Page 55 - AdNews Magazine Nov-Dec 2020

through this strong partnership with Coles. Judges felt like this campaign and partnership discovered a universal, human and clever insight around what sick kids need. Very relatable and clever.”
“Overall, outstanding results for sustainable funds with execution achieving strong partner support. Very impressive.”
Finalists:
Brand Partnership Award: EXTRA Support Acts (Clemenger BBDO Sydney/Wrigley’s Extra); Truth N Loot (M&C Saatchi/Kids Helpline/
Yourtown); Wintervention (Thinkerbell/Accor Hotel).
Social Responsibility/Pro Bono Award: Stop Elder Financial Abuse (Bauer Media); The Burnt Christmas Tree (DDB Sydney/Red Cross Australia); Raising the Profile of the Sustainable Development Goals (TBWA\ Melbourne/United Nations).
Small Agency of the Year
— Network (Headcount Under 25)
Winner: Tribal Sydney Tribal Sydney was reborn in 2019 after several years of declining rev- enue and increasing churn. With a new leadership team, headed up by Davy Rennie, the agency set out to reposition itself to “occupy the tipping point between humanity, technology and creativity”.
The agency’s three largest cli- ents, Volkswagen, McDonald’s and Westpac, had long relegated Tribal to a production arm, not a place where ideas are born. The team had to shake things up. It started with a retention pitch for Volkswagen where Tribal was tasked with launching a cam- paign into market within 10 days, three of which were swallowed up by the pitch itself. The team came out on top and retained the account. They have since gone
on to transform Volkswagen’s ecommerce offering.
In addition to this, Tribal also reinvigorated its relationship with longtime client McDonald’s, and added new clients along the way.
As well as a shift in perception from clients, managing director Davy Rennie was committed to flipping the model from competing leaders to building a collaborative culture that could sustainably build from the bottom up. The agency invested an additional 15% in 2019 into its people policies, training and updated parental leave and flexibility policies. As a result, staff attrition dropped from 70% in 2018 to 18% in 2019.
The judges: “An impressive turnaround for the agency in just a year. Judges were impressed with the focus on the balance between work and culture which ultimately led to Tribal’s success in 2019.” Finalists: Havas BLVD
Tribal-Virgin. CHE Proximity. Jack Nimble- Gumtree. Finch.
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