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Selleys chemestry session_final_8_july

Mike Richardson
Mike Richardson

The Selleys brand identity guidelines document outlines rules for proper usage of the Selleys brandmark. The brandmark is rendered in Selleys Blue and reversed out of white, and is the corporate logo and registered trademark. It must always include the registered trademark symbol and only be reproduced from authorized artwork files. The document is intended to ensure consistent representation of the Selleys brandmark across applications.

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11Selleys Brand Identity Guidelines March 2020 IDENTITY OURLOGO BRANDMARK OVERVIEW NOTES ARTWORK FILES The Selleys速 brandmark is rendered in the Selleys速 Blue and reversed out of white. It is the corporate logo and registered trademark of DuluxGroup (Australia) Pty Ltd. The brandmark should always be seen as white on letters and with the Registered Trademark symbol depicted 速 It is a single, powerful point of consistency across a diverse range of products and communications. The brandmark is the essential signature required to identify the company in all applications. In countries where the Selleys速 brandmark is not widely recognised, it is essential that it be reproduced exactly as it appears on the disk provided. Please use these guidelines to ensure correct representation of the brandmark. Please note. The pattern shown here, and throughout this document, is for the purpose of acting as a canvas for the graphics to sit above. Please do not reproduce on any other materials. SelleysMasterBrand_CMYK.eps SelleysMasterBrand_PMS.eps SelleysMasterBrand_RGB.eps SelleysMasterBrand_CMYK.jpg SelleysMasterBrand_RGB.jpg from thumb drive provided
Agenda 1. The Works 10 mins 2. Research & our work 60 mins 3. Capabilities & Project Delivery 20 mins 4. Questions 30 mins
Chemistry 1) Chemistry, specifically with the actual people who will be working on the account and delivering the work.
The Works Team DAMIAN PINCUS Founder / Creative Partner CATE MATHERS Head of Strategy RUTH HAFFENDEN Managing Partner Daresay GUY PATRICK Creative Director LUCY BATCHELOR Strategist JEN HIRD Creative Project Leader
Our story
good When people are happier things happen.
Refer to video
Making interactions with brands more seamless,rewarding, and engaging. BRANDING, DESIGN AND CX AGENCY OF THE YEAR
Agencies Workplaces The Works Tenure (Years) 3.7 3.2 1.7 Voted best creative agency by Great Place To Work. Our people stick around
Keeping our culture alive whilst operating remotely. Training Agency training programs continued remotely. Social Remote drinks & remote hang overs! Active Walking meetings encouraged. Talks Thought leadership (clients welcome!) Check ins Daily video WIPs, team meetings and buddy calls. Dress ups encouraged. Yoga Video yoga sessions. (Damian yet to attend) Keeping our culture alive whilst operating remotely. Our people are our priority at The Works. And its our culture that makes us special. So we have put some guiding principles in place to keep our people engaged, productive and most importantly mentally and physically healthy and happy whilst at home. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Keeping our culture alive whilst operating remotely. Our people are our priority at The Works. And its our culture that makes us special. So we have put some guiding principles in place to keep our people engaged, productive and most importantly mentally and physically healthy and happy whilst at home. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Keeping our culture alive whilst operating remotely. Our people are our priority at The Works. And its our culture that makes us special. So we have put some guiding principles in place to keep our people engaged, productive and most importantly mentally and physically healthy and happy whilst at home. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely.
Credentials & experience 2) Credentials and experience; Ideas & campaigns developed for DIY Consumers, Trade Professional Users (including B2B). Within the Selleys速 Brand Portfolio we have Brands that target different consumer groups & require different communication strategies. The ability to develop globally relevant & transferable ideas examples for ideas/campaigns from NZ, China, Singapore & Malaysia are of interest. Examples of campaigns delivered within a creative budget of between $50k and $250k. 4) Examples of creative thinking & execution beyond TVC/ATL ideas that have 360-degree consideration and go through the line
Our DIY experience
Lets talk a bit about you...
PURCHASE INTENT BEHAVIOUR CHANGEPANDEMIC IMPACT PIVOT STRATEGIES Consumer course corrector Our proprietary COVID-19 tool By aggregating rolling quant data, social sentiment, search behaviour data and industry/brand sales data we are gaining a clearer picture of how the pandemic has impacted peoples mindsets and behaviours.
Consumer course corrector The industries Travel Health Retail DIYTechnology TelecommsFinance Alcohol My relationship with travel My relationship with my health My relationship with my money My ways of communicating and getting information/ data and entertainment My home and o鍖ce technology What and how I want to buy My relationship with alcohol My attitudes and behaviours towards home improvements
Consumer course corrector The industries Travel Health Retail DIYTechnology TelecommsFinance Alcohol My relationship with travel My relationship with my health My relationship with my money My ways of communicating and getting information/ data and entertainment My home and o鍖ce technology What and how I want to buy My relationship with alcohol My attitudes and behaviours towards home improvements
Selleys chemestry session_final_8_july
4 things we learnt about DIY newbies FINANCIAL NERVOUSNESS DROVE DIY TRIAL BRANDED CONTENT IS THE SECOND MOST TRUSTED SOURCE OF INFO NOW THEYVE STARTED THEYRE NOT PLANNING TO STOP THEIR PROJECTS WERE ON THEIR LIST TO DO NOT THEIR WANT TO DO
What are the driving forces behind this newbie segment?
Hypotheses 1 The world can see inside our homes Instagram, Youtube and Zoom have put peoples homes on public display, with those aged 25-39 65% more likely to share their DIY ideas online compared to other DIYers. And with three out of four Australians believing a stylish home is the key to personal fulfilment its no wonder theyre fixing and styling like never before. https://www.australianunions.org.au/an_instagram_worthy_home_equals_happiness https://www.nielsen.com/au/en/insights/article/2020/building-on-australias-next-generation-of-do-it-yourselfers/
Hypotheses 2 Money is tight but times a-plenty Redundancies and pay cuts have meant less money for many but more time at home causing Aussies to notice what needs to be fixed or styled in their homes - on the cheap. Theyve been buying fixings and fasteners, gardening supplies and bathroom supplies like splash backs, cabinets, taps and sinks.78% of 25-39 DIYers intending on doing external renovations and 49% intending on interior decorating and with dream homes becoming unachievable as housing prices have continued to soar, maybe this time has given them the nudge they needed to create their own home. https://www.nielsen.com/au/en/insights/article/2020/building-on-australias-next-generation-of-do-it-yourselfers/
Hypotheses 3 Theres a new kind of role model There is a new generation of female role models in the media inspiring younger women whether home owners or renters to fix, style, restore and renovate.
Our work The following 3 case studies reflect the diverse creative work we make that we feel relate to your requirements. vitapet BlackHawk Westpac
10x Asian countries Global Aus/NZ/ChinaAsia Paci鍖c
Selleys chemestry session_final_8_july
THE CHALLENGE Develop and manage a house of fast growing disparate brands across two nuanced markets.
Brand Experience Brand Expression +
A large number of product sub brands without the available investment to support them individually. THE CHALLENGE
PORTFOLIO MANAGEMENT
PORTFOLIO MANAGEMENT Dog Treats Cat Treats Pet Care AU & NZ NZ ONLY GROCERY & SPECIALTY GROCERY ONLY
BRAND BELIEF Theyre more than just pets
DISTINCTIVE ASSETS
Brand Experience Brand Expression + Refer to video
RESULTS 22%Increase in product sales Increased shelf presence and strengthens customer partnerships 26% Increased promoted awareness
Brand Experience Brand Expression +
Brand Experience Brand Expression + Join the real food movement for pets BRAND PLATFORM
Refer to video
Brand storytelling through content
Brand Experience Brand Expression + 360 IDEAS
CASE STUDY Brand Experience Brand Expression + DIGITAL UTILITY
BRAND JOURNEY
RESULTS Win E鍖e Award winner in 2017 Growth Doubled Facebook followers 42%Increase in product sales From No. 6 to No. 1 in premium pet food.1 Increase in conversation volume 165%
Tradies and B2B
We live and breathe B2B marketing 19 Content Agency of the Year B2B Content Strategy of the Year
Introducing Van Jams 12 weeks 6 destinations across NSW Heaps of free advice 1 huge research project
4 things we learnt about Tradies (so far) EDU-TAINMENT TEAM TRADIE APPS PROFESSIONAL APPEARANCE IS KEY They follow domestic and international leading industry in鍖uencers to learn about new products, new techniques etc so they dont have to go to the trade shows themselves WOM drives perception and purchase choice Being part of the team is a hugely important SIKA looks more professional, both in store and onsite Bunnings sta鍖 not a credible source of advice vs. Mitre 10 Apps are time saviours: Hipages Bunnings Powerpass
BRAND BELIEF Helping in the moments that matter
BRAND EXPERIENCE
BRAND EXPERIENCE
What about when those businesses really need help? PROOF
A newsroom approach to b2b brand publishing REACTIVE MID-TERM NEEDS DATA-LED Reactive content following latest news, trends, product adaptations This content adds value to the audience by having a clear, expert opinions on trending topics or breaking news Developing a clear attribution model for content which then drives decisions on topic, format and channel optimisations Content that addresses the needs and interests of the audience in the mid-term, driven by website data, product sales 鍖gures, in store data or third party data STRATEGY
STRATEGY Helping Businesses in the moments that matter Starting Running Growing Cash flow RESPONDING TO COVID - 19 Pivot/ re-invent Recover Re-build Brand building / Lead generation / Showcase BOTs
ECO-SYSTEM
ECO-SYSTEM
70% New customers 40% Increase in time on site Increase in downloads Product referrals (up 1,200%) 400% 53k Results Westpac Applications completed 12,739 Click to call branch 4,216 RESULTS
Ruth and her team are an absolute dream to work with. Not only do they deliver content programs of scale within a very short period of time, they also deliver on budget and with unparalleled b2b insight. If we had to make our agency decision again we would absolutely pick them. ALICE PEARS, SENIOR MARKETING MANAGER, WESTPAC
Project Delivery 3) Your ability to deliver briefs within the stated budget 6) Suggested headline timings & process
CREATIVE THINKER SOCIAL STRATEGIST CONTENT EDITOR DESIGNER DIGITAL DESIGNER PRODUCER CREATIVE TECHNOLOGIST PROJECT MANAGER BRAND PLANNER DATA SPECIALIST CX LEAD UX SPECIALIST CONTENT CREATOR DEVELOPER DIGITAL PLANNER CX PLANNER BROADCAST PRODUCER MEDIA PLANNER/BUYER Our Structure: How is it different to other agencies? CREATIVE PARTNER/ FOUNDER CREATIVE PROJECT LEAD STRATEGIST 11Selleys Brand Identity Guidelines March 2020 IDENTITY OURLOGO BRANDMARK OVERVIEW NOTES ARTWORK FILES The Selleys速 brandmark is rendered in the Selleys速 Blue and reversed out of white. It is the corporate logo and registered trademark of DuluxGroup (Australia) Pty Ltd. The brandmark should always be seen as white on letters and with the Registered Trademark symbol depicted 速 It is a single, powerful point of consistency across a diverse range of products and communications. The brandmark is the essential signature required to identify the company in all applications. In countries where the Selleys速 brandmark is not widely recognised, it is essential that it be reproduced exactly as it appears on the disk provided. Please use these guidelines to ensure correct representation of the brandmark. Please note. The pattern shown here, and throughout this document, is for the purpose of acting as a canvas for the graphics to sit above. Please do not reproduce on any other materials. SelleysMasterBrand_CMYK.eps SelleysMasterBrand_PMS.eps SelleysMasterBrand_RGB.eps SelleysMasterBrand_CMYK.jpg SelleysMasterBrand_RGB.jpg from thumb drive provided
What does it mean to you? Consistency Ability to scale & pivot Less layers & bureaucracy
Start as we mean to go on First rule - no egos Be truly collaborative - thats with clients and other agencies Spend lots of time together - it should feel like we are an extension of one anothers teams Be results focused - if it doesnt have a clear commercial outcome, should we be doing it? Be curious - question everything Be proactive - ideas dont always come from a brief Be reliable - do what you say and dont overpromise Be nice - make every interaction friendly and positive Be transparent - have open and honest conversations (even the difficult ones)
Creative development process GTM Strategy Activity calendar Test & learn activity Understanding the context Developing a creative brief Concept development GTM Planning 1 2 3 401 02 03 04 Deep dive into audience and category DIY habits & trends Audit competitor activity Creative strategy inline with master brand platform If its Selleys it works Creative brief and proposition Develop territories Art direction & TOV Distinctive assets 360 degree roll out
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 CONCEPT Concept development 3x rounds CREATE Creative production Pre-production Shoot Post production Delivery and Implementation Print delivery Digital delivery TVC delivery In market Timeline overview Campaign timelines will vary dependent on the scope of work, however based on a generic campaign brief below is an example of what timings may look like.
Collaboration5) Evidence of working well in collaborative environments
We led a collaborative and collegiate process that included key agencies at concept stage. And worked closely with all agencies to best utilise core skills in concept development, stakeholder engagement and production. Agency Collaboration LEAD CREATIVE & STRATEGY IN HOUSE TEAM PR MEDIA POS & BELOW THE LINE Rules of engagement Any agency who claims they instigated or were part of a 100% harmonious agency collaboration is being less than truthful. However, sticking to processes and implementing ways of encouraging open communication helped everyone enormously. DEFINED ROLES & RESPONSIBILITIES WEEKLY CREATIVE SHARING SESSIONS COLLABORATIVE IDEA GENERATION GROUP RESPONSES ON CAMPAIGNS
We have a highly collaborative working style with The Works. The creative team spend a lot of time working at our offices and the team love working directly with the people coming up with the ideas. It just removes the often unnecessary layers of people and process! Aaron Chillingworth, Head of Marketing Australia
Reduce financial exposure 7) How can we gate fees and spend, through 2 or 3 development stages to reduce financial exposure and make smart decisions
Budget Tracking and Management Total budget will be split into the different stages of the campaign. We will run a budget recognition session at the end of each stage and give back any budget not spent to be allocated to other stages or future projects. Weekly internal budget tracking sessions will be held to ensure we dont over-burn at any stage. We will invoice based on actuals. Total Budget Concept Budget Create Budget Concept development R1 Concept BudgetConcept Budget Creative production Delivery & Implementation Concept development R2 Concept development R3
Production capabilities
The Works family is a super group of communications specialists, enabling us to draw upon the individual smarts we need, whenever we need them, to drive our clients growth So many creative, nerdy types, all under one roof. Capabilities & Expertise Brand & Creative Communications Strategic planning CX Creative Production Digital Direct Marketing HCD Chat bots & voice activations Voice applications Chat bots NLP Content strategy & Production Content marketing Social media Video production Stills and audio Podcasts Backed by an ASX listed technology business
Content Strategy Content Marketing strategy Persona development Content audits Reporting frameworks Lead generation and attribution Governance and implementation Social Media Marketing Social strategy Creative campaigning Channel management Community moderation Paid social strategy and implementation A cost efficient and dedicated in-house team of 13, delivering cross-channel content planning, creative production and implementation. Content strategy & Production In-House Production Integrated production team with in house production capabilities, specialising in audio & video content creation. Winner Ad News Content Agency of the year 2019 19
How bout some ideas?
My house is my canvas. Our homes are a form of self expression, a canvas for our audiences creativity. With 3 out of 4 Aussies stating that a stylish house is the key to personal fulfilment lets help them show off their talents to the world. Introducing the Selleys virtual home open tour. We could even hide easter egg codes in the houses to drive trial.
Selleys Staycation Packs Lots of us will be taking our annual leave but actually staying put. So with this extra time, we can do a bit of work on the house or apartment. Lets create a Selleys pack with products for the 10 most common jobs.
Selleys plugs leaks From ABC journos to parliamentarians to footy clubs, there always seems to be something leaked. Lets be smart and nimble and have ads ready to go about sealing leaks with Selleys. ScoMo, next time let us help OURLOGO BRANDMARK OVERVIEW NOTES The Selleys速 brandmark is rendered in the Selleys速 Blue and reversed out of white. It is the corporate log and registered trademark of DuluxGroup (Australia) Ltd. The brandmark should always be seen as white o letters and with the Registered Trademark symbol depicted 速 It is a single, powerful point of consistency across a diverse range of products and communications. The brandmark is the essential signature required to identify the company in all applications. In countries where the Selleys速 brandmark is not wid recognised, it is essential that it be reproduced exact as it appears on the disk provided. Please use these guidelines to ensure correct representation of the brandmark. Please note. The pattern shown here, and throughout this document, is for the purpose of
Next gen tradies Apprentices have to go to TAFE to get certified and dont get paid much so love anything free. They are also often the ones who are sent out to get supplies. So lets make them our friends, make them fall in love with us. We can start by insentivising them things theyd love.
Selleys burnout builders Whats tougher? Selleys liquid nails or a Holden EB? Its a bloody good question that needs to be answered. Using Selleys Liquid Nails and a length of cable we attach our car to concrete wall and then see if its got enough torque to break free.
Selleys Hold it now TikTok challenge. 413,000,000 #tradies on TikTok. Tik Tok is where we can have some fun and communicate product features. We set a TikTok challenge to HOLD IT UP up random objects to ceiling and surfaces using Selleys HOLD UP. We use the classic Beastie Boys song sample Hold it now and then ask people to stick things to random ob
Any questions?
Thanks

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Selleys chemestry session_final_8_july

  • 1. 11Selleys Brand Identity Guidelines March 2020 IDENTITY OURLOGO BRANDMARK OVERVIEW NOTES ARTWORK FILES The Selleys速 brandmark is rendered in the Selleys速 Blue and reversed out of white. It is the corporate logo and registered trademark of DuluxGroup (Australia) Pty Ltd. The brandmark should always be seen as white on letters and with the Registered Trademark symbol depicted 速 It is a single, powerful point of consistency across a diverse range of products and communications. The brandmark is the essential signature required to identify the company in all applications. In countries where the Selleys速 brandmark is not widely recognised, it is essential that it be reproduced exactly as it appears on the disk provided. Please use these guidelines to ensure correct representation of the brandmark. Please note. The pattern shown here, and throughout this document, is for the purpose of acting as a canvas for the graphics to sit above. Please do not reproduce on any other materials. SelleysMasterBrand_CMYK.eps SelleysMasterBrand_PMS.eps SelleysMasterBrand_RGB.eps SelleysMasterBrand_CMYK.jpg SelleysMasterBrand_RGB.jpg from thumb drive provided
  • 2. Agenda 1. The Works 10 mins 2. Research & our work 60 mins 3. Capabilities & Project Delivery 20 mins 4. Questions 30 mins
  • 3. Chemistry 1) Chemistry, specifically with the actual people who will be working on the account and delivering the work.
  • 4. The Works Team DAMIAN PINCUS Founder / Creative Partner CATE MATHERS Head of Strategy RUTH HAFFENDEN Managing Partner Daresay GUY PATRICK Creative Director LUCY BATCHELOR Strategist JEN HIRD Creative Project Leader
  • 6. good When people are happier things happen.
  • 8. Making interactions with brands more seamless,rewarding, and engaging. BRANDING, DESIGN AND CX AGENCY OF THE YEAR
  • 9. Agencies Workplaces The Works Tenure (Years) 3.7 3.2 1.7 Voted best creative agency by Great Place To Work. Our people stick around
  • 10. Keeping our culture alive whilst operating remotely. Training Agency training programs continued remotely. Social Remote drinks & remote hang overs! Active Walking meetings encouraged. Talks Thought leadership (clients welcome!) Check ins Daily video WIPs, team meetings and buddy calls. Dress ups encouraged. Yoga Video yoga sessions. (Damian yet to attend) Keeping our culture alive whilst operating remotely. Our people are our priority at The Works. And its our culture that makes us special. So we have put some guiding principles in place to keep our people engaged, productive and most importantly mentally and physically healthy and happy whilst at home. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Keeping our culture alive whilst operating remotely. Our people are our priority at The Works. And its our culture that makes us special. So we have put some guiding principles in place to keep our people engaged, productive and most importantly mentally and physically healthy and happy whilst at home. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Keeping our culture alive whilst operating remotely. Our people are our priority at The Works. And its our culture that makes us special. So we have put some guiding principles in place to keep our people engaged, productive and most importantly mentally and physically healthy and happy whilst at home. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely. Yoga Video yoga sessions. Talks Thought leadership Keynotes via video (clients welcome too!). Social Remote hangs over drinks, lunch and dinner. Whatever you fancy! Check ins Daily video WIPs, team meetings and buddy calls. Active Walking meetings encouraged. Training Agency training programs continued remotely.
  • 11. Credentials & experience 2) Credentials and experience; Ideas & campaigns developed for DIY Consumers, Trade Professional Users (including B2B). Within the Selleys速 Brand Portfolio we have Brands that target different consumer groups & require different communication strategies. The ability to develop globally relevant & transferable ideas examples for ideas/campaigns from NZ, China, Singapore & Malaysia are of interest. Examples of campaigns delivered within a creative budget of between $50k and $250k. 4) Examples of creative thinking & execution beyond TVC/ATL ideas that have 360-degree consideration and go through the line
  • 13. Lets talk a bit about you...
  • 14. PURCHASE INTENT BEHAVIOUR CHANGEPANDEMIC IMPACT PIVOT STRATEGIES Consumer course corrector Our proprietary COVID-19 tool By aggregating rolling quant data, social sentiment, search behaviour data and industry/brand sales data we are gaining a clearer picture of how the pandemic has impacted peoples mindsets and behaviours.
  • 15. Consumer course corrector The industries Travel Health Retail DIYTechnology TelecommsFinance Alcohol My relationship with travel My relationship with my health My relationship with my money My ways of communicating and getting information/ data and entertainment My home and o鍖ce technology What and how I want to buy My relationship with alcohol My attitudes and behaviours towards home improvements
  • 16. Consumer course corrector The industries Travel Health Retail DIYTechnology TelecommsFinance Alcohol My relationship with travel My relationship with my health My relationship with my money My ways of communicating and getting information/ data and entertainment My home and o鍖ce technology What and how I want to buy My relationship with alcohol My attitudes and behaviours towards home improvements
  • 18. 4 things we learnt about DIY newbies FINANCIAL NERVOUSNESS DROVE DIY TRIAL BRANDED CONTENT IS THE SECOND MOST TRUSTED SOURCE OF INFO NOW THEYVE STARTED THEYRE NOT PLANNING TO STOP THEIR PROJECTS WERE ON THEIR LIST TO DO NOT THEIR WANT TO DO
  • 19. What are the driving forces behind this newbie segment?
  • 20. Hypotheses 1 The world can see inside our homes Instagram, Youtube and Zoom have put peoples homes on public display, with those aged 25-39 65% more likely to share their DIY ideas online compared to other DIYers. And with three out of four Australians believing a stylish home is the key to personal fulfilment its no wonder theyre fixing and styling like never before. https://www.australianunions.org.au/an_instagram_worthy_home_equals_happiness https://www.nielsen.com/au/en/insights/article/2020/building-on-australias-next-generation-of-do-it-yourselfers/
  • 21. Hypotheses 2 Money is tight but times a-plenty Redundancies and pay cuts have meant less money for many but more time at home causing Aussies to notice what needs to be fixed or styled in their homes - on the cheap. Theyve been buying fixings and fasteners, gardening supplies and bathroom supplies like splash backs, cabinets, taps and sinks.78% of 25-39 DIYers intending on doing external renovations and 49% intending on interior decorating and with dream homes becoming unachievable as housing prices have continued to soar, maybe this time has given them the nudge they needed to create their own home. https://www.nielsen.com/au/en/insights/article/2020/building-on-australias-next-generation-of-do-it-yourselfers/
  • 22. Hypotheses 3 Theres a new kind of role model There is a new generation of female role models in the media inspiring younger women whether home owners or renters to fix, style, restore and renovate.
  • 23. Our work The following 3 case studies reflect the diverse creative work we make that we feel relate to your requirements. vitapet BlackHawk Westpac
  • 24. 10x Asian countries Global Aus/NZ/ChinaAsia Paci鍖c
  • 26. THE CHALLENGE Develop and manage a house of fast growing disparate brands across two nuanced markets.
  • 28. A large number of product sub brands without the available investment to support them individually. THE CHALLENGE
  • 30. PORTFOLIO MANAGEMENT Dog Treats Cat Treats Pet Care AU & NZ NZ ONLY GROCERY & SPECIALTY GROCERY ONLY
  • 34. RESULTS 22%Increase in product sales Increased shelf presence and strengthens customer partnerships 26% Increased promoted awareness
  • 36. Brand Experience Brand Expression + Join the real food movement for pets BRAND PLATFORM
  • 42. RESULTS Win E鍖e Award winner in 2017 Growth Doubled Facebook followers 42%Increase in product sales From No. 6 to No. 1 in premium pet food.1 Increase in conversation volume 165%
  • 44. We live and breathe B2B marketing 19 Content Agency of the Year B2B Content Strategy of the Year
  • 45. Introducing Van Jams 12 weeks 6 destinations across NSW Heaps of free advice 1 huge research project
  • 46. 4 things we learnt about Tradies (so far) EDU-TAINMENT TEAM TRADIE APPS PROFESSIONAL APPEARANCE IS KEY They follow domestic and international leading industry in鍖uencers to learn about new products, new techniques etc so they dont have to go to the trade shows themselves WOM drives perception and purchase choice Being part of the team is a hugely important SIKA looks more professional, both in store and onsite Bunnings sta鍖 not a credible source of advice vs. Mitre 10 Apps are time saviours: Hipages Bunnings Powerpass
  • 47. BRAND BELIEF Helping in the moments that matter
  • 50. What about when those businesses really need help? PROOF
  • 51. A newsroom approach to b2b brand publishing REACTIVE MID-TERM NEEDS DATA-LED Reactive content following latest news, trends, product adaptations This content adds value to the audience by having a clear, expert opinions on trending topics or breaking news Developing a clear attribution model for content which then drives decisions on topic, format and channel optimisations Content that addresses the needs and interests of the audience in the mid-term, driven by website data, product sales 鍖gures, in store data or third party data STRATEGY
  • 52. STRATEGY Helping Businesses in the moments that matter Starting Running Growing Cash flow RESPONDING TO COVID - 19 Pivot/ re-invent Recover Re-build Brand building / Lead generation / Showcase BOTs
  • 55. 70% New customers 40% Increase in time on site Increase in downloads Product referrals (up 1,200%) 400% 53k Results Westpac Applications completed 12,739 Click to call branch 4,216 RESULTS
  • 56. Ruth and her team are an absolute dream to work with. Not only do they deliver content programs of scale within a very short period of time, they also deliver on budget and with unparalleled b2b insight. If we had to make our agency decision again we would absolutely pick them. ALICE PEARS, SENIOR MARKETING MANAGER, WESTPAC
  • 57. Project Delivery 3) Your ability to deliver briefs within the stated budget 6) Suggested headline timings & process
  • 58. CREATIVE THINKER SOCIAL STRATEGIST CONTENT EDITOR DESIGNER DIGITAL DESIGNER PRODUCER CREATIVE TECHNOLOGIST PROJECT MANAGER BRAND PLANNER DATA SPECIALIST CX LEAD UX SPECIALIST CONTENT CREATOR DEVELOPER DIGITAL PLANNER CX PLANNER BROADCAST PRODUCER MEDIA PLANNER/BUYER Our Structure: How is it different to other agencies? CREATIVE PARTNER/ FOUNDER CREATIVE PROJECT LEAD STRATEGIST 11Selleys Brand Identity Guidelines March 2020 IDENTITY OURLOGO BRANDMARK OVERVIEW NOTES ARTWORK FILES The Selleys速 brandmark is rendered in the Selleys速 Blue and reversed out of white. It is the corporate logo and registered trademark of DuluxGroup (Australia) Pty Ltd. The brandmark should always be seen as white on letters and with the Registered Trademark symbol depicted 速 It is a single, powerful point of consistency across a diverse range of products and communications. The brandmark is the essential signature required to identify the company in all applications. In countries where the Selleys速 brandmark is not widely recognised, it is essential that it be reproduced exactly as it appears on the disk provided. Please use these guidelines to ensure correct representation of the brandmark. Please note. The pattern shown here, and throughout this document, is for the purpose of acting as a canvas for the graphics to sit above. Please do not reproduce on any other materials. SelleysMasterBrand_CMYK.eps SelleysMasterBrand_PMS.eps SelleysMasterBrand_RGB.eps SelleysMasterBrand_CMYK.jpg SelleysMasterBrand_RGB.jpg from thumb drive provided
  • 59. What does it mean to you? Consistency Ability to scale & pivot Less layers & bureaucracy
  • 60. Start as we mean to go on First rule - no egos Be truly collaborative - thats with clients and other agencies Spend lots of time together - it should feel like we are an extension of one anothers teams Be results focused - if it doesnt have a clear commercial outcome, should we be doing it? Be curious - question everything Be proactive - ideas dont always come from a brief Be reliable - do what you say and dont overpromise Be nice - make every interaction friendly and positive Be transparent - have open and honest conversations (even the difficult ones)
  • 61. Creative development process GTM Strategy Activity calendar Test & learn activity Understanding the context Developing a creative brief Concept development GTM Planning 1 2 3 401 02 03 04 Deep dive into audience and category DIY habits & trends Audit competitor activity Creative strategy inline with master brand platform If its Selleys it works Creative brief and proposition Develop territories Art direction & TOV Distinctive assets 360 degree roll out
  • 62. Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 CONCEPT Concept development 3x rounds CREATE Creative production Pre-production Shoot Post production Delivery and Implementation Print delivery Digital delivery TVC delivery In market Timeline overview Campaign timelines will vary dependent on the scope of work, however based on a generic campaign brief below is an example of what timings may look like.
  • 63. Collaboration5) Evidence of working well in collaborative environments
  • 64. We led a collaborative and collegiate process that included key agencies at concept stage. And worked closely with all agencies to best utilise core skills in concept development, stakeholder engagement and production. Agency Collaboration LEAD CREATIVE & STRATEGY IN HOUSE TEAM PR MEDIA POS & BELOW THE LINE Rules of engagement Any agency who claims they instigated or were part of a 100% harmonious agency collaboration is being less than truthful. However, sticking to processes and implementing ways of encouraging open communication helped everyone enormously. DEFINED ROLES & RESPONSIBILITIES WEEKLY CREATIVE SHARING SESSIONS COLLABORATIVE IDEA GENERATION GROUP RESPONSES ON CAMPAIGNS
  • 65. We have a highly collaborative working style with The Works. The creative team spend a lot of time working at our offices and the team love working directly with the people coming up with the ideas. It just removes the often unnecessary layers of people and process! Aaron Chillingworth, Head of Marketing Australia
  • 66. Reduce financial exposure 7) How can we gate fees and spend, through 2 or 3 development stages to reduce financial exposure and make smart decisions
  • 67. Budget Tracking and Management Total budget will be split into the different stages of the campaign. We will run a budget recognition session at the end of each stage and give back any budget not spent to be allocated to other stages or future projects. Weekly internal budget tracking sessions will be held to ensure we dont over-burn at any stage. We will invoice based on actuals. Total Budget Concept Budget Create Budget Concept development R1 Concept BudgetConcept Budget Creative production Delivery & Implementation Concept development R2 Concept development R3
  • 69. The Works family is a super group of communications specialists, enabling us to draw upon the individual smarts we need, whenever we need them, to drive our clients growth So many creative, nerdy types, all under one roof. Capabilities & Expertise Brand & Creative Communications Strategic planning CX Creative Production Digital Direct Marketing HCD Chat bots & voice activations Voice applications Chat bots NLP Content strategy & Production Content marketing Social media Video production Stills and audio Podcasts Backed by an ASX listed technology business
  • 70. Content Strategy Content Marketing strategy Persona development Content audits Reporting frameworks Lead generation and attribution Governance and implementation Social Media Marketing Social strategy Creative campaigning Channel management Community moderation Paid social strategy and implementation A cost efficient and dedicated in-house team of 13, delivering cross-channel content planning, creative production and implementation. Content strategy & Production In-House Production Integrated production team with in house production capabilities, specialising in audio & video content creation. Winner Ad News Content Agency of the year 2019 19
  • 71. How bout some ideas?
  • 72. My house is my canvas. Our homes are a form of self expression, a canvas for our audiences creativity. With 3 out of 4 Aussies stating that a stylish house is the key to personal fulfilment lets help them show off their talents to the world. Introducing the Selleys virtual home open tour. We could even hide easter egg codes in the houses to drive trial.
  • 73. Selleys Staycation Packs Lots of us will be taking our annual leave but actually staying put. So with this extra time, we can do a bit of work on the house or apartment. Lets create a Selleys pack with products for the 10 most common jobs.
  • 74. Selleys plugs leaks From ABC journos to parliamentarians to footy clubs, there always seems to be something leaked. Lets be smart and nimble and have ads ready to go about sealing leaks with Selleys. ScoMo, next time let us help OURLOGO BRANDMARK OVERVIEW NOTES The Selleys速 brandmark is rendered in the Selleys速 Blue and reversed out of white. It is the corporate log and registered trademark of DuluxGroup (Australia) Ltd. The brandmark should always be seen as white o letters and with the Registered Trademark symbol depicted 速 It is a single, powerful point of consistency across a diverse range of products and communications. The brandmark is the essential signature required to identify the company in all applications. In countries where the Selleys速 brandmark is not wid recognised, it is essential that it be reproduced exact as it appears on the disk provided. Please use these guidelines to ensure correct representation of the brandmark. Please note. The pattern shown here, and throughout this document, is for the purpose of
  • 75. Next gen tradies Apprentices have to go to TAFE to get certified and dont get paid much so love anything free. They are also often the ones who are sent out to get supplies. So lets make them our friends, make them fall in love with us. We can start by insentivising them things theyd love.
  • 76. Selleys burnout builders Whats tougher? Selleys liquid nails or a Holden EB? Its a bloody good question that needs to be answered. Using Selleys Liquid Nails and a length of cable we attach our car to concrete wall and then see if its got enough torque to break free.
  • 77. Selleys Hold it now TikTok challenge. 413,000,000 #tradies on TikTok. Tik Tok is where we can have some fun and communicate product features. We set a TikTok challenge to HOLD IT UP up random objects to ceiling and surfaces using Selleys HOLD UP. We use the classic Beastie Boys song sample Hold it now and then ask people to stick things to random ob