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The Inaugural Campaign Brief Hot List 2017

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The top ten agencies that were a cut above the others - and 20 more movers and shakers seen and noted.

The Inaugural Campaign Brief Hot List 2017
There were several agencies that gave Clemenger BBDO, Melbourne a run for its money in the final shortlist for Campaign Brief Agency of the Year. Here are 10 that made the Campaign Brief Hot List, and 20 more that had moments of glory during 2016 that deserves recognition...


It was a big year for our 2017 Australian Agency of the Year, with impressive work across the board.
Notable work included Snickers 'Hungerithm', TAC Towards Zero 'Project Graham', NAB 'Mini Legends', Myer 'Wonderful Music', Pedigree 'Hearts Aligned' and Bond's 'The Boys'.
Awards during the year included Clio Agency of the Year plus four Gold, two Silver and two Bronze Clios; four Silver Lions and three Bronze Lions at Cannes; plus Gold and Bronze at The One Show.
Clemenger BBDO, Melbourne ranked #2 'best and bravest' agency in the world by internationally respected Contagious in its 2017 Contagious Pioneers list.
Clems was ranked #1 on the 2016 Bestads Australian Rankings with an impressive 20 points, ahead of second-placed J Walter Thompson Sydney on nine points.
2016 was the biggest financial year in Clemenger BBDO's 70 year history. Revenue grew by 8% (off an already large base), profit margins were up by 11% with a forecast of a further 22% increase in 2017.


Over the past year The Monkeys has continued to create diverse, provocative and award-winning work, a feat that coincided with its 10th anniversary.
Notable work included MLA 'Operation Boomerang' at the start of 2016 continuing with the Spring Lamb diversity campaign, the Qantas 'Out of Office Travelogue', Qantas X Airbnb, Telstra 'Thrive On', the provocative U-Bank 'Real Estate tips from the terminally ill' campaign, the Oak 'One Second Coupon' idea using Snapchat, Blackmores 'Be a wellbeing' plus a provocative campaign for Australian film Down Under.
Outside of advertising, The Monkeys produced well-received doco Mambo: Art Irritates Life.
In 2016 The Monkeys grew revenue by 20% with profits exceeding 30% with new business wins including Telstra, Qantas, HCF, Jack Daniels, Nike, Ski and Berlei.
The Monkeys took out the Effie Awards Agency of the Year title, winning the Grand Prix for MLA 'Operation Boomerang' and a Gold Effie for Blackmores.



J Walter Thompson Sydney was a massive creative improver in 2016.
Notable work included 'The Chrissy Bra' for the I Touch Myself Project, Sydney Cats & Dogs Home 'Almost Homeless', Schick 'Live Catwalk', Parkinson's NSW 'Mannequin Challenge' and 'Lucky Ones', Rexona 'Barry Ogden', Omo 'Peggy', Dove 'Searching', KitKat 'Breakers Party', Banana Boat 'Sizzledodge'.
Awards during the year included Silver and two Bronze at Clio, Bronze at Cannes and The One Show and two Silver at AWARD plus ranked #3 agency at the Effies.
The agency was ranked #2 on the 2016 Bestads Australian Rankings with an impressive 9 points, behind CB Agency of the Year Clemenger BBDO Melbourne.
New business wins in 2016 included Dove, Transport for NSW, Queensland Australia, Schick, Rexona, Banana Boat, Ending HIV 2020  and Gold Coast Tourism Corporation.


in 2016 Leo Burnett Melbourne acted more like a start-up than part of a multinational network.
Notable work included Reword, an anti-bullying online tool that acts like a spellchecker, Honda Civic 'Meteor', SPC 'Preserved Memories', Ardmona '#buyhomegrown', iSelect 'Snake Handler', Bonds summer campaign, 7-Eleven Fuel App (250,000+ downloads) and 7-Eleven Slurpee.
Leo Burnett Melbourne won 116 awards during 2016 including the Grand Prix for Good plus two Gold and eight Silver at Spikes, Grand Prix Effective Campaign at Adfest, Best in Show Direct at Mobius, Gold at Clio, Gold at Caples, six Bronze Lions at Cannes, Silver at the Epica Awards plus 10 Silver Pencils at AWARD.
Leo Burnett Melbourne was ranked 6th most awarded agency in the world by The Gunn Report 2016 and #1 Leo Burnett Global Agency of the Year.
New business wins in 2016 included Suncorp, Transurban and Spirit of Tasmania, resulting in +13% revenue growth in 2016.


It was a cracker of a year for DDB Sydney, which was the most awarded Australian agency at Cannes, bringing home 12 Lions.
Notable work included the Sydney Opera House #ComeOnIn, VW 'The Naked Ute', Skoda 'Reverse Test Drive' and 'Octavia', various McDonald's spots ('Anything for love', 'People', 'All Day Breakfast'), Westpac 'Chopper' and various Volkswagen campaigns ('Korama', 'Performance', '1% Finance').
Apart from Cannes (one Gold, five Silver and five Bronze Lions), DDB scored Silver at the Facebook Global Awards, Silver at Effies, a wood pencil at D&AD and made the top 10 of the 2016 Bestads Australian Agency Rankings.
New hires included luring chief creative officer Ben Welsh from M&C Saatchi.
In 2016 DDB Sydney added 74 staff and increased billings to $350 million. New business wins included Barilla, SocietyOne, Electrolux, Cover-More, DTC, consolidating all of Westpac into Sydney, plus additional Johnson & Johnson digital and Unilever scope.


in 2016 Clemenger BBDO sydney, too often overshadowed by its sister agency in Melbourne, put in an impressive performance.
Notable work included Hungry Jack's 'The pack that scares gulls', Hungry Jack's 'Brekk-E-Tag', Masterfoods 'Make dinnertime matter', Tourism Australia 'A place you feel', GE 'Geeks go for gold', Dry July 'Dry Times', Dolmio 'Pepperhacker 2.0' (a local idea embraced by Mars Global and picked up by the UK and Ireland), Campbell's 'We got a soup for that', V Energy 'V Skills', V Energy 'Quicksilver', Dry July 'Dry tunes', Whiskas 'Cathacks' plus Dine 'Irresistible pack shots'.
The agency won a Webby and an APAC Facebook Studio Award, and at AWARD a Gold Pencil plus four Silver Pencils and six Bronze Pencils.
It was a great year financially, with 7.5% revenue growth to achieve $209 million billings.
New business wins in 2016 included TAB, Go Catch, MetLife, ThinkTV, Sky Racing, RLWC 2017, Luxbet and Trackside.



It was another big year for Leo Burnett Sydney, a highlight being creating the most watched Olympics commercial with over 57 million views.
Notable work included Samsung 'Anthem', '#dowhatyoucant', 'Brainband', 'Pocket Patrol', 'Creators wanted' and 'Celebrity tantrum', Canon 'Leap', 'Sight unseen' and 'Imagination', WWF 'Earth Hour', 'Turnbull turnoff' and 'Invisible message', GIO 'Reasons to switch', and Bundaberg Rum 'Cheers to a legend'.
Leo Burnett Sydney was Agency of The Work 2016, ranked the 6th most creative agency in the world by The Gunn Report, the most awarded Ausralian agency at Cannes, and ranked 14th most innovative company in Australia by the Australian Financial Review.
Awards included one Gold Lion at Cannes plus 5 Silver Lions and three Bronze Lions, two Gold at the Andy's, the Green Pencil at The One Show pus three Silver Pencils, one Gold Pencil at AWARD plus eight Silver Pencils and eight Bronze Pencils.


in early 2016 Whybin\TBWA became TBWA\ after the departure of agency founder Scott Whybin, but that didn't stop the great work continuing to roll out in 2016.
Notable work included ANZ 'Pocket Money', ANZ 'Apple Pay', ANZ 'GAYNZ bank branch' and ANZ 'Mobile Payments', Origin Energy 'Predictabill', Medibank 'I am better', Volunteer Coast Guard 'Seabay', Schweppes 'Let it out' and Nissan 'Chat Laps'.
Awards during the year included two Gold Lions at Cannes plus Gold, Silver and Bronze at the Effies. TBWA Melbourne was ranked #3 agency in the Asia-Pacific region in The Work 2016.
In 2016 revenue was up 30% with over $100 million in new business including Schweppes, Solo, Cool Ridge, Infiniti and TOM Organic. The agency re-signed ANZ for another three years plus consolidated all of Origin Energy, taking the brand work off Clems.
TBWA Melbourne's leadership team of seven includes five women, the best female to male ratio in the country.


In early 2016 Whybin\TBWA became TBWA\ after the departure of agency founder Scott Whybin, but that didn't stop the great work continuing to roll out in 2016.
Notable work included University of NSW 'Made by Me', MJ Bale 'Uncrushable', Foxtel 'Make it yours', Krispy Kreme 'American Classics', Virgin Mobile 'Data Auction', Tourism New Zealand 'Wairarapa' and the David Jones Christmas campaign.
Awards won during 2016 included three Silver Lions at Cannes, two Gold at London International Awards, two Gold at the Facebook Awards, one Gold and one Bronze at Spikes Asia, one Gold at ADMA AC&E Awards, three Bronze at AWARD,
In 2016 TBWA Sydney was the #1 Australian creative agency for new business. Wins included Virgin Mobile, Bellamy's Organic (Asia Pacific), Oroton, Foxtel, Fox Sports, McDonald's and GoDaddy. The agency retained the US$80m global Tourism New Zealand account for another five years. Revenue base increased 26%.


Over the past year BMF Sydney continued to create work that got noticed across a wide spread of clients.
Notable work included Aldi 'Meet the Tinkletons', Aldi 'Liquor', Aldi 'The Unconvincibles', Weight Watchers 'Live Bigger', Weight Watchers 'Black', FFA A-League 'You've gotta have a team', Domestic Violence 'Let's stop it at the start', MLA 'You're better on beef', MLA 'Miss Fortune', 5 Seeds 'Plant the seed', United Nations 'UN Women', AEC 'Election' and National Security 'If it doesn't add up, speak up'.
BMF was the second most awarded agency at the 2016 Effie Awards with a total of five awards across four different campaigns.
BMF was the most awarded agency at the 2016 APG Strategy Awards with a unprecedented seven awards.
The agency scored seven Silver Pencils at AWARD plus three Bronze, a Silver and Bronze at LIA, three Merits at The One Show, the Silver Siren and Siren Client Award at the 2016 Siren Awards.


(in alphabetical order)

5 Star Work: Chadstone 'Tailor Made Store'.
4 Star Work: Ristorante Frozen Pizza 'Remote Restaurant', Papa G's 'Cull the Kal', REA 'Sale Scent'.

5 Star Work: Chiko Roll 'Extra Hand'.
4 Star Work: John West 'Finnish Tuna', CGU Insurance 'Tropfest', Jeep 'Grand Land', Jeep '75th Anniversary',  AFL 'The Fans', Tourism WA 'Just another day in WA', Movember, Fiat Arbath.

5 Star Work: Fox Sports 'We're a sporting nation', Voluntary Euthanasia 'Be the bill'. 
4 Star Work: Fox Sports 'Sweden' and 'Russia', Movember 'May Eight', QT Hotels '#RoomNumber Redo', Vodafone 'NovaFM', Clean Up Australia Day 'Nature Returns'.

5 Star Work: Legacy 'Letters of Gallipoli'.
4 Star Work: Accor Hotels 'Greatest Australian', Australia Post 'The Airborne Ad' and 'Disguised Packaging', Minus 18 'You're Accepted', Monash University 'Content' and 'Rules', The Lost Dog's Home 'Digital Dog', Public Transport Victoria radio and 'Night Network' TVC.

4 Star Work: Cover Girl 'Let girls be girls', DHHS 'Change the game', MPAN 'Missing People', Shedd app, TAC 'Vanessa' and 'Green Man Grants'.

5 Star Work: Air NZ 'Christmas'.
4 Star Work: #RedefineWomen, Carnival Cruises 'April Fool', Tooheys 'Ted'.

4 Star Work: Police Association of SA, Coopers 'Dark Ale', 'Race Track' and 'Shout Out', Geeks 2U, MAC 'Drug Driving', AADC Awards.

5 Star Work: ABC 'Art Breaks'.
4 Star Work: Tiger Beer 'Tiger Trading Company, NYC', Tiger Beer 'Air-Link', OPSM 'Sight for sore eyes', GSK Pharmaceuticals 'HIV app' and UNICEF 'For every child'.

4 Star Work: Optus 'Yes' rebrand, Optus EPL 'This is Football', Hushtag 'The tweet that speaks up when you can't', Lexus RX 'For those who dare to step forward', Lexus NX 'Dancer'.

5 Star Work: YMCA 'Playnasium, Melbourne International Film Fest.
4 Star Work: FlexiRoam X, Bic 'Cristal', University of Melbourne 'VIR' and 'Made possible by Melbourne', L'Oreal 'Vs Laser'.

4 Star Work: Qantas 'Ideas that travel', The Hunger Project, Early Education, Chevrolet 'Sidewalk Sensor', Mastercard 'Tap Tennis', Anti Greyhound Racing, Microsoft Forza Motorsport 'Horizon 3'.

5 Star Work: KFC 'Skateboarding  Bird'.
4 Star Work: KFC '$1 Chips', 'Sorry, Not Sorry' and 'Cook da Chook game', Amex, UBK 'Global Platform', Soothers, Padlokt.

5 Star Work: Cancer Council Australia 'Ugly Xmas Rashie'.
4 Star Work: Sunsuper 'River Fire' and 'Procrastin-NAH-Ton'.

5 Star Work: Toyota Landcruiser 'Emergency Mobile Network'.
4 Star Work: Who Gives a Crap, RSPCA 'Puppy Farm', Bank SA 'The Piping Shrike', H&R Block 'Fascinated by numbers'.

5 Star Work: RM Williams 'Life Soul'.
4 Star Work: Red Bull 'RBMA Weekender' and 'Monthly Club Night', Festival of Nonna, Amaysim 'Vaya', King Living, RM Williams 'Rebrand', Sophia Dexter, Fred's Restaurant image redesign, Charlie Parkers, Adopt Change, Harris Farm store redesign, Made by Cow.

4 Star Work: Budget Direct 'VR 360 Experience', Audi 'Hawks' and 'Sport', Fujitsu 'No one trusts sweaty', Ebay 'Spiderpug' and 'Where's your activewear?', Australian Museum 'Face Swap', RLS 'World's most costly', Harley-Davidson 'Superhero Custom'.

4 Star Work: ING Dirct Dream Starter 'Isla Fisher', Fitness First '#HowFitFeels', Purple Bricks launch, TAFE 'Rob's campaign', Hi pages.  

5 Star Work: ASB 'Digital Banking Platform', McDonald's 'Mobile Innovation Experience'.
4 Star Work: Microsoft 'Flubbles', FordPass, McDonald's 'Snapchat', McDonald's 'Instore', NRL 'Instabilia' and 'Trivia Bot', TMB 'Meet Fin'.

5 Star Work: Netflix 'House of Cards'.
4 Star Work: Optus 'Ian Thorpe',  'FanUpAus' and 'Swim to Rio', Pride and Predjudice and Zombies.

5 Star Work: Australian Road Safety Foundation 'Life Saving Stickers'.
4 Star Work: Ribs & Rumps 'Bloquet', Young Henry's 'Drought Draught'.
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Campaign Brief, Tue, 21 Feb 2017 03:14:56 GMT