months in the making that draws on personal diaries and letters written 100 years ago and uses Facebook as a platform for these remarkable characters to recount their experiences for a new generation.
G'day_1_BLOG_edited-1.jpgThe West Australian has just finished hosting a number of corporate breakfast events named 'G'day from WA' across key markets in the eastern states.

Held in Sydney, Melbourne, Brisbane and Adelaide throughout the month of March, G'day from WA showcased Western Australia as a dynamic market and The West Australian's credentials for audience delivery and advertising and marketing solutions.

Key speakers including Editor of The West Australian Brett McCarthy and Sales Director David Bignold, went into detail on the new developments WAN has planned for 2015 and the integration of Channel 7 Perth into the building and newsroom.
BritishSausage_AustralianMade_BLOG.jpgBraincells has launched a campaign to to re-position and rejuvenate The British Sausage Co. as an iconic Western Australian brand.

Despite misconceptions relating to its name, The British Sausage Co. is a family-owned, Western Australian company founded in 1991 by Mick Ferrero, who was then a newly arrived British immigrant and third generation butcher.

"When I first arrived in Western Australia, I wanted to surprise my expat friends by using some of my family's recipes that had been handed down over generations with the finest 100% Australian meat to create a great sausage in the English tradition," Ferrero explained.

Vale Terence Stone 1942 - 2015

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TerryStone_MattEastwood.jpgThe Western Australian commercial production industry lost one of it's greats over the weekend. Terry Stone died peacefully yesterday after a tough battle with cancer. He was 73.

Throughout the late 1980s and 1990s Terry was Perth's most awarded and celebrated director. He arrived on our shores to join Perth's largest production company Taimac as a celebrated director from London. He set up Jordan Stone. Did most of Perth's top TV commercials. Won most of our best director awards and then moved to Sydney to work there for many years.

Earlier this year he married his long time partner Michelle Blakeley, a past PADC President and co-founder and creative director of JB&B. Johnson Bowley & Blakeley was the winner of Campaign Brief's first ever Agency of the Year award in 1987.
photo9.jpgBy Simon Veksner
Creative Partner, DDB Sydney

The early lumber industry in Europe and North America would float logs along rivers to transport them to the sawmill. Masses of individual logs were driven downriver like huge herds of cattle.

But sometimes, the timber would stack up and cause a logjam. READ ON...
Sam Court Colour.jpgBy Sam Court, UX Director, The White Agency, Sydney.

It was amazing to be immersed in the energy of SXSW last week. Austin was truly buzzing!

I saw some great speakers with lots of great viewpoints and am thankful for the opportunity to attend.

But I would like to clarify a few points, as I feel like there's a lot of hyperbole being thrown around via industry articles, and I'm not sure if many of the commentators can really substantiate their claims.

Buzzin'
Storytelling is dead - well, the word is anyway. I believe "storytelling" has now been so overused that it's become meaningless. Anyone that says they're a storyteller and works in digital advertising is probably just confused and wishing they could go back to art school to make more films that no-one will ever watch.

The other word that's been buzzed out of meaning is "Frictionless". Reducing friction is one of the two key levers to pull in order to improve a user experience (the other being to increase motivation). But frictionless is absolute, idealistic nonsense. Stop it.
Elliot-SxSW.jpgCo-founder of Not Impossible Labs in Venice Beach, Elliot Kotek - the recipient of last year's Cannes Titanium Lion was a keynote speaker at SXSW Interactive. He reports exclusively for CB.
 
My featured keynote "Not Impossible: Crowdsolving for Humanity" was one of the first announced by the festival - giving me ample time to attempt to equate how my words would be as worthy of bums on seats as Al Gore's drawled tones, the Tesla-designer's established cool-factor or Snoop Dogg's casually hemp-fueled poetry.
RCI Host Rach, Tom, Rosso.jpgRoyal Caribbean International, media agency Slingshot and Channel Seven have announced a one-hour television special starring Tom Williams, Rachael Finch and Tim "Rosso" Ross filmed onboard Australia's largest and most feature packed ship Voyager of the Seas.

The 'first-of-its-kind' program for Royal Caribbean will premiere during prime time on Seven, Tuesday, March 31 at 8pm. The program sees Tom, Rachael and Rosso experience cruising for the very first time, helping to debunk some common myths many people have about cruising.

PADC Communes at The Brown Fox

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Comm25-03-14.jpegThe PADC's first Commune for the year kicked off at The Brown Fox in West Perth last night. An eclectic mix of industry and campus rolled in. Attending the gathering were Josh Edge and Chris Andrawes from Longtail, Cheese from John Cheese, numerous students whose names escape me, actor Geoff Miethe and film & media lecturer at Murdoch Uni, John McMullan, et al. Thankyou all for making the effort.
Ross Tinney, PADC Committee

Top Jobs: This week's employment opportunities

TopJobs.jpgEach week Campaign Brief posts available positions within the industry (free for direct hires). Email your vacancies to martin@campaignbrief.com (please place "Employment Opportunities" in the email subject) by 5.00pm Tuesday for listing on Wednesday morning


BRAND/ACCOUNT (DIGITAL) MANAGER - MEERKATS : 3-Month Contract (Maybe more)
We're seeking an experienced Digital Brand Manager. As a brand leadership company, we expect our brand managers to have the empathy to understand what our clients want, the expertise to give them what they need, and the intelligence to know the difference. For that you'll need to be a t-shaped individual who cares about brands, people and how they intersect. You'll have an interest in media, game changing ideas and the modern shape of communications. You'll manage budgets, forecasts and invoices. Oh, and you'll be some of these things: decisive, a leader, positive, nice, smart, curious, and able to communicate.

To create the kind of exceptional outcomes we want for our clients' organisations, we need the very best client service people to grow the trust, courage and permission from our client relationships.

We're looking for a Brand (Account) Manager to handle a range of digital projects, with enough experience to hit the ground running. You'll fit into a broader portfolio team, and will be running your own digital projects - connecting the client, production, creative, search and planning units.

We're growing, so it's quite possible there will be opportunities for the right Kat after the initial three-months.

Send your CV to will@meerkats.com.au and let us know if you can start, like, tomorrow.
_____________________________________________________________________________________
DanielRobinson_SevenTwenty_BLOG.jpgSevenTwenty, the WA-based specialist recruitment and career service provider, focusing on the marketing communications, digital, advertising and media sectors, has promoted Daniel Robinson (pictured) to General Manager.

The newly created role sees Robinson, formerly the company's Associate Director, stepping in to a business management and operations focused role - whilst retaining a selection of client accounts.

"Over the past two years, SeventyTwenty has grown commercially and internally ten-fold.  Dan has been integral to that change, bringing great energy and foresight for the long-term growth of the business", said Allen Smith, Managing Director at SevenTwenty.

Speaking on his new role Robinson commented: "I relish the opportunity to continue to build SevenTwenty as WA's premier recruitment business, implementing our long-term strategy and setting foundations for the future growth of the business; whilst continuing to develop long lasting working relationships with local and national clients."
PlayAgain_BLOG.jpgLongtail has created a suite of TV and online film spots, as well as a frontend website build, for Lotterywest's new 'Play Again' second chance draw promotion, encouraging Scratchie players to save their Scratchies and 'Play Again'. The online contest gives players the chance to win $5,000 every day for 8 weeks via playagain.com.au.

The campaign comprises of two 30-sec TVCs, three 15-sec TVCs, 5 online videos and a full suite of HTML banner ads, on mobile and desktop, as well as promotion on social media.
tony-granger-young-rubicam-3.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 Bestads guest judge is Tony Granger, global chief creative officer, Young & Rubicam.

BEST TV
Winner: Volvo: Swedish Air. I love the simplicity of the spot and how the creative resisted the need for a cliched voiceover. It was a quiet and delicate film that delivered the truth of the product well. READ MORE...


Happiness_2_BLOG.jpgOn Friday, Carat Australia took part in celebrating the UN International Day of Happiness to create a happier and more connected workplace. Day of Happiness was created by the United Nations in 2012 to spread happiness, inspire solidarity and promote well-being.

Carat's Happiness Day events were inspired by celebrating the little joys in life that can sometimes bring the greatest pleasure; whether it is a smile or a group hug. Carat's 408 strong team in Sydney, Melbourne, Brisbane and Perth arrived at work to be greeted with giant HAPPY balloons, happiness coffee cards and the team curated happy music playlist streamed via Spotify.
FORGEN-STANDEN-CB-SPREAD.jpgMark Forgan and Jamie Standen started their ad careers at Clemenger BBDO Wellington, then six years later moved to the opposite side of the world and become French, at least a little bit. First stop was Y&R Paris, then CLM BBDO Paris. In 2012 the pair left with the ECDs, Jean-Francois Sacco and Gilles Fichteberg, to help them and ex Publicis president Jean-Patrick Chiquiar launch a new agency, Rosapark Paris. CB takes a closer look...

Why did you both move to France?
We get asked this question almost every day, but there's still no clear answer! We'd done about six years at Clemenger BBDO in Wellington and wanted to see a bit of the world. London's a pretty classic move, but we thought we'd go a few hundred kilometres further and see what France was like. We didn't have a job lined up when we arrived. We just turned up with our portfolios under our arms, which was pretty naïve in hindsight, but everything worked out in the end - there are worse things than spending the summer months unemployed in Paris. Just as our savings were running out, we got a job at Y&R Paris. That was when they realised we didn't speak French.

Gawen Rudder: What if and if only

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Young-keith.jpgAd industry veteran Gawen Rudder reveals how many famous people nearly chose an advertising career

What if Keith Richards had got that art job at J. Walter Thompson back in the sixties? Just imagine if the interview - "Nice book ... shows some promise ... do you make a good cup of tea?" - had gone differently. Keef could have joined the Berkeley Square agency, partnered up with Sir Martin instead of Mick, and would now be chief creative officer at JWT. Imagine.
PADC_Commune_March25_BLOG.jpgThe PADC's first Commune event for 2015 is on this evening at The Brown Fox in West Perth.

There's no agenda - it's just a chance to catch-up, touch-base and hear what people have been up to over a beer.

Everyone who's interested is welcome - you don't even have to be creatives.

Location:   The Brown Fox, 72 Outram Street, West Perth
Time:         From 6pm
St_John_Ambulance_The_Barrier_2.jpg1.jpgA record number of 32 gold pencils were presented tonight at the annual AWARD Awards, in a celebration of the most outstanding creative communications work in the Asia Pacific region. Held at Sydney's Town Hall, the ceremony also delivered 96 silver awards and a further 127 bronze.

Perth won Silver and two Bronzes with The Brand Agency's 'Break the Barrier' tvc for St John Ambulance scoring Silver in Film Charity and Bronze for Direction. Marketforce also picked up Bronze for 'Go Buoy'.

Whybin\TBWA Group Melbourne led the way with six gold pencils across Promotion and Experiential, Branded Entertainment and Content, PR, and Poster and Outdoor, while Saatchi & Saatchi Sydney followed closely with four gold awards across Film and Video, Creative Innovation, and Direct Marketing. Clemenger BBDO New Zealand, JWT Sydney, Leo Burnett Sydney and Red Fuse Communications Hong Kong each received three golds, while DDB Group Melbourne, Colenso BBDO and FCB New Zealand received two, and M&C Saatchi Sydney, Ogilvy Beijing and Song Zu all scored one.

Gatecrasher appoints new Planning Director

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LarissaSomm_BLOG.JPGGatecrasher has appointed Larissa Somm (pictured) as Planning Director.

With over 17 years experience in advertising and brand communications, Somm started her career in New York City at Ogilvy where she worked with blue chip FMCG brands including Coca-Cola and Kraft Foods. She also spent many years at Sydney agency Jack Watts Currie as Strategy Director, before relocating to Perth with her family in 2013.

"Larissa has been working with us on a consultancy basis for over a year now and the chemistry has been quite outstanding", said Managing Director, Tony Scampoli. "She brings a global level of strategic thinking and planning to the agency and will be a major asset to us and to our clients."

Somm said, "It has been refreshing to work with such a talented group of people who are genuinely passionate about what they do. It became quickly apparent to me that Gatecrasher is a rare opportunity in WA to work on a diverse mix of high calibre local and national clients. Joining the team was a no brainer for me!"
WABN_SirBobGeldof_BLOG.JPGThis year celebrates the 30th anniversary of one of the most iconic international fundraising efforts of all time.  Many of us remember the dual Live Aid concerts held in London and Philadelphia for famine relief in July 1985.  Sir Bob Geldof was instrumental in galvanising everyone around him to this cause.  In so doing, he led a large upswing in 'people power' in response to the extreme situation in Africa.

The previous year, Sir Bob Geldof and Midge Ure's Band Aid single Do They Know It's Christmas raised 8 million pounds, far more than the 70,000 that had been originally anticipated. As a direct result of the Live Aid concerts, over 150 million pounds was raised for famine relief.

The Business News Success & Leadership Series is proud to host a special lunch event with Sir Bob Geldof, to be held at Crown Perth on Wednesday, April 1, 2015.
CharlesRyder_BLOG.jpgPerth SEO & Online Marketing Agency White Chalk Road has been nominated for two prestigious national business awards at the 2015 Small Business Champion Awards. White Chalk Road is nominated in the Best Business Services category, while CEO Charles Ryder (pictured) is nominated for the Small Business Champion Entrepreneur award.

"We are extremely proud and honoured to be chosen as finalists in these two esteemed categories from hundreds of business around the country, and we're thankful for the recognition we are receiving for our contribution to the Australian business community," said Ryder.

"This achievement is an affirmation that the vision, planning and hard work invested in White Chalk Road over the past 15 years has delivered spectacular results for our customers. It is also a testament to the continuous effort we make to ensure we are offering the very best service possible to our clients. We strive to continually further not only our own knowledge of the best online marketing practices, but also to improve the knowledge and perception of the field among our clients and the wider Perth business community."
OasisBall_TentOutside_BLOG.jpgIt was a spectacular 20th Oasis Ball under the big top on Langley Park last Friday night. Congratulations to Marianne Stelmach and the organising committee, the sponsors, the brilliant David Gardiner from DGPR and everyone who came along and made it such a great night.

If your memory of it is a little hazy (as usual, it was a BIG night for many), this highlights video might help you remember some of the action.

Watch the video (3:21)
ffc08_0001.jpgThe first set of finalists has just been released for Adfest 2015, namely in Interactive, Promo, Design, Effective, New Director and Print Craft.

Australia has scored a total of 26 finalists with Leo Burnett Melbourne leading the Aussie agency pack with eight finalists, followed by Whybin\TBWA Group Melbourne and Leo Burnett, Sydney with five finalists each. McCann Melbourne has scored four finalists. Clemenger BBDO, Sydney has scored two finalists and Saatchi & Saatchi, Sydney and JWT Sydney have scored one finalist each.

View all the Finalists here:
ADFEST 2015 FINALIST - NEW DIRECTOR LOTUS.pdf
ADFEST 2015 FINALIST - INTERACTIVE LOTUS.pdf
ADFEST 2015 FINALIST - EFFECTIVE LOTUS.pdf
ADFEST 2015 FINALIST - PROMO LOTUS.pdf
ADFEST 2015 FINALIST - PRINT CRAFT LOTUS.pdf
ADFEST 2015 FINALIST - DESIGN LOTUS.pdf

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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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