Christmas Doesn’t Let Agencies Be Edgy With Clients
While Christmas time gives many the warm and fuzzies, it restricts an agency’s creative juices, reckons creative director at Campaign Edge, Dee Madigan.
“Christmas doesn’t generally let you be edgy, it’s kind of in that real feel-good space,” she said, “which is a little boring creatively.”
Creative director at M&C Saatchi, Andy Flemming said because it’s summer in Australia during Christmas, brands tend to focus on that rather than big Christmas work, unlike his homeland of England, where you’ve got nothing else to do besides sit inside and watch TV because it’s so bloody cold.
“It’d be nice if people did throw caution to the wind a little bit more and come out with some big work,” he said, “but I don’t think it’s ever really going to reach the scale of the England thing simply because of the seasonality…and because there’s already so much work that’s celebrating the season that to do a big Christmas ad just feels like another spot celebrating summer.”
For brands that do tap into the surfing santas, red-nosed reindeer and holly galore, trying to do something not cliché or cheesy and still on brand is a fine balance.
“Trying to get brand in can feel really contrived, unless it’s a really natural fit,” said Madigan. However, she noted her clients are more the unions and political parties, joking “none of them are clamouring for me to do Christmas campaigns for them”.
You can’t completely steer clear of clichés though, believes James Crawley, creative director at agency Common Venutres, as it’s a time of year that everyone is covering the same ground.
“If you’re obsessed with avoiding cliches – you’ll quickly realise you’re killing every idea in an instant,” he said.
“The best creative directors I’ve been lucky enough to work with are the people that champion a concept if it’s strategically right, regardless of what other brands have done. It might sound like the most basic and knee-jerk idea in the whole agency – but if it’s what’s right for the brand and the business problem they’re facing – you can’t ignore it. You just need to find a way to execute it differently.”
Campaign Edge’s Madigan does pin point Jeep’s Christmas ad from last year, created by Cummins&Partners which saw Santa finish his present delivery early because he bought a jeep, worked well.
“It was a really good tie-in with the existing campaign, with Christmas and it was funny.”
Please login with linkedin to comment
Advertising Standards Bureau baggage carousel Change.org McGuigan Wines Pepsi MAX retails salesLatest News
triple j’s Unearthed High Returns For 2021
triple j is giving high school musos the chance to win flights to Sydney to record, remix and master their next big hit at the triple j studios with this year’s Unearthed High. To enter, all you’ve gotta do is this: Upload your song/s to your triple j Unearthed profile by Sunday 25 July at […]
Monday TV Wrap: MasterChef Beats Ninja Warrior While HYBPA? Tops Entertainment
10’s MasterChef narrowly beat Nine’s Australian Ninja Warrior – which premiered on Sunday – with 631,000 viewers to 624,000, as per OzTAm’s metro data. Australian Ninja Warrior dropped 171,000 from its premiere episode. 10 also saw success with Have You Been Paying Attention? which topped the entertainment ratings with 727,000 viewers The ep featured a panel of Mick […]
Ultra Commerce Acquires Vesta eCommerce
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Top Creatives Launch #OnlyOneInTheRoom Collective To Tackle Diversity In AdLand
While Australia is the most diverse country in the world, with 30 per cent of people born overseas, this is not reflected in the advertising industry. Only 16 per cent of people in advertising are culturally diverse and often, they are the only one in the room. A collective of professionals from across the industry, […]
Saatchi & Saatchi Melbourne And VMLY&R Melbourne Head Aussie Gold Winners In Day One Of Cannes Lions
The first day of Cannes Lions Live saw the announcement of winners for Pharma, Health & Wellness, Outdoor, Print & Publishing, and Design Lions. Kicking things off with The Lions Health and United Nations Foundation Grand Prix for Good was AMW BBDO London, who won the Lion for ‘addresspollution.org’. It was created for COPI, the […]
Radio Host Jackie O Becomes Weight Watchers Ambassador
WW (formerly Weight Watchers) has announced that KIIS FM radio host and The Masked Singer panellist, Jackie Henderson, has joined the WW family as a WW Ambassador. Having felt a shift in her health and confidence, Jackie has enlisted the help of WW’s science-backed program and award-winning app to support her in losing 10 to […]
MFA Updates Transparency Framework For Advertisers & Agencies
The Media Federation of Australia (MFA) has released the 2021 MFA Transparency Framework, outlining a set of best-practice principles of transparency for agencies and advertisers to follow. First developed by the MFA Board and executive in 2015, the updated Framework reflects progress and changes in the marketplace, and moves to a principles approach to accommodate […]
Matt Cooney Joins Saatchi & Saatchi As National Chief Growth & Marketing Officer
Matt Cooney has extended his chief growth officer role in the Publicis Groupe to take on national growth and marketing for the Saatchi & Saatchi Australia brand. Cooney, who has led his own Sydney-based consultancy as well as previously running new business at Host, is a seasoned operator having also served on management teams at […]
Inclusive Marketing: Microsoft’s Five Mindset Shifts Every Brand Can Make
According to Microsoft’s head of global multicultural & inclusive marketing MJ DePalma, brands must ensure they are building care-centric relationships with their customers. Friendships take work. But most of us would agree that the best of them are not only worth our investment, they’re invaluable. Having friends who empathize with us, consider our needs, have […]
New Council For In-House Agencies, The In-House Agency Council, Launches In Australia
Australia’s growing list of in-house agencies now have access to a connected community with the launch of the In-House Agency Council (IHAC) steered by founder and chairman CEO Chris Maxwell. Established with the objective to help marketers maximise their in-house agencies by attracting the best talent, building capability along with benchmarking and sharing industry best […]
Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Cummins&Partners Launches ‘Wear.Bleed.Wash.Repeat’ Work For Libra
Leading Australian period care brand Libra has launched a new integrated campaign to mark the launch of Libra Period Proof Briefs, created to educate on the ease of use when it comes to period underwear.
Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
Visual Search Company TRENDii Launches Privacy-First, Cookie-Free Advertising Solution For eCommerce Businesses
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
Cannes Lions Creates Trophies Out Of Parley Ocean Plastic From Reclaimed Fishing Nets
Not only will winning a Cannes Lion mean you can charge clients double, you'll also be doing good for the oceans too.
UEFA Threatens Fines If Players Move Presser Drinks, After Russian Football Manager Skols A Coke
B&T has no real opinion on press conference drinks, suffice to say the losing team deserves a gin and a Panadol.
The Ben Roberts-Smith Defamation Trial Gets Even More Complicated
Ben Roberts-Smith's defamation gets even MORE complicated! But if you understood The Matrix films, you should be okay.
Former SBS Journalist To Sue Network Over Alleged Bullying
The nation's tax-funded broadcasters continue to make headlines. Arguably to the horror of the taxpayers that fund them.
GET YOUR SKATES ON: Entries For This Year’s Women In Media Awards Close Today!
Here's an important one for today's 'to do' list. You need to even nudge it past 'send nasty email' & 'collect laundry'.
Nearly Half Of Australians Say They’re Addicted To Their Phones
Study finds 46% of Aussies are addicted to their phones. However, they're far less enthusiastic when it actually rings.
Drunk Welsh Footy Fan Takes Tumble Out Of Local Pub During Live TV Cross
Football is the 'world game', while drunk fans tumbling out of the pub after a win also appears a worldly thing to do.
After 11 Years, Manu Feildel’s Seven Contract Comes To An End
Seven says it won't be renewing Manu's contract, despite the Frenchman appearing on every single one of its TV shows.
Zurich Extends Partnership With Melbourne Football Club
Zurich extends partnership with Melbourne Football Club. Not that the head office has the foggiest idea about the rules.
dentsu ANZ Expands Merkle To Become Lead CXM Brand & Merges Isobar Into BWM
dentsu ANZ announces some extensions and a dash of merging here, in what appears to have been a rather busy weekend.
Isentia Names Top 75 Most Visible CEO Mentions In Australian Media
This CEO media list is a little bit on the predictable side. And not only that it's full of white, middle-aged men.
iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Study: Aussie Shoppers Still Buy On Price, But Emotion & Ethics Are Increasing Drivers
Study finds Aussies still mainly buy on price. Which is arguably not good news for chickens stuck in cages.
