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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Facebook, bring back the fun.

Written by GPY&R GAD, Jonny Clow

Long before the Timeline, the Facebook Wall ruled. You could kick jokes against it, upload pics and post away without judgment. It was fun. A short rewarding break. In fact, Facebook may well have been the only populist site that people visited to simply be entertained. Nearly every other site bar YouTube, has a defined purpose to deliver information, utility or news. Facebook was like a cigarette break for a generation weaned on Nicorette.

But then it changed.

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Q&A with Ben Coulson, named in the top 10 CCO’s worldwide in The Directory Big WON rankings

What does it take to be seen as one of the best creative minds in the industry?
You have to make more great work, more often than the rest of the pack. Looking at the Won Report top 10, there are no one hit wonders. These guys bank seriously good stuff every year, across clients and disciplines. The best creative minds in our business are the most consistent. Mediums change, clients come and go, agencies go hot and cold, their work stays great.

What campaign that you’ve worked on are you most proud of and why?
I don’t like looking in the rear view mirror. I’m much happier thinking and talking about the next thing I am busting hump to get made. Let me get back to you on that when I’m retired, sitting by the fire in my slippers.

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New Work: GPY&R Opens Up Your Night with PTV

Public Transport Victoria now delivers all-night public transport on weekends in Melbourne. That news could have been turned into a very dull announcement ad. But while it was developing its campaign to launch the Night Network, GPY&R Melbourne made two decisions.

  1. The agency focused on what people can do now that they can travel through Melbourne at night cheaply and easily.
  2. It came up with an interesting device – opening doors – that function both as a mnemonic and to evoke excitement.

The campaign, Open Up Your Night, helps to position Melbourne as the late-night capital of Australia.

Source: The Stable

New work: How we helped Australia Post deliver the surprise of Christmas with Disguise Packaging, a new product range

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Christmas just isn’t as magical when you can guess what your gifts are from the way they’re wrapped. The theme of our new integrated campaign is ‘surprise’ and features Disguise Packaging; an entirely new product range, created to keep your present a surprise and your loved ones guessing until Christmas morning. The range of unique gift boxes and wrapping kits allow your gift to be wrapped and distributed anywhere in the world. Disguise Packaging is now available through Australia Post and participating online shopping partners.
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TV is dead. Long live TV

Craig McLeod, Planner, GPY&R Melbourne

Last Friday morning a group of GPY&R staff and clients visited the inside of a TV studio. From a group of 20, only one of us had been inside a TV studio before. But why? Why bother visiting the studio at all? Isn’t TV supposed to be dead?

As Channel 10’s Executive General Manager Russel Howcroft explained, the rumors of TV’s demise have been exaggerated. TV isn’t dead, but it has significantly evolved.

Consider this: In 2003 Australian Idol attracted 1.69 million viewers, making it the biggest TV event that year. In 2015, Master Chef attracted 1.18 million viewers. A big drop. Although TV continues to deliver colossal reach and frequency numbers, no one, (not even Russel) is denying those numbers have suffered.
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GPY&R Melbourne host News Corp for an exclusive 2015 Cannes Lions presentation

On the back of our most successful year at Cannes, GPY&R Melbourne today hosted News Corp, the official Australian representatives at Cannes Lions Festival of Creativity, for a presentation of highlights, speaker insights and key marketing trends learnt throughout this years’ festival.

The showcase provided GPY&R talent, along with 60 of our top clients an exclusive insight about world class creativity drawing upon popular culture, powerful data, and brands’ promise and purpose.

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Loyalty and monogamy are not one and the same thing.

Alex Horner,  Senior Strategist – GPY&R Melbourne for Marketing Magazine, September Edition.

The death of loyalty schemes. A topic wheeled out every few years, typically at trade shows by those in the direct marketing industry itself in an attempt to coerce an audience into attendance with the promise of controversy.

Of late though, talk of a lack of true customer loyalty has reached near deafening levels. An oft-cited example of this downward spiral is the supposed irony in the fact that many of us are members of so called loyalty schemes from various competing brands. “Where’s the loyalty in that?” they decry. But they’re missing the point. In all but the most extreme cases, loyalty and monogamy are not one and the same thing.

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