Organic Search underpins REIWA's fight back

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NevillePozzi_REIWA_BLOG.jpgREIWA, the peak body for the real estate profession in Western Australia, has reclaimed significant market share driven by an overhauled digital strategy.

In 2015, REIWA reviewed its digital strategy on the back of an underperforming website and increased competition from other prominent real estate advertising platforms.

The organisation engaged digital marketing agency, Bonfire, to develop and manage the project, given their reputation in the organic search channel. Bonfire's team devised a thorough strategy, anchored around a detailed technical plan, that would turn around REIWA's digital fortunes.

The partnership with Bonfire has led to strong results including a 50% increase in traffic year-on-year and 1.2 million website visitors each month. Agent enquiries also continue to increase each month.

Neville Pozzi, CEO of REIWA (pictured) said: "We were confident that Bonfire would be a key contributor in achieving our business objectives. We haven't been disappointed. Their thorough process and dedicated staff have been the driving force behind our online success. We look forward to working with them to grow the business even further."

Top Jobs: This week's employment opportunities

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).


Outdoor_Billboard2 (1).jpg303 MullenLowe, Perth has been working with P&N Bank to launch a transaction tool called Pay&Save, which makes it possible to pay and save money at the same time.

Pay&Save allows Australian consumers to round up their daily transaction purchases to the next dollar amount and save the difference - the digital equivalent of tossing your loose coins in a change jar.

Says Andrew Hadley, CEO, P&N Bank: "We've been working with 303 MullenLowe for the past 18 months to communicate our new brand strategy to consumers - and we're excited to unveil the next stage - our campaign for Pay&Save. We think this innovative payment product represents great value, conveniently solving a problem for people who are struggling to get into the habit of saving."


Sandbox + Soundbyte host a Festive Fiesta

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SandboxSoundbyteXmasParty_C0069_0212.jpgDonkeys and wrestlers welcomed over 200 advertising and production friends to the now infamous Sandbox and Soundbyte Christmas party on Friday night.

Held annually to thank their clients, this year's festivities were at the picturesque Mt Eliza house in Kings Park where revellers were greeted with a Latin American Fiesta complete with wandering llama #llamaselfie.

Guests danced up a storm with live latin music in-between watching professional wrestlers break chairs and even a toilet seat over each others bodies.  (Photos: Deanna Whyte)
Victor Corones5 (1).jpgThe Australian advertising market will fall just short of $16 billion in total spend in 2017, according to Magna Australia, IPG Mediabrands' media investment and intelligence division. The new forecast comes as the Australian market achieved stronger than expected growth of 7.4% in 2016 and Magna is predicting the market will expand by another 6.3% in 2017.
Growth in the Australian advertising market continues to be driven mostly by digital advertising which Magna calculates will be up 16.3% YOY in 2017, leaping to 52% of total advertising spend in 2017 and is expected to secure 65% of total advertising spend by 2021.
In 2017, mobile will command close to 50% of digital ad spend and will be an estimated 66% of all digital advertising spend by 2021, enjoying an impressive five-year CAGR of 22.2%.

Van Grootel to join Southern Cross Austereo

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JamesVanGrootel_BLOG.jpgJames van Grootel has resigned from Media Tonic to join the Southern Cross Austereo Perth Agency Sales Team. He will replace Sarah Boyle, who will take up a position within the SCA Melbourne agency team in 2017.
Southern Cross Austereo Perth Head of Sales, Noel Quick said they were thrilled to have Van Grootel join the Perth team.

"We know James is highly regarded within the Perth agency landscape and ticks all the box's for us in terms of our business strategy and team culture."

Quick said more announcements would be made soon.

"After years of stability within our agency team we are currently on the recruitment trail for two maternity leave roles commencing March next year. We will make announcements to the market once these appointments have been completed."

Van Grootel will commence on Monday, January 23.

RUA PERSTON (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 Rua Perston, associate creative director, Arnold Boston.

Curiously, all the TV this week felt like it was longer than it needed to be, just like the US election.

There was one exception however: the "Wes Andersen H&M spot". Shot with his unique visual language, it is beautiful and charming; more of an epic short film than an ad really. So even though it's completely void of an idea, it's still my pick of the week. READ MORE...
Erick_Ian_Regnard_WhiteRibbon_BLOG.jpgRenowned photographers Erick + Ian Regnard were part of a campaign for White Ribbon Day (November 25), recognising the global movement led by men to end violence against women.

Erick and Ian are standing up for the cause through the Department for Child Protection and Family Support's project STAND UP for White Ribbon (#standup4whiteribbon).

Visual artist Andy Quilty and 6PR breakfast and Channel 7 presenter Basil Zempilas were among other prominent men who lent their support to the campaign.

MCN presents 2017 Homefronts in Perth

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MCN_2017Homefronts_BLOG_9.jpgLast Thursday, Multi Channel Network hosted their Perth Homefronts at The Goods Shed in Claremont - a new hub for culture and community.

The evening function included an engaging 60-minute presentation around MCN's assets and vision for 2017, delivered by MCN's CEO Anthony Fitzgerald, Chief Sales and Marketing Officer Mark Frain, Perth Sales Director Paul Townsend and Group Sales Manager Estelle Cooper.

The night was an opportunity to showcase MCN's position as market leaders in data and technology led innovation. MCN also announced their exciting new formats across both Network Ten & Foxtel and highlighted a focus on service & depth of partnerships in market.

"We thank the market for their support over the past 12 months in what was a seamless transition from being Network Ten to MCN," said Fitzgerald.

This year's event was the second MCN Perth Homefronts presentation.
84313778-5347-429a-90c6-56727dc2f89d.jpgAWARD is still accepting entries for the 38th AWARD Awards.

Get your entries in by next Monday, December 12, 5pm Australian EST.

A late fee will apply.

This year eligibility dates have been extended to cover the full call for entries period through into early 2017; any work first aired or published between the 6th November 2015 and the 31st January 2017.

Automated-holdings-image (1).jpgCommercial Radio Australia (CRA) has today announced the first step in a fully operational all of industry automated holdings system, appointing AudioNET as the industry partner to automate the radio buying process.

The CRA Automation and Programmatic Committee established late in 2015 and chaired by NOVA Entertainment chief executive officer, Cathy O'Connor, has selected AudioNET to create automated holding software that will allow agencies to interact with all radio stations' traffic management systems.
unknown-1 (1).jpgA regular blog by Damon Stapleton, chief creative officer of DDB New Zealand

"Everything we hear is an opinion, not a fact. Everything we see is a perspective, not the truth." - Marcus Aurelius

Nothing reminds you of your love for advertising more than lying next to a man discussing the insertion of his catheter with his best friend.

It has been an interesting two weeks. I had been in hospital because my appendix was trying to kill me. Auckland City Hospital looks like it was decorated by an East German Dictator who discovered he had no creative ability and a large amount of grey paint left over from painting his tanks. But I shouldn't grumble, the magnificent and dedicated people there saved my life. And for that, I will forever be grateful. And they deserve better decor.

AGDA wraps up 2016 at The Bird next Tuesday

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AGDAWA_Wrap_BLOG.jpgAGDA WA is saying 'cheers' at their last event for 2016. We're nearing the end of the work year, and can almost taste that well-deserved break. Join them on Tuesday, December 6 for drinks at the Bird in Northbridge from 6:30pm.

They're also teaming up with the AGDA WA Mentorship Program as they wind up for the year, giving everyone a chance to meet the 2016 mentors/mentees!

On top of that, they'll be saying thanks and good bye to the 2016 AGDA WA council and welcoming the new councillors for 2017 (There's still time to join the council). They'll also be (hopefully) launching a little project they've been working on.

When: Tuesday Dec 6
Time: 6:30pm
Where: The Bird, 181 William St, Northbridge

YoungMensProject_BLOG.jpgThe APG Strategy Awards were presented in Sydney last night. Meerkats won Bronze and a special prize for Best Approach to Research for its Young Mens Project for Youth Focus. They were the only finalists from WA.

Three Gold awards were presented, to J.Walter Thompson Sydney for NSW Rural Fire Service; BMF for ALDI Australia; and UM for the Art Gallery of NSW.

This year the awards were overhauled to reflect the many roles of the modern strategist and the value of their strategic influence. This saw new categories created to recognise business, connections and responsive planning in addition to brand and campaign planning. The shortlist of 23 included cases in all four categories.
Pencils Line Up 2017 (1).jpgThe D&AD Professional Awards 2017 early entry deadline is in two weeks. Enter your work by 14 December 2016 and save 10%.

The 55th annual D&AD Professional Awards are now open for entry. With subcategory changes, the majority of the jury foremen and women announced and a sneak peek of the creative campaign by Lucky Generals, there's quite a bit to grab your attention.

Professional Awards - what's new?
Although there haven't been any new category additions, there are some notable changes within sub-categories that will celebrate the latest innovations. For the first time D&AD will now award innovations and fresh new work that comes to the market in Beta or as prototypes. New websites, products and new iterations of existing platforms will all get the chance to submit their work to be judged and win a Pencil. (This work will be eligible for a Wood Pencil).
Think_TV_Therapist_TTV00145 (0-01-41-10).jpgThinkTV has today unveiled a new TV commercial that demonstrates the power and effectiveness of TV via The Thought That Counts.

The campaign launch follows a sneak preview at ThinkTV's ReThinkTV launch event in Sydney on November 30 in front of an audience of 850 marketers, advertisers, media planners and buyers, analysts, industry thought leaders and TV broadcasters.

The commercial, which carries the strapline "It's prime time to rethink TV", shows the power of TV to build brands in the minds of consumers and, just as important, have consumers remember those brands over a lifetime.

FamilyZone_&Partners_BLOG.jpgCyber safety provider, Family Zone has teamed up with &Partners to develop a new positioning and creative campaign.

The 'Cyber safety sorted' campaign features 'reverse testimonials' from people who actually hate this highly effective product: Kids.

Parents on the other hand love Family Zone. It protects kids online, both at home and when they're out and about on their mobiles. It blocks adult content, allows parents to set screen times across all devices, and restricts access to social media and apps at certain times of the day (or blocks them entirely). The settings apply 24/7 even when a child enters different Wi-Fi zones.

The tongue-in-cheek radio campaign features disgruntled tweens and teens bemoaning the fact they can no longer access what they like at all times of the day and night without restraint. The idea extends to the Family Zone website and an online banner campaign featuring the contrasting child and parent viewpoints.

Listen to It Sucks
Listen to Hate It
Listen to The Worst

Favourites&Talent.jpgIn an Australian first, the radio industry has launched RadioApp, a new mobile app, created by industry body Commercial Radio Australia and app developer All In Media, that allows consumers to live stream 250 Australian radio stations on the go.

The free app allows listeners to tune in to Australian radio from anywhere in the world, add stations to their favourites list and simply swipe to see what's playing on other stations.  Listeners can also view a list of recently played songs and share what they're listening to with friends.

The app is part of a strategy to make listening to radio on smartphones much easier.

SteelBlue_BCCWABoots_BLOG_1.jpgAn extremely successful Steel Blue marketing campaign has helped to raise over $1 million for Breast Cancer Care WA (BCCWA).

In recognition of the strategic planning and creative advertising that underpinned the Pink & Purple Boots campaign, Steel Blue has won a 2016 Australian Marketing Institute (AMI) WA Award in the Creativity in Brand, Product or Service Marketing category.

Starting with careful market analysis, two women's safety boot styles were developed in vibrant pink and purple. Then, through celebrity endorsement and well-timed strategic marketing, Steel Blue created maximum exposure and raised some serious funds for BCCWA. Donating $10 from every pair of the pink and purple boots sold, Steel Blue raised over $1m and helped to create a national conversation around the issue of breast cancer.

Steel Blue's integrated campaign utilised a variety of channels including TV, Digital, Social, POS and PR, with the single-minded message of 'Let's put the boot into breast cancer' cleverly presented through consistent and compelling on-brand communications.

GlennDonaldson_BLOG.jpgDentsu Aegis Network Perth has won the national media account for Cash Converters following a competitive pitch.

Worth $8 million, the win encompasses all traditional, digital, search, SEO, content, social, data and marketing technology consultancy across Australia. The account will be led by Dentsu Mitchell Media calling upon the full resources of the network in Western Australia and nationally.

International Brand Manager of Cash Converters, Glenn Donaldson (pictured) said: "After several successful years with a different model we sought to change our approach and consolidate the media business. We were impressed with Dentsu's approach, their digital and marketing technology and their ability to hit the ground running."

Top Jobs: This week's employment opportunities

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).

Seeking a fresh challenge? Gatecrasher is seeking a Senior Account Manager with the ability to think innovatively and contribute at a strategic level.

You'll be working across an exciting portfolio of clients within a highly motivated team. Excellent organisational, integration and communications skills are essential. Minimum 3 - 5 years experience preferable in similar role.

Register your interest HERE.

APN Outdoor hosts Beach Volleyball Tournament

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APNO_BeachVolleyball2016_BLOG_1.jpgThe agencies of Perth battled it out at the APN Outdoor Beach Volleyball Tournament, held at the Volleyball Centre of WA last week.
The competition was fierce amongst the rival agencies, with an impressive display of athleticism from all that attended.
Congratulations to 'We're Going to Build a Wall' (Carat Perth) for winning the tournament and defeating 'Beach Better Have My Money' (The Brand Agency) in the Grand Final. Third place went to 'How I Set Your Mother' (OMD WA), while 'Just For The Vols' (JWT Perth) took out the wooden spoon.
Screen Shot 2016-11-29 at 11.01.48 AM.jpgGetty Images has today unveiled its highly anticipated visual trend forecast. The ground-breaking forecast sets out the macro and micro trends that will influence design, advertising and brand communications throughout 2017 and predicts the social and cultural visual language that consumers will be most responsive to in the years to come.
The six themes forecast by Getty Images' global team of visual anthropologists and art directors, are identified through extensive research and the company's unique access to, and analysis of, imagery in advertising, pop culture and the changing behaviours of consumers and society globally. This is further augmented by Getty Images' own search and image data from the 400 million downloads from its website each year. All of these data points are then analysed to create a holistic view of the imagery techniques and styles expected to make an impact in the year ahead.
oOh!_AAMI_Thunder_BLOG.jpgoOh!_AAMI_Sun_BLOG.jpgAAMI's latest advertising campaign for its Roadside Assistance service harnesses oOh!media's digital media by scheduling creative to run according to the weather conditions.

The campaign has multiple executions based on sunny, rainy, cloudy and windy weather conditions with headers such as: "You'll be singing in the rain with AAMI Roadside Assistance" and "No matter what the clouds bring, we're here to help".

Each execution will run to match the weather locally using oOh!media's digital media weather triggering technology, which uses an RSS weather feed from the Bureau of Meteorology.

The campaign starts this week, across five states in landmark roadside locations including oOh! Media's Mitchell Freeway site in Perth.
Alasdhair Macgregor (International Executive Creative Director, BETC Paris) (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 Alasdhair Macgregor Hastie, international executive creative director, BETC, Paris.

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun (to read)." If Mr Leo Burnett's definition of good advertising applied to this week's offerings, makes my roundup as thin as Donald Trump's skin. READ MORE...

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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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