Some Perth agencies and media were given a sneak peek at Wednesday night's launch ahead of the Nine Upfront showcase in Perth on November 22.

West Australian actress Melissa George made an appearance on the blue carpet alongside the cast of the new series Bad Mothers, which also stars fellow West Australian actress Mandy McElhinney. Bad Mothers, follows five very modern women juggling the big issues of love, family, careers, infidelity and murder.

Hayley McElhinney is another West Australian who viewers will be watching next year, in the fourth season of Doctor Doctor, starring Rodger Corser.
PreservationPosters_BLOG_5.jpgPreservation Framers has a special series of classic movie posters and crate labels for sale. Preservation Framers principal Norman Smith discovered the items recently, and was captivated by their vintage charm.

"These are from a time when the illustrations were hand-drawn and the production process was mechanical. The movie posters are quite collectable, and the labels are a fabulous look back at design from bygone days."

The framed movie posters range from $276 up to $456 and the crate labels are $220 each. See them at Preservation Framers' gallery, 135 Fitzgerald Street, Perth or phone Norman on 9328 9146.


J. Walter Thompson Perth has launched a powerful new campaign, 'Look Up WA', aimed at raising awareness of the dangers of mobile phone use when driving and reducing the shocking statistics of this modern-day road safety problem. 

In 2017, the number of deaths on WA roads linked to driver distraction doubled, accounting for one in six fatal accidents. And even though 81% of drivers in WA admit to using their phone whilst driving, nine out of 10 drivers know it's an extremely risky behaviour. 
"Leave it to Us" is Professionals' peace-of-mind assurance on the sale or management of their most important asset and was developed by Perth-based Media 365 to answer the challenge of recent web-based entrants joining the myriad of choice across traditional agency models.

Media365's Bruce Filing said the campaign serves to remind consumers of the value Professionals bring to sales and property management, doubling down on their primary point of difference: good old-fashioned, reliable customer service.
Leading Perth digital agency, Equilibrium, has appointed Bowan Spanbroek (pictured) to the position of Head of Data Driven Marketing.

Originally from Perth, Bowan has spent 6 years in Melbourne and almost 3 years heading up product and strategy in Asia for the world's largest performance agency, iProspect.

Managing Director, Warren Gibbs, said Bowan's appointment was a coup for the agency, saying the hire was in-line with Equilibrium's goal of offering greater rigor and transparency to data-driven marketing performance.

"Bowan comes with a unique insight into how technology is rapidly impacting the world's fastest growing digital economies.  He is also a seasoned performance marketer that has worked with some of the world's biggest brands to achieve their growth targets, something Western Australia really needs right now," he said.

Rare gets sexy with no birds

After picking up the national Bayswater Car Rental business through the acquisition of Campaign Makers, Rare has developed a fresh approach to their marketing and advertising strategy, building on the long standing 'no birds' approach.

"Bayswater Car Rental have never been afraid to be a bit cheeky and challenge the norm," Rare Group Account Director Simon Stewart said. "When all the other car rental companies were touting their 'hostesses', Bayswater Car Rental introduced the 'no birds' approach to doing business and have stuck with it ever since. The no frills insight is still very true today, it just needed a fresh execution."    
J. Walter Thompson Perth has launched a new radio campaign for RAC Batteries, aimed at letting WA drivers know they can assist them in non-emergency situations.

RAC COO, Mark Weller explained "Qualitative research told us that people only think of RAC Batteries in an emergency situation. So, we needed to focus on breaking down that belief."

To showcase the service, the team brought the concept of 'non-emergency' to life, for real. 

"When creating these spots, it was important that the RAC Battery Call Centre employees were completely unaware of the call. Because, you can't fake real confusion," said J. Walter Thompson creatives Tim Newton and Wilora Keeley.

Top Jobs: This week's employment opportunities

TopJobsV2.jpgEach week Campaign Brief posts 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 magazine subscribers or $44 (inc. GST) for non-subscribers for a two-week listing. Recruitment consultancies by negotiation.

Australian small loans provider, Fair Go Finance, have selected digital agency Bonfire to transform their search marketing strategy to improve their brand equity and success online. 

Based in Perth, Fair Go Finance have provided a wide range of competitive short-term loans - including car and debt consolidation loans - since 2008. 

Following the company's recent acquisition of Capfin Money, Arno Dölz, Marketing Manager for Fair Go Finance, conducted a review of existing suppliers to best support the business to achieve their goal of becoming one of the nation's top personal loan providers. This review resulted in Fair Go Finance appointing Bonfire, consolidating four suppliers into one, to strengthen their digital marketing. 

This partnership entails Bonfire executing a robust organic and paid search plan to help Fair Go Finance gain market share via Google, and establish their brand as a leading online personal loans company. 
Penguin Empire director Stephen McCallum's debut feature film, 1%, opens nationally this week - and will be launched with a special Q&A session this Thursday at Luna Leederville at 6:30pm.

The film follows the vice president of an outlaw motorcycle gang, who betrays his president to save his brother, resulting in civil war.

Shot entirely in Western Australia, the film serves up a gritty exploration of brotherhood and betrayal that takes its cues from Shakespeare. 
AWARD School, Australia's foremost training program for aspiring creatives, has announced Rikki Burns, Associate Creative Director of Meerkats as 2019 WA School Head.

Says Burns, "After two years of tutoring AWARD School students, I feel privileged to step into the WA School Head role. WA never disappoints in the talent department, so I'm excited to see what we're working with, and to help this new generation of creatives get off to the best start."

The appointment marks another notable achievement for Burns, after her recent promotion to the ACD role at Meerkats.
Bill Oberland AICP.jpg Each 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 Bill Oberlander, co-founder and executive creative director at OBERLAND in New York.

Winner: "IKEA". Admittingly, I'm a sucker for stylish, hyper-lifestyle ads with beautiful supermodels in stunning settings. So when this commercial started I was drawn in with great expectations. Assumingly another over-the-top production for Calvin Klein or Dolce Gabbana, right? When the "record scratch" moment arrives with an everyday Swedish woman walking onto the set to take the piss out of all the pretention---it was disruptive, funny and memorable. She's completely oblivious to all the fabulousness, only calling out the high style of the IKEA cabinets (obviously trying to strategically reposition IKEA beyond their cheap, non-fashionable brand image). The commercial is short, sharp and to the point. I think this spot gives the IKEA brand great, high production values along with a winning, self-deprecating sense of humor. Bravo. READ ON...
Tickets are selling fast so book soon for The Skulls - WA's celebration of creativity in commercial communications hosted by comedian, TV personality, writer and activist, Nazeem Hussain.

The Skulls 2018
Friday, November 9
6:30 pm - 11:30 pm
The State Reception Centre
60 Fraser Avenue
Kings Park
Tickets: Members - $228.41; Non-members $289.71

Last Friday, October 15, agencies from all over Perth joined APN Outdoor for a blast from the past inspired 80's Prom night.
Guest's took their costumes to the next level as they donned satin ball gowns and mullets, with the occasional neon tracksuit and scrunchie thrown in for good measure. A special mention goes to Wilora (JWT) and Doug (OMD) who won best dressed female and male for the night. Prom King and Queen went to Caleb (Carat) and Sarah (The Brand Agency) after getting the most likes on their Instagram posts.
Further congratulations goes to Zoe (The Brand Agency) who took out the main prize of the night for her expert hoola-hooping skills.
The team at APN Outdoor Perth would like to thank everyone for coming along and make the party a night to remember. We certainly had the time of our life!

Nick Bayes-Oct2018_BLOG.jpg
Nick Bayes (pictured) has been promoted to Managing Director of The Brand Agency Perth office. Bayes has been with the Agency since joining as a Group Account Director in 2005, and has been General Manager since May 2016.

Brand Chairman Steve Harris said that he had done an outstanding job leading the business, and that the promotion was an indication of his role and seniority in the organisation.

"Nick has driven growth and diversification in our Perth business, and has been a big part of our transformation over the past three years. He has a strong vision as to where our industry and marketing communications are heading and he is steering us there ahead of the market."
NewsMediaWorks - with the support of foundation partners News Corp Australia, Fairfax Media and Seven West Media - has launched a trade advertising campaign today to highlight the unmatchable trust in brands that can be created through advertising in a trusted news environment.

The press campaign targets advertisers, large and small, in private and government enterprise, and the ad agencies that advise them on strategy and media planning. It will be carried through national and metropolitan mastheads - in print and digital - that Australians trust to inform them on news and events critical to their lives.

NewsMediaWorks chairman and News Corp Australasia executive chairman Michael Miller said Australia's major news media publishers were strongly aligned in their support of this important campaign.
Cinema and outdoor advertising group Val Morgan | VMO presented its outlook for 2019 at Palace Cinemas Raine Square yesterday.

The cinema year is set to be dominated once again by superhero and animated family film franchises.

Box office receipts hit a world record last year and in Australia, it exceeded $1.2 billion for the third year in a row. Managing Director Wes Stansfield said movies continue to generate strong engaged audiences despite the availability of other options like in-home viewing.

2018 WA AMI Award winners announced

Comments (0)
2018_AMI_Awards_header_BLOG.jpgThe Australian Marketing Institute (AMI) has announced the winners of the 2018 State AMI Awards for Marketing Excellence.

WA Special award winners were:

  • Chief Marketing Officer: Rene LeMerle, Bonfire
  • Best Marketing Agency: The Brand Agency
  • Future Leader of the Year: Gabe Mach, Bonfire
State Category Winners were:
  • Brand Revitalisation: Bethanie, It's not ageing, it's living - Bethanie / The Brand Agency
  • Content Marketing: Home Loan content marketing campaign - Bankwest
  • Customer Experience Marketing: ArtQuarium - Stockland Riverton
  • Integrated Marketing Communications: Make The Safe Call - Western Power
  • Not for Profit Marketing: Raffle Microsite - Royal Life Saving Society WA
  • Property Marketing: A Recession-Proof Marketing Strategy for Liv Apartments - Defence Housing Australia / Bench
  • Public Sector Marketing: Let's Thursday Like We Friday - City of Perth / The Brand Agency
  • Sponsorship Marketing: Become a Fan of Everything with Bankwest - Bankwest
THIG 900x430.jpgThe 40th Australasian Writers and Art Directors Association (AWARD) Awards today opens for entries.

New categories have been included this year to highlight and celebrate work that betters the world by addressing issues of inequality as well as a new Craft in Advertising category recognising craft in experiential advertising.

Early bird discount of 10% ends 5pm Monday 29th October, with all entries closing on Friday 30th November.

Late entries will be accepted up until Monday 10th December, though a late fee will apply.

ii_jn4flp8x0.jpgD&AD has today released the briefs for New Blood Awards 2019, simultaneously launching Make and Break, a WPP-sponsored podcast series which aims to bring insight from the New Blood Academy to the wider world.

D&AD New Blood exists to champion, educate and support emerging creative talent from any walk of life to get a foothold in the creative world. With over 3,000 universities and colleges every year accessing the curriculum, the New Blood programmes give emerging creatives around the world the opportunity to hone their skills in line with the ever changing industry landscape.

New Blood Awards 2019 briefs available HERE
Make and Break podcast available HERE
The new 30-sec TV ad for Midalia Steel follows the journey of Bruce the dog, Midalia Steel's blue heeler mascot, inside of a delivery truck as it delivers to three main customer types - rural, commercial and residential.

As the truck makes its deliveries, we see the surprised faces of Midalia customers , each of whom exclaim the classic "mmMate" phrase. The payoff at the end of the ad is that Bruce has been driving the truck all along - solidifying that Midalia Steel is 'steel the one'.

Top Jobs: This week's employment opportunities

TopJobsV2.jpgEach week Campaign Brief posts 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 magazine subscribers or $44 (inc. GST) for non-subscribers for a two-week listing. Recruitment consultancies by negotiation.

A very tongue-in-cheek ad in the current issue of Campaign Brief WA magazine has raised the perennial issue of pitching.

The house ad by &Partners calls for clients to tender to the agency for its services. According to creative director, Dav Tabeshfar, it was prompted by the agency finding themselves involved in what they considered to be exploitative pitch processes. Creative director, Bryan Dennis noted that while some pitch processes were run with fairness and respect for IP, you often end up pitching for relatively small projects where the client is looking for a finished marketing solution, with little or no fee.

He said the agency had invested considerable time and expense on some, only to be told they wouldn't be proceeding with any campaign.

The cost of pitching can be significant for any agency, especially smaller ones, which are often flat-out servicing their existing client base and have less 'spare' capacity to invest in a process that might deliver a return.

Danielle Norrish, State Manager of The Communications Council, said over the years the organisation has published a number of guidelines regarding best practice pitching. Whilst there is no official position on agencies being paid for pitches, Norrish said she had been contacted from time-to-time by clients seeking guidance on this matter.
A lack of trust that spans the plumbing and electrical industry was the catalyst for a new campaign for Hilton Plumbing and Electrical, from marketing consultancy, Breadbox Marketing.   

In an industry where the customer experience starts with a problem and feels out of control, the goal was to position Hilton Plumbing and Electrical as the mate you have always wanted in your times of need. 

Broadly targeting home owners, consultant strategist Emma Potter, identified that warranties and customer service were stronger buying drivers for the category and that price and value surprisingly rated much lower - messages focused on developing trust, expressing honesty and supporting with a workmanship guarantee. 

Living Online up for another industry award

Perth digital marketing agency, Living Online, has been shortlisted as a finalist for three categories at the inaugural SEMrush Awards ceremony being held on October 23, 2018 at the Sydney Opera House.

This is the first time SEMrush has brought its award ceremony to Australia, which recognises the best campaigns and agencies that have delivered exceptional growth and revenue to companies over the last 18 months.

Living Online CEO, Evan Cunningham-Dunlop (pictured), was elated when he received the news that his digital marketing agency had been nominated as a finalist for not one, but three SEMrush awards.

"I am very honoured that we've yet again been recognised for the hard work we do. In such a competitive space, it's fantastic when the exceptional results we drive for clients gets a chance to shine on stage".

CAMPAIGN BRIEF gold Sponsors

CAMPAIGN BRIEF silver Sponsors

CAMPAIGN BRIEF bronze Sponsors

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

Current issue