Brand snatches win from 303

CREATIVE prowess helped The Brand Agency get over the line against rival 303 Advertising to win the agency of the year title at the Campaign Brief Awards held last week.

Campaign Brief editor Martin Trevaskis said it was The Brand Agency’s strength in its creative efforts in 2003 that held 303 Advertising at bay, even though last year was 303’s best in terms of new business and billings.

“It was extremely close,” Mr Trevaskis said.

“303 had an exceptional year. They won the Western Power and Quit business and they are very high profile and much sought-after accounts.

“But The Brand Agency had a solid year in terms of business, and creatively they were a finalist in five categories at the AWARD Awards (prestigious national program) and got two bronze awards. That is the best any Perth agency has done.

“At the Perth Advertising and Design Club Awards, Howard Read (Marketforce chairman) said that creativity is the one thing that advertisers can offer that management consultants and others who are encroaching on the industry can’t do. It’s the one thing the industry can hang its hat on, and we agree with that.”

The Brand Agency’s 2003 campaign work included AWARD bronze winners Shaken Baby for the Department of Community Development and the Bunnings ‘Pub’ radio advert.

Both campaigns won separate Campaign Brief Awards.

Collecting the agency of the year award on Friday evening, The Brand Agency chairman Ken James said STW Communications’ investment of 49 per cent of the company last year exemplified the strength of the business.

303 director Alan Taylor said that, creatively, 303 had performed well and used the Campaign Brief Awards to illustrate the point.

“The client of the year was our client. We had two finalists in the television commercials, a finalist in innovative use of media and radio. We won out of home and press campaign. I thought our creative performance was pretty good,” he said.

Next week WA Business News will showcase all winners from the Campaign Brief Awards.