Page 37 - AdNews magazine Jul-Aug 2021
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 www.adnews.com.au | July/August2021 37
                        ‘collaboration’, and when there’s a self-serving benefit even the most inward-looking businesses, leaders or employees will collaborate.” Honda Australia has been working with Leo Burnett and Zenith for
nearly 10 years. Stephen Collins, director at Honda Australia, says the two agencies are one of the most trusted, valued partnerships. “They help us direct, manage and nurture our most important asset: the Honda brand,” he says.
“They function as a single hub for us, and the team really is an extension of our business. We used to have as many as six agencies working with Honda, which we came to realise created all sorts of inefficiencies and inconsistencies. Consolidating with Leo Burnett and Zenith was a big change, and it made all the difference. We’re more effective and more efficient.”
Collins says the agencies are always ambitious for Honda. “They challenge and take us out of our comfort zone, in a good way,” he says.
“When Leo Burnett presented the idea for launching HR-V: ‘Lucid Dreams’, they challenged us to be braver with our work, and they struck a nerve ...
It was definitely a brave moment, but the pay-off was huge. And, to this day, that campaign is a favourite.
“During the past two years, we’ve been going through a complete busi- ness transformation at Honda, which has seen us disrupt nearly every facet of our operation here in Australia. It’s not been easy for Leo/Zenith as our partners when everything that used to be is tipped upside down.
“They’ve been calm, steady and thoughtful throughout, and their strategic contribution has been vital. They’ve helped us build the roadmap for the Honda brand and marketing ecosystem of the future. Our new brand plat- form, ‘Designed for Joy’, is not just an advertising or design system — it informs everything we do for our customers across the whole customer journey.”
Publicis was appointed to the global account of GlaxoSmithKline Consumer Healthcare (Panadol, Sensodyne, Polident, Voltaren and Otrivin) at the end of 2018 with a custom, brand agnostic Platform GSK mode bringing together expertise in media, digital, con- sumer strategy and healthcare from across the Publicis network.
Cat Douglas, head of media ANZ at GlaxoSmithKline Consumer Healthcare, says transparency, spending time together, address- ing issues early and having shared goals are all key pieces in forming a strong partnership.
“These have helped us not only achieve more, but also navigate chal- lenges and stay on course during unforeseen obstacles,” says Douglas.
“You don’t get much more unexpected than COVID-19 and this is when we saw our partner- ship really come into its own.” The “Panadol Care Collective” cam- paign was launched in November 2020 by the Platform GSK team. It ran across TV, online video and social and is continuing in 2021. People were asked to nominate caring Australians who were given a care package.
Zenith’s Kylie Sneddon: “We wanted to build relevance and brand love by showing how Panadol cares about connection and communities at a time when community and family has never been more important.”
(Far top left) St George;
(left) Honda; (far left, middle) Panadol; (far bottom left)
St George; (below) Anthony Gregorio (CEO, Saatchi & Saatchi), Jenny Melhuish (Head of Brand, Advertising and Media, Westpac Group), Michael Rebelo (CEO, Publicis Groupe ANZ), Imogen Hewitt (CEO, Spark Foundry), and Jason Tonelli (CEO, Performics Mercerbell).
 

















































































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