Issue: How do you win the hearts and minds of football players during the world cup when you are not a world cup sponsor? And how do you leverage your most valuable sponsored athletes in the lead up to the world cup when they are living anywhere but at home?
Challenge: CFSGAM wanted to improve the fashion credentials of their shopping centres and simultaneously grow their apparel revenues by 3% The business is incredibly complex: 34 individually-branded centres around the country split into 3 distinct shopper types
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Challenge: For EMI our big job of 2009 was to successfully launch Robbie Williams' new album.
Insight: Australians have a special place in their heart for Robbie. We felt he was one of us, a larrikin and a tearaway. The relationship was personal and ou...
Challenge: The launch of Mentos Cube was designed to improve the awareness of Mentos Gum and inject some new energy in the gum category Based on previous launches we were set objectives of 15% awareness & 5% trial
Insights: Category: The gum category, do...
Challenge: In 2007 Navman & GPS were relatively unknown. We were tasked with generating awareness & desire, establishing our brand credentials & harvesting category
Insight: People were broadly interested in understanding the GPS category but didn’t re...
Challenge: Get diabetics to be more accepting of their disease and encourage them to test more often (ideally using Roche's own Accu- Chek system)
Insights: For every diagnosed person another goes undiagnosed – so we needed to build understandin...
Issue: Orion, part of the Hachette Australia group, are the publishers of UK author Charlaine Harris. Charlaine Harris created the Sookie Stackhouse stories that have inspired the hugely successful HBO series True Blood.
Insight: As interest in the TV ser...
Challenge: Nike had TV-led communication approach which used the global success model: inspirational players, football media and website as a destination. In Australia this resulted in a sales position significantly Adidas
Insight: Australia does not ha...
Challenge: Traffic to the Opera House's website was in decline and average monthly ticket sales were falling
Insight: There is a natural lag between considering to watch a show and getting round to actually booking it – people get side-tracked and los...
Challenge: Engaging people in the confronting true story of the birth of Australia and the treatment of indigenous Aboriginals.
Insight: The programme content was potentially too powerful for many people - turning them off.
Advertising alone was unli...