Innholdsfortegnelse for March 2025 i AdNews

Special Group is the AdNews Agency of the Year for 2024. “As the overall winner, this advertising agency has redefined the boundaries of creativity, innovation and impact,” the judges said. “The power of their ideas challenges the status quo, sparks inspiration and drives the collective action necessary to create meaningful change.” The independent also won Creative Agency of the Year, Ad Campaign of the year, the Brand Partnership Award, Social Responsibility/Pro Bono Award, Diversity Award, Game Changer Award and, for Uber, Marketing Team of the Year. “This is a huge honour in any year, but this is our 10th year,” said CEO Lindsey Evans, accepting the award at a long lunch event in Sydney. The stand out campaign was the Shift 20 Initiative for the Dylan Alcott Foundation, a charitable…

“There was a clear demonstration of strong, commercial results alongside people initiatives, professional development and client outcomes,” the judges said. For 2023-2024, Atomic 212° set a goal of +15% in additional revenue, with all major clients retained. “We knew it would encourage us to find new ways of working, and iterate new technologies. We developed a three year strategy: Foundational process excellence; Fit for the future: Enhance our offering with refreshed products including research, SEO, data and brand tracking. “Media Science: Atomic 212° is synonymous with effective media, leading to stronger new business revenue. “Product aspiration: Atomic 212° is recognised as a leading agency in APAC.” Big wins: Bluescope Steel (Colorbond & TrueCore); Darrell Lea; Busy Bee’s; Nutrien; Adyen; UKG; NTMEC; Vet Partners. “We retained 90% of our total client…

The judges felt this was an extremely hard category to select a winner. Despite being independents, the judges felt that the finalists in this category represented the best agencies in Australia. Any independents here rival the holding groups and the judges often forgot that these were self-funded and owned agencies. Thinkerbell rained as the winner in the end because the judges were most impressed with the agency's work. "We had to think as a client what work do we want and Thinkerbell delivered the most impressive work that blew us away," the judges said. Thinkerbell, just seven years old, is a proudly independent agency which practices Measured Magic, a shorthand for “marketing science meets hardcore creativity”. “Our biggest tree-shaker is our Thinker Tinker model where every client (big or small,…

Queensland independent Rumble Strategic Creative won Small Agency of the Year (Headcount under 75). “An impressive agency, based in Queensland, 10 years old, maintaining a small core of staff, with killer client retention,” the judges said. “Solid clients list including local Tourism & Events Queensland, creating the campaign ‘Queensland is Bluey’s world for Real Life’ a standout case study. “The agency’s 2024 Rumble Pathways Scholarship, created in partnership with QUT Business School, went to Kameka Walker, a proud Aboriginal and Torres Strait Islander from Goorang Goorang, Yidinji, Kuku Thaypan, Boigu and Erub.” Rumble Strategic Creative marked its 10th anniversary with its greatest revenue and profit result to date. Rumble achieved 100% client retention, attracted 10 new clients and delivered 224 projects, including the global Tourism & Events Queensland campaign featuring…

Fisher x Bob Marley: ONE LOVE by Hello Social for Paramount Pictures with Wavemaker won Small Budget Media Campaign of the Year (Less than $500,000). “The campaign was an extremely well-crafted story that delivered results on a scarce budget,” the judges said. “It's a true example of 1+1+3.” Modelling informed Hello Social that it needed to capture the hearts, minds and wallets of the 16-30 year old demographic. “We knew this would be a challenging cohort to capture, with reports showing that three-quarters (74%) of Gen Z consumers saying they feel bombarded with ads, with nearly two-thirds (63%) actively using ad blockers - we needed a targeted, segment specific play,” said Hello Social. “We knew from research that the key to driving success for musical biopic films was leveraging the…

Fisher x Bob Marley: ONE LOVE- Hello Social for Paramount Pictures with Wavemaker won Best Use of Content. “Disruptive content marketing to shape culture and add millions of dollars in revenue via a new generation of Bob Marley fans,” the judges said. “Fine use of sound as a content medium, with a three-way partnership, between DJ Fisher, Bob Marley’s record label and the Marley Family. “The content for the biopic, Bob Marley: One Love, created awesome value and bridged the gap to Gen Z audiences who probably never heard of Bob Marley.” Hello Social’s strategy was to drive awareness for Bob Marley and the upcoming movie by bringing his music back into the cultural conversation and making it the “Sound of Summer”. Dance music was the ‘way in’ to capture…

The Diversity Award was won by Special Group for its Shift 20 Initiative for the Dylan Alcott Foundation. “The initiative stood out for the impact it made in increasing representation, inclusivity and accessibility of Australians with disability in the media and advertising industry,” the judges said. This campaign tackled the underrepresentation of people with disability (PWD) in mainstream advertising, leading them to feel ‘othered’. “Without proper representation, we close off career pathways for the 4.5 million PWD. “And as advertisers we cut ourselves off to 20% of Australia’s purchasing power. The advertising industry was a big part of the problem. “PWD grew up never seeing themselves reflected on TV screens or billboards. And if they were represented it was nearly always negative – a source of pity or inspiration porn.…

Employer of the Year (Headcount over 75) is independent Howatson + Company. “The agency stood out for its unique and modern approach to being an employer, beyond the normal box ticking and with significant investment in professional development,” the judges said. Howatson+Company applies intersectional creativity to create commercial impact for clients, while also positively shaping culture. “Our defining value is ‘care fiercely’. ‘Care’ is to trust, be human, accept our responsibility to each other, and our clients. ‘Fiercely’ brings the action. Our ambition is to leave everything better than we found it: our people, industry, the world. “At three years old, our independence is our strength, allowing us to invest in our greatest asset – our people. We double down on what matters most.” Growth is limited to a total…

Mark Green, the impossible man. A founder of storied creative shop The Monkeys and the current CEO of Droga5, has been inducted into the Advertising Hall of Fame. His fellow founders, Justin Drape and Scott Nowell, paid tribute before a crowd at Doltone House in Sydney during a long lunch event at the AdNews Agency of the Year awards. Green, then a young suit, met the two at Saatchi & Saatchi. Eventually Three Drunk Monkeys, later the name changed to just The Monkeys, was formed at a meeting in a café at Tamarama in Sydney's east in 2006. The agency was reportedly sold to Accenture for $63 million in 2017. Like many successful entrepreneurs Mark Green, AKA Greenie, is adept at self actualisation and the art of the impossible. “We'd…

The Sales Team of the Year is News Corp Australia. The judges were particularly impressed by the team’s “agility” and “innovation”. “The media landscape is in constant flux, shaped by technological advancements, shifting consumer behaviours and increased competition,” the judges said. “The winning team demonstrated the agility, innovation and disciplined targets required to succeed.” The National Client Partnership team at News Corp Australia, consisting of more than 450 professionals, operates within eight specialised functions to develop and execute end-to-end campaign strategies. “By leveraging a client-first approach and harnessing the power of data-led, digital growth strategies, the team’s primary goal is to drive maximum return on investment for clients,” News Corp Australia said. “The core of this mission is fostering innovation, nurturing strong and lasting client relationships, and delivering best-in-market outcomes.…

The judges were impressed by the workplace policies and training development supported by an in-house coach, as well as the robust diversity and hiring processes. “Their case studies showcased remarkable achievements, highlighting a 20% revenue growth, 46% profit growth, and an impressive 84% employee retention rate,” the judges said. Sparro, now part of independently owned, global performance media agency, Brainlabs, still has the same vision: to be Australia’s most impactful agency. “Being impactful means producing business-changing results for our clients, and developing the next generation of industry leaders. “We have 75 active Sparro clients and Jack Nimble maintains around 20 active client projects. Client retention was 70% over 12 months.” New clients: Western Sydney University, McGrath Foundation, Canva, A-Leagues, MYOB Zimmerman, Ralph Lauren, Under Armour, Archie Rose, Glue, Bank of…

The Ad Campaign of the Year is Special Group’s the Shift 20 Initiative for the Dylan Alcott Foundation. "We loved seeing a campaign shift the dial on behaviour and deliver results, leveraging unique creative executions to inspire measurable change,” said the judges. Despite almost 20% of Australians living with disability, only 1% are represented by brands in advertising, leaving a large portion of the population feeling unseen. “Partnering with the Dylan Alcott Foundation, we were tasked with not only raising awareness of the issue, but also inspiring long term change. “Without proper representation, we close off career pathways for the 4.5 million people with disability (PWD) – and as advertisers we cut ourselves off to 20% of Australia’s purchasing power.” The advertising industry was a big part of the problem.…

The Original Mouthful for McDonald’s Australia by DDB Sydney has won the Social Media Campaign of the Year. “By utilising and allowing the ownership of a distinctive brand asset, this campaign created significant impact across social media.” the judges said. The return of Two - all - beef -patties - special - sauce - lettuce -cheese - pickles - onions - on - a -sesame - seed - bun. “The jingle that trended before trending was a thing was back. It sparked a country-wide, jingle battle where millions gave it a go -even Amazon’s Alexa and the Prime Minister Anthony Albanese. “After 36 years, we were bringing back the nostalgic Big Mac jingle. We would celebrate the Australians that know the jingle while also inviting a new generation to participate.…

The Shift 20 Initiative, by Special Group for the Dylan Alcott Foundation, won the Brand Partnership Award. The judges said the uniqueness of the Shift 20 campaign and incredible scale stood out among the other submissions “The campaign's ability to gather a large amount of big brands is amazing and shows the power of how partnerships can achieve goals better than doing it alone," the judges said. "The way this campaign entered into the cultural zeitgeist was spectacular, Shift 20 was everywhere and still is everywhere.” Despite almost 20% of Australians living with disability, only 1% are represented by brands in advertising, leaving a large portion of the population feeling unseen. “Partnering with the Dylan Alcott Foundation, we were tasked with not only raising awareness of the issue, but also…

The Game Changer Award went to Special Group for the Shift 20 Initiative for the Dylan Alcott Foundation. The judges were impressed that the campaign had big brands behind it and seemingly raised above the corporate politics of competitor companies. “The coming together of 13 brands, with around 200 other brands wanting to jump in, shows the power of the idea and the longevity this campaign has,” the judges said. The judges were also impressed with the campaign's effectiveness of being able to change the brands target markets. "This campaign is hugely inspiring to marketers everywhere because the collaborating partners made the impact so great," the judges said. Despite almost 20% of Australians having a visible or non-visible disability, only 1% are represented by brands in advertising and marketing, leaving…

Employer of the Year (Headcount under 75) is WiredCo. The judges were impressed by the winning entry’s emphasis on mateship and culture, highlighting how it enhances the work environment beyond merely achieving commercial goals. “It fosters a positive atmosphere that supports career development and growth, and the recognition factor played a significant role as well,” the judges said. “The entry stood out due to its structured training and development initiatives, as well as the investment made in these areas. “Additionally, the organisation's commitment to its core values and effective communication of those principles further distinguished it.” The agency was formed a decade ago with a culture-first value: Mischief & Mateship Makes Magic. “It’s about amazing humans doing amazing things, in an environment where they can be their true authentic selves,”…

The judges noted Special's strong client performance across its portfolio, commercial performance and “awe-inspiring” creativity. “The agency's first-class culture shined through from other submissions,with a high staff retention rate and strong staff initiatives,” they said. The judges recognise the international scale of Special's homegrown creativity which is picked up on the global stage. The agency celebrated a decade of Special Australia, expanding head count, creating its fourth Super Bowl ad, launching Special PR and Special Made, delivering agile production at lower cost. “ … a year of impact like no other… We were recognised as the most effective independent agency in the world (WARC 2023) and the most attractive employer brand (Williams Report 2023/4). We united our industry to shift disability representation. Work born here, reached into 10 markets.” “Our…

The AdNews Effectiveness Award, sponsored by Google, has been won by Shop ALDI First via BMF. The judges were particularly impressed by the brand's consistent platform, which aims for long-term growth. “They appreciated how the entry turned a typically negative consumer insight for supermarkets into a strength, demonstrating a clear connection with the audience,” the judges said. “The positive social commentary on their ads further illustrated their deep understanding of their customers.” BMF said range is the lead driver of supermarket consideration. “While competitors typically have over 20,000 SKUs piled high on their shelves, offering a multitude of brands in each category, ALDI keeps things simple with a carefully managed range of around 2,000 products,” BMF said. “When you’re used to endless choices, despite buying the same thing week-in-week-out, it’s…

OMD Australia’s Hello Christmas for Telstra is the Media Campaign of the Year. Judges appreciated how this campaign celebrated Telstra’s heritage, showcasing a seamless cross-channel approach that yielded exceptional results. “The brand health metrics were particularly impressive, especially given the campaign's brief duration,” they said. “The clever use of AI, combined with effective brand building, clearly drove impressive outcomes.” Telstra wanted to win at Christmas, a key promotional period for the telco category. To do this, they needed a strategy that would elevate above the promotional chaos, and competitors. “Applications to be Santa hadn’t recovered to pre-Covid levels meaning kids wouldn’t be able to visit him at the mall. Santa, a timeless Christmas tradition, that transcends age, background, and financial standing, wouldn’t be around to unite Australians this Christmas –…

The Codral Cold & Flu Forecast. Team 21, Publicis Groupe Australia for Codral, part of Kenvue. “The winner utilised a credible data set to create an original and well-executed campaign, representing the perfect blend of science, marketing and art,” the judges said. In a partnership with biopharmaceutical consultancy IQVIA, Codral collaborated with their Principal Consumer Health Statistician, blending insights from medicine sales and illness patterns with geo-targeted media and bespoke, local creative executions. The result was a brand-new media format – a flu ‘forecast’ tailored for cold and flu hotspots across every state and territory. “We brought Tim Bailey, Australia’s beloved weatherman, out of retirement to launch the Codral Codral Cold & Flu Forecast. It wasn’t just a bolt-on to existing campaigns; it became the central conversation. Customised flu forecasts…

The Shift 20 Initiative by Special Group for the Dylan Alcott Foundation won the Social Responsibility/Pro Bono Award. The brave sophisticated idea and clever delivery impressed the judges. “The amount of time and effort put into gathering the multiple brand’s stakeholders was outstanding to get across the line,” the judges said. The judges were also amazed with the photography and aesthetics of the visuals. "The disability commitment didn't feel laborious, it was front and centre," the judges said. Despite almost 20% of Australians having a visible or non-visible disability, only 1% are represented by brands in advertising and marketing. We never get to see them doing normal things in advertising. Special set out to change that for good. Conversations around diversity and inclusion in advertising generally centres around race, age,…

The Best Use of AI and Technology award went to Telstra’s Hello Christmas by OMD Create & The Monkeys, Part of Accenture Song. “Telstra's Free Calls to Santa was a joyous, fun and adventurous campaign that lent into the festive nature of Christmas, especially for children,” the judges said. “The campaign built a great connection to consumers in a way that didn't feel like the brand was trying to sell anything. "Overseas brands have so much fun with Christmas, this campaign is a great example to other Australian marketers on how to make Christmas ads fun.” Telstra wanted to win at Christmas, a key promotional period for the telco category. To do this, it needed a strategy that would elevate them above the promotional chaos, and their competitors. Applications to…

The Marketing Team of the Year Award (sponsored by Boomtown) has been won by Uber Australia. The judges were particularly impressed by the brand's clearly defined mission. “It’s difficult to achieve recognition in areas where you’re not already established, but this entry truly impressed the judges. Uber has successfully explored new categories, yielding impressive results across various sectors as a cohesive team,” the judges said. “Evolving an established platform is no small feat, yet their strong brand architecture effectively met the brief. The mission was clearly defined, complemented by a well-organized entry and a solid positioning strategy.” Uber Australia said its mission is “to be the world’s best marketing team, where everyone has the opportunity to do career-defining work” through three key pillars: Making work easy, marketing excellence and innovation.…