Think You’re Victoria’s Agency Of The Year? Here’s Your B&T Awards Competition

Think You’re Victoria’s Agency Of The Year? Here’s Your B&T Awards Competition
SHARE
THIS



The B&T Awards are this Friday and we can hardly believe it’s come around this quickly! Folks should be readying their outfits, prepping their winning speeches and downloading our B&T Events app for all up-to-the-minute info on the awards evening.

But in the meantime, we’re bringing you the final instalment of our B&T Awards showcase, where we show off the entries of finalists in the major categories.

Today we check out the Victorian Agency of the Year candidates, with Clemenger BBDO Melbourne, McCann and TBWA\Melbourne all getting involved in the showcase.

Check them out here:

McCann

In 2016, McCann again won Gold at Cannes and was the top ranked Australian agency at the APAC Effies and the Asian Marketing Effectiveness Awards. At the same time, it added over $90m in media billings.

Not bad for a creative agency.

Not bad for a media agency either.

There’s a lot to be said for the way McCann does business. The innovation is real, the thinking is genuinely different, and for that the agency says it owes the 17th Century Dutch a little credit.

Why? Well they say all you need to know about advertising can be learned from the Dutch Golden Age.

It starts and ends with trust.

And the Dutch knew a thing or
two about trust.

Indeed, the Dutch, much like the Lanisters of today, made a fortune by being trusted to execute the most basic of commercial imperatives – deliver on their promises.

And they reinvested this trust into sailing beyond the horizon.

This is where the metaphor and indeed the history, gets really interesting. The Dutch reinvested this trust into the natural resources around them – timber and wind – innovating their commercial offering to chart new horizons.

The point is, don’t complain about the wind. Build a windmill.

It’s a geographically charmless country the Netherlands. Flat and windy. And much more windy than flat. Don’t think too hard about that comparison, but rather, think about the ingenuity of these people.

They didn’t complain about the wind. They built windmills. Which built ships. Which took them all over the world.

Some have suggested the winds of change are blowing against the advertising industry as the lines between creativity, media and digital blur evermore.

McCann begs to differ, and like the 17th century Dutch, they always bring home the gold.

TBWA\Melbourne

In partnership with our clients, TBWA\Melbourne’s mission everyday is to create cultural impact for brands. We believe, in the 21st century a brand’s place in culture is its most powerful competitive advantage and source of growth.

To deliver on this, we re-structured our agency model, our teams and our processes around an operating system called ‘Disruption® Live’. It facilitated not only more rapid ideation and execution, but also tighter collaboration with our partners – both inside and outside of the agency.

We released control more than ever before and in turn were rewarded with some of the boldest work and healthiest client relationships the agency has experienced.

We bought our clients closer to creative ideation by setting up collaborative hot houses within their offices; we used documentary makers to create TV campaigns; allowing the Director on both the Medibank ‘I am Better’ and ANZ ‘Pocket Money’ campaigns to work on a closed set – no clients, no agency, no script – in order to capture the most genuine, authentic and intimate moments possible.

We helped the Prime Minister launch his most significant pre-election policy using our campaign line: ‘The Ideas Boom’. We pitched and retained Medibank, arguably the biggest pitch in Melbourne for the year. Add to that winning pitches for Schweppes, Fuso Trucks, TOM Organic and we’ve had a great year by any standard.

In December 2015 we were appointed the Origin Energy Retail Business. Then in April 2016, we were given the brand work — both times without a pitch. We renewed contracts with long standing clients ANZ, Nissan and McCain Foods.

Plus our work was recognised in Cannes with two gold, four bronze lions and 15 finalists across four different campaigns, and were proud recipients of 3 Effectiveness Awards – Gold, Silver and Bronze.

That’s the impact of culture.

Clemenger BBDO Melbourne

In the year that Clemenger BBDO Melbourne turned 70, a staggering milestone in a volatile industry, we have undertaken more positive change than at any time in our history.

The introduction of a new CEO – Nick Garrett from Colenso BBDO – gave us the opportunity to look objectively at our model, vision and output and benchmark it against the best globally.

Around the world, great agencies are wrestling with transforming into creatively integrated communications businesses in a bid to stay relevant and to keep pace with the speed of change. The world’s biggest clients are demanding greater connectedness from their agency rosters and are increasingly consolidating their businesses into integrated providers that can provide deep specialism across all touchpoints.

So, in the last six months, we have set about dramatically evolving our offering.

Internally we have worked hard to incite change and encourage new thinking. As well as changing processes, roles and capabilities we have launched the mantra of ‘Unknow’ – asking our people (and our clients ultimately) to leave aside their pre-conceptions of Clemenger and embrace a new culture of curiosity and possibility.

We have integrated four Group companies into Clemenger BBDO Melbourne allowing us to offer integrated specialism across CRM, Digital, Experiential, Shopper and PR. We have disbanded the Clemenger BBDO Melbourne Board (replacing it with a new Executive team), introduced new leadership, added a breadth of new capability, and hired an unfair share of world-class talent.

Importantly, our evolution has made the work even better too with data, technology and humanity at the heart of it all.

From a results perspective our new fully-integrated offering has won a significant amount of both new and organic business, resulting in exciting revenue growth.

It’s been a big year with some great momentum and impressive results. Excitingly, this is just the start…

BT_awards_SponsorBlock

Please login with linkedin to comment

Latest News

TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]