Think You’re Victoria’s Agency Of The Year? Here’s Your B&T Awards Competition
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…
Please login with linkedin to comment
Advertising Standards Bureau B&T Award winners 2016 Marketing ResearchLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.