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Archive for May, 2009


and this is just plain funny 0

Posted on May 29, 2009 by Liz Rowell

A youtube karaoke competition from Fallon Minneapolis for Boston Market.

An oldie but a goodie 0

Posted on May 29, 2009 by Liz Rowell

We had our bi-monthly company forum last night. We set ourselves a little challenge or task for each of them that makes us think outside the everyday. This month each Arket/te was asked to pick an ad, and then write the brief that was behind it. Mel did a good job analysing the AML Sam Kerkovich campaign. Which reminded me of this one from the Palace featuring everyday Australian women talking about why they’re so tired all the time. It was years ago and most of the kids hadn’t seen it. As far as I can see it hasn’t aged a bit (apart from some hair and makeup issues) in fact it probably resonates even more strongly today. It doesn’t seem to be on youtube but you can find it on the Gruen Transfer site, along with a very young Naomi Watts.

7 out of 10 Australian Women

7 out of 10 Australian Women

What is it about the name Della? 0

Posted on May 28, 2009 by Liz Rowell

They always seem to get themselves into trouble. Last week Dell computers launched their new site, Della, developed specially for us chicks who don’t understand like computers and technology and the internet and stuff. You really need to read the comments posted on the site. There are some fired up people out there. 

Now I like a pink laptop as much as the next girl. But it does seem a missed opportunity to just target women as those most likely to need basic help on crazy concepts like forums and taking a lightweight laptop with you when you travel. They could have targeted just, say, people who don’t know much about this sort of stuff and would like some help. The site has that dreamy, feminine look to it too. Kind of like a 1980s tampon ad where you’re required to immediately put on a pair of white trousers and go riding on a white horse along a white beach whenever you have your period. 

Here’s a girl who would get a lot out of Della, and it’s not Belinda Neal.

It’s my birthday and I’m blonde so…. 0

Posted on May 27, 2009 by Liz Rowell

Here is a super funny clip. It brings me to the question of “princesses”, which I was pondering over the weekend (although Kelly, who seems to be some kind of minor US celebrity, is actually quite charming in that southern, is Europe a country kind of way). Princesses used to be as good as they were beautiful in the fairy stories. Now they are the fat chicks having a tantrum on bridezillas. I once worked with a girl who said she was a princess but then demolished any waitstaff that came into a 1 metre radius. Not my definition of a princess at all……. Will the GFC force a re-evaluation on what constitutes true princess-like behaviour? Princess Mary, do you have anything to say on this? It may seem a bit trite but I hope there will be some kind of a global shift on this. Paris Hilton finally checks out of the Hotel California.

Is this the dumbest blonde in the world? or the smartest? She is pretty funny, She just doesn’t know a lot about jografi. Or France. And the host isn’t really across Hungry either.

Off to a VIP shoe shopping party 0

Posted on May 21, 2009 by Liz Rowell

Life’s good sometimes

Field sales force effectiveness and improved ROI 0

Posted on May 20, 2009 by Liz Rowell

We have been off the air for a few days working with 20:20 RDI on a field force analysis project for a major food manufacturer and presenting the results to them It was unbelievably insightful and interesting. We identified, for example, that in a recent promotional window, there was a higher sales uplift in stores that were NOT VISITED BY THE FIELD FORCE than on stores that received up to 12 VISITS. Clearly there’s a lot of context around that kind of data but it does make you think. Why is it so? More on this tomorrow.

Online communities 0

Posted on May 15, 2009 by Liz Rowell

Remember my post a few days ago on IAG? It seems Coles is getting into the act too. COLES is turning to an army of mothers for help with the direction of its own-brand products, proof that mum really is the word.The chain is quietly building a panel of mothers, thought to number more than 1000, to test everything from the quality and packaging to shelf wobblers and in-store marketing.

I’m not sure how they’re managing it – it doesn’t say it’s online – but yet again proof (if proof is required) that the customer is king,particularly in these straitened times. The Marketing Department is not holder of all wisdom about the consumer. I’m not really one for quotes, but David Ogilvy’s “the consumer isn’t a moron, she’s your wife” still sort of stands up (more likely it’s your husband or boyfriend). So how can we start a conversation with him or her and find out what’s on his or her mind?

According to new research from the Internet Advertising Bureau (IAB), carried out by the Opinion Matters Tickbox.net panel, 28% of people would be happy to join a group if they were offered exclusive content or something relevant and free, whilst over a third (37%) would join a group if there is a genuine interest in what is being offered. 

So a bit of a plug for Red Ark here. We have recently partnered with a provider who manages the online communities for major brands like Woolworths, Hungry Jacks and IAG. They are getting hugely valuable insights. Put our communication skills with their techy know how and you have a winning double act. So if you want to have your finger on the pulse of what your customer is thinking and feeling 24/7 then by all means do give me a call (02 9437 1377).

Meanwhile it’s Friday and time for a bit of a laugh. Not sure what The Parent’s Jury would say about this though. They’d probably go,like, really viral or something.

But it just goes to show that if kids really want junk, they’ll get it by hook or by crook.

It’s all about Mortgage Choice at the moment 0

Posted on May 14, 2009 by Liz Rowell

We are so thrilled that the Mortgage Choice website that we designed and built is a finalist in the 2009 Business + Finance awards in the Banking Website / Online Offering of the Year category. How very cool.

And congratulations to Mortgage Choice for being a finalist in the Broker of the Year category. It’s well deserved.

AB+F Awards 2009

AB+F Awards 2009

Marketing Women – chicks, man 0

Posted on May 13, 2009 by Liz Rowell

I’ve joined this year’s new Marketing Women mentoring program (as a mentor, not a mentee, just in case you wondered). I have a lovely new mentee who is debating whether to jump ship to client side – or not. 

For all you women out there working in marketing I can thoroughly recommend that you join. I’ve had a huge amount of satisfaction out of participating in the mentoring program. And as Melissa Richardson pointed out last night, the number of women in senior management and board positions is actually DECREASING year by year. 

So do it for the sisterhood.

Oh and as well as winning Mortgage Choice, we won the pitch I was banging on about in an earlier post (a 3 word strategy) and we’ve just been appointed by another fantastic company today to look after all their marketing and advertising needs. So at the moment we are feeling quite smug. Let’s just keep our fingers crossed that the GFC doesn’t turn into the KFC – Komplete Financial Crisis. I don’t think so. Our fundamentals in Australia seem to be pretty sound. Unless we get lost up our own fundamentals.

And while we’re at it, another awesome Apple banner ad. An apple a day – it’s the everyday superfood you know. However no research suggests that eating an apple can kill a cancer cell. Another hobby horse I’ll get onto shortly.

Mortgage Choice chooses Red Ark 0

Posted on May 12, 2009 by Liz Rowell

We are thrilled to bits that Mortgage Choice have appointed us to handle their entire advertising and marketing account – and without a pitch. We’ve spent the last two years working with them on their website and digital communications, so we’ve really got to know their business. It makes a big difference when you’re putting together their advertising strategy.

Here’s a bit from the media release…

The new media campaign, which launches in July, will comprise radio, television, press and online. Red Ark will also be looking at how to transform Mortgage Choice retail spaces and how to activate the new brand positioning and brand promise into the every-day interactions between Mortgage Choice brokers, their customers and other key stakeholders.

“We now have a brand promise that focuses much more heavily on our customers’ needs and wants, not on how we operate,” commented Debbie Ennis, Head of Sales and Marketing for Mortgage Choice.

“Red Ark worked closely with us through our recent consumer research program and our strategic redirection to deliver us a positioning based on real consumer insights and feedback from our staff and franchise network.”

“It should make a large difference to our business by centering on informing consumers why Mortgage Choice can help them make the appropriate choice with financing their property purchase. We’re about so much more than finding them the ‘best’ rate. We are now taking Mortgage Choice to the next level and Red Ark will be instrumental in helping us do so.”

The whole agency is so excited. Welcome aboard Mortgage Choice! We’re looking forward to a great journey together.



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