Agency works hard for government cheque

AS the federal election draws closer, local advertising agency Vinten Browning has convinced the Federal Government that WA agencies can compete with the big name agencies on the east coast.

Following a fiercely contested national pitch, Vinten Browning was awarded the $4.2 million Work for the Dole advertising campaign for the Department of Employment, Workplace Relations and Small Business.

This is a first for the local advertising industry.

In the final round, Vinten Browning was up against two of the most highly regarded agencies in Australia – Campaign Palace and the Love Advertising, Siimon Reynolds’ agency.

Vinten Browning’s win is also a significant gain for the industry in WA, which has lost several major accounts to agencies in the eastern states during the past few years.

Vinten Browning director Steve Browning said the use of digital technology meant there were no barriers to stop Perth companies working with Canberra-based government departments.

“We travelled to and fro for major meetings and we set it up so they (DEWRSB) could view the television commercial via the website at various stages,” Mr Browning said.

The television commercial, which is currently on air nationally, was shot at different Work for the Dole projects all over Australia.

DEWRSB’s objective with the campaign is to encourage job seekers to volunteer for Work for the Dole and to encourage sponsors to develop new work experience projects.

DEWRSB director mutual obligation Helen Connor said it was part of the ongoing promotion of Work for the Dole to job seekers and community not-for-profit organisations.

“The advertising is aimed at informing those who may not have been contacted through other publicity efforts and providing them with information about the wide range of activities that can be undertaken within the program,” Ms Connor said

The Vinten Browning television campaign showcases the projects that are under way as part of the Work for the Dole program.

“It’s all real stuff that’s happening and people really are getting a lot out of it,” Mr Browning said.

“We were sceptical about it at first … and then we saw that Work for the Dole really is working.”

The campaign spans a wide range of media, including television, supersites, bus sides, ad shelters and press in 5,500 different publications around Australia.

Behind the glossy commercials, an advertising campaign of this scale requires significant back-end support, all of which is provided out of Vinten Browning’s office in Perth.

This is only the second time Vinten Browning has pitched for a federal project but the agency’s inclusion on a master list of preferred suppliers in Canberra will allow it to continue to chase big national government projects.

“The Advertising Federation of Australia is always saying work is going east but not doing much about it,” Mr Browning said.

“It’s nice when it goes the other way.

“And I believe the client is happy with the work. I’m sure the election has something to do with it but that was not part of our brief.”

Vinten Browning has secured a 12-month appointment with DEWRSB, however at this stage there have been no discussions about upcoming projects.


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