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

Victorian Government Partnership

Victorian Government Partnership

The Victorian Government is committed to keeping Victorians informed about coronavirus (COVID-19) and thanking them for following the restrictions currently in place.

Victorians have been able to prevent a broader spread of coronavirus through their efforts and actions. The situation remains fragile and we know that continued success will come by working together.

The ‘Staying Apart Keeps Us Together’ campaign reflects on the efforts and actions that are making a difference and how we are achieving this as a community.

The campaign reflects on the connectedness and community support that is key during this time.

‘Staying Apart Keeps Us Together’ developed with M&C Saatchi is a multi-channel campaign running in metropolitan and regional areas of Victoria. TV, radio, press, digital, social and out of home will speak to the broader Victorian community with a suite of bespoke communications designed for specific audiences.

Quote Attributable to the Premier Dan Andrews:

“I know we’re asking a lot of Victorians at the moment but following the rules and staying apart keeps us together as a community.”

David Stockman | A/Chief Communications Officer & Chief of Protocol | Strategic Communication, Engagement and Protocol

M&C Saatchi Melbourne Proudly Partners with The Victorian Government



TAB asks Australians to help play find a way via M&C Saatchi

Wednesday, 25th May 2020, Sydney – TAB continues to roll out its new campaign supporting the ‘Long May We Play’ brand platform this week, asking Australia’s sports fans to ‘help play find a way’.
TAB is doing its bit to bring sport back to the people by encouraging fans to download the government’s COVIDSafe contact tracing app to help fast-track the return of sport – to the fields, tracks and pubs.
With the government flagging a direct correlation between the number of Australians with the app and the further easing of restrictions, TAB wants to remind sports fans that downloading the app is the quickest way to get back to the stuff we miss the most. The campaign kicked off a week ago in national press with a QR enabled footy pie that when scanned, led directly to the COVIDSafe landing page. The follow up TVC ‘Requiem for a pie’ laments that whilst the footy might be back, our rightful place in the stands is yet to be restored.

“There’s not many sport nuts that aren’t dying to be reunited with a hot pie or overpriced bucket of chips in the stands right now.” says M&C Saatchi chief creative officer, Cam Blackley. “Having TAB lend its weight to hit the 10 million downloads target of COVIDSafe to achieve that goal allows this iconic brand to once again elevate the conversation above the bet (albeit with tongue wedged firmly in cheek). It’s ambitious but worth a shot.”

TAB’s Executive General Manager of Marketing, Customer and Product, Luke Waldren, said:
“We know Aussies are eagerly awaiting not only the return of sport, but to be able to enjoy it with their mates as well. So, we’re encouraging fans to put rivalries aside and unite to help ‘play find a way’ and the fastest way to do that is to download the COVIDsafe app.”

The campaign initially launched across press and social channels on Sunday May 17. The ‘Requiem for a Pie’ TVC follows today in advance of the NRL season return on Thursday night, with further activations launching in the lead-up to the restart of the AFL season.


Cam Blackley – Chief Creative Officer
Doug Hamilton – Creative Director
Chris Cheeseman – Head of Art
Matthew Harrington – Craft Designer
Simon Kent – Creative Technologist
Nick Jacobs – Acting Head of Strategy
Jasmina Porter – Group Head
Will Woods – Senior Account Director
Joshua Johns – Senior Account Manager
Kurt Griffin – Account Manager
Dean Trendler – Project Director
Ros Payne – Senior TV Producer
Lill Schroeder – Senior Broadcast Producer
Greg Hyslop – Lead Print Producer

Luke Waldren – EGM Marketing, Customer & Product
Kent Madders – Head of Brand and Marketing
John Vellis – General Manager Media & Sponsorship
Jonathon Rhydderch – Senior Marketing Manager
David Marsh – Marketing Manager, Sport

Production Company – Revolver/ Will O’Rourke
Matt Devine – Director
Michael Ritchie – MD / EP
Pip Smart – EP
Alex Kember – Producer
Stefan Duscio – DP
Dan Lee @ ARC Edit – Editor

OMD Australia

TAB continues to roll out its new campaign supporting the ‘Long May We Play’ brand platform this week.



Nicole Kidman and Jack Thompson join other familiar faces to support the Sydney Film Festival.

Stories is the outcome of a rich collaboration of SFF supporters – creatives, actors and filmmakers. Gillian Armstrong AM, Rose Byrne, Marta Dusseldorp, Nash Edgerton, Damon Herriman, Nicole Kidman AC, Ewen Leslie, Heather Mitchell AM, Daniel Monks, Sam Neill DCNZM OBE, Miranda Tapsell, Jack Thompson AM, Lynette Wallworth, Rachel Ward AM, Hugo Weaving AO and David Wenham contributed their voices to the initiative, filming a collective poem – Stories.

The film features Australian industry icons reading Stories, a stirring poem written by M&C Saatchi Group Creative Director Andy Flemming about the importance of creativity, debate, discovery and truth-telling.

The timing of the piece is especially pertinent for the film festival, which will be virtual this year for the first time in its history. But whether movie or computer screen, the festival is adamant that stories from around the world are even more important in these troubled times.

Sydney Film Festival CEO Leigh Small: “Sydney Film Festival is thrilled to have sparked such a moment of creative reflection from some of Australia’s most talented filmmakers and storytellers.”

M&C Saatchi’s Andy Flemming said: “Stories are one of the fundamental reasons for us being us. From stories calved onto Egyptian tombs, embroidered into tapestries or shot on 35mm, they share knowledge, history and humanity. We live in an age where many of our stories are picked for us by a computer algorithm, so film festivals are critical for how we see the world. As a film lover, it was a privilege to write these words – and made it even more exciting to hear some of the world’s greatest talent delivering them.”

All talent and expertise were donated to the philanthropic campaign. The initiative, in collaboration with advertising agency M&C Saatchi and production company FINCH, sees a cast of 16 formidable Australian actors and filmmakers join forces via video to champion the Festival.

Sydney Film Festival has partnered with international film festivals and local streaming service SBS On Demand, to find new ways to connect audiences to film and to support the film industry, which has been severely impacted by the COVID-19 lockdowns.

Creative Agency M&C Saatchi
Chief Creative Officer: Cam Blackley
Group Creative Director Andy Flemming
Writer: Andy Flemming
Art Director: Rosita Rawnsley-Mason
Account Director: Charlotte O’Brien
Strategist: Alexi Hall
Production Company: FINCH
Director: Kyra Bartley
Executive Producer: Loren Bradley
Editor: Jack Hutchings, The Editors
Post Production: Atticus
Sound Mix: Abigail Sie, Song Zu
Composer: Adrian Sergovich, Song Zu
Sydney Film Festival CEO: Leigh Small
Sydney Film Festival Philanthropy Manager: Georgia Shepherd


Sydney Film Festival is a major event on the New South Wales cultural calendar and is one of the world’s longest-running film festivals. For more information visit:

Gillian Armstrong AM, Rose Byrne, Marta Dusseldorp, Nash Edgerton, Damon Herriman, Nicole Kidman AC, Ewen Leslie, Heather Mitchell AM, Daniel Monks, Sam Neill DCNZM OBE, Miranda Tapsell, Jack Thompson AM, Lynette Wallworth, Rachel Ward AM, Hugo Weaving AO and David Wenham contributed.



On Christmas Day, as millions of Brits tuned in to the Queen’s Speech, pop icon Kylie Minogue delivered a song of mateship to entice visitors Down Under in a new campaign via M&C Saatchi, Sydney. Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform

In a timely gesture, the 3-minute extravaganza, entitled Matesong, celebrates the rich and longstanding ties that exist between Australia and the UK.

UK audiences have been introduced to the performance in the weeks leading up to the Queen’s annual address via unbranded TV programming in partnership with ITV through on-station idents. Additionally, out-of-home advertising and an appointment to view in TV guide scheduling planted the seed. On Christmas Day in the UK, Kylie Minogue revealed the true motive behind Matesong – one nation reaching out to another in friendship when it’s needed most.

Set against a backdrop of extraordinary Australian landscapes, Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform which aims to elevate the strengths of the destination to include its people, personality and way of life.

Says Susan Coghill, chief marketing officer, Tourism Australia: “We’ve sought to capture the Australian way of life with a campaign delivered in a big media moment and in a creative way we think will resonate in the UK and entice more of our British mates to visit us Down Under.”

Says Cam Blackley, chief creative officer, M&C Saatchi: “The world’s in a tricky place right now. So, it’s a pleasure to deliver a little lightness and brightness through an Aussie icon extending the hand of mateship on behalf of all Australians. And a couple of Quokkas. This is really special because it’s the first time ever one country has created a bespoke piece to directly talk to another country on a personal level.”

Says Russell Hopson, group managing director, M&C Saatchi: “Excited doesn’t come close to describing how we all feel about this work finally getting out of the bag. It’s no secret that the Brits have had a tough year, or maybe more than one, and so landing the fact that they’ll always have a mate in the Aussies was too good an opportunity to miss. And who better to deliver the message than actual pop royalty herself, Kylie Minogue? This work literally has it all, from the Queen’s speech to Shane Warne- all underpinned by a powerful strategy of selling the Australian character and way of life. We think the Brits will love it.”

Matesong was written in collaboration with Tony-nominated singer-songwriter Eddie Perfect and directed by award winning production company, Revolver/Will O’Rourke. Starring alongside Kylie Minogue is Australian comedian and TV presenter Adam Hills, with supporting cameo appearances from Shane Warne, Ash Barty, Ian Thorpe, the Aboriginal Comedy Allstars and others.

Says Phillipa Harrison, managing director, Tourism Australia: “Who better to deliver the message than Kylie Minogue. She embodies so much of what we want to share with the world – our warm, fun and friendly personality. Not only does she have a deep and authentic connection with Australia, but she is a much-loved and recognised icon in the UK as well.”

Adds Coghill: “Our research supports what we in Australia all instinctively know – that the Australian way of life is unique on the world stage and incredibly appealing to people visiting our great country.”

Australia’s federal tourism minister Simon Birmingham said he hoped the new campaign would help reinvigorate the UK market: “This campaign is about reminding Brits that Australia is a diverse and welcoming destination that still offers all the things that they love about our country, from our white sandy beaches to our native animals and our famous laidback outdoor lifestyle.”

Says Neil Peace, client director, UM-UK: “A tourism board teaming up with Kylie Minogue to launch a song teasing brits to visit Australia is as unlikely as it is brave. But Matesong is a triumphant, playful nod to the things that unite us with our mates down under, from cricket to Kylie herself.

“UM London is proud to be part of such a bold, innovative campaign that reflects the hard work, innovation and conviction of both TA and it’s wider agency partners. And we’re very much in agreement, that a quokka, is really what we all need.”


Says Jack Graham, senior strategy director, UM Australia: “What makes Australia unique isn’t just the things you see, but the people you meet and their unique way of life. Nothing is more Australian than inviting someone over when they’re doing it tough. We couldn’t be more thrilled to deliver an invitation of this scale or at this time of year through our media partners. A delivery ecosystem leveraged to reignite urgency and desire to experience our way of life.”

Says Simon Brock, creative director, Digitas: “This campaign has something for every British traveller. For those entering the new year with distant hopes of travel, it’s a bright, buoyant invitation to get inspired. For those already planning their next trip, the work does a brilliant job of showing why Australia has to be on their shortlist. And if they already have their sights squarely set on Australia, it’s an all-singing, all-dancing itinerary for the trip of a lifetime. At every stage of the travel journey, Kylie’s invitation to the Brits can cut through.”

Says Jo Carr, co-founder and chief client officer, Hope&Glory: “We’re beyond excited to work with Tourism Australia on this campaign especially given their track record in delivering stand-out creative work. Australia is well known for “mateship” and who better to extend a hand of friendship to us at this time of year than cultural icon and pop royalty, Kylie Minogue.”

Says Richard Brett, CEO, opr: “We love how Matesong captures the banter of Aussie mateship and is brought to life through tongue-in-cheek lyrics, iconic Australians and incredible locations around the country. The campaign highlights the quintessential Aussie experience that’s sure to entice our British mates to visit us Down Under.”

Following the initial airing, the campaign will continue to run on British television, digital platforms, social channels, in cinemas and out-of-home advertising, and will be extended by a range of commercial and media partners including Singapore Airlines, The Telegraph UK and TripAdvisor.

Further information about the new campaign can be found at

Artist: Kylie Minogue
Music and Lyrics: Eddie Perfect

M&C Saatchi Sydney
Chief Creative Officer Cam Blackley
Executive Creative Directors Mandie van der Merwe & Avish Gordhan
Group Creative Director Andy Flemming
Senior Copywriter Curt McDonald & Chris Brailey
Senior Art Director Rosita Rawnsley-Mason
Copywriter Rubini Gun
Art Director Matt Corcoran
Group Managing Partner Russell Hopson
Group Head Emma McJury
Senior Account Director Nikki Chapman
Account Director James Steer
Head of Broadcast Loren August
Lead Print Producer Greg Hyslop
Chief Strategy Officer Justin Graham
Head of Strategy Rachael Fraser
Senior Strategy Director Nick Jacobs
Design Director Simone Cherry & James Jamias
Designer Matt Harrington
Finished Artist Ian Hartigan & Holly Jones
Retoucher Nicko Mueller & Richard Hughes

M&C UK Team
Creative Matt Collier & Wayne Robinson
Deputy MD Mark Newnes
Head of Strategy Steve Parker
Account Director Evan O’Driscoll
Senior Account Manager Samantha Lane

Production Company – Revolver/Will O’Rourke x Somesuch
Edit – Trim Editing
Grade – Framestore
Online/VFX – FIN Design + Effects
Music + Lyrics – Eddie Perfect
Music + Sound – Soundtree Music
Stills Photographer Nicole Bentley


UM (Global Team)
Senior Strategy Director Jack Graham
Senior Client Director Ashleigh Markou
Senior Digital Partnerships Manager Anthony Thomas
Digital Director Sarina Ballauff
General Manager Sydney Sophie Bingham

Client Director Neil Peace
Comms Director Charlotte Netherwood
Performance Director Allison McMordie
Comms Manager Deborah Widdick & Isabelle Locke
Broadcast Director Zoe Sylvester
Strategy Director Lauren Raymond
Comms Executive Savarna Burrows


Head of Production Lizzie Strobel
Client Partner Oli Cassidy
Creative Director Simon Brock
Account Manager Rachel Malone
Account Director Max Cahill
Design Lead Oliver Ree
Creative Nick Duron
Designer Júlia Correa
Senior AEM Developer Rupesh Kumar & Umang Mittal

Stack Chat
CEO Marcus Robinson
CTO Mark Szumowski
Senior Devops Engineer Sam Banks


Hope & Glory (UK)
Managing Partner Jo Carr
Creative Director Gavin Lewis
Associate Director Natalie Davies & Nicola Burton
Account Director Joccoaa Hand
Senior Account Executive Dani Hayhurst & Lisa Barlow
Account Executive Agatha Hyatt
Account Assistant Stephanie Talbot

opr Agency
Chief Strategy Officer Kaz Scott
Chief Creative Officer Bridget Jung
Associate Director Luke McClelland
Account Director Ellee Donald
Strategy & Planning Manager Laura Stoll
Chief Digital Officer Daniel Young
Senior Digital Strategist John Harding-Easson
Senior Account Manager Zoe O’Sullivan
Senior Account Executive Madison Scott

Managing Director Phillipa Harrison
Chief Marketing Officer Susan Coghill

Brand, Campaigns and Media
General Manager – Brand, Campaigns & Media Michaela Chan
Global Campaigns Manager, West Ashleigh Sorensen
Campaigns Executive, West Laura Rankine
Global Manager, Media & Partnerships Marketing Alex Lowes
Marketing Media Manager Rochelle Vinson
Studio Manager Andrew Still
Campaign Executive – Brand Stephanie Denman

PR and Communications
General Manager, PR, Social & Content Anita Godbeer
Global Manager, Public Relations Emma Sturgiss
Global Manager, Advocacy Nicole Foster
Broadcast & Event Partnerships Manager Minta Burn
Publicist Lauren Caverley
Global Manager, Social Media Nick Henderson
Social Media Producer Novy Wong
Global Manager, Content Joleen Booth
General Manager, Communications & Government Leo Seaton
Public Affairs Manager Kim Moore
Government Communications Manager Erin Foster
Senior Corporate Communications Manager Hayley Taylor
Consumer Marketing Graduate Georgie Johnson

General Manager, Digital Strategy Paul Bailey
Global Manager Digital, Mobile & UX Larissa Nery
Chief Information Officer Shaune Rosser
Marketing Technology Manager Manjit Gill
Global Digital Product Manager Rachel Bernauer

UK Office:
Regional General Manager Sally Cope
Marketing Manager Kirsten Webber
PR Manager Stuart Fyfe
Partnerships & Distribution Manager Pete Mills
Senior PR Executive Kate Hodges
Marketing Executive David Olding
Digital Marketing Executive Nick Musson
Business Development Manager Benjamin Taprell
Digital Coordinator, Aussie Specialist Program Silvija Bradford
Aussie Specialist Trainer Alison Lee

Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform

Bohemia Celebrates MFA Awards

The Bohemia Team at the 2019 MFA Awards

Bohemia celebrates MFA Award wins

The team dominated at awards night, taking home four wins.

The Bohemia team have taken home the win in four categories at this year’s MFA awards. 

With a renewed focus on effectiveness, the recognition is testament to the team’s commitment to delivering tangible results for their clients through the art and science of media. 

The wins included Brand Impact and Long Term Results for Gastro-Stop, Real Time Marketing for and Bravery for Ozmosis. 

Brand Impact & Long Term Results


Challenged to improve the overall Gastro-Stop’s suffer-to-treat ratio from 50% to 60% (as measured by brand tracking), the team had to affect change on a relatively low budget.

The team leveraged behavioural insights to create the Get Back to Your Asian Adventure campaign, playing off the FOMO attached to gastro and positioning Gastro-Stop as a kind of “Travel Insurance” throughout the travel journey. 

The results were outstanding.

  • 69% of people treating (against 60% target)
  • 46% increase in frequency of use
  • 40% increase in brand salience
  • 17% increase in value of sales (against 5% target)

Gastro-Stop also gained ascendancy in brand awareness over the key competitor for the first time, with the competitor decreasing to 40% and Gastro-Stop increasing to 51%. 

It also delivered significant and enduring commercial impact, leading to the brand being accepted into grocery in 2018.

Real-Time Marketing

As the #1 news site in Australia, is under constant pressure to defend its position given the ubiquitous availability of news online. And though the millennial audience was the ticket to further growth – this group were largely getting their news in their social feeds.

So we set out to burst the social bubble of Australian millennials.

Using real-time data and information to engage with consumers in a dynamic, adaptive manner, creative was executed daily in DOOH with weekly TV – neither usually thought of as real-time mediums.

Journalists, the marketing department, Bohemia and M&C Saatchi Sydney were united in a “war room” approach. Working together every day for the four months of the campaign to move at the speed of news.

  • 9am News Shortlist
  • Noon, first round creative
  • 3pm, live in digital, social, search and digital out of home

In total, 85 creative executions went live in under four months.

The campaign delivered impressive levels of growth on a very high base.

  • 10.3M Unique Audience (+13% growth vs target of +5%).
  • +1.1M New customers on a base of 9.2 million.
  • 9.5% Brand awareness.
  • 10% Increase on lead from the nearest competitor (



The MFA Bravery award demonstrate and celebrates how brave decision making has the ability to unlock results for brands and businesses.

Faced with a category in decline and a customer profile which over-indexed on mums and under-indexed on the skaters and surfers themselves, Ozmosis needed to do something drastic to grab the attention of this low-attention audience.

Knowing that the persistence to land a new trick or catch an irresistible wave comes with its fair share of bruises and scars, our strategy was to leverage these battle wounds as a medium to drive both earned attention and traffic to stores. 


  • 13% uplift in sales against 10% target
  • 61% of audience feeling more positive about Ozmosis against 50% target
  • 55% of audience agrees Ozmosis feels edgier and different against 50% target
  • 10x industry average click through rate
  • 105x industry average Facebook / Instagram engagement
  • +30% mobile click through rate vs retail benchmark

Most Innovative Media & Marketing Company 2019

Most Innovative Media & Marketing Company 2019

M&C Saatchi has been recognised as the Most Innovative Media and Marketing Company in Australia and New Zealand by The Australian Financial Review’s Most Innovative Companies list.

This is the fifth year in a row that M&C Saatchi has appeared on the coveted list. In 2017 the agency was ranked the Most Innovative Company in Australia and awarded Best Product Innovation and Best Overall Innovation for the NRMA FireBlanket, a fire detection system created by the agency for the insurance brand. In 2018, the business was recognised for Best Innovation Culture.

This year, the agency was celebrated as the most innovative in the media and marketing industry, having exceeded in a range of criteria including its approach to innovation both for clients and its own business.

The innovation highlighted was the creation of Minerva, an Artificial Intelligence (AI) robot designed by M&C Saatchi’s CX and data specialists, Lida.

Minerva, or Minnie for short, was built using best-in-class and custom-made machine learning tools to provide a complete overview of the components of advertising. These components involve object identification, optical character recognition (image to text), sentiment analysis, gender/age/emotion classification, colour coding and more. This data is then stored in a database with the ability for AI to extract and visualise trends and enable analysis.

On International Women’s Day 2019, Minnie’s analysis of 80 years of advertising to women in The Australian Women’s Weekly was released. The analysis highlighted the change required by advertisers in regards to the depiction of women in advertising.

The initial findings included insights such as the fact that the skin colour of models has not changed. From the 1930s to today, the women in magazine advertisements are still overwhelmingly white-skinned and blonde. Additionally, until the 1980s, the language in advertising in The Australian Women’s Weekly was overwhelmingly patriarchal with the word ‘man’ more prevalent than ‘woman’ despite the advertising being directed at women.

Based on these findings, M&C Saatchi has since engaged with several brands to help decode their advertising and provide an objective view of how they portray diversity.


“At M&C Saatchi, we pride ourselves on using creativity to find innovative approaches that solve far-reaching problems. Minnie is a brilliant example of that, as is the work she has done so far in changing advertising for the better. Being recognised by the AFR’s Most Innovative Companies list is a great honour for our teams and the efforts they put into bringing this to life as well as our overall commitment to innovation.”

Jaimes Leggett, CEO