Case History Database

This case demonstrates how Meat and Livestock Australia (MLA), BMF, Universal McCann and Hausmann defied the law of diminishing returns by keeping the creative idea unexpected and sticky and the media fresh and challenging. The investment in Australia Day and breakthrough creative thinking has delivered outstanding results for Lamb. Between 2007-2009 the advertising idea and the media placement were responsible for generating $29.3 million incremental revenue and a total return on investment of 8.04 for every dollar spent. This paper is also a testament to the people who are really behind our success – our retailers & farmers. We love our Lamb.

	Strategic / Data Planners- Authors		Gerry Cyron, Rob Chandler
	Executive Creative Director		Warren Brown
	CEO		Matthew Melhuish
	Strategic Planning Director		Jeremy Nicholas
	Creative Team		Dennis Koutoulogenis, Jake Rusznyak
	Account Management		David Flanagan, Allison Tilling, Louise Mawer
	CEO		Henry Tajer		Universal McCann
	National Strategy & Comms Strategist		Nathan Brown		Universal McCann
	Client Service Manager		Natalie Harvey		Universal McCann
	Strategist		James Sneddon		Universal McCann
	Investment Manager		Andrew Murray		Universal McCann
	Implementation Planner		Hugo Cutrone		Universal McCann
	Account Director		Sarah Mason		Hausmann
	Account Manager		Jennifer Williams		Hausmann
	General Manager, Marketing		David Thomason		Meat & Livestock Australia
	Manager- Strategy		Andrew Cox		Meat & Livestock Australia
	Senior Brand Manager- Co-Author		Janice Byrnes		Meat & Livestock Australia
	Marketing Coordinator		Tiana Diep		Meat & Livestock Australia