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Monthly Archives: December 2011

Thank you superstars! Part Two.

by Nextness published December 14, 2011 posted in STW Group

The 'Pacman Nebula' (NASA, Chandra, Spitzer, 092811)

There were more than 30 inspiring guest posts from STW people or featuring their work on Nextness this year. You can read or revisit the pieces, gathered below and here, and connect with them on Twitter. If you work for STW Group, we’d love to hear from you about contributing in 2012. Get in touch!

On the mind of… Deborah Frenkel

  • JWT Melbourne’s Deborah Frenkel, copywriter, blogger, Twitterer, thinker shares what’s on her mind.
  • Follow @deborahfrenkel.

You are boring your client’s socks off

  • COO Chris Savage explains what causes your clients to snooze – and, in three words, how to solve this problem forever.
  • Follow @chrisjohnsavage.

A time and a place for ideas

  • A derelict old building in Sydney’s Chippendale, once home to some nesting pigeons and not much more, has been transformed into a playful and effective creative space by STW company Tongue.
  • Follow @TongueTalks | @jonathanpease.

On the mind of… The Brand Agency’s Brad Cumbers

  • On the mind of Brad Cumbers, Digital Director at STW’s The Brand Agency.
  • Follow @bradcumbers.

Everyone and everything around you is a link

  • Near Field Communication (NFC) technology will revolutionise in-store retail experiences, writes DTDigital Creative Technologist Tim Devine.
  • Follow @timothydevine.

Nextness visual diary | Athan Didaskalou:

  • A visual diary curated by Athan Didaskalou, digital strategist at Ogilvy Melbourne.
  • Follow @ath.

On the mind of… Spinach’s Zoe Freeman

  • What’s on the mind of Zoe Freeman, digital director for STW company Spinach.
  • Follow @Zoe_Freeman.

Wi-Fiction: JWT’s unbound stories abound for Melbourne Writers Festival

  • JWT Melbourne, thought of an ingeniously simple way of bringing stories to a new audience and publicising the Melbourne Writers Festival.
  • Follow @JWTaustralia.

On the mind of… Richard Kempsey.

  • Beautifully curated list of what’s on the mind of Ogilvy Sydney copywriter Richard Kempsey.
  • Follow @kempomatic.

The world’s biggest show of hands: saving the endangered orangutan

  • The Brand Agency helped Perth Zoo launch an incredible experiential campaign to raise funds and support for the conservation of the critically endangered orangutan. A guest post by Paul Yole.
  • Follow @paul_yole.

On the mind of… Designworks’ Laura Ford.

  • Laura Ford, a Design Researcher in the Auckland office of design and branding agency Designworks, shares what’s on her mind.
  • Follow @designworking.

Why can’t I like the Queen and want an Australian head of state, too?

  • One of our themes on Nextness is embracing and understanding complexity: Hawker Britton Managing Director Justin Di Lollo takes aim at the simplistic view that if you like the Queen, you must be a monarchist.
  • Follow @justindilollo.

Grow a pair. Or a moustache.

  • Ogilvy Melbourne creative Emma Park vowed to wear a faux moustache every day for the month of Movember, and raised a packet doing it.

Bananas are back people, get excited!

  • James Collier (Social Media Director at Ikon Communications, Sydney) explains the unconventional program he and his team put together to spread some much-needed good news about Australia’s favourite fruit.
  • Follow @James_Collier.

On the mind of… Cathie McGinn

Why smart people do dumb strategy

  • Hawker Britton Director David Nelson on how our brains let us down.
  • Follow @dwnelson.

What the world can learn from rappers

  • Moon’s New York Director Claire Hobson relays some important lessons for life, art and business from her friends Jay Z and Kanye.
  • Follow @hobble.

View Part One of our Extravaganza of Thanks! Image via NASA.

Follow the STW gang on Twitter (tweet us if you should be on this list) | follow STW companies. Do you work for STW Group and want to contribute to Nextness in 2012? We’d love that! Email us or tweet @STWnextness and say hi!


Thank you superstars! Part One.

by Nextness published December 13, 2011 posted in STW Group

Carina Nebula 14,000+ Stars (NASA, Chandra, 052411)The best part of Nextness is hearing from the people who make up STW Group’s 80+ companies: what’s they’re making and doing, what’s inspiring them or making them think. There have been more than 30 guest posts from STW people since Nextness started in March 2011. And now it’s time to say thanks – and to revisit their great work.

SXSW. Everyone wants a piece

  • Ogilvy Creative Director Barrie Seppings filed this report on the festival of music, interactive and innovation, SXSW.
  • Follow @barrieseppings.

Making friends in the digital age: a manifesto for brand enlightenment

  • The world’s fastest-growing companies prove that at the heart of enlightened brands lies six key characteristics, writes DT Digital founder and STW Group Chief Digital Officer David Trewern.
  • Follow @DavidTrewern.

Nextness visual diary | Emma Park

  • In praise of the creativity of childhood, writer Emma Park from STW’s Ogilvy Melbourne curates a visual diary on theme of “the smaller me.”
  • Follow @emma_park.

What do political speechwriters have against paragraphs?

  • Justin Di Lollo, the Managing Director of STW’s Hawker Britton, addresses this puzzling question.
  • Follow @JustinDiLollo.

There is no divide between digital and the “real world”: the view from Hyper Island.

  • STW Group staff give us a run down of Hyper Island’s Masterclass.
  • Follow @EmilyRKelley.

The best camera is the one you have with you: a review of top photography apps.

  • A guide by Andrew Braithwaite, Digital Strategy Director at Lawrence Creative Strategy and skilled photographer.
  • Follow @andybraithwaite.

The future of retailing: a call to action

  • An opinion piece on the urgency of innovation in the retail space by Tim Evans, Digital Strategy Director of Ogilvy Group Melbourne.
  • Follow @tim__evans.

What a reality TV show can teach CEOs (yes, really)

  • A piece by Tam Sandeman, Regional Director, Ogilvy Impact (APAC) and Managing Director Ogilvy Impact Australia.
  • Meet Tam.

Nextness visual diary | Jayne McSwiney

  • A visual diary from Jayne McSwiney, Digital Art Director at STW’s Moon Communications Group, Sydney and accomplished installation artist and painter.
  • Follow @jayney_mac.

New to Twitter? A list of must follows

  • A selection of STW Group Chief Digital Officer David Trewern’s personal favourite tweeters.

Efficiency is doing things right, effectiveness is doing the right thing: lessons from the AME Festival

  • Alex Campbell, strategist at Lawrence Creative Strategy, outlines the three biggest lessons from the AME festival attended by an STW contingency.
  • Follow @alexjcampbell.

Top 5 reasons clients have fired me

  • The reasons for ‘getting fired’ are usually one of these five major mistakes, writes STW Group Chief Operating Officer Chris Savage.
  • Follow @chrisjohnsavage.

Nextness visual diary | Mike Barry

  • A visual diary, running the gamut from superheros to tiny people, curated by Mike Barry, Associate Creative Director at the white agency.
  • Follow @mike_barry.

Nextness interviews | John Bell, Ogilvy 360 Digital Influence

  • John Bell, the US-based Global Managing Director of Ogilvy’s 360 Digital Influence practice, was interviewed by Andrew Braithwaite, Digital Strategy Director for Lawrence Creative Strategy.
  • Follow @andybraithwaite.

Nextness interviews | Rory Sutherland on planning and behavioural economics

  • Alex Campbell, strategist with STW’s Lawrence Creative Strategy, interviewed Rory Sutherland about behavioural economics, electronic cigarettes and the discipline of planning
  • Follow @alexjcampbell.

Nextness interviews | Rory Sutherland’s advice to the young men and women of ad land

  • Part Two of Alex Campbell’s interview with Rory Sutherland on the progression of Rory’s advertising career, his advice to young people joining the industry, and why company cars, perks and bling should be part of adland once again.
  • Follow @alexjcampbell.

Part Two of our Extravaganza of Thanks tomorrow! Image via NASA.

Follow the STW gang on Twitter (tweet us if you should be on this list) | follow STW companies. Do you work for STW Group and want to contribute to Nextness in 2012? We’d love that! Email us or tweet @STWnextness and say hi!


What the world can learn from rappers.

by Nextness published December 11, 2011 posted in Insights STW Group

JayZ + Kanye West

In this guest post, Moon’s New York Director Claire Hobson relays some important lessons for life, art and business from her friends Jay Z and Kanye.

You’re not supposed to like the competition. In fact, you’re supposed to keep them at arms length, feign distain, innovate around them and certainly never, ever join forces.

So why then was JayZ and Kanye West’s ‘Watch the Throne’ concert at Madison Square Garden, New York a sell-out every night running? A rip-roaring, crazy, pumping, engaging and down-right rocking evening.

It was because the two peeps in question have strong enough brands to come together, stay relevant to their core crew and have the confidence to reach out to their second tier followers. Even if they may ‘belong’ to someone else.

It’s not like they were completely incompatible. They shared a common goal: rap music. That, and egos the size of a house. But more importantly, they didn’t care that some fans where there for one or the other.  It was about the tunes. The bigger picture.

Collaboration is not a new trend. We’ve seen it for the past few years but now it’s affecting the bottom line and we’re seeing real revenue generation from it. Better together? At least for the balance sheet anyway.

So, what can JayZ and Kayne teach the world?

1. Two heads are better than one.

  • Collaboration in any form changes how your audience normally consumes you. A multi-layered offer, a different story and a new reason to ‘buy’. Consumers don’t live in silos so why do brands?

2. Don’t fear your enemies.

  • Look around you. The competition could actually be vehicles for growth. New opportunities could be closer than you think.

3. Have an ego.

  • Stand proud for something. What would your brief look like if you both had to collaborate on something? How would your own offering shape up against someone else’s? Have an opinion and use a microphone to be heard if need be.

4. You’re not everyone’s favourite.

  • But that’s okay. It doesn’t mean to say that you’re not on their radar. Don’t try and make everyone love you the most. Be second best to some people. Doesn’t mean you can’t make revenue off it.

5. Have cool shoes.

  • Whatever the role, make sure you look the part. Dressing for success takes you half way there. Get your visual look in order when you step out on stage.

Claire Hobson (@hobble; occasional JayZ groupie) is the Director at Moon New York. This post first appeared on the excellent Moon blog, Moon’s Orbit.


How smart people do dumb strategy.

by Nextness published December 7, 2011 posted in Insights STW Group

How smart people do dumb strategyA guest post today from Hawker Britton Director David Nelson (@dwnelson).

I have worked on or observed a lot of election campaigns. In many of them I have found myself asking, “how is it that these smart, successful, focused people have embraced a strategy that has absolutely no chance of succeeding?” I’m sure similar experiences happen in advertising all the time.

What is the explanation?

People will tell you wishful thinking or poor planning or disharmony amongst the strategists. Or they will come up with something about the unique circumstances of the campaign.

There might be some truth to these explanations but there always incomplete.

I’m convinced no proper answer exists within traditional political (or advertising) commentary and analysis.

In the 80s and 90s cognitive psychologists began experimenting with the idea of heuristics. In psychology, a heuristic is the process we all use to solve complex problems by drawing on personal experience. This process happens without us being aware of it and we do it constantly.

Evolutionarily speaking, it is incredibly useful as a tool for making fast choices of great consequence. It is also convenient for solving more complex problems of lower consequence.

But for complex problems with limited margin of error it is a disaster.

Technically what happens is we substitute the complicated attributes of the problem before us with the simpler story we tell ourselves about what is happening. We then ‘solve’ that simpler problem.

This is a mistake we all make. The leading researcher in this field Daniel Kahneman not only re-invented psychology but won a Nobel Prize in Economics and he identifies hundreds examples of it in his own work.

The good news error is correctable (if not totally avoidable).

Through experimentation, Kahneman demonstrates that with conscious effort and a little bit of honesty we can all do a better job of avoiding this in important situations.

When I look at my own work I try and identify the complexity I am sub-consciously avoiding. When I analyse other people’s campaigns I try and get a clear picture of the problem they think they’re solving. When I talk to clients I think about the problem they need to solve – and the one they are trying to solve – and help them address both.

To learn more about how your brain is failing you every single day, Hawker Britton Director David Nelson recommends: You are not so smart or Thinking, Fast and Slow by Daniel Kahneman. Follow @dwnelson@hawkerbritton on Twitter.

Bonus links:



If you make TV/films, or aspire to, you need to see this.

OPTUSONE80Optus and MTV are now accepting entries in what must be one of the biggest opportunities for young creatives in Australia.

It’s called the Optus ONE80PROJECT. To enter, you submit a 180 second pilot for a TV show and an accompanying treatment.

The winner will have their idea produced into a one-hour drama, with a production budget of $180,000. It will be aired on MTV, and hosted online and on mobile.

And you’ll win $10,000 cash.

The awards.

Judge’s choice award.

  • Selected by industry judges, the major prize winner receives a $180,000 production budget that allows their pilot to be made into a one hour drama and aired on MTV Australia. And… $10,000 cash.

Public vote award.

  • The Top Ten finalists selected by the judges will go to a public vote. The entry that receives the most online/mobile votes will win $10,000 cash.

Best student entry award.

  • You’re eligible for the major prize if you’re a student – and the opportunity to take out the best student entry award, worth $5000 cash.

New category: best mobile entry award.

  • Film your 180 second pilot on your mobile phone for your chance to win $5000 cash.

How to enter.

A great opportunity.

  • 2008 winners of the film ‘Dungoona’ went on to produce the award winning comedy series ‘Review with Myles Barlow.’
  • Maia Horniak, the producer of the 2009 winner ‘The Sellers’ is about to direct her first feature film ‘Mix Tape.’
  • And the 2010 winner has just wrapped up filming the pilot of ‘Sick.’
  • View the past winners’ entries.

This competition is the start of a successful career as a TV and filmmaker.

Props to Ikon!

We’re extra-excited about this competition because STW Group’s IKON Communications has thrown its support and media expertise behind the 012 Optus ONE80PROJECT.  Just another reason to get involved!

Learn more about the competition, its judges, tips on your entry and past winners at the competition website | Follow @one80project | Facebook | IKON Communications is on Twitter @IkonComm_AU.



Linkness. What we’ve been reading | December 2, 2011 | NEXTNESS

by Nextness published December 2, 2011 posted in Linkness


Are your meetings as glamourous and canine as this one in Grey Advertising, 1958? Let this serve as inspiration if they’re not. And now to Linkness, our weekly round up of the best business and creativity reads online.


  • What’s with all this obsession with cool (and by extension, youth)? | (almost) always thinking
  • On systems and strategy: your next strategy must build in failsafes that allow you to survive failure | Clay Parker Jones
  • When implementing an organization-wide transformation, focus your efforts on the most connected employees to help generate momentum and accelerate impact | McKinsey Quarterly
  • 10 vital habits of client service ninjas | Wrestling Possums
  • How to love what you do | Ground Glass
  • Top jobs: Too many suits and not nearly enough skirts in the boardrooms | The Economist
  • Gratitude as a business strategy | Fast Company


  • Why every agency needs an earned media director | Advertising Age
  • Why ‘The Economist’ is so successful | The Guardian
  • One of the main reasons companies hire consultants is to make sure they do not fall behind what their competitors are doing | Noah Brier dot Com
  • “Web display ads are not web native; therefore they do not and will not work.” But they’re not the only option for monetization. Are we entering a golden age of marketing? | aweissman.com
  • Big ideas vs long ideas | Hey Whipple
  • John Lewis: how a 147 year-old brand re-gained its relevance | Influxinsights


  • Facebook’s uphill battle for big-brand advertisers | WSJ.com
  • Mark Zuckerberg says the email’s end is nigh. LOL | The Observer
  • “That’s why I liked Post Digital. I was trying to suggest that a generation of business people and technologists should get over themselves.” | Russell Davies


  • Online retailers upgrade packaging to provide shopping’s magic moment in a box | WSJ.com


  • The challenges of using Kickstarter to fund a new novel | PBS
  • Mont Blanc crowdsources beauty by the second | Creativity_Unbound
  • An interview with the woman responsible for content strategy at Facebook | Contents Magazine
  • 10 best books of 2011 | NYTimes.com
  • US searches for a cultural response to economic hardship: artists choosing between escapism and grim reality | The Observer

STW news.

On Nextness this week.

  • “Last month, Australia went crazy…” Ogilvy Sydney in the news. | NEXTNESS
  • No scotch, no ciggies, and no Don Draper: work experience at Ogilvy Sydney. | NEXTNESS
  • On the mind of… Mindshare’s Cathie McGinn. | NEXTNESS