Foundation Launches New OGX Haircare Campaign
Media activation agency Foundation has launched the latest campaign from haircare brand OGX, featuring ‘it girl’ fashion blogger, Nadia Fairfax and E! Entertainment’s Fashion Bloggers.
The campaign centres round the chance for an aspiring blogger to receive mentoring from a professional in the field, and learn how to translate their love of beauty and fashion into a career.
Foundation’s head of strategy, Rachael Lonergan said: “We’ve been calling this the ‘inception strategy’. We’re partnering with Nadia who is a professional blogger, who’ll be talking within video pieces about how she’s approaching working with OGX, and using that as an opportunity to invite the audience to get involved. We’re doing it that way because our target audience are smart and we wanted to avoid a cheesy endorsement style campaign, which they’d see through in a heartbeat. This will be authentic, fun and down to earth which describes both Nadia and the OGX woman.”
Matt Hiscox, managing director of Vogue International A/P who own the OGX brand, said: “OGX is a small but growing brand in the salon inspired haircare category, and the challenger-led thinking that Foundation has applied to this campaign is exciting to be part of.”
The campaign elements have been created and managed by MCN’s Multiply division and will feature a brand ad for broadcast and online distribution, content pieces highlighting OGX’s unique products, and extensive social media and digital integration. E! Host Australia, Ksenija Lukich will also appear in the campaign which will run across NBCUniversal channels on Foxtel, targeting young women. The campaign begins mid-May and will proceed across the winter months.
Foundation is a boutique media agency based in Sydney. Foundation is part of the Omnicom Media Group, a division of Omnicom Group Inc..
Latest News
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 […]
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 […]
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
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 […]
“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 […]
The Ben Roberts-Smith Defamation Trial Heats Up, With 21 SAS Soldiers Set To Testify
Has the whole Ben Roberts-Smith defamation case left you exhausted? Well, apparently we're only in week one of 12.
The Chaser Temporarily Changes Twitter Name To ‘The Stalker’ In Support Of Arrested Friendlyjordies Producer
If you're going to piss someone off on YouTube, best it's not anyone with the NSW Police Force at their disposal.
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
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 […]
YouTube Bans Alcohol, Gambling & Political Ads From Masthead Unit
YouTube bans alcohol, gambling & political ads from its masthead. Sadly, dodgy real estate agents remain unaffected.
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.
Independent Media Agency Indago Digital Celebrates Three New Client Wins
Independent media agency Indago Digital has bounced back from COVID revenue losses with three new client wins.
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 […]
Seven Announces New Judges For Australia’s Got Talent, Including Neil Patrick-Harris, Alesha Dixon And Kate Ritchie
Seven wheels out big guns for its Australia's Got Talent judging. One can only assume Daryl Somers was otherwise busy.
Teyana Taylor Named Maxim’s Sexiest Woman Alive – The First Black Woman To Win The Title In 21 Years
This involves a lad's magazine & a sexiest woman poll. Why not whack on some Oasis & pretend it's 2001 all over again.
AWARD Launches New Festival Of Creativity, This Way Up
Struggling to get the creative juices flowing? Well, this event will have it draining out of you like a case of typhoid.
Sky News To Investigate ‘Australia’s Cocaine Crisis’
Surely Josh Frydenberg could use Australia's apparent cocaine crisis as a sign of a booming economy at $350 a gram.
WhatsApp Doubles Down On Privacy In New Campaign
If there's a buzzword for the tech giants at the moment, it has to be privacy. That and colonising Mars to pay less tax.
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 […]
Toys Come To Life With AR In New Big W Campaign Via RYOT Studio
Adland's been talking up augmented reality for a while now and, look, someone's finally bothered to use it.
“Welcome To The Sh*t Show!” Reality TV Show Halted After Outbreak Of “Explosive Diarrhoea”
Explosive diarrhoea is never funny; however, it can be beneficial if trying to squeeze back into your skinny jeans.
Fierce New Campaign Encourages People To Get Angry About Period Poverty
The ad industry can often kid itself it's changing the world, but when it comes to periods, it probably is.
Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand
B&T wouldn't be very keen to sit through this film. We're far more a Hugh Jackman/maracas/musical kinda crowd.
Isentia Set To Be Acquired By Access Intelligence
Access Intelligence announces it doesn't want the reception curtains or boxes of junk under the stairs in Isentia bid.
CHEP Strengthens Tech Offering With New Hires & Promotions
CHEP ups its tech offering to clients, suffers a hint - and just a hint - of unfortunate manspreading in press photo.
Monday TV Wrap: Four Corners QAnon Ep Nets 722,000
If the Prime Minister was really involved in shady, secretive cults, why aren't the Sharks doing better in the NRL?
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
Did you lose your agency's biggest client in the past year? Be sure to omit the detail in your Best of the Best entry.
Commercial Radio Sees Very Strong Rebound In Ad Revenue
In good news for The Choirboys' royalty cheque for "Run To Paradise", commercial radio posts strong ad growth.
Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
Bank attempts to discourage online shopping in new campaign. Secretly hopes you'll get an expensive home loan instead.
How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
Sangeeta Leach offers expert tips on how to win a B&T Award, which is arguably transferable to winning an AdNews Award.
