Page 53 - AdNews Magazine Nov-Dec 2020

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the Foundation for National Parks and Wildlife, as was $1 from every bottle of Wild Turkey Longbranch sold during the campaign.
An image from launch is now used globally for OOH advertising.
And to help bridge the cultural gap and show ease of use of Mastercard in Japan, during the 2019 Rugby World Cup, Eleven paired Australian rugby legend Mat Rogers with Japanese local rugby fanatic, Tomo, in Tokyo to create an interactive RWC travel guide, The Tap Map.
Rugby fans could access the map to learn more about the Japanese way of life and discover Tokyo’s hidden gems, from the best eats to where to watch a match, housing the map on Instagram through a series of pinned stories.
Finalists: History Will Be Kind, Mango, Poem.
Employer of the Year (Headcount Under 75)
Winner: The Royals
The Royals says its office is open 7am-7pm with staff allowed to pick the hours they work for greater flexibility. It also offers parental leave of eight weeks’ full pay for mums and dads, or it offers to pay half of people’s daycare fees for the first three months once they return to work.
The Royals also placed an emphasis on growth opportunities within the agency, offering training and on-the-job support for hard and soft skills with tailored programs. The agency said 16% of its staff were promoted in 2019 and 2% of its annual revenue is dedicated to training, double the industry average. To take care of health and wellbeing, the agency offers a fully funded Wellbeing Program whenever needed, with each staff able to access 24/7, 365 days phone counselling with expert psychologists, or face-to-face counselling if required.
“We have always believed that a critical part of any agency, but par- ticularly an independent, is creating a strong and infectious culture,” says Kristy Camarillo, head of people and culture at The Royals.
“A culture that creates a positive environment that attracts standout talent and unites people to create world-class creative work. A culture that helps differentiate us in an incredibly competitive marketplace, so we are more committed than ever to investing in our most important asset: people.”
The judges: “A well-rounded business on the up. It is apparent there is a clear drive by all team members for best work output, meaning a bright and happy future.”
Finalists: Havas Blvd, The Media Store, Thinkerbell.
Athena home loans via The Royals.
Employer of the Year (Headcount over 75) Winner: Initiative Australia Initiative Australia is Employer of the Year for businesses with a headcount of more than 75. The IPG Mediabrands-owned agency said it was able to more than halve its churn rate to 11.7% from 27.1%, compared to the industry average of 36.9%. It said it was able to do this by shifting from cultural ban- daids, such as free breakfasts and yoga, to “empowered purpose”.
The agency introduced “balance goals” as a KPI which focused on flexibility and personal growth. It also trained 10% of its staff in mental health first aid, provided Headspace membership to all employees and launched 7 to 7, a program that restricted emails between 7pm and 7am, which has been adopted by cli- ents and partners. It also introduced “chuck a healthy” — a day dedicated to focus on proactive health strate- gies. As a result, it said 85% of people “experienced a reduction in stress levels”. It also says it was the first and only agency to receive gold certifica- tion as a mental health skilled work- place by Mental Health Australia and had a 35% increase in flexible work- ing arrangements for 2019.
“This award is recognition of the impact and role that every one of our ‘Citizens’ plays at Initiative,” says Scott Laird, national director of people and culture at Initiative.
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