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Just Water via M&C Saatchi Fabric

Just water
via Fabric

JUST Water asks Aussies to JUST Change,
via M&C Saatchi FABRIC

Every minute around the world, one million single-use plastic bottles are purchased. If this statistic isn’t confronting enough, you may find it alarming that this number will jump a further 20% by 2021*, creating an environmental crisis that some predict will be as serious as climate change.

The impact of single-use plastic is largely accepted and of course, condemned and Gen Zers are among the most concerned. Almost 9 out of 10 are worried for the environment, and a further 1 in 4 indicating that protecting the planet is what they believe businesses need to prioritise**. This is why Gen Z are at the core of JUST Water’s JUST Change integrated campaign, launching today via M&C Saatchi FABRIC.

JUST is 100% Australian spring water packaged in a plant-based carton, the creation of which produces 50% less carbon emissions compared to plastic bottles. Launched in Australia in 2019, JUST is stocked in businesses who share its mission to reduce plastic in this world, including IKEA, Shangri-La Hotel, Four Seasons Hotel and Novotel. Now, it’s calling on Gen Z to help drive meaningful change in Australia by nominating other businesses that should JUST Change and switch to plant-based packaged water – cafes, offices, hotels, universities and gyms, to name a few.

Everything we do stems from the belief that one carton may not save the world, but it's a
start.

Jaden SmithCo-Founder, JUST Water

Jaden Smith, who co-founded JUST with a passion for actioning small change to make a big difference which we know is a shared belief amongst fellow Gen Z’s. For this reason,

We are so excited to put the power of this campaign in their hands. Using TikTok,
we hope to empower this generation with knowledge and a sense of urgency for action.

Nicole SalehJUST Water Australia

At the centre of the campaign is Melbourne-based TikTok creator Jasminetxo, who boasts over 3 million followers on the networking platform. Jasmine, along with fellow creators, Sooklyn, Sebby Laz, Shay and Nate, Sam Fricker and Rory Eliza, went live on the platform this week, which earlier this year was reported as being used by more than 1.6 million Australians, the majority of whom are under 25 years of age.

I’m so excited to be a part of this important campaign. As an individual who associates as Gen Z, with an audience reflective of this generation, I want to use my platform to shed light on the small changes we can make to better the world we live in. Working with companies like JUST, who share a similar passion for environmental change, will hopefully start a much needed conversation amongst young Aussies.

JasmineJasminetxo, TikTok creator

Tapping into the sound function on TikTok, JUST have enlisted some of the platform’s most creative Gen Z users, sharing content encouraging their audience to nominate ‘mission aligned’ cafes, offices, hotels, restaurants, gyms and businesses they want to see make the switch.

We are thrilled to announce the partnership between M&C Saatchi FABRIC and JUST.

Our new campaign JUST Change is an excellent representation of what hyper-passion marketing is all about - it connects JUST Water to the hyper-relevant, important issue of plastic waste that youth audiences are incredibly concerned about. Moreover, partnering with Jasmine on TikTok and inviting fans to actively participate in the campaign and spread our message, reflects the new ways audiences experience and share stories - marketing ‘with’ them rather than ‘to’ them.

Krystyna FrassettoHead of Communications, M&C Saatchi FABRIC

The lifestyle division of M&C Saatchi Sport & Entertainment was launched earlier this year in response to the increased demand from brands looking to engage with consumers’ ‘hyper passions’ across fashion, food, beauty, health and wellbeing.

Studies

About JUST Goods, Inc.

JUST Goods, Inc. is a global consumer goods company dedicated to producing responsibly sourced, sustainably packaged products. The company’s first product, JUST Water, is 100% spring water ethically sourced from Upstate New York, packaged in a bottle made of 88% plant-based materials. A Certified B-Corp, the company’s mission is to empower people to make the world cleaner, healthier and more just by producing sustainable everyday goods. JUST Water is now being produced in three countries – the US, the United Kingdom, and Australia. JUST products can be found in a growing number of grocery retail locations, hotels, schools, cultural locations, entertainment and hospitality venues worldwide. For more information please visit www.justwater.com @justxaustralia

CREDITS

M&C Saatchi Fabric
Krystyna Frassetto – Head of Communications
Jon Kelly – Creative Director
Saynaree Oudomvilay – Account Director
Camilla Littlejohns – Account Director
Billie Gurr – Account Manager
Maddy Lawler – Senior Account Executive
Megan Leckey – Designer

JUST Australia
Nicole Saleh
Danielle Saleh
James Rodger
Kshitij Talwar

JUST USA
Kara Rubin
Bonnie Boyes
Frank Fundaro

JUST Water asks Aussies to JUST Change, via M&C Saatchi FABRIC

World Vision Appoints M&C Saatchi

World Vision Partnership

M&C Saatchi will embark on its first campaign for the organisation in the early months of 2021.

World Vision Australia has appointed M&C Saatchi as its new creative agency to partner with its in-house team to help the organisation in its mission to transform the lives of the world’s most vulnerable children.

With its expertise in creative story-telling and global brand-building, M&C Saatchi
will play a key role in helping share World Vision’s story of impact to Australians.

We’re excited by M&C Saatchi’s collaborative way of working, its big ideas across
all parts of the marketing mix as well as the team’s understanding of our brand and
cause.

While 2020 has been an incredibly challenging year, World Vision has been so
encouraged by the heart and generosity of the Australian community and its
response to innovations such as our new program Chosen which flips the 70-year-
old child sponsorship model, empowering children to choose their own sponsor.

We can’t wait to see what our extraordinary in-house team, in partnership with M&C
Saatchi, will deliver in 2021 to bring World Vision Australia’s inspiration and purpose
to every household across the country.

Maryanne TsiatsiasWorld Vision Australia’s Chief Marketing Officer

Michael McEwan, Managing Director of M&C Saatchi, said World Vision Australia had long been an organisation they had admired for its impact around the world.

World Vision Australia tackles the hardest of circumstances head on. Many of the
issues people find uncomfortable to talk about. This is a privileged opportunity to
work with a brand that makes such a difference to people’s lives, so we are grateful
to be joining Maryanne and her team to help amplify the story they share with
Australians.

Michael McEwanManaging Director of M&C Saatchi

World Vision Australia appoints M&C Saatchi as its new creative partner

Announcing Open House

Announcing Open House

M&C Saatchi Australia announces Open House to encourage access into the industry.

This week, M&C Saatchi announces Open House, an initiative that consists of a series of free webinars commencing in January 2021. As well as the content series, participants will have the opportunity to secure a paid internship, aimed at career movers, fresh starters, students – everyone.

Following the success of our M&C Saatchi Growth Sessions earlier in the year, Open House is designed to reach individuals who may have never considered a career in advertising or communications, acknowledging that the industry isn’t doing enough to raise awareness and consideration amongst up-and-coming professionals – the leaders of the future. M&C Saatchi is committed to encouraging participation from these groups, while making it clear that advertising is a promising career option for them, with the primary goal of the initiative to remove barriers for people who want to break into the advertising or communications industry, but have not had the support or access to do so.

We are setting out to create a programme which is accessible to absolutely anyone and I hope that many people, from a range of backgrounds, are inspired to get involved. It’s critical that we foster initiatives like this, particularly in our post-lockdown world where many are looking for work, some not in their usual field of expertise.

Nathalie BradyGeneral Manager, M&C Saatchi AUNZ

Open House Australia will offer a series of nine specially created, weekly virtual seminars, each hosted by a different M&C Saatchi expert, including Justin Graham, Group CEO AUNZ and Emily Taylor, Chief Strategy Officer, who will share their knowledge on topics such as ‘How to interpret and write a creative brief’, ‘How to craft amazing ideas that transform brands’, ‘How to bring ideas to life across multiple channels’, ‘How to engage meaningfully with customers using data’ and ‘How to master the art of the pitch’.

The programme begins on 27 January and offers an opportunity to be shortlisted for a future internship with the M&C Saatchi, an in-depth understanding of the industry and a certificate of participation that they can take with them into future applications or career choices.

There are two ways to attend – registering for the webinars and coming along and learning, or, applying directly to the Open House internship. 50 interns will be selected and given the opportunity to complete our online accreditation. Upon completion, interns will receive an M&C Saatchi accreditation certificate, with top performers selected for a three month paid internship onsite internship within the M&C Saatchi Group.

M&C Saatchi Australia announces Open House to encourage access into the industry.

Sport & Entertainment Launch Division

S&E Launch Marketing Division Fabric

M&C Saatchi Sport & Entertainment has today launched a new lifestyle marketing division, M&C Saatchi FABRIC, responding to increased demand from brands’ looking to connect with audiences in the emerging ‘hyper-passions’ category.

The new division has been built to address the rapid evolution of Australians’ passion points. Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas, with lifestyle purchases in these categories making up 1 in every 2 online transactions in Australia last year and news stories across the category growing by up to 80% in the last three years.

The division will be spearheaded by M&C Saatchi Sport & Entertainment’s Head of Communications, Krystyna Frassetto who joined the business in February, bringing with her over a decade of experience working with, and advising some of the country’s most high-profile lifestyle brands.

Australia is the first market to introduce the new M&C Saatchi FABRIC, with offices in London, New York, Johannesburg, and Berlin to follow in the coming months.

M&C Saatchi Sport & Entertainment is a communications agency that delivers creative, experiential, media relations, influencer engagement, and social. It works with iconic local and global brands including Commonwealth Bank, Golf Australia, Smeg, and Sonos.

M&C Saatchi Sport & Entertainment has today launched a new lifestyle marketing division, M&C Saatchi FABRIC, responding to increased demand from brands’ looking to connect with audiences in the emerging ‘hyper-passions’ category.

The Road to Recovery

The Road to Recovery

M&C Saatchi is helping some of Australia’s most iconic brands navigate the road to recovery.

Group CEO Justin Graham talks to the marketing leaders of some of Australia’s most influential brands about the challenges they’ve faced and their journey so far through 2020.

Mumbrella’s Market Review will provide a thorough investigation into sector-specific topics, examining how a variety of marketers have transformed their strategies and reimagined their workplaces to better cater for their staff, clients, and business objectives.

The Road to Recovery, led by M&C Saatchi AUNZ CEO, Justin Graham will take place on September 24 at 3pm. Focusing on brand and agency, Graham will share case studies from some of the agency’s major partners.

The panel will feature:

  • Monique Macleod, CMO at Commonwealth Bank
  • Luke Waldren, executive general manager of marketing, customer and product at TAB
  • Susan Coghill, CMO at Tourism Australia

They will explore the pressures their businesses have responded to under COVID-19 and the strategies that have helped steer their companies through the global pandemic to this point.

UPRISING: RUBINI GUNARATNAM

UPRISING: RUBINI GUNARATNAM

M&C Saatchi Sydney copywriter Rubini Gunartanam speaks to LBB’s Natasha Patel about making her mark on the industry through a series of initiatives and why being a youngest child pushed her to succeed.

For Rubini Gunartanam working in the creative industry was on the cards from a young age. As someone who often let their imagination get the better of them she jokes that this skill is one that is “pretty useful as a creative”. But, growing up life wasn’t all that quaint.

Rubini describes herself as being of Chinese, Malaysian and Sri Lankan descent and growing up in Queensland, she was no stranger to racism.

I witnessed casual and not-so-casual racism, most days. And from people you least expect. It’s so entrenched in our everyday ‘okka’isms’ that we rarely stop and question – wait, what does it really mean if you call someone a ‘cool Asian’? Are you in fact implying that Asians aren’t ‘cool’? Experiences like this compel me to continue challenging prejudice — even my own — and reassess if what we’re casually saying is just casually really, hurtful.

Rubini GunartanamCopywriter, M&C Saatchi Sydney

These experiences had a lasting effect on Rubini who now finds the debates around representation in the industry something that really riles her. “I know, I know – we’re making progress. But we still have a long way to go. Only a few years ago, I remember watching something that gave me all the feels. Like, all. The. Feels. And it was because, for the first time, there was a diverse cast (not just of extras). When you see people on screen that look like you, their message actually sits with you.” Couple this with Rubini’s childhood experiences with racism and you can understand why she says she “thinks twice” every time she’s casting.

But, her advocacy for equality doesn’t stop there and after successfully lobbying ‘Working from Home. Period’ at M&C Saatchi to “normalise periods and empower women to say when they need time to work from the comfort of their own home,” she is now working on an industry initiative to help tackle racism.

Hearing about Rubini’s positive contributions to the industry and her drive to be heard it’s no surprise that she describes herself as a “100% youngest child. This essentially means I’ll stop at nothing to get my own way – which isn’t all that bad when you’re selling an idea in, right?”

Rewind a few years before her stint as copywriter at M&C Saatchi in Australia and Rubini studied for a degree in business and media communication with a major in advertising. She recalls: “It did lead me to my year ‘studying’ abroad in Copenhagen. A long stint of sporadic classes, meeting people from all over the world, pondering if I was ‘creative’ as I sampled another cinnamon swirl, even some interning with the BBC – all these experiences gave me the confidence to finally say ‘fuck it, I’m going to try to get into creative’.” And so she did.
After a role in digital marketing which she says “had a few too many spreadsheets for my liking” Rubini made the “disgustingly deliberate” decision to get into the advertising industry. “Internships, coffees after coffees, and of course the 12-week anxiety-soaked course that is AWARD School”. Reflecting on those early years Rubini’s biggest lesson was, in her words: “Proofread. Proofread. Proofread.”
Looking to the future Rubini hopes to see more “ads that don’t look like ads” but finds frustration with bold ideas that are “thrown in as wildcards to show clients ‘we’re thinking’”. However, she does hope that the future of the industry is also focussed on the health and well-being of employees. “Lots of industries have some sort of gym pass hook-ups. Not that we’d have heaps of time to go, but it’d be nice to have y’know?”

Keeping fit is a must for Rubini, who tells those who scoff at her hobbies of yoga, reality TV and puppy playdates: “Yes. I’m basic, but so what?”. Although let’s be honest, the fact that she didn’t make sourdough during lockdown knocks her down the basic scale a lot. “Instead of sourdough, I made a few hot sauces during lockdown. It’s all fun and games until the fire of 14 habaneros remains beneath your fingernails.”

So, where does she get her drive from? “The thrill of my next idea. It’s probably the youngest child in me, but I’m super impatient and after years of losing ‘shotgun front seat’, I’m pretty good at finding ways to entertain myself.” For someone who has to entertain and engage many through engaging campaigns, our bet is that Rubini is one who will stop at nothing to succeed at what she puts her mind to. 

The copywriter at M&C Saatchi Sydney speaks to LBB’s Natasha Patel about making her mark on the industry through a series of initiatives and why being a youngest child pushed her to succeed

Steggles Turkey Hits the Spotify

Steggles Turkey Hits the Spotify

For fitness addicted Aussies. Steggles has been providing Australians with quality poultry products for more than 100 years.

Gym junkies and park flab busters alike are desperate for protein wherever they can get it. But not enough people know that turkey, the world’s least Instagrammable superfood, is some of the best lean natural protein around.

So, Steggles Turkey is reaching out to them at the moment they’re most interested in getting results, through catchy turkey-based workout songs on the top Spotify workout playlists. Playlists that are getting an absolute pumping as Aussies work to stay fit during COVID-19.

These aren’t just ads, they’re tongue in cheek bangers you can work out to. They celebrate all the things that are ugly but good for us — none more so than our aesthetically challenged turkey bird, which happens to be the ultimate post workout protein hit.

Cam BlackleyM&C Saatchi Australia Chief Creative Officer

The ‘Ugly, but good for you’ campaign is a collaboration between M&C Saatchi Australia, HYLAND and Spotify, incorporating subtly branded songs into workout playlists, and it’s one of the first times Spotify has allowed long form spots on their platform.

The ‘Ugly, but good for you’ songs span Spotify’s four most popular workout genres – Rock, Hip Hop, Techno and Pop. The songs are the brainchild of M&C Saatchi creative team Jason Leigh and Melissa Hawkett. They were written and performed by Jason, also known for his Melbourne based rock and roll band ‘The Stiffys’, in collaboration with We Love Jam Studios, with custom album art for each genre.

The Work

With more people doing home workouts than ever before, it’s the opportune moment to remind health and fitness buffs that Steggles Turkey is the ultimate lean protein meal. What better way to cut through than with these catchy, irreverent songs, airing on the home of workout playlists - Spotify

Yash GandhiHead of Marketing, Baiada Poultry

Results

The campaign launched Tuesday night and will reach a potential 1.3million protein fiends.

This is the next installment of Steggles Turkey’s ‘Ugly, but good for you’ campaign, which has won pencils at D&AD and AWARD.

Credits

Client: Steggles (Baiada)

Yash Gandhi – Head of Marketing
Shawn Stevens – Snr. Brand Manager
Saba Khan – Brand Manager
Rhiannon Purrer – Asst. Brand Manager

M&C SAATCHI AUSTRALIA

CCO: Cam Blackley
ECDs: Mandie van der Merwe, Avish Gordhan
Art Director: Melissa Hawkett
Copywriter: Jason Leigh
Producer: Sarah Cowen
Group Head: Vanessa Boueyres
Senior Account Director: Laura Jones
Account Manager: Sarah Dillon
Music composition: Hylton Mowday (We Love Jam Studios), Jason Leigh

Media agency: HYLAND

Group Business Director: Christina Qazi
Comms Executive: Isobel Beith

For fitness addicted Aussies. Steggles has been providing Australians with quality poultry products for more than 100 years.

Five Rs for post-COVID Recovery

Five Rs for post-COVID Recovery

24th September 2020

14th July 2020

Forget the crystal ball attempts to predict a post-COVID-19 future, start creating it.

COVID-19 has upended our lives and fragmented the way we live. As we slowly put the pieces back together, brands need to find ways to lead the recovery and actively shape the new normal. To do that, according to M&C Saatchi’s Justin Graham, we need to engage in the five Rs: resolve, reconnect, reinvent, re-skill, and reignite.

For months now, we’ve been glued to the news, fuelled by minute-by-minute updates on the rapidly-evolving pandemic. There’s no denying that a crisis of this scale has the potential to reorder society permanently. Nobody knows exactly when, how, or to what extent things will change, but a new normal is inevitable.

And that means brands and marketers must adapt. Let’s forget the idea of neat, tidy phases. Being bound to phases risks being out of tune with a rapidly changing environment, and can distract us from what’s really happening.

The same is true of trends. There’s no denying that adland loves trends and using its crystal ball to see into the future – a quick scroll through LinkedIn could tell you that much. However, in times like these, there’s a risk that if we lean into trends too much, we begin to perpetrate and instil negative behaviours instead of helping customers move through them.

the five Rs

Resolve inertia

The coronavirus crisis has caused people to feel and experience a sense of inertia about their lives, and barriers keep getting in their way.

1.6m Aussies lost their incomes in the first week of lockdown, almost half of Australia’s workers are on wage subsidies, and 80% of Australians believe the crisis will have a lasting impact on their lives.

By identifying and solving the problems that are causing inertia for our customers, we can help ensure their lives regain the momentum that’s been lost.

Reconnect

A defining feature of COVID-19 has been the scale of severed connections. Moments, feelings and activities that used to be commonplace are now a distant memory.

In response, brands need to help their customers reconnect with the world around them, whether that’s in person or online. It’s worth remembering that virtual and digital solutions are only enablers, not replacements for authentic human experiences.

Re-skill

The same is true of all those skills your current or potential customer might always have wanted to learn – now is the perfect time to be their guide.

Similarly, businesses should also be using this time to empower their own staff to retrain or upskill in their chosen area.

Reinvent value

COVID-19 has rendered certain business models and ways of delivering value obsolete. But if your brand’s usual offerings have been hampered or completely cancelled, don’t immediately admit defeat. Instead, utilise current constraints to your brand’s advantage by seeing how you could deliver your product differently.

Our client Tourism Australia, for example, was forced to completely overhaul its marketing strategy away from international travellers and instead focus on domestic travel. ‘Holiday here this year’ inspires Aussies to travel local, while referencing the need to support and stabilise the severely impacted local tourism and travel industries.

Find areas for diversification by leveraging contacts or suppliers you still have access to in order to create brand new value for customers.

Reignite passion

It’s human nature to want what we can’t have, and brands need to use this simple fact to their advantage. Throughout the pandemic, certain experiences, rituals and activities have remained out of reach. As restrictions ease, marketers have an opportunity to reignite the passion for the experiences around which our brands live.

If you can prime your customers for when restrictions ease through branded content and social media, when they’re finally allowed to take part, they’ll have a stronger desire and passion for your offering than ever before.

It’s time to start resolving, reconnecting, reinventing, re-skilling, and reigniting your customer’s passions. If you don’t, you’ll be at serious risk of alienating customers who are demanding that from brands.

We need to stop staring into our crystal balls and instead begin resolving customers’ problems, helping them reconnect with the world, and reigniting their passions. Instead of focussing on the value they’ve lost, brands need to focus on reinventing new forms of value, and re-skilling their customers for the strange new world that we have already fallen into.

Forget the crystal ball attempts to predict a post-COVID-19 future, start creating it

Career Insights from Our Leaders

Career Insights from our Leaders

M&C Saatchi launches ‘Growth Sessions’, a series for junior and mid-level industry professionals looking for change.

M&C Saatchi has launched a free online event series to help junior and mid-level industry professionals enhance their careers and tackle the challenges presented by the coronavirus crisis.

Redundancies have hit hard across a lot of industries, and the advertising industry hasn’t been spared. According to online classified site SEEK, job ads for the advertising sector are down 60% April compared to March.

With COVID-19 changing the way we live and work forever, the M&C Saatchi Inspire – Growth Sessions is a six-part program of actionable insights to guide tomorrow’s leaders to long-term career success. M&C Saatchi invites the industry to ask questions, receive guidance and absorb key information from top industry talent.

From CEO to strategist, attendees will have the chance to discover what skills will be required to thrive in a post-coronavirus world. Speakers include Bohemia Group general manager Sev Griffiths, and Re: global CEO, Patrick Guerrera.

We’ve got an incredibly diverse mix of people within our business, so it’s been brilliant to see how many of them want to get involved and help anyone who has been displaced during the last few months, or simply looking for a change.

Now is a tough time for many, but what it does enable is a focus on self that we are not often allowed, Sev has pulled together a great panel of industry leaders to kick off the Sessions next week so I encourage people to jump in next Thursday and each session following.

Justin GrahamCEO M&C Saatchi Group

Passionate about developing talent to be cross-functional and able to navigate the new world of work in 2020, Sev will be hosting a panel of extremely talented, brave and experienced people in our industry who have demonstrated individual strength, passion and resilience.

Panelists include Natalie Harvey, Network Sales Director, Network 7, Kate Richardson executive coach and mentor and Ellie Rogers Facebook agency director, ANZ. They will discuss their personal experience around reinvention, and the challenges they’ve faced by switching gears and tackling new career paths.

The free program will be hosted on Zoom and is open to anyone who wishes to join. There will be a chance for attendees to ask questions directly to the speaker throughout each presentation.

Hosts and guests will also be invited to join a new LinkedIn community that will inspire, inform, support, and assist them in their own career journeys.

M&C Saatchi launches ‘Growth Sessions’, a series for junior and mid-level industry professionals looking for change.

With Love from Aus

With Love from Aus

Tourism Australia has released a new film called ‘With Love From Aus’ via M&C Saatchi, Sydney

Tourism Australia managing director Phillipa Harrison said that through these times of global uncertainty, everyone could all do with a bit of positivity and something to look forward to: “With Love From Aus” is a heartfelt message to all Australians and the rest of the world that our beautiful country and its people will be ready to welcome visitors with open arms when the time is right.

“While there are many restrictions on travel and tourism right now, people’s appetite for travel hasn’t disappeared. We want everyone to keep dreaming about the unique experiences and beautiful places across Australia that will be waiting for them on the other side of this. More time at home gives us more time to think about the things that really matter – so we want to give people something to look forward to by sharing places they’ll be able to explore in the future.”

Says Cam Blackley, CCO, M&C Saatchi: “I find the idea that nature is getting a bit of rest and relaxation while we’re isolated puts a smile on my face. Finding reasons to be positive in difficult circumstances is baked into Aussie DNA and we’re proud to share that outlook with the world right now.”

Tourism Australia has released a new film called ‘With Love From Aus’ via M&C Saatchi, Sydney