Daylight Agency has created a new brand campaign for Avery, the first for the business in several years.
The campaign targets both the corporate sector and consumers and features national OOH advertising along with digital and social marketing across Australia and New Zealand.
Avery Products head of marketing, Lindy Hickey said: “Our key point of differentiation in this competitive stationery category is the quality and heritage of our labels.
“A creative execution that shifts the perception on the importance of a quality label and also influences the point of sale decision was a critical element of the brief.
“The Daylight team has delivered an innovative new concept which has been globally applauded in our business.”
Hickey added: “Using a personable icon to communicate our label features of quality, reliability and endurance is a genius way to cut-through a very cluttered market where labels are commonly viewed as all the same.”
Daylight Agency executive creative director, Chris Mitchell said: “The Avery team presented us with a great opportunity to elevate the profile of its brand and products.
“Our new icon – Avery – gives the brand an engaging personality and transforms simply across a variety of creative executions to demonstrate Avery’s superior product benefits in a memorable way.”
Avery is one of the world’s leading manufacturers of premium and innovative adhesive labels capturing the market since 1935.
The Daylight Agency is a creative, fully integrated and independent communications company that specialises in two key disciplines: Advertising/Marketing and Reputation/Risk Management.
Client: Avery Products
Head of Marketing: Lindy Hickey
Creative Agency: Daylight Agency
Executive Creative Directors: Geoff Corbett, Chris Mitchell
Account Directors: Meabh Duffy, Zoe Guest
Media Agency: PMA
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 […]
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 […]
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 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 […]
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 […]
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 […]
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 […]
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 […]