{"id":32954,"date":"2026-05-06T23:31:41","date_gmt":"2026-05-06T13:31:41","guid":{"rendered":"https:\/\/advertisingcouncil.org.au\/effies\/?p=32954"},"modified":"2026-05-07T12:56:12","modified_gmt":"2026-05-07T02:56:12","slug":"faces-behind-the-cases-jonathan-kerr-jody-elston-on-enduring-effectiveness","status":"publish","type":"post","link":"https:\/\/advertisingcouncil.org.au\/effies\/news\/faces-behind-the-cases-jonathan-kerr-jody-elston-on-enduring-effectiveness\/","title":{"rendered":"Faces Behind The Cases: Jonathan Kerr &#038; Jody Elston on enduring effectiveness"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.27.6&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><b><i>When a brand walks away from an iconic character at the height of its fame, it usually signals a reset. For Budget Direct, it was a calculated move. <\/i><\/b><b><i>After years of success with Captain Risky, Jonathan Kerr, <\/i><\/b><b><i>Chief Growth Officer at Auto &amp; General,<\/i><\/b><b><i> and agency partner 303 Australia evolved the platform to Insurance Solved: a sustained play that strengthened positioning, scaled growth and earned multiple Gold Effies, including for Long-Term Effects. <\/i><\/b><b><i>In this first edition of Effie: Faces Behind the Cases, Kerr and Jody Elston, 303\u2019s Chief Strategy Officer, unpack the decision to move on from Risky, how they\u2019ve sustained momentum over seven years, and why marketers should be wary of \u201cvampiring the brand\u201d.<\/i><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><b><i>***<\/i><\/b><\/p>\n<h4><b><i>Why walk away from Captain Risky at its peak?<\/i><\/b><\/h4>\n<p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> The <\/span><i><span style=\"font-weight: 400;\">Captain Risky<\/span><\/i><span style=\"font-weight: 400;\"> campaign was a wonderful success, and we were experiencing significant growth. But every couple of years, we\u2019d ask ourselves that big question: <\/span><i><span style=\"font-weight: 400;\">could we do better?<\/span><\/i><span style=\"font-weight: 400;\"> The research showed that while Captain Risky was loved, he began to outshine the brand itself. I call it <\/span><i><span style=\"font-weight: 400;\">vampiring the brand<\/span><\/i><span style=\"font-weight: 400;\">, when the character becomes more memorable than the communication, it sucks the life out of what it should represent. You have to be very careful that the vehicle you create doesn&#8217;t actually get more memorable than the brand that you&#8217;re talking about. And so he did an incredible job for us, and he really opened up a lot of eyes to who we were and what we were doing. But we could see that we could take some of those great learnings and do even better. So that was a methodical decision process.<\/span><b><i><\/i><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"&#039;Insurance Solved&#039;: Budget Direct &amp; 303 Australia - 2025 APAC Effie Awards\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/8xIU42rukAw?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h4><b><i>What did replacing a proven platform require from a strategy point of view?<\/i><\/b><\/h4>\n<p><b>Jody:<\/b><span style=\"font-weight: 400;\"> It was huge. The decision broke a few hearts, because <\/span><i><span style=\"font-weight: 400;\">Captain Risky<\/span><\/i><span style=\"font-weight: 400;\"> was adored by the team and by the marketing world. But the 303 team worked closely with Budget Direct to identify where the next wave of growth could come from.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The segmentation work showed that Risky connected strongly with <\/span><i><span style=\"font-weight: 400;\">deal hunters<\/span><\/i><span style=\"font-weight: 400;\">, but not with <\/span><i><span style=\"font-weight: 400;\">quality seekers<\/span><\/i><span style=\"font-weight: 400;\">. For those audiences, \u201cBudget\u201d and \u201cRisky\u201d side-by-side confused the message. The next platform needed to preserve the entertainment and fame while redefining the value proposition as <\/span><i><span style=\"font-weight: 400;\">\u201csame for less\u201d<\/span><\/i><span style=\"font-weight: 400;\"> to reassure and attract.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That led to <\/span><i><span style=\"font-weight: 400;\">Insurance Solved<\/span><\/i><span style=\"font-weight: 400;\"> and eventually to Sarge, Jacs and Chief<\/span> <span style=\"font-weight: 400;\">&#8211; characters who have evolved through different stories and still anchor the idea of quality and value. Over six years, that platform doubled the brand\u2019s salience \u200b\u200band helped to drive three times the average category growth.<\/span><\/p>\n<p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> The detective genre gave us a narrative everyone instantly understood. You\u2019ve got investigators looking for the truth &#8211; perfect for a brand exposing why Australians pay more than they should for insurance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We took that familiarity and \u2018<\/span><i><span style=\"font-weight: 400;\">budget-directed<\/span><\/i><span style=\"font-weight: 400;\">&#8211;<\/span><i><span style=\"font-weight: 400;\">it\u2019<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; introducing hyperbole and humour, big cinematic storytelling, and real entertainment value. Every single time we make an ad, we say, &#8220;Why would people listen to it? Why would they watch it? Why would they enjoy it?\u201d Because we have to open up the memory structures even to be allowed to walk in. You can never take attention for granted.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our motto is: <\/span><i><span style=\"font-weight: 400;\">\u201cEvery day, get out of bed and earn your engagement.\u201d<\/span><\/i><span style=\"font-weight: 400;\"> In a low-interest category like insurance, people won\u2019t just listen to you; you\u2019ve got to make them want to. That\u2019s why every ad asks: Why would people watch? Why would they laugh? Why would they remember it?<\/span><b><i><\/i><\/b><\/p>\n<h4><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/05\/Image_Insurance-Solved-1024x576.png\" width=\"1024\" height=\"576\" alt=\"\" class=\"wp-image-32985 alignnone size-medium\" srcset=\"https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/05\/Image_Insurance-Solved-980x551.png 980w, https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/05\/Image_Insurance-Solved-480x270.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/h4>\n<h4><b><i>Seven years on, how do you keep the platform fresh?<\/i><\/b><\/h4>\n<p><b>Jody:<\/b><span style=\"font-weight: 400;\"> We always try to find a little cultural truth that we can use such as an observation in Australian life that the everyday Aussie can relate to, and then put it on a huge scale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s the <\/span><i><span style=\"font-weight: 400;\">Frozen<\/span><\/i><span style=\"font-weight: 400;\"> spot dramatising bill shock in the cost\u2011of\u2011living crisis or the <\/span><i><span style=\"font-weight: 400;\">Mother\u2019s Day stall bath bomb<\/span><\/i><span style=\"font-weight: 400;\"> that gets out of hand, we always start with a relatable Aussie truth. Then we escalate it with that Budget Direct sense of humour and exaggeration. Those small everyday moments, like the annoying leaf blower at 7 am on a Sunday, are what make the brand distinctly Australian and continually relevant.<\/span><\/p>\n<p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> Exactly. Every new brief starts with: <\/span><i><span style=\"font-weight: 400;\">What\u2019s the grain of truth?<\/span><\/i><span style=\"font-weight: 400;\"> Once we find that, we build around it with the craft and consistency that the audience expects from us.<\/span><\/p>\n<p><b><i>\u00a0<\/i><\/b><\/p>\n<h4><b><i>How do you compete against dominant players in the category?<\/i><\/b><\/h4>\n<p><b>Jonathon:<\/b><span style=\"font-weight: 400;\"> Remember, Australia loves a duopoly. Two major holding groups control around 60% of the insurance market. So as a challenger, we needed to move faster, sharpen our storytelling, and be relentless in performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Budget Direct isn\u2019t a discount player. The only thing \u201cbudget\u201d about Budget Direct is the price. We\u2019re a highly efficient business that passes those benefits on to the customer and the marketing has to reflect that.<\/span><\/p>\n<p><b>Jody:<\/b><span style=\"font-weight: 400;\"> I think that\u2019s the evolution from a \u201cprice fighter\u201d to a brand that democratised qualit<\/span><i><span style=\"font-weight: 400;\">y<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Jonathan: <\/b><span style=\"font-weight: 400;\">One thing that we should always remember is that Budget Direct has an incredibly powerful proposition. Offering multi-award-winning insurance at a lower price is a strong starting point. I&#8217;m standing on the shoulders of giants who deliver an incredibly good product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-06-at-11.08.06-am-1024x468.png\" width=\"1024\" height=\"468\" alt=\"\" class=\"wp-image-32987 alignnone size-medium\" srcset=\"https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-06-at-11.08.06-am-980x447.png 980w, https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-06-at-11.08.06-am-480x219.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/span><\/p>\n<h4><b><i>What does an Effie win actually signal for the business and the team?<\/i><\/b><\/h4>\n<p><b>Jonathon:<\/b><span style=\"font-weight: 400;\"> It\u2019s the only award that connects marketing to actual business results. We were fortunate enough to win multiple Gold Effies, and that gave recognition back to the teams. We\u2019re a business that\u2019s always optimising, so it was important to pause and <\/span><i><span style=\"font-weight: 400;\">look at the scoreboard.<\/span><\/i><span style=\"font-weight: 400;\"> It was actually shining a light on the work of our incredible in-house team and in our agency partners. They might just be the best marketing department in Australia.<\/span><\/p>\n<p><b>Jody:<\/b><span style=\"font-weight: 400;\"> For 303, Long\u2011Term Effects<\/span> <span style=\"font-weight: 400;\">is our favourite category to win. That\u2019s the holy grail: sustained performance, year after year. It recognises the hard work of maintaining consistency and creativity across a long arc.<br \/><\/span><b><i><br \/><\/i><\/b><\/p>\n<h4><b><i>What advice would you give other marketers chasing an Effie?<\/i><\/b><\/h4>\n<p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> Learn the fundamentals. Too many people skip straight to tactics or promotion. Read <\/span><i><span style=\"font-weight: 400;\">How Brands Grow<\/span><\/i><span style=\"font-weight: 400;\">. Do Ritson\u2019s mini\u2011MBA. Understand the laws of marketing before you chase short\u2011term wins.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can\u2019t sprint to effectiveness &#8211; you have to build the road that gets you there. Once you have that foundation and a clear strategy, then you can start developing real opinions about how to do things better. That\u2019s where effectiveness lives.<\/span><\/p>\n<p><b>Jody:<\/b><span style=\"font-weight: 400;\"> Build a brand world, not a one\u2011off campaign. If your platform is strong enough, it can flex to new stories, refresh itself, and endure market changes without losing its meaning.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">***<\/span><\/p>\n<p><b><i>Got a campaign worth its weight in results? Enter it in this year&#8217;s <a href=\"https:\/\/advertisingcouncil.org.au\/effies\/how-to-enter\/\">Effie Awards,<\/a> closing June 1.<br \/><\/i><\/b><b><i><br \/><\/i><\/b><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When a brand walks away from an iconic character at the height of its fame, it usually signals a reset. For Budget Direct, it was a calculated move. After years of success with Captain Risky, Jonathan Kerr, Chief Growth Officer at Auto &amp; General, and agency partner 303 Australia evolved the platform to Insurance Solved: [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":32914,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"<p><b><i>When a brand walks away from an iconic character at the height of its fame, it usually signals a reset. For Budget Direct, it was a calculated move. <\/i><\/b><b><i>After years of success with Captain Risky, Jonathan Kerr, <\/i><\/b><b><i>Chief Growth Officer at Auto & General,<\/i><\/b><b><i> and agency partner 303 Australia evolved the platform to Insurance Solved: a sustained play that strengthened positioning, scaled growth and earned multiple Gold Effies, including for Long-Term Effects. <\/i><\/b><b><i>In this first edition of Effie: Faces Behind the Cases, Kerr and Jody Elston, 303\u2019s Chief Strategy Officer, unpack the decision to move on from Risky, how they\u2019ve sustained momentum over seven years, and why marketers should be wary of \u201cvampiring the brand\u201d.<\/i><\/b><\/p><p>\u00a0<\/p><p><b><i>***<\/i><\/b><\/p><h4><b><i>Why walk away from Captain Risky at its peak?<\/i><\/b><\/h4><p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> The <\/span><i><span style=\"font-weight: 400;\">Captain Risky<\/span><\/i><span style=\"font-weight: 400;\"> campaign was a wonderful success, and we were experiencing significant growth. But every couple of years, we\u2019d ask ourselves that big question: <\/span><i><span style=\"font-weight: 400;\">could we do better?<\/span><\/i><span style=\"font-weight: 400;\"> The research showed that while Captain Risky was loved, he began to outshine the brand itself. I call it <\/span><i><span style=\"font-weight: 400;\">vampiring the brand<\/span><\/i><span style=\"font-weight: 400;\">, when the character becomes more memorable than the communication, it sucks the life out of what it should represent. You have to be very careful that the vehicle you create doesn't actually get more memorable than the brand that you're talking about. And so he did an incredible job for us, and he really opened up a lot of eyes to who we were and what we were doing. But we could see that we could take some of those great learnings and do even better. So that was a methodical decision process.<\/span><b><i><\/i><\/b><\/p><h4>\u00a0<\/h4><h4><b><i>What did replacing a proven platform require from a strategy point of view?<\/i><\/b><\/h4><p><b>Jody:<\/b><span style=\"font-weight: 400;\"> It was huge. The decision broke a few hearts, because <\/span><i><span style=\"font-weight: 400;\">Captain Risky<\/span><\/i><span style=\"font-weight: 400;\"> was adored by the team and by the marketing world. But the 303 team worked closely with Budget Direct to identify where the next wave of growth could come from.<\/span><\/p><p><span style=\"font-weight: 400;\">The segmentation work showed that Risky connected strongly with <\/span><i><span style=\"font-weight: 400;\">deal hunters<\/span><\/i><span style=\"font-weight: 400;\">, but not with <\/span><i><span style=\"font-weight: 400;\">quality seekers<\/span><\/i><span style=\"font-weight: 400;\">. For those audiences, \u201cBudget\u201d and \u201cRisky\u201d side-by-side confused the message. The next platform needed to preserve the entertainment and fame while redefining the value proposition as <\/span><i><span style=\"font-weight: 400;\">\u201csame for less\u201d<\/span><\/i><span style=\"font-weight: 400;\"> to reassure and attract.<\/span><\/p><p><span style=\"font-weight: 400;\">That led to <\/span><i><span style=\"font-weight: 400;\">Insurance Solved<\/span><\/i><span style=\"font-weight: 400;\"> and eventually to Sarge, Jacs and Chief<\/span> <span style=\"font-weight: 400;\">- characters who have evolved through different stories and still anchor the idea of quality and value. Over six years, that platform doubled the brand\u2019s salience \u200b\u200band helped to drive three times the average category growth.<\/span><\/p><p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> The detective genre gave us a narrative everyone instantly understood. You\u2019ve got investigators looking for the truth - perfect for a brand exposing why Australians pay more than they should for insurance.<\/span><\/p><p><span style=\"font-weight: 400;\">We took that familiarity and \u2018<\/span><i><span style=\"font-weight: 400;\">budget-directed<\/span><\/i><span style=\"font-weight: 400;\">-<\/span><i><span style=\"font-weight: 400;\">it\u2019<\/span><\/i><span style=\"font-weight: 400;\"> - introducing hyperbole and humour, big cinematic storytelling, and real entertainment value. Every single time we make an ad, we say, \"Why would people listen to it? Why would they watch it? Why would they enjoy it?\u201d Because we have to open up the memory structures even to be allowed to walk in. You can never take attention for granted.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Our motto is: <\/span><i><span style=\"font-weight: 400;\">\u201cEvery day, get out of bed and earn your engagement.\u201d<\/span><\/i><span style=\"font-weight: 400;\"> In a low-interest category like insurance, people won\u2019t just listen to you; you\u2019ve got to make them want to. That\u2019s why every ad asks: Why would people watch? Why would they laugh? Why would they remember it?<\/span><b><i><\/i><\/b><\/p><h4>\u00a0<\/h4><h4><b><i>Seven years on, how do you keep the platform fresh?<\/i><\/b><\/h4><p><b>Jody:<\/b><span style=\"font-weight: 400;\"> We always try to find a little cultural truth that we can use such as an observation in Australian life that the everyday Aussie can relate to, and then put it on a huge scale.<\/span><\/p><p><span style=\"font-weight: 400;\">Whether it\u2019s the <\/span><i><span style=\"font-weight: 400;\">Frozen<\/span><\/i><span style=\"font-weight: 400;\"> spot dramatising bill shock in the cost\u2011of\u2011living crisis or the <\/span><i><span style=\"font-weight: 400;\">Mother\u2019s Day stall bath bomb<\/span><\/i><span style=\"font-weight: 400;\"> that gets out of hand, we always start with a relatable Aussie truth. Then we escalate it with that Budget Direct sense of humour and exaggeration. Those small everyday moments, like the annoying leaf blower at 7 am on a Sunday, are what make the brand distinctly Australian and continually relevant.<\/span><\/p><p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> Exactly. Every new brief starts with: <\/span><i><span style=\"font-weight: 400;\">What\u2019s the grain of truth?<\/span><\/i><span style=\"font-weight: 400;\"> Once we find that, we build around it with the craft and consistency that the audience expects from us.<\/span><\/p><p><b><i>\u00a0<\/i><\/b><\/p><h4><b><i>How do you compete against dominant players in the category?<\/i><\/b><\/h4><p><b>Jonathon:<\/b><span style=\"font-weight: 400;\"> Remember, Australia loves a duopoly. Two major holding groups control around 60% of the insurance market. So as a challenger, we needed to move faster, sharpen our storytelling, and be relentless in performance.<\/span><\/p><p><span style=\"font-weight: 400;\">Budget Direct isn\u2019t a discount player. The only thing \u201cbudget\u201d about Budget Direct is the price. We\u2019re a highly efficient business that passes those benefits on to the customer and the marketing has to reflect that.<\/span><\/p><p><b>Jody:<\/b><span style=\"font-weight: 400;\"> I think that\u2019s the evolution from a \u201cprice fighter\u201d to a brand that democratised qualit<\/span><i><span style=\"font-weight: 400;\">y<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p><p><b>Jonathan: <\/b><span style=\"font-weight: 400;\">One thing that we should always remember is that Budget Direct has an incredibly powerful proposition. Offering multi-award-winning insurance at a lower price is a strong starting point. I'm standing on the shoulders of giants who deliver an incredibly good product.<\/span><\/p><h4><b><i>\u00a0<\/i><\/b><\/h4><h4><b><i>What does an Effie win actually signal for the business and the team?<\/i><\/b><\/h4><p><b>Jonathon:<\/b><span style=\"font-weight: 400;\"> It\u2019s the only award that connects marketing to actual business results. We were fortunate enough to win multiple Gold Effies, and that gave recognition back to the teams. We\u2019re a business that\u2019s always optimising, so it was important to pause and <\/span><i><span style=\"font-weight: 400;\">look at the scoreboard.<\/span><\/i><span style=\"font-weight: 400;\"> It was actually shining a light on the work of our incredible in-house team and in our agency partners. They might just be the best marketing department in Australia.<\/span><\/p><p><b>Jody:<\/b><span style=\"font-weight: 400;\"> For 303, Long\u2011Term Effects<\/span> <span style=\"font-weight: 400;\">is our favourite category to win. That\u2019s the holy grail: sustained performance, year after year. It recognises the hard work of maintaining consistency and creativity across a long arc.<br \/><\/span><b><i><br \/><\/i><\/b><\/p><h4><b><i>What advice would you give other marketers chasing an Effie?<\/i><\/b><\/h4><p><b>Jonathan:<\/b><span style=\"font-weight: 400;\"> Learn the fundamentals. Too many people skip straight to tactics or promotion. Read <\/span><i><span style=\"font-weight: 400;\">How Brands Grow<\/span><\/i><span style=\"font-weight: 400;\">. Do Ritson\u2019s mini\u2011MBA. Understand the laws of marketing before you chase short\u2011term wins.<\/span><\/p><p><span style=\"font-weight: 400;\">You can\u2019t sprint to effectiveness - you have to build the road that gets you there. Once you have that foundation and a clear strategy, then you can start developing real opinions about how to do things better. That\u2019s where effectiveness lives.<\/span><\/p><p><b>Jody:<\/b><span style=\"font-weight: 400;\"> Build a brand world, not a one\u2011off campaign. If your platform is strong enough, it can flex to new stories, refresh itself, and endure market changes without losing its meaning.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">***<\/span><\/p><p><b><i>Got a campaign worth its weight in results? Enter it in this year's <a href=\"https:\/\/advertisingcouncil.org.au\/effies\/how-to-enter\/\">Effie Awards,<\/a> closing June 1.<br \/><\/i><\/b><b><i><br \/><\/i><\/b><\/p>","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[81],"class_list":["post-32954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-medimage"],"acf":[],"_links":{"self":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts\/32954","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/users\/27"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/comments?post=32954"}],"version-history":[{"count":6,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts\/32954\/revisions"}],"predecessor-version":[{"id":32989,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts\/32954\/revisions\/32989"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/media\/32914"}],"wp:attachment":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/media?parent=32954"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/categories?post=32954"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/tags?post=32954"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}