THE BRAND AGENCY SHINES AT PADC AWARDS

Comments (74)
TBA-ToyotaG0004-2.jpgThe Perth Advertising & Design Club has bounced back with an excellent award show this year, which delivered plenty of surprises.
Against all the predictions, The Brand Agency emerged as the star agency of the night, winning Best of Show, two Gold, a Silver, 2 Bronze and 2 Best of Category awards.
The agency got off to a flying start when it took off the night’s first Gold in the Publications category for its ENJO Kids Book. Created by Craig Buchanan, Neil Weeks and Judi Moosmueller, Kids Book was designed to keep children occupied while their mothers participated in ENJO parties.
In a major shock, Kids Book also won Best of Show against some more fancied contenders. PADC President Jeff Champtaloup said Chairman of Judges Nick Worthington had praised the book as a subtle and innovative piece of communication.
The Brand Agency won a second Gold for its ‘Shakespeare’ television commercial for Galleria Toyota. The commercial was created by Buchanan and writers Des Hameister and Kurt Beaudoin (now at Meerkats), and produced in-house by the agency, with Buchanan and Hameister directing. They won the Silver for Direction.
Marketforce took of the night’s other major award, winning the PADC The West Australian Fellowship with its ‘X-Ray – Back’ press ad for the Office of Road Safety. The same ad won a Gold in the Transit & Outdoor – Social Marketing Charity category. The agency also picked up 3 Silvers and 4 Bronzes. But their biggest cheer went to account director Silvana Visinoni, who won the inaugural ‘Agency Creative Champion’ award, given to someone outside an agency’s creative department who supports and fights for excellent creative work. Marketforce staff gave Visinoni a standing ovation as she went up to receive her award from The West Australian’s Les Corner.
The Client Creative Champion was won by the Public Transport Authority’s Rachael Cochrane, for her support of Rare Creative Thinking’s ‘Stay Off The Tracks’ campaign. Unfortunately Cochrane wasn’t present to accept the award, which was collected on her behalf by Rare creative director Brett Wheeler.
agency_table.jpgIt was one of several trips to the stage by Wheeler, as Rare also enjoyed a good night winning a Silver, 5 Bronzes and 1 BoC to confirm its status as one of the local industry’s leading creative agencies. Two of its Bronzes were for the PTA in the Internet Advertising and Miscellaneous categories. Its other 4 Bronzes were won for a press and poster campaign for Community Newspaper Group.
303 could rightly feel a little disappointed with its showing. The agency won 2 Best of Categories, 7 Bronzes and 1 Silver. IKEA ‘Sliding Door’ delivered the Silver award but its highly regarded ‘Saw this and thought of you’ Christmas television campaign for IKEA didn’t progress beyond finalist stage.
Similarly, its radio campaign for the Royal Lifesaving Association – a finalist at Cannes this year - only collected 3 Bronzes.
Radio proved to be one of the toughest categories. The Brand’s highly regarded campaign for the Perth Zoo only received a Best of Category.
designbook_ENJO.jpgEnjo Kids Book.jpg



74 Comments

Anonymous said:

Great night. Interesting judging. I know it's petty, but how can something win in both Internet Advertising and Misc? Surely it would have to be one or the other.

Steve Lorimer said:

I'd just like to say a sincere thank you again to Les Corner and The West Australian for their continued support for the Fellowship. We're wrapped!

Steve Lorimer

Anonymous said:

An excellent night was had by all.
Thanks for a great show, special thanks to Liz!

A Nonymous said:

"Against all the predictions, The Brand Agency emerged as the star agency of the night"

Who were these predictors? I want names! ; D

Best PADCs in a long time, against all the predictions.

Anonymous said:

Nice night PADC, but "We'll seeya at Galleria" ???
What were the judges thinking!?

Anonymous said:

Seriously though, that MC was 'having trouble'.

Anonymous said:

I read the other thread about someone ringing Enjo for a copy of the kiddy book so I also rang. They advised me that there was no such publication. I find this fucking disrespectful to the PADC's and the Perth industry. The Brand need to explain the real story.

Anonymous said:

brand. please tell us it isn't so. i loved the look of the book when i saw it on friday night and when the idea was explained to me i thought it a very worthy winner.

Steve Harris, MD, The Brand Agency, said:

Reference the Enjo book comments.

You can't buy or obtain them through the call centre...the purpose of the call centre (in line with the entire Enjo sales strategy) is to put people in touch with their area consultant for demo or re-order, or to recruit new consultants, not to sell product.

The job is legitimate and this was formally verified by the PADC direct with the client during the judging process.

There are extra copies here at the Agency if people would like to come in and inspect them, and we are about to re-print so I'm happy to order some extras for special requests if anyone in the ad industry would like to place an order.


craig said:

I've seen the Enjo book and it's brilliant and completely legit. Seems like a case of sour grapes,it's kind of sad when people feel the need to bag the winners. Well done Brand.

Anonymous said:

That's interesting about Enjo - i'd love to hear the full story from someone at Brand!

Anonymous said:

My PADC certificate made a great beer coaster on the night.

Anonymous said:

I had a prior commitment on the night , can anyone tell me who won the Dave Upson Medal?

Anonymous said:

A reprint cos the first print run could be counted on your fingers and toes.

Anonymous said:

Hurrah. The return of the terse official comment from the Brand Agency. We've missed you...

Anonymous said:

Like the Dave Upson medal, a lot of craft categories didn't seem to be there. Art direction was there but no copywriting, for instance. does this mean there were no finalists or have the categories been culled?

Anonymous said:

Maybe the Brand were going for a 'Limited Edition' angle?

Anonymous said:

Well done to Brand. But what happened in radio? Brand should be very pissed off as should MF and 303. AWARD winners finalist and cannes winners but can't even get bronze at PADC.

303 should be disappointed with Ikea TV too.

But all in all a great night. really good format. well done Liz and jeff and committee. Perhaps next year we could get a better MC and the date a little further from Xmas madness.

donaldo robin hoodlum said:

I enjoyed the PADCAW ARDS, was might fun indeed.

Must say, due to the subjective nature of evaluating creativity (apart from removing ego of the judges...), sure were a few disappointments and surprises.

Overall not too shabby, but not quite world class yet.

Keep it up Perth, we'll get there!

Anonymous said:

How can you not award a Dave Upson Medal? It's meant to be there every year no matter the standard. It's not a gold, silver, bronze thing.

Anonymous said:

Not even a finalist for Gatecrasher or Meerkats. How the mighty have fallen!

Anonymous said:

Have a close look at the Photograph of the Enjo book where the pages are fanned out. Third page in is coming apart along the top and front edge. Bad printing job or quick mock up?

Anonymous said:

Steve, if there are extra copies at the Brand, please tell us why is the above book a mock up? Is the Sumatran tiger too heavy to keep the pages glued together?

Anonymous said:

OK guys. It's time to stop bagging the Brand and sort this out once and for all. If the book is valid it will have an ISBN - as all valid books are required to have at first publication. If it is not valid, it will not. It may well have an ISN, as a piece of advertising material. So Brand. What is it to be?

Anonymous said:

The Upson Medal should be given each year. Dave Upson was a big contributor to the PADC and our industry and he deserves this respect.

Anonymous said:

4:04 Dude, if you had a thick chunk of Enjo glove shoved between your pages, you'd be fanned out too.

Anonymous said:

Where can we see the winning work? I'm interested to see what won gold in the student category, cos that was a sweet brief.

Anonymous said:

Well done for gold on a commercial that looks like they shot themselves with a budget of two-fifths of fuck all. It's the car yard brief and they made it into something halfway decent.

Anonymous said:

3.55 Gatecrasher need an injection of creativity and Meerkats don't enter awards so that's why they didn't figure.

Anonymous said:

10.38 Do you think if Meerkats did enter they would win anything? I'd love to know what they've done so maybe entering would give us all a chance to see it.

Anonymous said:

Well said 10:32

Anonymous said:

An ISBN number please Brand. The date it was registered too please?

Anonymous said:

Yeah, and no car yard to be seen.

When will the results be online?

steve lorimer said:

you bloody bewdie ridgie didge c'mon aussie crack a tinny rip snorter cobber

Anonymous said:

You really only begin to appreciate the integrated integrity of Brand's hilarious Toyota campaign when you see the amazing website. Check it out here: http://www.galleriatoyota.com.au/

ISBN number 445654 said:

I agree wholeheartedly with Let’s be Honest. To misquote Yazz, ‘The only way was up’. Last year’s PADC Award Show was an absolute abortion. This year they got a couple of key things right – having a sit down dinner & no bullshit ‘magic acts’.

So all they need now is a decent MC, a better date, some drinkable booze and awards that don’t look like they’re about to be presented to the client. Oh and a bit more attention paid to ALL the categories might be nice too.

They deserve a Best of Category in ‘Most Improved Award Show’ – so, no actual award…but there’s always next year.

Anonymous said:

11.26 et al. I'm just wondering what all the fuss is about in regards to the Enjo 'book' having/not having an ISBN. It won in the publication category; it's not claiming to have won the bloody Booker Prize!

Anonymous said:

Wow there are some real jealous losers out there (11:26)

Anonymous said:

Well said 1.54 and 2.38. We have a lot of small minded people in this town. it's a bloody award for a piece of communication, not life and death. If these people took the trouble to have a look at the idea ( as the judges did) maybe they would shut the fuck up. And by the way, are you saying Nick Worthington, Rebecca Carasco et al know nothing? Get over it. More importantly, well done Silv and well done Jules for a stylish ambience.

Anonymous said:

1:44 - that post would seem like a nomination speech for PADC committee, or are you one of those that like to sit on the sideline and hurl shit rather than getting in there and doing something? It was better this year and hopefully it'll keep getting better, especially if 1:44 decides to spend the night at home instead.

It looks like all measures the book qualifies, whether or not it got there on a technicality. No difference in a print ad having only run once (ISBN's aren't needed for brochures you little, bitter know-it-alls).

And, no, I have no affiliation with Brand.

Anonymous said:

CB, Given the valuable insight provided by 3.41pm, please can you amend your copy to read thus: "The agency got off to a flying start when it took off the night’s first Gold in the Publications category for its ENJO Kids Brochure. Created by Craig Buchanan, Neil Weeks and Judi Moosmueller, Kids Brochure was designed to keep children occupied while their mothers participated in ENJO parties." Thanks.

Anonymous said:

So the criticism of the publication seems to be about semantics. I don't see anywhere that Brand have claimed the the book (or brochure or whatever) was created for sale, therefore whether it needs an ISBN is a complete furphy.

How about some discussion of the concept? I think its a brilliant, creative product demo and the most beautifully crafted piece I have seen in Perth for a long time.

That Galleria thing on the other hand...

Anonymous said:

It's funny when agency types take umbrage at the metal given out at award shows. Even funnier when entries are labeled as scams. Really, grow up. Congrats to the people that won.

Given that the show itself has garnered all-round approval (well done committee), it will be interesting to see if this invigorates the PADC and if many hands are raised to replace Jeff should he decide to step down next year. Let's hope so.

Anonymous said:

The Brand really are hit and miss these days aren't they? That Galleria ad is so bad it's embarrassing, I can't believe it won gold and I literally cringe watching it. Yet the Enjo book is wonderful. What the hells going on? I want to shake their hand one minute, and then the next... well...

Anonymous said:

Just to clarify: let's hope many hands are raised, not that Jeff stands down.

Anonymous said:

Nick Worthington is one of the most qualified TV judges in the country so you would expect he knows a little more than most when it comes to awarding gongs. I love the Galleria spot...well done Brand. There's so many small minded, jealous, immature people out there it makes me feel embarrassed to be part of this industry.

Anonymous said:

7.56 - "hit and miss" in your opinion, but obviously " hit and hit" in the judges'. (What the hell do they know anyway?) As it happens I too like the Enjo work but scratch my head at why these eminent judges gave Gold to Galleria Toyota. But they did. As for Brand, I actually think their work is definitely on the up - Zoo radio, RAC TV and this stuff. Let's see how they go in 2009. By the way, Rare are starting to pick up gongs on a regular basis.

Anonymous said:

God you creatives can bitch!
It might have been a great night for the creatives but I found it quite boring. Too many awards and not enough time to socialise. Sorry.

Anonymous said:

"God you creatives can bitch!" - followed by two lines of bitching. We may be able to bitch, but you suits will always out do us when it comes to hypocrisy.

"Too many awards"? At an award night? I think you may have confused the night with Oasis.

Let's be honest said:

Just to clarify, foam core boards do not an award make. But the gold skull brain - Zombawesome.

Let's be honest said:

Other than the host's ego, the judges' desire to reward non-advertising, the foam-core mounting, the kerning on the W and the beer, it was a fantastic night.

December 15, 2008 7:20 PM

Anonymous said:

Let's be honest, what is 'non-advertising' about the Best of Show? Which is what I am assuming you are talking about. It sells a brand by way of a product demo - it doesn't get more 'advertising' than that.

7.42 said:

Not bitchin. Just my opinion 6.52.

Anonymous said:

Should the best of show go to a children's book that had a print run of just 35 copies?

LBH said:

8:15 - Never assume.

The book is cute, no matter how many got printed. If real customers got one and it wasn't just a demo for the client, then that counts.

As far as 'rewarding non-advertising', I was referring to one of the comments made on the night about a desire to make advertising that didn't look (or sound) like advertising.

I don't know if that's such a noble desire, to send a message without acknowledging the intent of the message.

Playing around with codes of communication can lead to great results, that's how we evolve, but seeking to disguise advertising as something else entirely can lead to disillusion and resentment.

Generally, it is more the 'tone' of advertising that is annoying, not necessarily the fact that it 'is' advertising. So why not play with tone while remaining honest?


Let's Be Honest.

ps. Hooray for the Beer swilling reindeer loving bra wearing bard. I never thought I'd say this, but do miss the Big Rock Toyota Big Indian Chief, Naughty Don Rogers and the Pheonix Holden Demon. Now THEY were all different!

Anonymous said:

Oh please Kim stop this nonsense! 9.40, we have already sorted this issue!

Anonymous said:

For fucksake. The book is brilliant. BRILLIANT. It showcases relevant original THINKING. Why the fuck does the award by right have to go to a run of the mill pissy press/TV same old same?. Good on you Brand for upstaging all of the run of the mill shite. They're just jealous.

Ben from Kingsley said:

I'd like to know how you get get a string of awards simply for changing "Rob's Motel" to "Freda's" or "Derek's" or whatever.

Anonymous said:

11:52, you can stop reading you know. The internet's great like that.

Anonymous said:

If Galleria Toyota TV was so good.... why have they changed agencies? I think RARE have it now.

Anonymous said:

7.35, the judges thought Galleria Toyota was good enough for a gold - that's all that happened. At another show it may have got fuck all. And please, name a decent agency in Perth which hasn't lost a client after producing award-winning work.

Anonymous said:

u utter swines all of you. my how we like to keep those tongues a wagin'

Besides awards are just the the celebration of mediocrity.

And I'm not just saying that because I don't have any. I've picked up 8 this year.

Anonymous said:

Good on ya 1:53
Now get that turkey ready and celebrate a good christmas would ya

Anonymous said:

12.00 there is no disputing that the Enjo book is a lovely piece of work. The question here is ... is it a scam entered by an agency desperate bolster its creative reputation or is it in fact a legitimate piece of work commissioned by the client and distributed publicly. To satisfy my own curiosity I contacted an Enjo regional sales rep. A person who leads a team of people that host party plans. The plans, where according to the entry, they hand out the books to keep the kids amused. They'd never seen a copy let alone heard of their existence. If this is the case,which it appears to be, then what a hollow and dishonest victory. Not only do those responsible appear foolish but it doesn't do a lot for the credibility of the show.
Now to prove all of those doubters, myself included, why don't you get the marketing manager of Enjo to write a letter that can be published here to clear this up once and for all. I'm more than prepared to eat humble pie if indeed there is such pie to be had.

Sal said:

Good on you 1:53. White and one spanker.

Sal

Anonymous said:

4:45 The marketing manager of Enjo - Do you think they'll remember the client's name afterall?

Anonymous said:

4.45 what a sad life you lead.

Anonymous said:

4.45 I'm with you on trying to get to the bottom of this. 6.45 you obviously work for the Brand and what is really sad is that if there is any truth to all of this speculation, the whole thing will blow over and you'll get away with it.

Anonymous said:

Why doesn't someone ask the PADC if they have sought confirmation from someone senior at Enjo? Then we can all get on with our work. Kim? Liz? Jeff?

Anonymous said:

It may seem petty to some, but it's not just the integrity of the Brand that's at stake here, it's the intergrity of the PADCs. At a time when the club is struggling financially it would be a shame if all its hard work and the great night last week was torpedoed by a scam for its highest accolade, Best in Show

Anonymous said:

I'm with you 8.23. The PADC has been very quiet on this and yet there is a big and bold statement on scam on the call for entry.

Jeff - you need to clarify this and not be your usual shy self. You are the PADC president. This is not going to go away. Just make a statement and we will all go away.

Anonymous said:

There are WMDs. We'll never sell Telstra. No GST. We'll keep interest rates low. People threw their Children overboard. Enjo Book is real.

The book being real was a non-core promise.

Sal said:

Well it's quite obvious that the PADC are not going to investigate this Enjo scandal. I'm going to scam my arse off next year and prove what a joke it is.
Merry Christmas. See, starting already.
Sal

Cindy Henderson said:

When will there be an online division? Some beaut online creative work out there, created locally. Been waiting 5 years to see something at the CB awards at AFA Oasis. Perhaps PADC could lead the way?

Anonymous said:

Cindy, there is online categories at the padc awards. It's just no one knows about them or cares who wins.

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