Max McKeon.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 judge is Max McKeon, who is currently working as creative director at Colenso BBDO in Auckland.

Winner: MADC Stars 'Meet Grant'. It's hard to land a parody in a way that doesn't feel like a cheap shot. But this is a parody with purpose, because it's out there to prove you can't beat the original. The message hits the target audience (us) by wrapping itself up in the skin of campaigns we all love but with just enough of a cheeky and entertaining tone to sidestep any blowback. And a healthy dose of industry truth gives it added legs. This does what it's meant to do, and does it well. READ ON...

Screen Shot 2018-10-23 at 6.31.24 am.jpgWhat do the Carnaby Cockatoo, the burrowing Bilby, the famous Rotto Quokka and the age-old Marri Tree all have in common? They're nature, and together they've formed the Water Watchers, a team of wildlife vigilantes who's mission is to ensure us humans get waterwise - after all, we are the only species on earth that wastes water.

Climate change is unfortunately very real and the new Water Corporation demand management campaign, created by The Brand Agency, aims to draw people in and make them advocates of behaviour change, showing the easy ways everyone can play their part to save water.

Connaghan-Mike-new.jpgThe board of WPP AUNZ has accepted the resignation of CEO and executive director Mike Connaghan, who will exit the business at the end of 2018, following 12 years with the business.

Connaghan has led the business for over a decade through a period of acquisition throughout Australia, New Zealand and Asia, and playing a key role in the merger of STW with WPP.

Says WPP AUNZ chairman Rob Mactier: "Mike has led the company through a period of extensive change and inspired our people to leverage our scale, global knowledge and collective know how.

"It is a testament to Mike's qualities that he recognises that it is now the right time for renewal as we seek to capitalise on the opportunities that the merger and our leadership position in the market presents, particularly as the industry undergoes further transformation."

Campaign Brief WA interviewed Connaghan on the state of the industry in November last year.

Bestads passes the 200,000 members mark

Comments (0) - the worldwide creative site showcasing the world's latest and greatest commercials, print, outdoor, radio, interactive and integrated work - has passed the 200,000 members mark.

Not bad going for a site started from scratch by Brian (Beamo) Beamish in 2003, reaching 10,000 members by August 2007, when he sold the site to Campaign Brief. Since then, we've made major changes to the site and as a result, added around 16,000 members per year.

Screen shot 2012-04-03 at 9.36.12 AM.jpgIf you would like to join Bestads, it's free, although for only US$30 per year (less that $3 per month), go BestadsPRO ~ JOIN NOW ~ which offers the following:

Screen shot 2012-04-03 at 10.08.08 AM.jpg• Access every archive ad, back to 2003
• Download any video or image of ads from the site
  (compiling a reel of great automotive or beer
  commercials for example, is now a breeze)
• Access Bestads rankings (by Agency, Country,
  Creative, Director, Production Company, etc)
• Get 500MB space to display your best work to the
  advertising community
• Access and contact other Bestads members
• Be a part of the global creative advertising community


All for only US$30 per year
(1/3 the cost of other creative ad sites).

With the media landscape more fragmented and complex than ever before, Longreach Media and Marketing consultancy has launched to help clients find simple, effective solutions to all their media needs. Founded by two of WA's most experienced media professionals, Angela Nutton and John Driscoll, Longreach brings together over 60 years of media and marketing experience.

Longreach Media, a division led by Nutton, will offer the full complement of media services expected of a national buying consultancy. However, Nutton said a 'client first' philosophy - something she has long believed in and fostered - will truly set Longreach apart.

"Our approach, before even discussing tools and resources, is to build a dedicated team who take pride in their work and are recognised by clients as genuine business partners, said Nutton.
img_2441.jpgA blog by Damon Stapleton, chief creative officer of DDB New Zealand

"The redwoods, once seen, leave a mark or create a vision that stays with you always. No one has ever successfully painted or photographed a redwood tree. The feeling they produce is not transferable. From them comes silence and awe. It's not only their unbelievable stature, nor the colour which seems to shift and vary under your eyes, no, they are not like any trees we know, they are ambassadors from another time." - John Steinbeck

There is a type of silence that happens now and again that makes you smile. When this silence happens and you look around, the other people with you have exactly the same expression.

I was in Las Vegas to judge the London International Awards. The jury was full of some of the most talented in the business. I learnt a whole lot from them and their collective wisdom. There were many arguments and different points of view but now and again there was a fantastic silence.  In the middle of a mad adult theme park, floating in the desert sun, silence. When you see something great, you just know.
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

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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.

CAMPAIGN BRIEF gold Sponsors

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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

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