September 21, 2007 - by James Sowden
Bangkok young professional indeed.....
Ceri one of the founding members of bellamyhayden Bangkok gets profiled by the Bangkok press...... click on the thumbnail to view.....
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September 20, 2007 - by James Sowden
Fill those awkward elevator moments.....
Having just returned from a brand workshop with the 'Eat Big Fish' team in London, I thought that putting some learnings into practice might be a good idea.
An interesting tool was used to articulate a brand's identity which was called "the elevator pitch...."
Living in Asia, one spends a lot of time in elevators and hence I have written an elevator pitch for the bellamyhayden brand... admittedly it would need to be a fairly lengthy elevator ride, but damn it would be interesting!
bh has always believed that:
- consumers connect with brand communications across an infinite scope of touchpoints.
- certain touchpoints or channels have greater influence than others. It is not always the high reaching touchpoints that are the most effective.
- a strategic solution should be unique to a clients category, brand, consumer and specific to their objectives.
bh as a brand:
- is unique, because its' approach is genuinely neutral.
- embodies genuine brand connection without the baggage or assumptions of mass media traditional advertising approaches.
- is a thinking brand, that makes a difference. We are not an implementing brand and this ensures our impartiality.
That is why we have created a product:
- called realconnectionsbh which starts by identifying a channel hierarchy through bespoke quantitative and qualitative research and ends with a strategy that defines how the brand should behave in all of the identified channels (based on their unique nature.)
- that is built on the basis that influential channels such as P2P, WOM, experience (both virtual and real) should be a startpoint for communications, which should then spread to more traditional higher reaching mass media, if we see these as necessary to the brief.
- that is highly awarded for its efficacy and innovation.
- that also drills down deep into media strategy and creative amplification.
Our audience is:
- anyone who has responsibility in optimising the connection between a brand and a target audience in order to drive sales metrics or brand equity.
- anyone who is finding that their current communication mix is delivering less than it used to.
- anyone that is having difficulty in getting all their communication channels or agencies to work together.
Our audience become bh superfans because:
- Our influence adds real value to our clients business.
- We deliver tangible results.
- Input is given to the process at the inception of briefing and we have an opinion that helps shape the entire communcation process.
- We share our clients' aspirations and ambitions (whether they be challenger brands or market leaders.)
This is different from the past because:
- We come from the perspective of 'all channels' not just advertising channels.
- We take the consumer journey from a message, to an experience, thus creating conversations and relationships.
- We prioritize channels by "influence" rather than reach.
This is different from our competitors because:
- We have a track record in true integration (our awards in both the account planning and media arena speak for themselves.)
- We can identify the best channel to use relative to a category and consumer with bespoke tools.
- We bring to life a brand idea in an orchestrated campaign flow with measurable specific delivery against every channel.
- We do not segment new media from old.
- We are neutral, independent and entrepreneurial, empowered to raise the bar without hesitation or vested interest.
- We take due diligence in understanding a clients business in order to deliver insightful, relevant and category redefining strategies.
- We run a tight ship of dedicated communications specialists from many different backgrounds.
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May 4, 2007 - by Katie Chatfield
2007 AFA Effectiveness Awards Finalists announced
SYDNEY: BMF's Lamb on Australia Day campaign and Lowe Hunt's Hyundai A-League launch campaign are among the finalists for the Advertising Federation of Australia (AFA) Effectiveness Awards.
Twenty-eight stage one finalists have been announced for the awards, which will be held on 9 August, including BWM's popular Rabbits campaign for Telstra BigPond and Clemenger BBDO's launch of Hahn Super Dry for Lion Nathan.
Colin Wilson-Brown, effectiveness committee chairman of judges, said there are "some terrific campaigns among this year's finalists".
"Entrants now have the opportunity to finesse them into award-winning case studies," he said in a statement.
"The stage one judges consisted of 43 highly regarded planners, agency principals and marketers, and we are confident that each entry has been rigorously examined by our panel."
The finalists will be considered for the gold, silver and bronze awards together with the other major awards. The most important award will be selected from the gold award winners.
The full list of finalists are:
Lamb - BMF - Meat & Livestock Australia
BigPond/Broadband - BWM - Telstra Bigpond
Red Meat - The Campaign Palace - Meat & Livestock Australia
Energizer Lithium - DDB - Energizer Asia Pacific
Masterfoods Finishing Sauces - Clemenger BBDO MasterFoods
XXX Gold - BMF - Lion Nathan
Mitsubishi Motors - Clemenger BBDO - Mitsubishi Motors Australia
Sunbeam/Espresso Machines - bellamyhayden - Sunbeam
Maxibon Package Icecream - Publicis Mojo - Nestle
Johnnie Walker Scotch Whisky - Leo Burnett - Diageo Australia
Sunny Queen Farms, Natural Grain Eggs - BCM - Sunny Queen Farms
Thredbo - Clemenger BBDO - Amalgamated Holdings
Coca-Cola Zero - Naked - The Coca-Cola Company
Hahn Super Dry - Clemenger BBDO - Lion Nathan
National Drugs Campaign - The Campaign Palace - Department of Health and Ageing
Skins - The Furnace - Skins
Hyundai A-League - Lowe Hunt - Football Federation of Australia
Olympus Tough - Saatchi & Saatchi - Olympus Imaging Australia
Toyota Yaris - Saatchi & Saatchi - Toyota
The Australian Institute of Music - Lowe Hunt - The Australian Institute of Music
M&Ms, Miss Green - Clemenger BBDO - MasterFoods
Nescafe - Publicis Mojo - Nestle
Residential Property Development - DDB - AV Jennings
Campbell's Real Stock - Clemenger BBDO - Campbell's
Mini - Naked - Mini
Adalat DROS - Medicus Sydney - Bayer Schering Pharma
Slurpee - Leo Burnett - 7 Eleven
Bundaberg Rum RTD - Leo Burnett - Diageo Australia
Story by: Adnews - 05 Apr 2007
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April 9, 2007 - by Katie Chatfield
Auto Innovation
Ford's new branded entertainment series has hit the web: Where are the Joneses.The synopsis is that Dawn has found out that she is the child of sperm donor and she now has the list of the other 27 siblings who are scattered across Europe. After contacting her new found brother Ian they begin the search with Jonti, the director filming their journey.
Besides being a funny (and interactive) show it is also a large marketing experiment sponsored by Ford that utilizes various web services and projects to deliver and process content. As the actors travel through Europe they write a blog that is a central "hub" for all the content. When new videos are available you can watch them on YouTube, photos are hosted on Flickr. They also use Twitter, MyBlogLog and many other web tools.
The whole project is interactive. Not only you can comment on the content but also you could influence the storyline and work on screenplay. This part of the project is hosted at wherearethejoneses.wikidot.com
Quite differently, in a sweetly dark and twisted effort, Scion has created an underworld for users to play in. Existing amidst the pages of a gnarly old pop-up book titled "Book of Deviants", users get to be a "Deviant" whose goal is to take back the world which is populated by "sheeple". The book flips through a series of chapters to reveal pop-up scenes, each with its own novel challenge.
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March 30, 2007 - by Katie Chatfield
Aussie agencies target Asia and the UAE
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March 9, 2007 - by Katie Chatfield
bellamyhayden plots global expansion
SYDNEY: Media strategy and planning agency bellamyhayden has launched its first overseas office just six years after opening its doors in Sydney.
More than 11 months after first pitching for the Pepsico Foods account in Thailand, the agency has announced it has secured the planning component and opened a Bangkok office.
This is the agency's first international base, which will act as a regional hub for further expansion into South East Asia.
The Pepsico Foods account will be managed by Thanasdh Kasemchaiyanandh, who joined the Bangkok division from Initiative Bangkok, and Ceri Reed, who joins from Freud PR in London. bellamyhayden will add an agency manager and continue to build staff numbers as it shifts into new business mode.
Phil Hayden, director of bellamyhayden, said Thailand is the biggest market for Pepsico in South East Asia, and one of only seven markets in the world where Pepsi holds a greater share than Coca-Cola.
In addition, the agency has been awarded the communications planning account for Pepsico Foods in New Zealand, and is planning to establish a presence in Auckland.
"It is fantastic that they have invited us to get involved in other parts of the world, and, ultimately, it is opportunities like this, around our existing client base, on which we will base our geographic expansion," Hayden said.
Pepsico is just one client Hayden believes will allow bellamyhayden to further push into Asia, New York and London. Others include GlaxoSmithKline and National Foods, a wholly owned subsidiary of the San Miguel Corporation and Asia's biggest foods and beverage company.
"Our focus in this regard, in 2007, will be to get ourselves up and running as a fully fledged regional offering in the South East Asia [and] Australasia region," Hayden said.
"What makes it exciting is that we are a genuinely 100% Australian company pushing out into the world. There are very few precedents of this happening from companies and brands from the Australian communications industry."
As well as launching into Bangkok, bellamyhayden has commenced work from its Sydney head office on global communication planning briefs for Pepsico and the Panadol brand for GlaxoSmithKline. The agency is two months into a project with the New York head office of both clients.
Since launching in Sydney in November 2000, bellamyhayden has caused nothing short of a ripple in the media market, snaring a stream of global and local clients, such as Sony Consumer Electronics, Jaguar, AMF Bowling, Sunbeam and Meat & Livestock Australia.
The start to 2007 capped off a big 2006 for the agency, which launched a Melbourne operation on the back of winning the planning business for dairy giant National Foods. The agency's other director, Simon Bellamy, said there would be a lot of focus on growing the Melbourne operation in 2007.
"Clients in Melbourne are waking up to the fact that things are changing," he said.
"We're advancing on all fronts and achieving some pretty aggressive goals."
In response to growth, and the broadening remit of communications planning, bellamyhayden restructured its business in the last quarter of the 2006.
National planning director Matt Perry relocated to head up the Melbourne office, while the Sydney team hired DDB account planner Paul Warwick as brand planning director, Katie Chatfield, previously at Creata, as digital strategy director, and Natalie Musico to head the experiential and PR channels.
The Melbourne office recently picked up the $3 million Melbourne University business, and is currently working on projects for Country Road and earth moving business Cat.
The agency is one of the most high profile companies within the publicly listed Photon group - Photon owns a 40% stake - but Hayden, and partner Simon Bellamy, are not looking to offload the remaining 60%.
Laughing at such a suggestion, Hayden said simply: "We're not for sale."
PATH TO SUCCESS
Launched in Surry Hills, Sydney, in November 2000, bellamyhayden quickly secured the 3M Australia Consumer Products account from MediaCom. The agency then went on to win major accounts for Tourism Tasmania and Johnson & Johnson. bellamyhayden's planning system, realconnections, has developed a number of major projects for Sunbeam, Macquarie Bank's leisure division and Australasian manufacturing and marketing group GUD.
Story by: Matthew Eaton Adnews - 09 Mar 2007
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May 19, 2006 - by Katie Chatfield
realconnections key to southern growth
MELBOURNE: Media strategy agency bellamyhayden will officially launch its Melbourne office next week, after securing the planning business for dairy giant National Foods.
bellamyhayden partner Simon Bellamy said the Melbourne operation would not be just a "satellite" office, but will use the company's realconnections tools to chase projects and new clients.
"Growing the office is vital," Bellamy said. "The trick is not to have a satellite office, but a fully fledged Melbourne presence."
The agency has secured premises across the road from its founding client, and its first full-time staffer, Clara Martello, joins as a strategist on the National Foods account from MindShare Melbourne. Another staff appointment, possibly an implementation planner, will be announced next week.
bellamyhayden picked up the National Foods business earlier this year, along with Publicis' new media venture, MediaVest, which will handle media buying.
Bellamy said Melbourne is a conservative market, but one with a groundswell of clients looking for independent media strategy.
He said the office had already secured its first realconnections project for Australasian manufacturing and marketing group GUD.
"We're not necessarily looking to destabilise relationships, but clients are looking for a truly independent view of things. A lot of business is internationally aligned and clients are warming to independent downstream executions," he said.
First launched in Sydney in November 2000, bellamyhayden has grown to an agency with around 16 full-time employees, and counts AMF Bowling, Sunbeam, Electrolux, Meat & Livestock Australia and, most recently, Sony Consumer Electronics among its clients.
The agency's Melbourne expansion also coincides with plans to push into Asia if a major client deal is successful. It has reportedly made the shortlist for the Pepsi business in Singapore.
Story by: Matthew Eaton Adnews- 19 May 2006
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April 19, 2006 - by Katie Chatfield
Sony Splits Media Buying
By ADNews | Wednesday | 2006-04-19
Sony will continue to use Starcom Worldwide as its main media buying agency, however Tim Rich, corporate marketing & communications manager at Sony, said bellamyhayden's appointment is intended to strengthen the electronics giant's communications planning.
"I can confirm Sony Australia's appointment of bellamyhayden as the media strategy agency for our consumer electronics business. As part of the global agreement, Starcom Worldwide will continue to be responsible for Sony Australia's media buying function," Rich said.
"With bellamyhayden on board, Sony's focus will be on employing interesting and challenging methods to engage our consumers in the media space. We look forward to working closely with both these partners in 2006 and beyond."
Bellamyhayden had an existing relationship with Sony after carrying out a range of project work for the company, including a review of its 2006 planning schedule.
Sony's consumer electronics division includes the Bravia range of flat screen LCD TVs, Sony's DVD & HD Handycams and the Sony Walkman range.Kenny Stuart, managing director of Starcom Worldwide Sydney, said the appointment does not affect Starcom's relationship with Sony."It's a planning project and doesn't affect us. We're still Sony's main agency," he said.
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August 12, 2005 - by Katie Chatfield
2005 Return on Investment Awards
This article is posted in AGENCY
August 4, 2005 - by Katie Chatfield
Big Brother ROI
| First Published In: B&T Magazine Date: August 24, 2005 |
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Falling audience numbers for the finale of Network Ten's reality juggernaut, Big Brother, coupled with controversy over the crude behaviour of its participants hasn't stemmed the enthusiasm from sponsors, with preliminary reports indicating positive results and plans already underway for a sixth series.
Media agency Bellamy Hayden's Phil Hayden, representing GlaxoSmithKline's Nicabate and Yum Restaurants' KFC, said while ROI data is still some weeks away from release, the success the Nicabate brand experienced last year encouraged it to recommit as a sponsor for the fifth series.
"We had an outstanding result last year, with a year-on-year sales increase of over 50% during the three-month period we sponsored Big Brother," Hayden said.
And it seems Ten is optimistic about the program's future, announcing its return next year, with sponsorship renewal discussions expected to begin soon.
This has been despite the fact that audience numbers for the Big Brother 'Final Eviction' and 'Winner Announced' shows last Monday night have fallen sharply compared to the previous year.
It experienced a 17% fall, from 2.2 million viewers to 1.8 million for the final eviction show and a 23% fall, from 2.9 million viewers to 2.2 million for the announcement of the series winner.
Group director at Zenith Media, Procter & Gamble's media planning and buying agency, Allan Griffiths, said the fall in total viewers was not a concern as the show remained as popular as ever in the 18-35 market targeted by Procter & Gamble brands Clairol and Pringles which sponsored the program.
"They're not final figures, but sales have been up there with record numbers for Pringles," he said.
Griffiths said the only concern in sponsoring Big Brother was the level of "risquéness" inherent in the show. But he argued that as long as the brand's target market fitted with the 18-35-year-old audience typically attracted by Big Brother, there was unlikely to be a problem.
He also said Procter & Gamble had made the decision not to be involved with the highly criticised Big brother Uncut, in an effort to protect its brands from the negative publicity attracted by the adults-only spin-off.
KFC took the same step, and Yum Restaurants' chief marketing officer, David Ovens, said he felt consumers were able to differentiate between the late-night and primetime versions of the show.
Ovens said he would not discuss exact figures, but confirmed the show "delivered us sales growth in line with our targets."
He also said falling viewer figures for the reality series were not of concern as KFC's target market was still tuning in.
"Our target is under 30 and female skewed, and in that sense [Big Brother] has been even more successful than last year," he said.
Brand Behaviour founder, Karl Treacher, said many of the food brands associated with the show are likely to be unaffected by any controversy associated with Uncut.
"KFC and Pringles...have never really tried to be particularly meaningful...so I'd expect that their involvement with the show will be successful, because it's really just exposure for exposure's sake," he said.
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July 12, 2005 - by Katie Chatfield
2005 Internet Awards
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June 1, 2005 - by Adam Milgrom
Strategic Communications Planning
bellamyhayden might be small by media agency standards, but it sure can pack a punch.With a list of awards as long as Inspector Gadget's 'Go-go Gadget' arm, and a client list that would turn many an account manager green, the company has established an impressive profile since it burst onto the scene less than five years ago. Launched in November by its three founding directors and former Media Palace colleagues Phil Hayden, Simon Bellamy and Simon Rutherford, bellamyhayden has more than quadrupled its billings and picked up a client list that Hayden describes as "to die for", including GlaxoSmithKline, Pepsi and Yum Restaurants. This article is posted in AGENCY
November 2, 2004 - by Katie Chatfield
2004 Media Federation Awards
Last night's Media Federation Awards was dominated by bellamyhayden which collected eight awards including the coveted Grand Prix.
Its work with Carat for KFC on the "KFC Cricket--suuuper stuff that" campaign proved to be the agency's most successful work taking out three awards. As well as the Grand Prix it snared the Best Integrated Media Campaign and Best Retail Campaign awards.
Receiving the Grand Prix, bellamyhayden managing director Simon Rutherford said "the campaign was a labour of love for everyone concerned".
He said the campaign took about seven months to orchestrate and thanked its client KFC for "having the balls to let us stretch the brand into new territory".
The ad was created by Singleton Ogilvy & Mather and media bought by Carat.
bellamyhayden also picked up awards for the Best use of Magazines, Best use of Newspapers, Best use of Television, Best Strategic Launch Campaign, and Best use of a Small Budget.
In other awards, Razor Media won the Best use of Outdoor category, Universal McCann won the award for the Best use of Radio, mOne won Best use of Online, Maverick won Best One-Off Media Idea, Ikon Communications won Best Demonstration of Results and ACP Publishing was given a Special Merit Award for Best Media Owner Prop.