Following a recent Victorian Government Tender, Twenty20 has been retained by Parks Victoria to develop and implement a marketing and communications strategy for the launch of a new 4WD initiative.
We have been engaged to firstly, execute a fully integrated Public Relations campaign over the coming months (including the ministerial launch, television, press and magazine coverage). Following which we will be implementing BTL communications to assist in the launch (including Online/ web development, direct mail and point of sale materials). The initiative will be launched in the period from July to December 2010.
Details of the new initiative are not yet publicly available, we will however keep you posted as this exciting project rolls on.
Twenty20 look forward to sending you updates on the campaign, and its results.
ad:tech is the leading event for the digital marketing and advertising community in Australia and New Zealand. Since winning the EEAA Award for Best New Event when it launched four years ago, ad:tech has continuously served the interactive marketing space.
ad:tech 2010 was a record breaking year with over 2,200 visitors across both days making the event the number one place to meet anyone in the Australian and New Zealand digital marketing industry. Attendees benefited from a busy & engaging Expo floor, highly informative & motivating content at the FREE Keynotes, Expo Seminar Theatre & Breakfast Briefings, and insights & experiences from the leading minds in digital media.
Rod was a member of one of the Panels which focused on:
How Can Marketers Take More Responsibility For Their Digital Strategy?
• Should marketers keep their digital strategy in house or outsource?
• What is the definition of a digital strategy?
• What skill sets, tool kits, structure and resourcing are needed to best manage digital strategy?
• How can agencies better communicate ideas and strategy to clients?
• What is the impact on agencies in this 'new' world? How do you respond to the less linear approach?
• What's the role of the agency and the marketer?
The Panel generated lots of discussion and feedback. It highlighted the need to keep the new world of digital marketing in perspective. One of digital's features is its ability to have its consumer interaction measured. But as Rod said "just because something is more measurable, doesn't make it more meaningful".
All Panel members agreed that digital is not a strategy in its own right; the planning discipline of developing an overarching marketing strategy is even more critical especially when communication messages can be spread widely and unevenly. Digital is a tactic and don't expect it to do everything.
Please contact Rod if you would like some more information or you would like to give us some feedback on this story.
Late 2009 marked the 30th anniversary of Australia's leading one-to-one communication company Salmat Limited. Salmat employs 8,500 people and last year turned over $850M. Having worked closely with the senior leadership team at Salmat for the past three years Salmat turned to Twenty20 in partnership with Edelman Public Relations to create a momento of this very special occasion. The team decided to create a limited in number and individually numbered book - "Zero to a billion".
The team at Twenty20 and Edelman Public Relations commissioned Mark Jones (former AFR Technology Journalist) to write what would become a significant publication. Once involved in the project it became clear this would be an important publication, involving a series of in-depth interviews with multiple stakeholders including current staff across all levels, families, former employees, clients (current and former) just to name a few. In addition to the stories was an accompanying photographic library of more than 5000 images which formed the basis of the books visual foundations.
The book was successfully used as an opportunity to raise funds for charity via the Salmat Activate program, Salmat's charitable giving scheme where each dollar donated was matched dollar-for-dollar by the organisation.
The book celebrates a tremendous milestone for an icon of Australian business, Twenty20 congratulate Peter Mattick and Phil Salter on their outstanding achievement.
The Twenty20 design and production team are to be congratulated on an outstanding result.
To hear more about the Salmat story, or to see the book please contact your Client Business Manager or Cole Spender on (03) 9654 7788.
| Client Team: |
| Ian Jones |
General Manager Sales |
| Jennifer Miller |
Executive Assistant |
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| Edelman Public Relations Team: |
| Nic Jarvis |
Associate Director - Sydney |
| Katherine Murphy |
Senior Account Manager |
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| Twenty20 Team: |
| Fysh Rutherford |
Creative Director |
| Cole Spender |
Client Business Manager |
| Gun Woo Suk |
Senior Designer |
| Glenda Kwan |
Production Manager |
| Phil Beale |
Studio Manager |
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| Printed by: |
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| Good Impressions - Sydney |
Twenty20 are pleased to announce that after much tireless work on Thirsty Camel, Kate Messenger will now assume a new role, becoming Marketing Outsource Manager for the liquor group and it's associated companies Liquor Alliance and United. Under the new arrangement, Kate will be working down at Camel HQ as their Outsourced Marketer whilst continuing her role as a valued Client Business Manager across her other Twenty20 clients.
Thirsty Camel's new Outsource Marketing arrangement is an exciting development for Twenty20's partnership with the United Liquor Group, with 3 of our major clients now embracing the new Outsourced Marketing Model, and two of those now in a larger capacity. It is also a great recognition of the contribution Kate and the Twenty20 team have put in, developing marketing strategies, establishing milestones and implementing key creative projects for the brand.
Twenty20 developed Outsourcing as a way for our clients to focus more on their core business, and all have experienced greater cost efficiencies, accountability and efficiency in their operations as a result. We are proud to be the pioneers of this new model in Australia and feel that the benefits Outsourced Marketing has for businesses in this country is yet to be fully realised.
Twenty20's Outsourcing model can be used by clients who require an outsourced Marketing Department function (such as the case with Thirsty Camel), or simply an extra hand on deck to manage a large individual marketing project. We have found the Outsourced model is also very helpful for small to medium businesses with limited expertise or staff dedicated to Marketing. We are quite flexible in our approach and happy to discuss how the model can work to suit your individual needs.
If you're curious to know more about Twenty20 Outsourcing, contact Rod Curtis at our office for a discussion and to view our Twenty20 Outsourcing presentation, or visit our website.
After much work behind the scenes, and months of strategic planning by Twenty20 Outsourcing, Breedersales.com is now launched, live and on the web. To coincide with the commencement of this exciting new agribusiness website, Twenty20 developed a highly visible trade stand to be situated amongst the bulls, cows, sheep and billy goats in the Livestock Pavillion at the Royal Melbourne Show.
The strategy behind the launch was devised by Twenty20's outsourced marketing team led by Kate Messenger, with more activity planned for coming months to create a buzz in the breeding community.
Using the Royal Show was a perfect strategic choice for Breedersales, given the high numbers of serious breeders, stud farmers and primary production representatives that attend the 10 day event, not to mention the attendance of around half a million visitors from Metropolitan and Regional areas. The stand also gave the sales team an opportunity to demonstrate the site using a plasma screen built into the backdrop, and show potential customers how easy the site is to use.
In addition to the Breedersales display, Twenty20 also created an introductory promotion to encourage registration, visitation and population of classified material and business profiles for the website, and fact sheets and brochures to inform breeders and primary producers about the benefits of Breedersales. This, along with some solid travelling and sales work by the Breedersales team has proven successful. The website now has some of the larger stud farms around Australia contributing and promoting themselves on the site - including one of the largest Alpaca farmers, and one of the largest Angus Cattle Studs in the country.
While it is early days, and the site is still in its Beta mode, feedback to the launch stage developed by the Twenty20 Outsourcing Team has been very positive, and the site will only continue to grow in coming months. In addition, the Breedersales' distinctive corporate logo has been well received and the Sales Rep 4WD vehicles with their arrow decal 'swimmers' have been drawing considerable attention in the country towns they visit!
| Breedersales Team: |
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| Chris Doherty |
Director |
| Will Clennett |
Director |
| Lewis Romano |
Director |
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| Twenty20 Team: |
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| Kate Messenger |
Client Business Manager |
| Angus Williams |
Senior Writer |
| Ben Ong |
Art Director |
| Gun Woo Suk |
Art Director |
| Glenda Kwan |
Production Manager |
Off the back of a challenging year of trading for the boating industry, Twenty20 and Mercury Marine have put together a strong campaign to kickstart the peak sales season early and get boat owners thinking about what they need to get out on the water in time for Summer.
Mercury's dealership event - New Mercury Month, which will commence in October and will offer great deals across Mercury, Mercruiser and Mariner engines, parts and accessories. The event will run with a full suite of cut-through executions to boost awareness and generate dealer floor traffic for one month, including:
- Television
- Radio
- Online Web Banners on sites like boatpoint.com.au
- Point of sale signage
- DM letters to inform current owners about the opportunity for engine upgrades and re-powering
Presentations of the proposed event have been well received by independent dealers across Australia resulting in high participation/subscription rates. Possibilities are also being explored at time of printing for the campaign to run in New Zealand with discussions with dealer networks occurring there. Keep an eye out for the TV commercial on a small screen near you during October.
| Mercury Marine Team: |
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| Anthony Brown |
Marketing Services Manager |
| Nicholas Webb |
Marketing & Dealer Dev. Manager |
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| Twenty20 Team: |
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| Fysh Rutherford |
Creative Director |
| Cole Spender |
Client Business Manager |
| Andrew Panozzo |
Senior Art Director |
| Angus Williams |
Senior Writer |
| Ben Ong |
Art Director |
| Nick Vargheese |
Digital Media Developer |
In early August, some of the biggest names in Australian advertising were inducted into the AWARD Hall of fame at a gala dinner held in Sydney's Centennial Park.
AWARD is Australia's preeminent advertising award. The Hall of Fame honours those who have made an outstanding contribution to Australian advertising over an extended period of time.
Twenty20's resident advertising legend and Creative Director, Fysh Rutherford, was lured out of MC retirement to preside over the induction duties.
"I've had the privilege of working with many of these guys, and they are all legends, so I jumped at the opportunity. But I think this honour has more to do with my MC work at the Caxton's Awards, which I did for 20 years, than anything else."
No one at Twenty20 believes that for a minute. Because we all know how passionately Fysh believes in striving for business solutions that embrace creativity. Indeed, to quote Edward de Bono, we firmly believe that "Without creativity there is only repetition and routine. Merely being competent is the kiss of death".
So with that all being said, here at Twenty20 we're proud of Fysh's creative credentials and that he was part of such an auspicious event.
One of Twenty20's newest client additions has just created one of our most intriguing strategic and creative challenges.
Breedersales.com, a website that is scheduled to be officially launched later in the year, is set to become a popular online destination for breeders and primary producers. The site has been designed to appeal to anyone looking to breed or sell animals, as well as those seeking genetic breeding material and services for horses, cattle, sheep and alpacas. The site's offering will be unique in Australia and thus needed a brandmark that was equally revolutionary. More...
Business outcomes are the focus of everything we do at Twenty20 and to that end it is extremely pleasing to see that, according to the latest Victorian Building Permits Report, our client Simonds Homes has become the No. 1 new home builder in the Victorian market.
Simonds management started implementing a new go-to-market strategy some 2 years ago when Simonds was around No. 5 in the market. The Simonds customer experience was enhanced with new decentralised management functions and an intense focus on product design quality which was clearly aimed at the volume market.
As well, Simonds took the innovative step of outsourcing their marketing department and its entire function to Twenty20. More...
Recently the bad economic news has far outweighed the good, but a campaign by Twenty20 has assisted Suite Deals Furniture to defy this trend. Thanks to some stand out concepts, Suite Deals December figures are up on last year and January sales were looking strong overall.
Says Suite Deals General Manager of Product, Rob Officer, "The campaign is working and we’re happy with the new message - you’d have to say we are pleased that we have continued to differentiate ourselves away from the pack."
In response to Suite Deals’ challenge – a large volume of stock that required clearing over the summer period, Twenty20 devised the ‘Ex-warehouse Sale’ concept, using visual elements and the ‘Ex’ device to reinforce the message of Suite Deals ex-rental furniture range. The result is a colourful and impacting message that has succeeded in cutting through the pre and post Christmas sale clutter. More...