'Lack of great marketers' decried as M.J. Bale eyes campaign extension

'Lack of great marketers' decried as M.J. Bale eyes campaign extension
SHARE
THIS



Whybin\TBWA CEO Paul Bradbury has urged brands to take decisions based on leadership, not committees, adding a “lack of great marketers” in big business is hampering brave work.

Speaking at last night’s Bravery on a Budget event run by B&T, Bradbury said there was no reason lessons from the multi-award winning MJ Bale Grazed on Greatness campaign could not be used by big business.

Susie Thompson, marketing director for the suit maker, also flagged they are looking to extend the campaign, and is looking at possibly using Wimbledon, Flemington, and iconic music festival venue Glastobury, for its next iterations.

The original campaign used grass seeded from the Sydney Cricket Ground to make suits for the Australian cricket team, picked up five Cannes Lions, including two golds, and the B&T PR Campaign and Best use of Sponsorship Awards.

Revealing the campaign, which was born from the “insight” the one common factor between the cricket team and the sheep which produce the wool is grass, took 18-months from inception to birth, including several wrangles with Aussie cricket officials and players.

When asked by an audience member about the number of brave marketers in Australia Bradbury replied: “There are very few brave clients at big companies. One of the real issues Australian advertising faces is a lack of great marketers.

“We have encountered some good ones. Normally they are decisive types who don’t rely on committees to approve work and as a result are brave.”

At the same event 18 Feet and Rising’s CEO Ben Colman talked about three of his best campaigns, one for Diet Coke launching the new flavours, one for MTV’s local content launch using rapper Snoop Dogg’s attempts to enter Australia, and the Lynx Jet promotion, which stirred anger among feminist groups.

He said the key learnings from these campaigns had been to “think big” as “every brief is an opportunity for greatness” and to share the risk between client and agency, which “can inspire brave work”.

Asked whether there is a difference between a good idea and a brave idea he answered simply: “No, I don’t think there is.”

He also emphasized the importance of the client-agency relationship saying: “I’ve had more success selling brave ideas to clients out of the office in bars and restaurants than in a boardroom with eight or nine people sat around. That is not the place to sell brave ideas.”

B&T is running another Bravery on a Budget event in Melbourne on May 8. More details will be released soon.

Please login with linkedin to comment

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]