Market United wins Perth Festival digital work
Following a recent digital tender for Perth International Arts Festival, Market United has been selected as the agency of choice.
Perth International Arts Festival General Manager Julian Donaldson said “2012 is the first for Artistic Director Jonathan Holloway and our 60th Festival. Jonathan brings energy, enthusiasm and ambitious vision to the Festival that must be matched by a highly sophisticated approach to engaging audiences in the most direct and compelling way possible. We look forward to working with Market United (digital) alongside our lead agency 303 (creative/media) to actively engage the people of Perth (and beyond) in this major event. Mark it in your calendar now – 2012 Perth Festival program willlaunch on 2 November this year.”
13 Comments
Nice work Market United. Looking forward to the digital campaign!
So Market United gets to execute 303’s creative idea digitally. Or what? Clearly Fi above thinks they are going to develop a campaign. Can’t see that working unless it is part of a bigger festival concept, which is surely the creative agencies remit? Add into all of this the fact that 303’s last creative campaign for PIAF was mostly digitally and it is all a confusing muddle.
La-di-da – just in case you didn’t know, the digital element of any campaign doesn’t necessarily have to be a cut and paste of the the ALT idea (and that really goes for any element of any campaign). Propositions can be interpreted and executed in different ways and still marry into the central idea. Client’s like Murdoch do this really well.
Also – I know it might seem like a novel or even unthinkable idea to you. But what if – and its just a thought – that both agencies work TOGETHER from the start of the briefing process – OMG!! Can you imagine!!!
La-di-da, in our minds there isn’t a muddle in having a digital agency working with a brand agency to deliver great integrated campaigns – in fact we do that frequently with many of the brand agencies in town. In particular, we’d like to think that 303 and MU ‘muddle’ through Synergy quite nicely and we’re really excited to be working with 303 and Perth International Arts Festival on this project.
Let me guess, La di-da and anon are from 303 and MU respectively? The campaign’s in tatters already!
ah…only if there were like buttons for this comments! Like your thinking 11:22
Anonymous
I tend to disagree. The reason 303’s Totem idea work worked so well last year is that it was an integrated thought. Consumers have busy and complicated enough lives already without the campaign feeling like two campaigns (i.e.: Murdoch), which inevitably happens because digital agencies feel the need to make their creative ‘mark’ on a campaign rather than do what’s right for the consumer and make the idea feel seamless.
To execute your own iteration of a proposition and expect the consumer to do the work to draw links between the two is not best practice, it’s mismanagement.
How about “congratulations 303 and MU” instead of drawing conclusions about the demise of a campaign that hasn’t even hit market?
Dearest Turf Wars – if doing what’s right for the consumer is really what’s the most important thing, then lead agencies should be big enough to turn around and tell a client that if a campaign’s lead/main channel is the digital space, then perhaps the digital agency should take the creative lead. I spose hell would have to freeze over first for that to happen.
You obviously haven’t been able to ever work in an environment where different agencies work together on one campaign – god forbid you ever go to somewhere like London and have to work with an ATL, BTL, DM, Events and Media agency, etc all at once. Different channels have different roles to play in meeting comms objectives – sometimes variations (and no, not total different ideas – that’s not what I said) of an idea are necessary to meet those objectives. It really comes back to the suggestion that both the ATL agency and the digital agency should work together from day 1 to develop ideas to present to the client.
While you think our consumers are time poor and have oh so complicated lives, you obvioulsy think they are also stupid. Give people some credit.
And no, I can promise you I’m not from MU – or a digital agency. I just don’t feel the need to play ‘turf wars’.
Am disregarding the cynical posts above; which really just display once again some of this town’s naive thinking.
Turf Wars – To say that “digital agencies feel the need to make their creative mark rather than do what’s right for the consumer” is a gross generalisation – there are a number of excellent digital agencies in this town who work well with traditional creative agencies, media agencies & clients. It is possible to have a collaborative approach – that achieves campaign objectives, message synergy and audience engagement – and if you’re not finding that, then you’re working with the wrong people.
Congrats to MU and 303. Well said 11:22 (i wanted to hit “like” as well) and also well said Simone.
turf wars, I feel perhaps you don’t see the value we provide as a digital agency which it seems clients do. After all, this story is about a business win! Integrated thinking does not mean exclusivity to one production company or agency, I feel it’s much wiser to have the best practitioners contributing to a campaign or project and that’s the reason we were selected.
If you would like to email me, I’ll happily invite you to come and see how we successfully manage integration with a number of agencies and clients.
We live in a cynical worl….
You had me at hello. But damn this town IS cynical.
Not wanting to take anything away from the significance of MU’s win, but looking back at the 303 work for last year’s festival as reported on here (http://www.campaignbrief.com/wa/2011/02/lovers-of-art-become-the-creat.html) it seems hard to see how you can get an anymore digitally integrated advertising execution than that. Maybe we are all on the wrong track and what MU are actually going to be doing is delivering the site experience itself ? After all, it was only the first post here that mentioned anything about digital campaigns from MU. Some clarity would help here since collectively we are in danger of dragging a great brand and a couple of good agencies through the mud based on speculation and heresay.