Effies
Australia
How Supporting Australian Music Turned Up the Volume on Growth for a Previously Unknown Brand, Sprout
Agency
+61
Client
Telstra
Awards
Finalist
Challenger Brands
Summary
Overshadowed by competitors and lacking a large budget, Australian audio brand Sprout needed a new growth strategy. It chose to destroy its old playbook and become a brand with a purpose: standing up for Australian music against global streaming giants. By focusing all its efforts on this single moment of cultural impact, Sprout successfully shifted from being a product-first brand to one of substance. This bold move got the brand noticed by consumers and retailers, proving that a commitment to a cause can achieve remarkable growth and cultural credibility.
Case study
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Credits
| Renata Yannoulis | Author / Strategy Director | +61 |
| Mike Redfern | Co-Author / Head of Strategy | +61 |
| Anna Jackson | Co-Author / Head of Creative Excellence | Telstra |
| Micah Walker | Chief Creative Officer | +61 and Bear Meets Eagle on Fire |
| Blake Crosbie | Managing Director | +61 |
| Alexandra Nel | Head of Strategy (Connections) | +61 |
| Kirsty Harley-Miers | Senior Connections Strategist | +61 |
| Chris Cheeseman | Creative Director | +61 |
| Doug Hamilton | Creative Director | +61 |
| Lauren Reilly | Executive Producer | +61 |
| Jake Stopper | Client Partner | +61 |
| Maya Uwakwe-Kelly | Business Manager | +61 |
| Jackson Edward | Junior Project Manager | +61 |
| Helen Guard | Managing Partner | OMD |
| Lauren Doherty | Business Director | OMD |
| Michael O’Connor | Business Director | OMD |
| Eider Ayestaran | Account Director | OMD |
| Ivy Nguyen | Media Implementation Account Director | OMD |
| Merissa Lennon | Executive Partner | Eleven |
| Stamie Jasenec | Business Director | Eleven |
| Margaux Crowley | PR Consultant | Eleven |
| Brent Smart | Chief Marketing Officer | Telstra |
| Ben Caddy | General Manager | Sprout |
| Alex Peisker | Marketing Manager | Sprout |
| Kritika Bhatia | Marketing Specialist | Sprout |
| Demi Mavroudis | Marketing Specialist | Sprout |
| Ben Hicks | Commercial Operations Manager | Sprout |
| Lucy Surace | Digital Marketing Specialist | Telstra |
| Paula Marreiros | Media &Marketing Operations Lead | Telstra |
| Robert Aoukar | Senior Media Specialist | Telstra |