ROI looks impressive on a slide, but it’s a measure of efficiency, not effectiveness. As Zac Martin argues, it rewards cuts over growth and short-term wins over long-term brand value.

Matt Keon, CCO TBWA\Sydney, points out, two data points now define the landscape: New York University and Emory University show AI beating humans in live environments, while TBWA\Australia’s Galton’s Law analysis shows that under stress, AI tends to drift back to generic, average ideas. And once audiences know AI was involved, performance falls. The tension between effectiveness vs. trust is the real frontier. Which is exactly why TBWA\Australia, with Ideally, is now studying not just model behaviour, but how people perceive AI-created campaigns when disclosure is on the table. Until we understand that, we don’t really understand creative AI.

From 67 hours of content to four winners, the verdict is in. AI is a powerful tool, but no replacement for taste.

Retailers are “vetting suppliers through ChatGPT” and using LLMs to form business plans just as consumers are likewise shortcutting legacy search. That was the “eye-opening” realisation Patties Foods faced up to when TBWA and Eleven presented the evidence to its marketing team. Hence the prompt pilot of TBWA’s new system for brands to navigate AI search – and marketing and growth chief, Anand Surujpal kicking off an immediate trial program to tackle visibility in the LLMs. He calls it “total reputation” and says brand comms is next off the rank.

Earned media and PR has never played a more pivotal role in how a brand is seen, trusted and experience by consumers. The very best get into the minds of punters through brilliantly creative earned media coverage and some good old-fashioned PR pitching that directly connects target audiences to brands.

Kimberlee Wells has built her career on the belief that creativity can be transformed into both inspiration and shareholder value. Her contribution at TBWA Australia for over a decade has seen her live and breath the agency’s Disruption philosophy. Just last month, she was appointed CEO to continue propelling growth and reach for a wide variety of brands.

When Sundance vaulted indie filmmakers into the spotlight in the late 1980s, it reshaped cinema and the business around it…

TBWA\Australia has opened applications for its highly anticipated FRESHIES (formerly Fresh Fries), paid creative agency apprenticeship program, designed to find the ambitious, and the relentlessly curious. With a new name, a new look, and a new brief, the program continues to evolve while staying true to its disruptive spirit.

From boardrooms to brands, every generation of leaders has faced its “moment”. The artificial intelligence moment of truth (AiMOT) is next, and it will not wait for you to catch up.

“Be more entertaining. Be more interesting. Be more attention-grabbing. Hit people in the feels,” urges Zac Martin, who challenges advertising’s fixation on persuasion.

“Investing in the person you are working with is as important as investing in the problems you are trying to solve,” TBWA\Australia’s newly-promoted CEO told LBB’s Tess Connery-Britten

TBWA has appointed Kimberlee Wells as chief executive officer of TBWA\Australia, expanding her leadership remit across both the Sydney and Melbourne markets.

The Glue Society’s Jonathan Kneebone and TBWA\Melbourne’s Paul Reardon and Stephanie Gwee told LBB’s Tess Connery-Britten, “the lengths that people went to to enter this competition was amazing,” including using “open source intelligence methods to decode a series of clues”. The day of the shoot and search was made more memorable by rain deemed a “drought- ending weather event”

Daring Shark Week stunt demonstrates period swimwear works, driving 7% year-on-year growth…

Modibodi, Australia’s leading reusable period underwear brand, has launched a powerful new campaign in partnership with Fabric\TBWA, one which speaks directly to the quiet panic so many experience at the start of their period. The film captures that moment of spiralling anxiety, only to be met with a quiet realisation: she’s wearing Modibodi. And that changes everything.

TBWA\Melbourne’s chief strategy officer, Eloise Liley, shares insights into the growing global child-free pet parents trend.

TBWA\Australia has launched the DISRUPT AI Film Festival (DAIFF), the nation’s first GenAI film festival dedicated to reimagining the art of storytelling through generative artificial intelligence and video. 

Exclusive interview: “There’s something really fun about painting portraits of these microscopic, little weird things,” Eleven PR’s Russ Tucker and Amy Ashworth told LBB’s Tess Connery-Britten of the earned campaign for Kellogg’s sustainability program..

TBWA\Australia has launched Rise, a new strategic service aimed at ensuring brands remain discoverable and recommended within AI-driven platforms.

Paul Bradbury’s tenure as CEO of TBWA Australia & New Zealand has been defined by disruption, in the best possible way.

Paul Bradbury, Catherine Harris, Kimberlee Wells, and Elektra O’Malley tell LBB’s Brittney Rigby why TBWA is “the one network agency” defying tough market conditions with a run of wins and key hires, and transformed pricing practices…

TBWA\Melbourne CEO Kimberlee Wells is orchestrating a counter-plan to combat Meta’s ambition to do away with the need for human-built creative….

TBWA\Sydney has hired Matt Keon as chief creative officer, LBB can reveal, rounding out a leadership team comprising newly-appointed managing director Elektra O’Malley and chief strategy officer Michael Hogg.

Marketers should prioritise grabbing attention over being correct when making ads, even if it feels random or weird, says TBWA Melbourne’s Zac Martin.

Telstra’s bespoke agency +61 has revealed how it captured 20,000 dominoes falling in a long…

In partnership with AWARD, LBB AUNZ has refreshed its Work of the Month format. Here, three senior creative leaders…

TBWA’s report on cultural shifts examines company exposure and transparency, ageing, and throwback technology.

NAB, together with TBWA\Melbourne and Mindshare, has launched its latest AFL sponsorship campaign, which captures…

TBWA\Sydney has hired Josh Taylor Dadds as its new head of strategy. Taylor Dadds will report to Michael Hogg who was announced…

A one-of-a-kind discussion on motherhood and its impact on the advertising sector, and a masterclass on grabbing and holding…

Elektra returns home from New York while Michael moves from Emotive, LBB’s Brittney Rigby reveals.

A visually engaging display of over 20,000 colourful dominos aims to give life to ‘seamless internet’ in this campaign from the Australian telco giant in collaboration with +61 and Bear Meets Eagle On Fire…

TBWA\Sydney’s ECD, Katrina Alvarez-Jarratt, joined Aussie creatives in sharing their thoughts on this year’s Super Bowl ads.

On Valentine’s Day, Patrick Rowe, Nitsa Lotus, Matt Chandler, Justine Leong, and more tell LBB’s Casey Martin why they’ve stayed committed to…

TikTok has shortlisted TBWA\Sydney for Creative Agency of The Year for a second year in a row…

With the 46th AWARD Awards fast approaching, we sat down with Katrina Alvarez-Jarratt, Executive Creative Director at TBWA\Sydney…

She once dreamed of covering war zones, not crafting ad campaigns. But a surprising turn of events led this TBWA\Melbourne’s creative director to…

TBWA\Australia’s Mads Catanese and Isobelle McGrath are the winners of FBI Talent and DDB Sydney’s LAUNCH Programme, LBB can reveal.

Adelaide director Conor Mercury has beaten out more than 100 entries in a national competition ran by short film festival Flickerfest to create…

The Shift 20 Initiative has announced a partnership with 15 creative agencies to promote disability inclusion in the advertising industry, including…

Despite winning some of the biggest pitches of the year, TBWA’s AUNZ CEO tells LBB’s Tom Loudon that +61 delivering on its promise was the biggest win…

Creatives reveal their standout campaigns of 2024 that ignited both admiration and envy, and the lessons these works offer about branding, storytelling, and audience engagement.

It’s the most wonderful time of the year for retailers and festive advertising campaigns are no exception.

Agencies earn their reputations with brilliant creativity and the iconic brands they build. But the best agencies are also stable businesses with longstanding clients, not…

It’s been another rollercoaster year in the world of advertising, with campaigns causing outrage and delight in equal measure. Here are our favourites of 2024

TBWA\Melbourne has made two new appointments to its executive leadership team, promoting Kiefer Casamore into the role of executive general manager and Eloise Liley to chief strategy officer.

Food manufacturer Goodman Fielder has named TBWA\Sydney its integrated creative agency following a competitive pitch.

Managing editor Brittney Rigby, reporter Casey Martin, and managing director Toby Hemming pick their favourite work of the year…

From Paris Hilton perfume to a Robert De Niro box set gifted by Geoffrey Rush, LBB’s Casey Martin details the best gifts that Russ Tucker, ECD from TBWA’s Eleven…

Kraft Heinz Australia and New Zealand has appointed TBWA as its integrated creative agency, following a competitive pitch process.

AI will enable Australian brands and agencies to level up with global competitors, however, avoiding mediocrity and achieving creative excellence will require greater strategic human scrutiny

From stunning visuals to brilliant storytelling, these are the campaigns that captured producers’ and directors’ admiration this year, writes LBB’s Tom Loudon

Truly big ideas cut through in cluttered categories and grow brands in a downturn. But agencies aren’t presenting enough of them, and clients are settling for less, Omnicom Advertising Group’s Troy Ruhanen and TBWA’s Katrina Alvarez-Jarratt…

Australian Defence Force Recruiting (DFR) has appointed TBWA\Melbourne lead creative advertising and digital services agency, following a competitive pitch.

Since the early 1990s, Campaign’s Agency of the Year awards have existed to recognise inspiring leadership, management excellence, outstanding business performance, and…

+61 and BMEOF have launched their first work for Telstra’s music and tech accessories brand, Sprout. The ‘Homegrown Sound’ platform is part of Sprout’s new mission to support and grow Australian music.

TBWA\Sydney’s ECD tells LBB’s Brittney Rigby why we need to ditch the word “brave”, which “sounds like something to a marketer that might get them fired”.

President and ANZ Regional CEO, Paul Bradbury, talks about TBWA’s commitment to learning, development, and apprenticeship pathways driving progress for gender diversity in leadership.

For mycar, TBWA\Sydney and Eleven are asking EV drivers to head to emergency zones and lend power to those in need.

This PR agency takes its “Turn it up to Eleven” mantra seriously, pushing past “good” to bring groundbreaking campaigns that resonate culturally and socially.

TBWA\Melbourne and NAB have announced ‘Bullseye’ from Auckland University of Technology (AUT) as the winners of the 2024 Advertising Capstone Challenge (ACC).

Following a recent double-page spread that highlighted the glaring lack of gender diversity in the creative industry, Campaign Asia-Pacific asked women creatives in the region about the steps needed to enact real change.

TBWA\Melbourne is on the hunt for ambitious, brave and relentlessly curious talent with the launch of its paid 2024 Fresh Fries Program.

Marketers and agencies don’t spend nearly enough time thinking about Category Entry Points and building them, says TBWA\Melbourne Planning Director, Zac Martin.

September was a special month for brilliant OOH executions. From Telstra’s bespoke designs to Specsavers scaring travellers into thinking they’re in the wrong airport, the OOH game has well and truly ramped up.

Get to know TBWA Sydney’s ECD, a natural extrovert (with introvert rising) who loves free biscuits, adrenaline, and HBO Voyeur.

Bear Meets Eagle On Fire’s Micah Walker and +61’s Blake Crosbie tell LBB’s Casey Martin that the level of care put into the work is “kind of bonkers really”

Telstra has unveiled its latest advertising platform, Wherever We Go, as the telco giant launches a major marketing offensive in a bid to become a loved brand.

Aussies have praised Specsavers for a clever ad designed to trick airline passengers into thinking they had caught a plane to the wrong city.

Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites.

The product-demo spots from TBWA\Media Arts Lab and director David Shane show the AI in action.

By sticking to traditional recruitment methods, agencies are failing to attract a diverse, digitally native talent pool. TBWA\Melbourne’s Chief Creative Officer, Paul reardon weighs in…

In a nation where Tomato Ketchup goes on just about everything, Heinz sought to show off the rich and delicious flavour of its universally loved condiment by extending the global…

To bring attention to its new pickle-flavoured ketchup, Heinz sent a “human pickle” to Spain’s La Tomatina festival, with support from Eleven and TBWA\Sydney.

From ‘brat summer to the ‘very demure, mindful trend’, Eleven’s Eliza Smith says brands should do away with overly curated campaigns.

Brinkley Davis helps dispel menstruation myths around swimming on your period in Modibodi campaign by Fabric

TBWA\Melbourne has been appointed as the full-service agency partner for VicReturn, a not-for-profit entity established by the Victorian Government, following a competitive pitch process.

B&T’s Women in Media Power List is the definitive who’s who in the advertising, marketing and media industries. Celebrating the CEOs, CMOs, CCOs, ECDs and beyond.

The Doping Divide’ sets out to disrupt the widely held cultural belief that doping only results in unfair sport.

Consumer PR’s have perhaps one of the most imporant roles in the industry, tapping the minds of consumers through earned media coverage and events with effective that need to stand on their own two feet.

LBB’s Casey Martin showcases the very best work from the month of July, including the likes of Ogilvy, TBWA/Melbourne, Think HQ, The Monkeys, and DDB New Zealand.

This year, B&T has chosen to pay homage to some of the unsung heroes who lead pitches at creative agencies.

The 2024 Advertising Capstone Challenge (ACC) is officially open, offering a career-defining opportunity to final year advertising and marketing students across Australia and NZ.

Speaking at the Mumbrella Finance Marketing Summit on Thursday, NAB’s head of group brand, Sue Brailsford, explained the bank’s ongoing relationship with the younger generation.

The First Wheelchair Ballkid for Mastercard has been named a winner for Fast Company’s 2024 Innovation by Design Awards.

To celebrate its new sponsorship of the Australian Olympic Team, Four’N Twenty is serving up a national campaign dubbed “Running On Paris Time”. Delivered by TBWA\Melbourne, the fresh work is part of a broader creative idea.

In the latest campaign, mycar Tyre & Auto has positioned itself as the benchmark for care, encouraging customers to get the care they deserve in all areas of their lives

TBWA has launched a new platform, Collective AI, designed to infuse artificial intelligence into every facet of its business.

Telstra has launched its latest campaign ‘Better on a Better Network’ via Bear Meets Eagle On Fire, +61 and OMD Australia.

In the face of escalating environmental crises, the advertising ­industry stands at a crucial crossroad.

Harrison Webster and Max Reed, creative directors at TBWA\Melbourne and Eleven PR, speak to LBB’s Tom Loudon about how they balance traditional advertising with earned PR.

National Australia Bank (NAB) and TBWA\Melbourne have teamed up to launch a new bookkeeping tool, NAB Bookkeeper.

Modibodi, the period underwear company, has launched a marketing campaign as it seeks to reposition as an aspirational lifestyle brand rather than a menstrual health company.

Winnie-The-Pooh: The Deforested Edition and The First Wheelchair Ballkid has bagged 4x accolades at this year’s One Show Awards.

The winner of the PRWeek Global Award for Global Creative Idea is Winnie-the-Pooh: The Deforested Edition by Eleven and TBWA, for Who Gives A Crap.

Leading frozen ready-meal brand, On The Menu, has unveiled a reinvigorated brand strategy and national campaign.

The president and regional CEO of TBWA Australia & New Zealand spoke to LBB’s Casey Martin about making meaningful work, and the necessity of innovation.

Humour in advertising could be the antidote to the dark clouds of client and consumer sentiment. After four years of pushing against economic headwinds, falling consumer spending and…

In the disrupt-or-die era, there is no space for marketers to fear failure. If your brand is strong, creative risks pay off. Take a cue or two from Beyoncé’s masterclass in risky branding.

Despite calls for more inclusivity within advertising, delivering a successful and appropriate campaign continues to be tricky.

NAB together with TBWA\Melbourne and Mindshare has unveiled the next iteration of the recently launched ‘Wrangle Your Money’ campaign.

So Kelvin, why strategy? Were there any other fields or careers you considered before diving in? I actually studied finance before…

Agencies have a responsibility to educate themselves on working more sustainably and working with clients to understand their intent.

The first campaign from Telstra’s recently created bespoke agency +61 has launched for the brand’s Satellite Home internet, powered by Starlink.

The recently unveiled report by Backslash, the cultural intelligence unit of creative agency TBWA, offers insights into 41 key cultural shifts for brands navigating the future market.

Eight years on from its debut, NAB is very much holding onto to its ‘More than Money’ brand cards, taking the wrappers off its latest campaign version in March.

Nissan Australia has unveiled a national 360° campaign celebrating its innovative e-POWER technology, alongside a refreshed visual identity for the brand.

National Bank of Australia (NAB) has launched its latest advertising campaign, “Wrangle Your Money,” in partnership with creative agency TBWA\Melbourne and media agency Mindshare.

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. This week, we chat with Paul Bradbury, CEO of TBWA Australia and New Zealand.

As a partner brand of the recent Australian Open, Mastercard launched Australia’s first wheelchair ball-kid, in a pilot program.

Controls on advertising harmful products like tobacco and junk food have existed for years. With the climate emergency worsening by the day, is it high time to implement tighter rules on advertising high-carbon products like SUVs and long-haul flights, or even ban them altogether?

We’ve been trained to fear wear out. The premise that at some point, consumers get tired of an ad so much so it becomes ineffective. Or even damaging to the brand. We spend a lot of time talking about it.

Cheeky toilet paper brand Who Gives A Crap has unveiled ‘Winnie-The-Pooh: The Deforested Edition’ via Eleven and TBWA\Melbourne, a first-of-its-kind reimagining of the iconic children’s book, to highlight the impact of deforestation across the globe.

Following Unilever’s recent strategy announcement on cooling off on purpose-led marketing for some of its brands, Campaign asks industry experts to weigh in on whether or not there is a case for it, and if now is the right time?

TikTok + TBWA release a new whitepaper, which takes an in-depth look at the crucial role creativity and innovation play in contemporary marketing strategies.

BRING Agency with TBWA\Melbourne and Vodka Cruiser, are in the running for ‘best use of an Australian recording in an ad’ at this year’s ARIA Awards.

Telstra has announced a shake up to its brand and marketing agency roster, with the creation of ‘+61’.

Business-to-business marketing seems to be suffering an identity crisis. Do CMOs need a nudge to stimulate the kinds of big brand-building ideas the sector was having back in the noughties?

TBWA have been named #2 Network of the Year at the 44th AWARD Awards last night, taking home four Gold, five Silver and 13 Bronze pencils.

Following rigorous online judging by industry experts, Advertising Council Australia has announced that 110 finalists from 27 agencies representing 46 clients have made it into round two of 2023’s Australian Effie Awards.

Sourcing ingredients (knowledge and insights) from 42 culture spotters across the globe, today Backslash — the cultural intelligence unit of TBWA — has cooked up the fourth report in its ‘Future of’ series.

Sourcing ingredients (knowledge and insights) from 42 culture spotters across the globe, today Backslash — the cultural intelligence unit of TBWA — has cooked up the fourth report in its ‘Future of’ series.

If food waste were a country, it would be the third-largest greenhouse gas emitter, according to the National Benchmarking Study Summary Report. Nature Climate Change’s recent Future Warming from Global Food Consumption study has also warned…

With 90 Acceptances TBWA narrowly edged out Ogilvy, DDB and BBDO as Network of the Year. TBWA Santiago Mangada Puno Philippines and TBWA Australia, ranking at equal #15 in APAC.

Let’s be clear, this rebrand is a tombstone as much as it’s a bassinet. It simultaneously draws a black line through Twitter (and its billions of dollars in brand value), and reshapes the world’s current understanding of, and future experiences with it.

Employment marketplace SEEK has unveiled a major new brand campaign that revives its iconic ‘Seek and you shall find’ tagline more than a decade after it was rested.

The MADC Creative Showcase in Melbourne tonight, where over 500 creatives have gathered at The Forum to celebrate the best and brightest of a sparkling 12 months for the local creative industry.

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders.

Creatives are increasingly using AI generated art in their campaigns, but is it saving time and costs? Will rights issues and ethical concerns prevent broader adoption? And is it really the future of the creative process?

Just a month ago TBWA\Melbourne collaborated with The Melbourne Writers Festival that saw a collection of AI artwork created by inputting imaginative writing, word for word, into an AI bot which turned the written prompts into artwork.

Vodka Cruiser has partnered with iconic Australian pop music duo, The Veronicas, to release music as first-time solo artists, aimed at breaking down the societal stigma associated with female and femme masturbation.

‘The Art of Words’ sees the writings of literary greats Mary Shelley, Herman Melville, HG Wells, Bram Stoker and George Orwell inserted into AI Mid Journey – an AI bot. The results are imaginative posters that depict scenes from each book in a modern format.

The campaign focuses on educating employers and empowering employees to speak up about inappropriate behaviour and promote an inclusive workplace.

The NAB Mini Legends are back for 2022. Celebrating its sixth year, the campaign continues to highlight NAB’s commitment to supporting footy from NAB AFL Auskick through to the big time.