VanOmme_O'Sullivan_BLOG.jpgThe Government of Western Australia has appointed Carat and Initiative and to handle campaign components of its $60 million media communications portfolio following a six-month competitive tender.

In something of a surprise, Initiative has also been appointed as the sole agency for non-campaign services, previously held by Adcorp, giving it the lion's share of the Government's media spend.

The decision means Carat has retained a share of campaign services but OMDWA has missed out. It ends a thirty year association with the WA Government contract for Marketforce, which established the forerunner of OMDWA - Media Decisions - when it won the first master media contract in 1988.

Former Carat Perth MD Adam Marshall is due to start as CEO of Marketforce in July. Marshall has been on 'gardening leave' since his move was announced in March.

Initiative's appointment is a major win for the agency and a boost for the team under Luke O'Sullivan and Judi van Omme (pictured), who assumed leadership of the agency in December last year.
In celebration of the newly redeveloped QV1 Plaza, Zebra Creative has created a unique ATM that will be dispensing a series of surprises and delights this winter.

Officially named 'Harry', as a nod to renowned architect Harry Seidler AC - designer of the iconic commercial QV1 tower, the creative ATM will be situated at the new QV1 Plaza at the corner of Hay and Milligan Street in Perth CBD. Harry will be for everyone to come and enjoy. At any given time or day over the coming weeks, 'Harry the QV1 Plaza ATM' will vend a range of complimentary food, vouchers and products relating to QV1 Plaza, offering users unexpected and fun experiences. Special passcodes will be the key to unlocking the ATM. Once the code is entered on the keypad of the ATM, customers simply wait and their goodies will be dispensed.

To be in the know as to when Harry will be in action and to obtain unique codes to redeem items at specific times, people need to sign up via the website Updates will also be posted on QV1's Facebook and Instagram pages.  
Seven West Media Chief Executive Tim Worner has announced that acting Chief Executive Officer, Seven West Media WA, Maryna Fewster has been appointed to the role permanently.

Fewster joined SWM in April 2017 as Chief Operating Officer (WA) and has been acting CEO for the past month following John Driscoll's departure.

Prior to joining SWM, Fewster worked at iiNet for over a decade as GM Corporate Services, Chief Customer Officer and Chief Operating Officer, and was a strong supporter of local agencies in that role, bringing the account back to WA after a period with Sydney's BWM Dentsu.

Alvaro_Rodrigues_BAOTV.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 Alvaro Rodrigues, chief executive officer and chief creative officer at Fullpack, Brazil.

For all the BAOTV readers, I do have to apologize for my delay in giving my reviews. I am on my way to Cannes, so I am writing this between a flight connection.

Favourite: Post Bellum: Untold Stories, Y&R Prague. I love the way that the tagline ends the idea: "Even their loved ones don't always know their stories." A different and sensitive perspective about the war trauma. Nice craft too. READ MORE...
Ahead of Purple Sneakers twelfth birthday this weekend, Music Feeds and Purple Sneakers have announced a new strategic partnership. The development and representation agreement will allow the music industry and direct advertisers to extend campaign bookings across all Purple Sneakers digital platforms when booking with Music Feeds.

Founded in 2005 by Martin Novosel as a club brand and events company, Purple Sneakers is a key player in the Australian live music scene. 

Music Feeds is Australia's most visited music news website, amassing over 1.2 million page impressions per month. 

Media representation company Digital Loop will be representing both Music Feeds, Purple Sneakers and the full Evolve Media site list nationally for all direct clients.
0_011.jpgThe One Club for Creativity has today announced the latest group of Portfolio Night All-Stars, the top young creative as selected by industry professionals from each of the 19 cities around the world that participated in its recent global Portfolio Night 14. Perth art director Justin Borromei has been selected to represent Perth in New York.

Long recognised as the world's largest advertising portfolio review program, Portfolio Night is a fast-paced evening of advice, networking and recruitment that takes place in numerous cities all across the globe on the same date to help the next generation of creative talent enter the industry.  

A highlight of this one-of-a-kind program is Portfolio Night All-Stars, where industry professionals from each city host select the single most outstanding young creative in their market with the best portfolio.  These Portfolio Night All-Stars will be flown to New York in August, courtesy of The One Club, to work as a team on a creative brief for a major global brand.
With hearts as big and smiles as wide as their range of trucks and buses, the team at Fleetspec Hire are without doubt among the company's most important assets.

To celebrate them and capture the down to earth 'no BS' personality they inject into the business in an authentic way, Breadbox Marketing has put them front-and-centre in a new campaign. 

Planner and Client Manager Emma Potter said, "We are so grateful to have such an amazing client in Fleetspec Hire. They have been taken well-and-truly out of their comfort zone and have been such great sports, and so this campaign has been a really fun one for us all to create." 

The campaign has launched with radio, digital display, social integration, and billboards at the Optus Stadium. 
Leading Perth creative team Matt Wilson (far left) and Hayden Griffiths (near left) have left Marketforce to join The Brand Agency this month. Wilson and Griffiths have worked on several highly acclaimed campaigns with Marketforce and are currently two of Perth's hottest creative talents. 

Over the past year their work has figured at One Show, Clio, AWARD and the Sirens, as well as the PADC Skulls and Campaign Brief Awards locally.

Their departure is a blow for Marketforce's incoming Creative Director Paul Coghlan, who started at the beginning of this month.  
Lisa-Headshot (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 guest judge is Lisa Fedyszyn, group creative officer at Ogilvy, New Zealand.

Winner: Mercedes-Benz had a story that was good enough to tell twice. I only wish they had the budget to use "Fast Car" by Tracy Chapman.

Runner up: Nike. Pun intended. READ ON...
TopJobsV2.jpgEach week Campaign Brief posts available positions within the advertising, media & marketing industry. Email (please place 'Employment Opportunities' in the subject) with the details of your vacancies by 5.00pm Tuesday for listing on Wednesday. Listings are FREE for Campaign Brief WA subscribers or $44 (inc. GST) for non-subscribers for a two-week listing. Recruitment consultancies by negotiation.

Seven West Media's WA newsroom has been recognised internationally for the development of an innovative sports reporting tool, winning the 2018 Editors Lab World Championship in a three-day hackathon in Portugal. 

From May 29 to June 1, the SWM team of Peter Law, Jake Ginnivan (pictured) and Brendan Underwood represented Australia at the Global Editors Network Summit in Lisbon. They pitched their translation tool, Sports Mate, to a room of more than 800 delegates, beating teams from around the world, including Japan, Spain, Brazil and South Korea.

Sports Mate is a journalism tool designed to break down the language barrier of sport reporting, making it more accessible to a wider audience. 
GfK_PerthSurvey-3-2018-SHARE.jpgThe third GfK Metro Radio Survey for 2018 has been released.

mix 94.5 retained its #1 position despite a -1.4% drop in its P10+ share, from 15.6% in Survey 2 to 14.2%.

#2 Nova 93.7 rose +0.6%, to 12.6% and was the only other station in double-figures.

hit92.9 was #3, falling -0.9% to a 9.8% share, while 96FM rose +0.5% to 8.0%.

6PR enjoyed a gain of +0.6% to 7.5% and 6IX was relatively steady, falling just 0.1% to 5.5%.
Screen Shot 2018-06-01 at 9.37.53 am.jpgMeerkats and St John WA have launched a major new integrated creative campaign called 'Life Goes On'. Beginning with press, TV and digital, the campaign will roll-out with radio, outdoor, ambient and experiential.

St John WA has created a new suite of services, including Urgent Care, Medical and Dental, to offer a more holistic range of healthcare options for the people of WA.

Leslie Headshot Vertical (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 guest judge is Leslie Sims, chief creative officer of Y&R North America.

Winner: iZettle. In the world on Amazon prime, this message hits at a perfect time. The end line is a perfect rally cry. Emboldens both Provokes buyers to seek out local small business- which emboldens people to start their own thing again. Save ourselves! READ ON...
Media agencies were invited to the Nine studios at the top of the terrace this week to celebrate the launch of Love Island Australia.
The station was transformed into a tropical paradise where guests indulged in Spanish cuisine, themed cocktails and decadent churros whilst they were treated an exclusive screening of the first two episodes.
Guests walked the red carpet and were greeted by two sexy models, followed by an introduction by Scherri-Lee Biggs. Poses were struck and styles flaunted at the Love Island photo booth complete with a life-size Sophie Monk cut-out.
Last night, a large group of clients and industry friends heard from The Brand Agency's Strategic Leads, Vanessa Bush and Hannah Muirhead in a - by popular demand - repeat of the first instalment of the agency's Shift Happens series. 

Bush and Muirhead highlighted how six, key global trends will impact technology, behaviour, society and brands in the future. But just as importantly, how organisations can ride this wave of disruptive innovation and stay relevant.

Shift Happens is a series of keynote sessions that offer detailed insight into the key human, marketing, and media trends that will shape business and marketing opportunities, this year and into the future.

To sign up for future Shift Happens events, visit The Brand Agency and enter your details. 

Ashley & Martin Medical Hair Centres has launched a new integrated brand campaign, 'The Turning Point'.

The campaign is built on the insight that there's usually a single moment in a patient's life when they decide it's time to regrow their hair. It's the moment when apathy ends and action begins: The turning point.  That moment can be seeing a photo of yourself taken from a different angle, a comment from a well-intentioned relative or even glimpsing the back of your head on a CCTV screen in a servo.

"We talk to over 10,000 patients every year, and time after time our consultants hear the same thing. There's nearly always a key moment when the extent of their thinning hair hits them hard and they decide to do something about it." said Richard Bond, Ashley & Martin CEO. "What we love about this idea is it's relatable. It normalises an issue guys often find confronting and offers hope by way of our 98% success rate."
Rene LeMerle, Head of Marketing at Bonfire Digital, considers the implications of the European Union's recently enacted General Data Protection Regulation for Australian businesses.

In case you've been sleeping under a digital rock, or missed the onerous number of privacy policy update emails in your inbox, the General Data Protection Regulation (GDPR) has taken effect.


As of May 25, the European Union's (EU) General Data Protection Regulation came into effect. In simple terms, it aims to protect EU citizens from breaches of their privacy and personal data.

"We live in Australia, so what's the big deal?" you may be asking yourself.

Well, it's not just confined to the EU - plenty of Australian businesses are directly affected by the new regulations. And in case you were thinking the jurisdiction of the new laws don't apply to Australia, you'd be sadly mistaken. If that's not enough to capture your attention, perhaps non-compliance fines of $30 million or 4% of global revenue might. 
AdSchool_StrategyGroup_BLOG.jpgAdSchool's Advanced Planning & Strategy course wrapped up last night with group presentations by this year's participants. Delivered by the doyen of Planning in Perth, Paul Yole, the brief for their final project was a very topical one - how to reverse the decline in WA tourism.

With the industry convinced that the Tourism WA account will return to this state at the end of the current contract - or sooner - it was both relevant and a chance for some agencies to get a head start on some ideas for what will be a very keenly contested account when it happens.

As has been widely publicised recently, WA is the only state which has suffered a decline in tourism numbers. Tourism WA is currently advertising for a consultant to "... assist with identifying, evaluating and working within the organisation to guide the implementation of new opportunities to increase visitation to Western Australia."
TopJobsV2.jpgEach week Campaign Brief posts available positions within the advertising, media & marketing industry. Email (please place 'Employment Opportunities' in the subject) with the details of your vacancies by 5.00pm Tuesday for listing on Wednesday. Listings are FREE for Campaign Brief WA subscribers or $44 (inc. GST) for non-subscribers for a two-week listing. Recruitment consultancies by negotiation.

unknown.jpegA blog by Damon Stapleton, chief creative officer of DDB New Zealand

"In all chaos there is a cosmos, in all disorder a secret order." - Carl Jung

Recently, I was in Sydney at an award show conveniently called AWARD. A young creative started chatting to me before the show about good and bad agencies. He asked me what the difference was between a good agency and a bad agency. I had written a piece about this before, so I used what I had written. I said the difference was that most agencies have similar ideas but great agencies make their ideas, average ones don't.

He sort of nodded and wandered off to get another beer. I felt a bit weird. I had given this nice little answer. A neat little one liner. But, it felt insufficient. Maybe even bullshit.
Few events go to greater lengths to demonstrate brand essence than HBF's 'Run for a Reason'; an event that is organized and underwritten by the leading health insurance brand.

HBF reached out to a range of agencies nationwide to investigate how best to leverage their investment in the event, which attracts around 35,000 participants (half members, half non-members) and has helped raise over $9m for charitable causes to date. The challenge was to engage the 35,000 participants and their families when they come to Perth Convention and Exhibition Centre to collect their shirts and race packs in the 2 days prior to the event.
JGroves_Col (1).jpgCarat has today announced the appointment of Jim Groves to the role of managing director of the agency's Perth office.

Groves will take the reins of the 50+ strong Perth team, with local clients including Rio Tinto, Cash Converters, Credit Union Australia, and The West Australian Government. Acting MD Michelle Testa will resume her role as general manager.

Groves brings a wealth of local, national, and international experience to the role. Over the course of his 15+ year career, he's acquired a diverse skillset in marketing and communications leadership roles. Most recently, he was the managing director of Geometry Global, a WPP agency, and has also owned and operated an independent creative agency in Perth, Groves & Groves, since 2011.
Youngbloods_Quiz Night_Poster_BLOG.jpg
Get ready to tap into those unused pockets of brain information, you know, the ones that remember John Hughes movie quotes, lyrics to 80s and 90s songs, and random trivia, because this will be your time to use it! 

The 2018 Youngbloods Quiz Night is on Thursday, June 14 at the The Vic, Subiaco. And thanks to Beautiful Pictures, there is a $500 voucher to Henry Summer up for first prize. 

Want a head start? Brush up on your music knowledge, as there will be a round dedicated to 25 years of music to celebrate the anniversary of the upcoming Bullshit Battle of the Ad Bands.

Register your team HERE.

Tickets: $120 per table, up to 10 people per table. Grazing snacks provided per table (pizza, fries, you know - the standard quiz night essentials)

Last year's event was a sell-out, so book your table now. Sales close 5pm Tuesday 12 June. Further event details can be found on Youngbloods' Facebook page.

Breast Cancer Care WA's 'Purple Bra Day 2018' fundraising campaign is now in full swing, with a new naming rights partner, IGA. Breast Cancer Care WA continues to provide personalized emotional, practical and financial support and care to West Australians, and their families, affected by breast cancer.

One of the new fundraising initiatives this year comes from new corporate partners, Brownes Dairy.

Brownes Dairy is currently donating 20c from every 1kg and 170g tub of Brownes' All Natural Blueberry Yoghurt sold from May 27 to June 24 to the campaign.   

Brownes Dairy Senior Marketing Manager Nicole Ohm said "As a company with hundreds of WA 'Fussy Mums' involved at every stage of the farm to fridge process -  from milking, production, quality control to marketing and product testing - it is a natural fit to be supporting Breast Cancer Care WA."

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About Campaign Brief 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

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