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:
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.
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…
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