APG Ideas Exchange with Neal Fairfield

Around 50 people from the local industry attended the Perth APG Ideas Exchange featuring Neal Fairfield, Planning Director of Saatchi & Saatchi last week. Fairfield shared the ideas behind the award winning ‘Tooheys New. The official currency of the beer economy.’

(Pictured above: Jon Steel, Paul Yole, Neal Fairfield, Derry Simpson & Ronnie Duncan)

APG Chairman of Judges and GPY&R Chief of Strategy Officer Jon Steel introduced the evening with a look back at how the judges uncovered the winning papers, describing Neal’s work as “…a genius insight.”

Awarded for its brand strategy and insight, the Tooheys campaign uncovered a number of very interesting insights about the relationship between target drinkers and Tooheys, connecting these to a brilliantly simple observation that Aussies have been using beer to get things done for generations.

Thanks to local APG committee Paul Yole, Derry Simpson & Ronnie Duncan for theirefforts in bringing another great Ideas Exchange to Perth.

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