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Y&R NZ dominate The Directory Big Won rankings, ‘McWhopper’ named most awarded campaign worldwide in 2016

Y&R NZ has been named as 2nd most creative agency in the latest Big Won rankings, compiled annually by UK-based advertising bible The Directory.

Y&R was recognised for its McWhopper campaign – a proposed truce between fast food giants McDonald’s and Burger King, with the latter suggesting they combine their flagship burgers into one. It was rated the most-awarded ad campaign of 2016, anywhere in the world.

New Zealand as a whole was ranked the third-most creative country in the world, when it comes to advertising. Tom Paine of Y&R has ranked #1 most awarded Creative Director. Jono Key ranked #1 most awarded Planning Director and Josh Moore at #3 of Chief Creative Officer worldwide.


this article first appeared in The Stable

GPY&R has won the pitch for Bel Australia, to become its strategic and creative agency.

Bel Australia is the local division of Bel Group that manages more than 30 brands globally, including The Laughing Cow, Mini Babybel and Boursin.

Frederic Dauba, marketing manager, Bel Australia, commented, “Throughout the process, GPY&R Melbourne showed they understood the Australian marketplace and how our brands can push through the clutter of the snacking category. We have some exciting plans and look forward to working collaboratively with GPY&R.”

Julian Bell, managing partner, GPY&R added, “It’s a privilege to be working with some of the worlds’ most famous household brands. We know FMCG is a hotly contested category, and standout creative work is a real differentiator. Bel Group have some fantastic plans for the future that include some significant product launch and we look forward to working with them closely in the future.”

GPY&R Brisbane bolsters digital strategy hiring Andrew Kolb

GPY&R Brisbane has lured Publicis Pusher general manager Andrew Kolb to the head of digital planning role.

At Publicis Pusher Kolb worked with a diverse range of clients including Foot Locker, Queensland Government, AirAsia, Parmalat, Mack Trucks and Mantra Hotels.

Prior to Kolb’s role with Publicis, he held an associate strategy director role at Sydney digital agency, The White Agency, where he led the digital transformation of the Lion account working on brands such as Hahn and James Squires.

Kolb has also held senior digital roles at Publicis Mojo and BCM working on large digital projects including the Facebook studio winning AirAsia Friendsy.

Says Phil McDonald, Y&R Group Australia and NZ CEO: “Our agency in Brisbane continues to lead the market creatively and the arrival of a creative thinker like Andrew, who has built his impressive career in digital agencies, will continue to push the quality of the work for our clients in Brisbane.”

Says Kolb: “I’m really excited to be joining such a talented agency that has not only led the Brisbane market for a number of years but delivered truly global award winning work with an integrated model and the

GPY&R Named Number 4 Agency in Australia by Campaign Brief The Work

This article first appeared in Campaign Brief

GPY&R has been ranked number 4 agency in Australia by Campaign Brief while Y&R NZ ranked Number 1 in New Zealand. 

Now in its 13th year, The Work features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as a true record of the best advertising creativity for the entire Asia Pacific region.

GPY&R Brisbane takes home Best of Show for Life Saving Stickers at the 2016 BADC Awards

This article first appeared in Campaign Brief

On Saturday night GPY&R Brisbane was awarded Best of Show for Australian Road Safety Foundation ‘Life Saving Stickers’ at the 2016 BADC Awards.

Says Cam Blackley, ECD at BMF and chairman of judges: “It was an idea so simple, but so dramatic in its’ ability to change behavior immediately and each time it’s encountered. It’s a game changer with zero media buy.”
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With 540 people in attendance, this was the largest BADC Awards in over 15 years and boasted several new entrant companies.

Said Garry Smith, 2016 BADC president: “We are very proud to have such brilliant work being justly awarded, and with the backing of our incredible sponsors, being able to celebrate the work with such a fantastic gala dinner complete with Grinder Girls, a  Fire illusionist and pyrotechnics”.

GPY&R took home 5 Gold, 6 Silver, 6 Bronze.

All of the medalist and finalist work will be available to view with full credits and videos, on the BADC website later this week.


Josh Moore, who was the creative leader behind this past year’s hugely successful McWhopper campaign has just been named the Chief Creative Officer of both GPY&R Australia and Y&R New Zealand. He takes on this role in addition to his role as CEO of Y&R New Zealand.

Josh took over the helm of the media and creative agency Y&R NZ in 2011. It was the #7 agency in the NZ market. This year the agency ranked No.1 in APAC at the Cannes Lions and No.4 in the world. On top of that Y&R NZ won The Grandy at the Andys, 6 Yellow Pencils and most awarded agency at D&AD, Best In Show at NYF and a highly coveted Webby. Prior to Y&R he was the founder of Us Sydney, now known as JOY Agency.

Tony Granger, Chief Creative Officer of Y&R states: “Josh has tremendous creative courage. It goes without saying that he is wildly imaginative, but he is also extraordinarily smart about what will make consumers pay attention and what will motivate them to take action. That’s what makes him so effective and extraordinary.”


Phil McDonald, CEO of Y&R Group Australia & NZ stated, “Josh has been a driving force in the growth and global reputation of our Y&R New Zealand agency. I’m excited to have him turn his creative attention to the entire region, and know that he will bring his energy and enthusiasm to our clients and our people alike.”

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Revealed: McDonald’s* View on McWhopper

This article first appeared in LBBOnline

LBB> ANZ has seen a surge in award wins across the major ad festivals. Do you think this is because the work is getting better or is creativity coming out of ANZ getting better traction?
PM> We are a competitive bunch down here and when we see other agencies doing world class work it spurs us on to do the same. In the last two years we have seen some very good work come from both sides of the Tasman and half a dozen agencies leading the way. So it is less about juries taking note of the region, more about a higher volume of better work being created across the board.
LBB> Do you think there has been a positive global shift in the perception of advertising in ANZ? 
PM> Within the world of advertising, wins at the major award shows definitely drive creative perceptions of a region or an agency network, but that’s not enough to drive real success in your business. You have to be making work that is not just award winning, but that is also for big brands, solving important problems for clients. There are some great campaigns from various agencies that have won well at award shows but that are for major banks, global fast food brands and breweries. The ANZ region has had a good year in this respect and I think that’s what really drives your creative reputation.
LBB> Did being named the most awarded Australasian network at Cannes come as a surprise?
PM> Our regional management team spend a lot of time on the quality of our work and to be honest we have had some big discussions around what constitutes great work over the last year or so. It’s a big focus for us, so to see our agencies doing so well over the last couple of years is no real surprise. Our Aussie agencies drove much of our success last year, but no doubt it was NZ’s year this year. The body of work over the last two years meant that we knew a great year like this was coming.
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LBB> Do audiences in ANZ differ?
PM> I don’t think there are that many differences to markets like the US and Britain. Consumers here are experiencing the same trends when it comes to media and technology and the like. It’s harder to reach them, they are more and more apathetic to traditional advertising and creative ideas. It’s why we have to constantly push to give something, in order get something, with our creative ideas. I don’t think this is any different to other developed markets
LBB> Why should rising talent want to work in ANZ? 
PM> Well for one don’t come here if you think it is going to be any easier. We work hard, we move quickly and we have clients under great pressure to get results from their marketing spend. Yes you might get some great work up, but so is everyone else. I’d say in many respects it’s harder down here – I’m not selling it very well am I?
LBB> How does the work differ between Australia and New Zealand?
PM> For the main it is pretty similar, but I will say that the agencies in NZ are a little more nimble in general. They also have a quality production industry that is great value, so there is high craft and finish on their ideas for a smaller investment.
LBB> Are there any conflicting needs between the two countries? 
PM> At Y&R we work very collaboratively across all the offices. We are helping each other, pushing the work harder, and moving seamlessly across our business. Our clients like the fact they can use the talent across our group in ANZ. We are running our offices as one – so to answer the question, the offices can definitely be run the same way.

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Women in Ladvertising: Female Creatives Who Challenge Australia’s ‘Boys’ Club’ Label

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This article first appeared in LBB Online

When it comes to writing about creative talent in Australia, the topic comes with an intrinsic elephant in the room. ‘Where are all the women?’

With recent industry events causing huge stirs in the conversations surrounding gender diversity, there’s a spotlight on the Australian market. The ratio of senior female creatives to male creatives continues to be the most gender-imbalanced in Australian creative agencies.

The term ‘boys’ club’ tends to get thrown around when it comes to Australia, but as much as it’s a catchy descriptive that industry journalists can use to draw attention to inequalities, I feel in the same instance it also detracts from the amazing creative work that comes out of Australia by women.

There are some hugely talented creatives paving the way in Australia’s agencies and their work speaks for itself, regardless of gender.  I caught up with Ellen Fromm, Copywriter from GPY&R Melbourne, on her best work, how she’d like to describe the industry they work in and where she’d like to see it go.

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Labels perpetuate issues. Continuously calling Australian agencies a ‘boys club’ will only make people believe that’s what it is.

I never want to be in the situation where I feel like I’ve been hired because I’m a woman. Screw quotas, I only want to be hired for my folio!

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GPY&R Melbourne lures strategy leader from London

Senior strategist Christine O’Keefe has joined GPY&R Melbourne from one the world’s most respected agencies, CHI & Partners, London.

O’Keefe has 15 years’ experience building brands across multiple sectors and two continents, having recently returned from eight years working in London.

Most recently at CHI & Partners, O’Keefe played a pivotal role in driving brand reappraisal for market leading energy company British Gas through their #noplacelikehome campaign, along with helping build brand relevance for Burger King and Travelodge in changing markets.

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How a $10 wheelie bin sticker could save a life

This article first appeared in The Australian Women’s Weekly

Ten dollars is a small price to pay if it could save a child’s life. That’s the message being touted by road safety activists asking Australians to put life-saving, life- like and life-size stickers of running children onto their wheelie bins to encourage drivers to slow down, look twice and not become complacent on suburban roads.

It’s a simple idea for a crucial cause. In the last twelve months alone there have been 1269 deaths on Australian roads; the highest figures seen since 2012.

According to the experts this is at least in part due to drivers thinking, ‘I know this area like the back of my hand,’ instead of acknowledging that risk could always be just around the corner.

To counteract this trend countless neighbourhoods across Australia have already transformed their curbs into warning-signs for motorists. And so far it appears the campaign is working, with most drivers hitting the brakes upon passing the sticker-clad bins. Read more

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