Page 39 - ADNews magazine March-April 2022

www.adnews.com.au | March - April 2022 39
Snapshot
TOTAL NUMBER OF STAFF: 33 LOCATION: SYDNEY
LIST OF KEY CLIENTS:
AFTERPAY, TKMAXX, COCA- COLA EUROPACIFIC PARTNERS, PROXIMO, HYUNDAI, CURTIN UNIVERSITY, REKORDERLIG, TAL, LINKTREE
COMPANY MANTRA:
THE CREATIVE AGENCY FOR MODERN BUSINESS
use online research and social media as their most trusted source of information when buying a car. It features 25 quirky, blink-and-you’ll- miss-them car reviews.
Afterpay Day Invisible Drops
We love creating ideas that are unexpected uses of technology, and that deliver unexpected benefits for an audience. To cut through and launch Afterpay Day 2021, we created ‘Invisible Drops’, enabling our audience to shop exclusive drops and deals from the palm of their hands, via an immersive AR experience. All up, the campaign broke every target, despite national lockdowns, and delivered a category-smashing conver- sion rate of 45% of people landing on a merchant website.
Curtin University Change is here
Beyond winning awards at both the Australian Marketing Institute and the University Marketing Australia, it was satisfying to create an idea that aligns with our agency ethos so well. That is, in a world facing major social and environmental challenges, this generation has a sense of urgency that others haven’t. It’s up to all of us to step up and have an impact – and that’s what this integrated brand platform is all about.
What has been the agency’s biggest challenge?
For a few years, people weren’t sure where to ‘place’ us in the agency world. I think this is a result of us being a bit ahead of the curve at the time, coupled with the meteoric progression of technology and social media in the past decade. Everyone was scrambling to keep up with the pace of change – dare I say even us at times – but in line with our ethos, we were probably better placed than most to leverage it. It’s come full circle now and it feels like the world has come round to our way of thinking.
Biggest highlight?
As mentioned, we’re obsessed with effectiveness, so winning Gold at the APAC Effies late last year for our work on Hyundai is a massive highlight. Not because we have more trophies in the office, but because these ones really count for our clients. It means we’ve made a real difference.
What are the top trends to watch for in the industry for 2022?
The macro trends that are on our horizon and ones we see playing out in 2022 include digital moving further up the marketing funnel, automa- tion aligning more closely with creativity, direct-to-consumer and social shopping continuing their revolutions, and diversity in creativity that should drive more tech inclusivity, equality and fairness (hopefully). We are invested in all of these areas and are trying to be a positive actor across as many as we can.
L-R: AlalogFolk Leadership team, Afterpay Day campaign, Hyundai campaign
What’s on the agenda
for 2022?
We have a couple of exciting new clients to bed in, and in turn we’ll be scaling up with some new peo- ple. The most important thing for us is finding people who are ‘us’ rather than rushing in and hiring purely against one particular cli- ent. Beyond that, of course we’re looking to evolve and there’s an architectural saying that: ‘The building is never finished. And it’s more interesting that way.’
People & Culture Initiatives
We pride ourselves on building a gen- uine culture that actually cares about its employees while also inspiring the team to do their best work.
Alongside offering profit share to all staff, training and wellness initiatives, what we are incredibly proud of, is embracing diversity, not just talking about it.
We have a female majority team (57%), with over half holding senior leadership positions, and have man- dated that recruiters supply us with a diverse range of candidates, includ- ing a minimum 50/50 gender split.
We’ve embarked on our first Reconciliation Action Plan, and run allyship and anti-racism train- ing workshops. We also offer a paid internship program that lets young people get a foot in the industry, regardless of their background.
Before COVID hit, we had already introduced a flexible way of working for the team that includes options to work from home or time-shift hours on other days of the week.