Technology, creativity and making emotional consumer connections: IPA Campaign Planning Melbourne day one insights
“Focus on the outcomes you create, not the output you make,” course chair and GTB head of strategy Anuj Mehra stated to introduce the intensive three-day residential to Melbourne delegates on Sunday. “Think of marketing as a revenue driver, and not just the outcome of...
My Journey: Stacey McMaster, digital account manager, One Green Bean
It’s time to celebrate the achievements of CommsCouncil career accelerators. In this new series, we're profiling recent completers to share their learnings, goals and overall inspiration. Meet Stacey McMaster, digital account manager at One Green Bean in...
2017 is the year of the human
By Carl Ratcliff, CEO, One Green Bean Australia This year I had the good fortune of attending Austin’s SxSW. Once I got my head round the extraordinary flavour of Texan queso, the unexpected silkiness of 100% agave tequila and the restorative effects of a breakfast...
The undercurrents that link technology and society’s future image
By Jay Morgan, group digital creative director for J. Walter Thompson and Webling Sydney One of the things you pick up on fairly quickly at SX Interactive are the undercurrents. Even though there are over 1,000 different sessions throughout the week, common themes...
Contagious ideas and a connections ecosystem: IPA Campaign Planning Sydney highlights days two and three
Day two and three of IPA Campaign Planning Sydney highlighted not only the importance of ideas, but uncovering the connection points that enable ideas to spread - and ultimately build powerful, successful brands. Course chair and UM Australia chief strategy officer...
The Graduate Diaries: Oliver Smyth, Traffik Group
From team bonding on the harbour to hanging out with St George's dragon, Traffik Group graduate account coordinator Oliver Smyth shares what he's been up to in this photo diary of his first three months of The Communications Council’s Graduate Program. The...
Around the web – technology, strategy and creativity
This week the impact of technology on creativity has been a hot talking point from SXSW - but is it the threat the industry is fearing? Our story selection looks at the creative opportunities technology can unlock, as well as tapping into creative juices the...
Effies Gold revisited: TBWA Melbourne, ANZ and ‘Owning the First Job Trigger’
With the Effies 2017 entry deadline fast approaching, we’re revisiting last year’s Gold winners. Here, we recap on why TBWA Melbourne took out Gold in the Financial Services for their ANZ campaign. Young adults don’t spend much time engaging with banks, yet this...
Curiosity, collaboration and communications: highlights of IPA Campaign Planning Sydney, day one
Day One of IPA Campaign Planning Sydney taught delegates to be curious when uncovering insights and defining purpose; to embrace and never underestimate the power of collaboration; and to communicate in a strategic way that is bigger than a product - and truly...
One man, a lot of BBQ, and four trends from SXSW 2017
By Alex Lefley, director, brand at Edelman Now that the dust has settled, the delegates have returned home, and the smell of BBQ has been washed out of clothes – it’s time to reflect on some of the top trends to appear out of this year’s South by Southwest, the...
Effies Gold revisited: The Monkeys, Blackmores and ‘The Power of Knowledge’
As the Effies 2017 entry deadline looms, it’s time to revisit last year’s entries that earned the coveted Gold prize. In this post, we recap on why The Monkeys took home Gold in the ‘Health and Wellbeing’ category for their work with Blackmores. In 2015, Blackmores...
Authenticity, adaptation and agency collaboration
Christine Wagner, Ford Australia product marketing manager for emerging opportunities, and co-chair of IPA Campaign Planning Melbourne, reveals how agencies have acted as the brand’s conscience to keep it accountable and adaptable. TCC: As a client what does the power...
Earned media – not simply PR for an ad
Rebecca Brownhill, associate director, Pulse Communications, discusses how earned media shouldn’t be about PR-ing ads, and is rising to the fore of integrated campaigns. TCC: Why is earned so important in today’s integrated campaign plans? RB: Earned is not simply PR...
The Graduate Diaries: Celine Dinant, DDB Sydney
In the first of our 2017 Graduate Diaries, DDB Sydney business coordinator Celine Dinant captures the highlights of her first two months being part of The Communications Council’s Graduate Program in this photo entry.
A judge’s perspective on how to win an Effie
Colin Wilson-Brown, Effies chairman of judges and principal, The Clinic, asks aspiring winners to put themselves in a judge’s shoes to make the process less painful - and increase their chances of victory. Put yourself in the position of a judge. They have 12 entries...
Finance and media agencies – what you need to know part two
In these exclusive excerpts from our IPA online Commercial Certificate, we look at the role of finance within all components of a media agency, from pitching for new business to booking media. Client approval process Prior to committing any plans with media owners an...
What’s your passion?
Ahead of his highly anticipated AWARD talk taking place in Sydney next month, JWT Worldwide chief creative director Matt Eastwood reveals how his passion outside of work has helped fuel his success in the advertising industry. TCC: What is your passion? ME: My passion...
Finance and media agencies – what you need to know part one
In these exclusive excerpts from our IPA online Commercial Certificate, we look at the role of finance within all components of a media agency, from pitching for new business to booking media. Just like media, the world of finance comes with a language of its own that...
Defining problems, identifying audiences and unearthing truths
We talked to AJF Partnership head of strategy Jacqueline Witts on asking the crucial questions of ‘why’ and ‘who’, ahead of her session at IPA Campaign Planning Melbourne. TCC: Why is defining a problem key? Who is it essential for? How do you do it? JW: Defining...
Culture, creativity and competition – our picks from around the web
This week, these stories on company culture grabbed our attention, from the role creativity and competition play, to the increasing importance of wellbeing. Here they are for your reading enjoyment: “The Adam & Eve/DDB school of creativity” and “Dentsu Aegis uses...
Insight, knowledge, understanding and trends: the building blocks of campaign planning
J. Walter Thompson head of planning Simon McCrudden discusses how planners must combine their knowledge of campaign planning fundamentals with new information and channels to deliver fresh and unexpected strategies. TCC: What are the fundamental building blocks of a...
My Journey: Sandra De Witt, account manager, The Brand Agency
It’s time to celebrate the achievements of CommsCouncil course graduates. In this new series, we’ll be profiling recent completers to share their learnings, career goals and overall inspiration. Meet Sandra De Witt, account manager at The Brand Agency in Perth, who...
The power of purpose
Paul Gage, head of strategy Asia Pacific, GTB, illustrates the power of purpose and its impact on business - as well as outlining his own professional purpose. A clear purpose brings organisation and focus to a business. It’s not a tag-line. It’s not a ‘brand’...
Data breach update to Australian privacy law
By Stephen von Muenster, principal, DVM Law. In our increasingly online economy, data breaches are an unfortunate reality for all businesses, and a threat to consumer privacy and safety. A data breach is essentially any intentional or unintentional release of secure...