Paul Yole Cannes 2016.jpgPaul Yole has attended the Cannes Lions Festival as a delegate every year for the past 10 years. Here he reports from Cannes for Campaign Brief, on his highlight seminar from Wednesday.

It wasn't "brand purpose" that attracted me to this session because let's face it, everyone is trying to shoehorn that expression into their case study or talk this year.

No, it was partly the title; "Beyond Brand Purpose: Moving from Awareness to Activism" and very much the fact that one of the speakers was Sir Ken Robinson. His presence guaranteed this would be grounded.

In what has become an annual event at Cannes, Richard Edelman introduced the latest Edelman Intelligence Earned Brand Study. This points to the fact that the global average for brands on Edelman's Brand Relationship Index is a paltry 38. So on a scale that ranges from 'Indifferent' to 'Committed', most brand are only just starting to bring customers into the 'Involved' segment.
APNO_Maurizio_BLOG_9.jpgThis week, APN Outdoor hosted a special evening with one of Perth's leading chefs and restaurateurs, Maurizio Di Ciano, from Maurizio on Fitzgerald Street, who treated guests from Perth agencies to a very unique dining experience.

The intimate affair was also an acknowledgement of Nick Prosser (far left, with Initiative's Rene Migliore), APN Outdoor's former Sales Director of WA & SA. After 8 years with APN, Prosser has decided to spread his wings and start his own out-of-home advertising business.

The team at APNO would like to thank everyone for braving the cold and helping them celebrate the very special occasion.

YB_QuizNight2016_BLOG_8.jpgOver 250 industry and students turned out for the inaugural Youngbloods quiz night - sponsored by Beautiful Pictures  - at the Subiaco Sports Bar last night.

Meerkats won the night, with Metrix Consulting in  second place and 96fm third. The wooden spoon went to Be Media, while a special award went to Channel 9 for their team name - "Kanye repeat the question".

Youngbloods will be back again next month with the 2016 Battle of the Ad Bands, so save the date - July 29 - for another huge night.

Photos by Brittany Garbutt. More at the Youngbloods WA Facebook page.

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LawrenceParkerYole_BLOG.jpgSo Cannes this year has been a bit of a disappointment for Perth, with one finalist in the main competition being the sum total. While there hasn't been much work to fly the flag there's been a few Perth and former Perth folks around the place.

Of course, our perennial correspondent Paul Yole is there with his family, wife Wilma and daughter Emma.

Another is Gatecrasher's Sophie Lawrence, pictured above left with her beau Kevin Parker from Tame Impala and Emma Yole on the right (Apparently due to photo permission we can only run this on our WA site. Who knew Sophie was that famous?!).

Emma's a bit of a muso herself - fiddle if we remember correctly. Perhaps she and Kevin could collaborate on a psychedelic version of The Devil Went Down To Georgia. But we digress.
QMS_TheBunbury_BLOG.jpgQMS has expanded its landmark digital portfolio in Western Australia with a new iconic digital billboard in Bunbury.

'The Bunbury' is situated in the heart of the city on the corner of Spencer and Stirling Streets, directly across the road from the entrance to the Bunbury Centrepoint Shopping Centre. The prominent position offers uninterrupted viewing of the busy intersection, providing advertisers with the opportunity to dominate Bunbury's bustling business and retail district.
Paul Yole Cannes 2016.jpgPaul Yole has attended the Cannes Lions Festival as a delegate every year for the past 10 years. Here he reports from Cannes for Campaign Brief, on why the case for creativity never ends.

"The case for Creativity". With a title like that, I had no option but to attend. And it was very worthwhile.

James Hurman, founder of Previously Unavailable and former planning chief at Colenso BBDO New Zealand, talked through some of the highlights from the updated version of his seminal creative effectiveness book, The Case for Creativity.

The book is based upon three decades of international research by universities, scientists, consultants and Hurman himself. It was motivated by his realisation that most of the work that we produce is, in fact, not very creative.
Cannes-Rank-Countries.jpgCANNES-RANK-NZ.jpgCANNES-RANK-AUSTRALIA.jpgThe USA is streets ahead of the rest of the world nearing the halfway mark of the 2016 Cannes Festival of Creativity.

The USA has one Grand Prix, 37 Gold, 69 Silver and 67 Bronze Lions.

The UK (2 Grand Prix, 17 Gold, 37 Silver, 51 Bronze) and Brazil (17 Gold, 24 Silver, 63 Bronze) are fighting it out for second place followed a far way back by Germany, South Africa and France.

New Zealand, currently in 7th spot, is having an incredible Cannes, scoring 46 Lions so far, including two Grand Prix, 13 Gold, 16 Silver and 15 Bronze Lions. And there'll be a lot more metal to come by the end of the week.

In contrast, Australia, currently ranked #9 behind Japan, is putting in a pretty mediocre performance compared to the highs of the last decade. 29 Lions so far, but only 4 Gold Lions. Australia has 8 Silver Lions and 17 Bronze Lions.

A consolation for the Aussies is that Australia was ranked #3 in the Health Lions (3 Silver, 7 Bronze) behind the UK at #1 (2 Grand Prix, 4 Gold, 13 Silver, 11 Bronze) and the USA at #2 (2 Gold, 3 Silver, 13 Bronze). NZ was ranked #13 (1 Gold, 1 Silver).
AOC archery (1).jpgA specialist group of WPP AUNZ agencies have launched a far-reaching creative campaign aimed at increasing fan engagement and awareness of the 2016 Australian Olympic Team, both in the lead-up to - and during - the 2016 Rio Olympic Games.

Developed as part of WPP AUNZ's partnership with the AOC, and its recent appointment as Creative Advertising Agency of the Australian Olympic Team, the campaign was led by specialist agency 1 Kent Street.  Support was also provided by fellow WPP AUNZ Group agencies One20 and DT, plus production from Seven West Media Group.

VIEW THE SPOT
SCA_AbbeyBeach2016_BLOG_25.pngSouthern Cross Austereo once again hosted its highly popular Abbey Beach event last week, with key agency partners enjoying some superb food and wine at the stunning Wise Winery at Eagle Bay.

This year, senior SCA executives were joined by mix94.5 Breakfast team of Clairsy, Matt and Kymba. Sales Director Noel Quick said new team member Matt Dyktynski had settled in extremely well since joining in mid-March, reflected in an encouraging share increase in recently released Survey 3.

Quick also said the agency radio market in Perth has held up well considering the challenging economic climate.

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ClayCook_Feb2016_BLOG.jpgThe Australian online advertising market reached a significant milestone recently. The IAB/PWC Online Advertising Expenditure Report found that for the 2015 calendar year, the Australia market saw a 25% increase in year on year growth. This exceeded both the US and UK, which achieved growth of 20% and 16% respectively.

The signs are looking positive for early 2016 also. While ad spend after the peak Christmas retail season is notoriously lower, digital is one area that has bucked this trend. 2016 first quarter results showing that online advertising expenditure grew by 33.5% to reach $1.731 billion.

Clay Cook (pictured), CEO of digital marketing agency, Bonfire said digital is showing no signs of slowing down.

"We're seeing very positive trends for digital marketing. And these aren't short term either. We've been in the digital space for 20 years now and over this time we've noticed digital adoption steadily increasing while other marketing mediums are experiencing significant drops. It doesn't surprise us that a recent report by eMarketer predicts that by next year, digital advertising spend will surpass TV."
Synergy-Cloudy_BLOG.jpgSynergy has launched its solar offer with a new campaign by Meerkats.

The out-of-home and digital campaign launches this Sunday, June 26 and features creative dependent on the daily weather forecast and time of day.  'Sunny, 'Rain' and 'Cloudy' appear in line with each day's forecast during the campaign period.

The CBD AdShel campaign includes night versions of each. Shopalites at Joondalup and Garden City feature dynamic executions that bring the weather inside as does the Media Tonic screen in Raine Square.

The radio, out-of-home and digital campaign has been punctuated by activations in shopping centres and key city locations including the first event in King's Park on Mothers Day.

"We've worked closely with oOh!, AdShel and the digital publishers to take a great idea and really bring the campaign to life in channel," said Erin Corner, Business Director at Meerkats. "We love this campaign based on educating people around the ideal conditions for solar panels to deliver a 'Solar Return' as well as communicate the fact that Synergy now does solar."

Yole_Sunday_Cannes.jpgPaul Yole has attended the Cannes Lions Festival as a delegate every year for the past 10 years. Here he gives his take on day two of this year's Festival.

Mark Tutssel, President of the Direct Lions jury, has revealed one of the most important parts of the judging process: "To identify brands that embrace creativity."

If you think about that, it doesn't just suggest the kind of work that might get up, it also has wider implications for the industry.

Top Jobs: This week's employment opportunities

TopJobs.jpgEach week Campaign Brief posts available positions within the advertising, media & marketing industry. Email martin@campaignbrief.com (please place 'Employment Opportunities' in the email subject) with the details of your vacancies by 5.00pm Tuesday for listing on Wednesday morning. Listings are FREE for Campaign Brief WA subscribers or $44 (inc. GST) for a two-week listing for non-subscribers (recruitment consultancies by negotiation). Email martin@campaignbrief.com for details. 

AGENCY COORDINATOR - COMMUNITY NEWSPAPER GROUP
Temporary Appointment - Maternity Leave Replacement

Have you an eye for detail, strong work ethic, ability to work under pressure, can think on your feet and desire to work in the media? Then this may be the job for you...

The RoleThis is a challenging and rewarding new role, working as part of a close knit team who are dedicated to achieve set goals and objectives. This position will be required to provide practical solutions to meet the business needs of clients and agencies with a high level of customer service and administration support to the agency team.

Key Criteria
Successful applicants should be experienced in Power Point providing creative and professional proposals. Previous experience in an administration role essential, as is an excellent phone manner, exceptional organisation skills, time management, prioritisation skills, and the ability to work under pressure and meet tight deadlines. Previous experience with sales/advertising is highly regarded. Proficiency in Microsoft Office suite is desirable.

You will also have a desire to understand and promote CNG's products and services and be willing to take responsibility for assigned projects.

The Company
Community Newspaper Group publishes 17 newspapers and is one of Western Australia's largest media organisations. Each week 633,500* copies of the local Community newspaper is distributed across metropolitan Perth and the City of Mandurah

This is a 12 month contract with the possibility of permanency.

To apply please send your resume to recruit@communitynews.com.au and quote reference No ACP06/16.

____________________________________________________________________________________

Plus...
• ACCOUNT MANAGER - RARE
• SEVEN TWENTY x 27
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Yole_Sunday_Cannes.jpgPaul Yole has attended the Cannes Lions Festival as a delegate every year for the past 10 years. Here he gives his take on two of the Sunday seminars from this year's Festival.

I used to delight in telling first time visitors to Cannes, "nothing great ever happens on the first Sunday." Unless you count the odd magnum of Minuty.

But things have changed. Sunday is the new Monday, so I dragged myself along to listen to Nir Wegryn from BrandOpus and acclaimed artist Ori Gerst talk about how perception, not fact, creates reality.

I wish I hadn't bothered.
G_Hoey (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 Genevieve Hoey, creative director, Wieden + Kennedy, Amsterdam.

BEST TV
Maybe I've been spoilt by the shortlists of TV I've been seeing recently. Maybe I'm just not the willing couch potato I used to be. But the TV this week didn't really connect the dots, well not enough to make me care. The freshest was the skateboarding insight underpinning Direction Skateboards: Free Ride, though this execution could have been pushed. Everything else was a bit limp for me. Pun intended wink wink nudge nudge Durex! Please, if I ever have to watch that or any other Game of Thrones inspired spot, may I choose to be eaten by dragons instead. READ MORE...
20140421-165642 (1).jpgA regular blog by Damon Stapleton, chief creative officer of DDB New Zealand

This beautiful description comes from a speech Leo Burnett did many years ago. He spoke about those lonely people that work into the night pushing themselves. When everybody else has left, they stay.Their solitary, unobserved greatness is based on satisfying themselves before they satisfy anybody else. They are advertising's invisible heroes.

The truth is, without these magical mad men and women, who have this need to go beyond an impossible, invisible line in their heads, advertising would be a simple, unsatisfying business.
MattPitcher_MostImportantThing_BLOG.jpgThe International Young Director Awards has announced its finalists for 2016 with three Australian directors making the cut.

Perth director Matt Pitcher from Open Spaces Productions leads the Australian director pack with four nominations: St John Ambulance 'The Most Important Thing' via Longtail in the Broadcast category; and Mental Health Commission  'Crime' and the 90-sec and 30-sec versions of 'Relationships' via The Brand Agency in the Web Film category. Pitcher is the only finalist from Asia-Pacific in Web Film.

The other Australian finalists are Curtis Hill from Mr Smith Melbourne, who made the shortlist for 'Repeat B', The Otto Empire's Prad Sen for Skyn 'Feel Everything' - both in Broadcast and Yianni Warnock, Finch for 'HOMEBODIEs'.

Winners will be announced at The Cannes Marriott Theatre, celebrating the 19th CFP-E/shots Young Director Award ceremony on June 23rd at the Cannes International Festival of Creativity, which Pitcher and Open Spaces Productions principal, Béatrice Masia, are currently attending.

VIEW THE SHORTLIST
betty-the-chicken.jpgMarketforce's 'Betty' campaign for Chicken Treat is one of 24 Australian finalists in Direct at Cannes, which got underway yesterday.

Betty has also been a finalist at One Show and New York Festivals this year.

It is the only finalist for Perth at Cannes so far.

It was a disappointing result in Radio, often considered Perth's strong suit. Only four spots from Australia made the shortlist - none from Perth.

Australian Finalists (Direct):
DDB Sydney, The Sydney Opera House, #ComeOnIn (x3)
DDB Sydney, Volkswagen, The Naked Ute
DDB Melbourne, Westpac, Westpac Get Cash Tutorials (x2)
Clemenger BBDO Sydney, Masterfoods, #MakeDinnerTimeMatter (x2)
Clemenger BBDO Melbourne, Myer, Wonderful Hold Music (x2)
Leo Burnett Sydney, Bundaberg Rum, Cheers to a Legend
Leo Burnett Sydney, Samsung Australia, Celebrity Tantrum
Leo Burnett Melbourne, Headspace, Reword
M&C Saatchi Melbourne, Australian Weaving, The 2 Litre Towel
Marketforce Perth, Chicken Treat, Betty
Whybin\TBWA Melbourne, ANZ, Equal Future (x2)
GPY&R Brisbane, Australian Road Safety Foundation, Life Saving Stickers
Grey Melbourne, MS Australia, This Bike Has MS (x3)
Saatchi & Saatchi Sydney, Toyota LandCruiser, LandCruiser Emergency Network (x3)

Australian Finalists (Radio):
Cummins&Partners Melbourne, Jeep Renegade, Jangle
Havas Worldwide Sydney, Lastminute.com.au, 'Crush' and 'Pregnancy'
GPY&R Melbourne, Australia Post, The Airborne Ad
BWM Dentsu Sydney, Fight Duchenne Foundation, Last Will

VIEW THE DIRECT SHORTLIST - Direct Lions Shortlist.xlsx
VIEW THE RADIO SHORTLIST - Radio Lions Shortlist.xlsx
Paul Yole Cannes 2016.jpgPaul Yole has attended the Cannes Lions Festival as a delegate every year for the past 10 years. Here are his first impressions of this year's Festival.

Cannes Lions has undergone a refresh. And I like it.

The Palais has changed its layout to the extent that I almost felt lost, even though it's the tenth time since I first wandered the halls. Different, but in a good way.
How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief Australia is showcasing the work it hopes will impress the judges. From Perth, J Walter Thompson nominated these contenders.

RAC_logo_288x144px.jpgRAC: Monitored Alarms - Don't Care
J. Walter Thompson, Perth
J. Walter Thompson wanted to highlight the benefit of RAC's 24/7 monitored alarm systems by pointing out that you can't always rely on your neighbours to pay attention to normal, unmonitored, home alarms.
AdvertisingPays_BLOG.jpgThe Communications Council launched its Advertising Pays report in WA at the Australian Institute of Management in Floreat yesterday.

Deloitte Access Economics was commissioned to produce the report, which found advertising delivered benefits to the Australian economy worth $40 billion - almost as large as the productivity value the internet and digital technologies.

The economic impact of advertising in WA is reported as $4.5billion. WA's share of national advertising spend is 11.1%, which is about equal to its national population share of 10.9%.

It says advertising directly employs 55,903 people but in aggregate, advertising is associated with employment of over 200,000 people in the Australian economy - 10,000 in WA.

The report was introduced by TCC WA Chairman and Meerkats CEO Gavin Bain, and summarized by Deloitte's Elizabeth Fells before being discussed by a panel including HBF's Neil LeFebvre, Tourism WA's Louise Scott, SevenWest Media's Chris Wharton and Adam Marshall from media agency Carat.

A free copy of the report's Executive Summary is available from The Communications Council's Advertising Pays website.
TopJobs.jpgEach week Campaign Brief posts available positions within the advertising, media & marketing industry. Email martin@campaignbrief.com (please place 'Employment Opportunities' in the email subject) with the details of your vacancies by 5.00pm Tuesday for listing on Wednesday morning. Listings are FREE for Campaign Brief WA subscribers or $44 (inc. GST) for a two-week listing for non-subscribers (recruitment consultancies by negotiation). Email martin@campaignbrief.com for details.

SENIOR ACCOUNT MANAGER - ADZOO
The zoo is getting bigger! Think you've got what it takes to be a Zookeeper/Senior Account Manager?

adzoo is not your traditional agency. We're a different breed of advertising and marketing creature; a consultancy that strives to be a fun place to work. With recent growth, we are searching for a highly motivated individual who can manage and partner with our existing clients. We aim to attract the hungriest of the pack, giving them the space and opportunity they need to spread their wings and make a real difference to the clients that come through our gates.

The right candidate must have the following attributes:
  • Agency and/or solid marketing experience
  • Must know digital inside out (you can talk the talk and let our digital gurus walk the walk!)
  • Willingness to think outside the brief
  • Excellent communication skills both written and oral
  • Tends to think of themselves as nocturnal - that is you love a little work outside of hours to get the client the result they need
  • Outgoing personality
  • Be a proactive thinker
If you think you've got what it takes, send your resume with cover letter to graham@adzoo.com.au for consideration. Applications will be treated confidentially.
____________________________________________________________________________________
Plus...
• SevenTwenty x 23
____________________________________________________________________________________
Susan Credle Headshot (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 Susan Credle, global chief creative officer, FCB, based in New York.

BEST TV
Winner - TOM: The Art of TOM. I must confess, I watched the six films over a slow WiFi, which required repeated viewings. But it was on these repeated viewings that I was able to appreciate the sound design, the voice-over casting, the 2D animation and, especially, the writing in this particular film. "Salty whispers." "A life of duress reveals gems clustered candy bright." "The truth is mouthed." If it weren't first thing in the morning, I would be searching for a bottle of Church Road Tom Merlot-Cabernet Sauvignon, right now. READ MORE...
JustAnotherDay_BLOG.jpgTourism WA has launched its latest marketing campaign, 'Just Another Day in WA'. The campaign was developed with advertising agency Cummins&Partners to show people around the world the extraordinary experiences that can be found on any given day in Western Australia.  The premise behind the campaign is to highlight all the experiences that West Australians may take for granted but visitors find memorable and extraordinary.

VIEW THE MARGARET RIVER SPOT
VIEW THE KOOKYNIE SPOT
VIEW THE LUCKY BAY SPOT

Tourism WA CEO Stephanie Buckland said the campaign marks a fundamental shift in the way Tourism WA promotes the State as a holiday destination.
img_0278-1 (1).jpgA regular blog by Damon Stapleton, chief creative officer of DDB New Zealand

"A line is a dot that went for a walk." - Paul Klee

I am standing on a black beach in a small fishing town called Ngawi. It is about as far South as you can go on New Zealand's North Island. Only 22 people live here. It is beautiful and brutal. The rain poured down and the sea raged on day 1 of a shoot that was supposed to begin with beautiful weather. They should rent out shoots to countries that have droughts, I guarantee it would rain the day the shoot started.

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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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