Author: Jessica Agoston Cleary
With winter kicking in, tourism boards must double up on the creativity to ensure that interstate or overseas visitors still show up. With that in mind, Tourism Tasmania revealed the fifth edition of its Off Season campaign, executed by BMF Australia. What does it take to create a multi-platform campaign and see it evolve over […]
With Mother’s Day around the corner, florists around the country are sharpening their shears and bracing themselves for one of the busiest weeks of the year. Marketing campaigns bursting with Hallmark card sentimentality, technicolour content or attempts to capture an authentic reflection of the relationship between a mother and child are everywhere. Except for Mr […]
There was a time when the only thing you could change about a billboard was the date it came down. Not anymore. With Garnier’s latest campaign for its Vitamin C Daily Tinted Fluid, out-of-home (OOH) has entered a new dimension – literally and programmatically. In a first for the Australian market, QMS, in collaboration with […]
Remember when you’d run to the toilet during a TV ad break, sliding back onto the lounge just in time for your favourite show? Or perhaps you’d tape your weekly series so you could fast-forward through the pesky ads? While we might have replaced the VCR with slightly more advanced tech devices, the desire to […]
At first glance, Woolworths’ Art Bag campaign looks like a straightforward bit of retail CSR: reusable shopping bags, designed by a local artist, with a portion of proceeds going to charity. Add a recycled materials angle and a price point of two dollars, and it’s an easy sustainability play. But beneath the surface, this quiet […]
By spotlighting a real family’s legacy and calling on the Irish diaspora to take up the mantle, Heineken delivers an emotionally resonant global campaign that proves the enduring power of human stories. In an era dominated by algorithm-driven engagement and rapid-fire content, Heineken’s latest campaign reminds marketers of the enduring power of a good story […]
Ella Baché has been at the forefront of skincare for 20 years. As one of Australia’s most iconic and trusted skincare brands, their product and message have always been simple: trust, transparency and authenticity. With the launch of Ella Baché’s latest campaign, ‘In My Own Skin’, Marketing Mag seized the opportunity to talk to chief […]
As the saying goes, say it with flowers. For Francesca Di Dino, founder and creative director of Australian floral styling and event business The Yard & Co the secret to her business success has been to say it with showstopping, highly Instagramable floral feats of art – and to do so consistently and authentically across […]
The way we work is no longer working. The creative knowledge sector has known this for years. The COVID-19 period of lockdowns proved that we didn’t need to be chained to our desks to do good work. It also proved that fractional work, which has been gaining traction in the US and is slowly but […]
Elon Musk has been at the forefront of historical paradigm shifts for decades. Innovating across a broad band of sectors including financial, transport, space and social media. As one of the founders of electronic payment gateway PayPal, which was sold to eBay in 2002 for US$1.5 billion, the mythology of Musk has become part of […]
