PFIZER WOMEN'S HEALTH CAMPAIGN
When it comes to talking about something that might be a bit embarrassing or awkward, Australians have an effective and time honoured approach. We joke about it. Take the mickey. Have a laugh. And in doing so – we normalise it.
So when we set about normalising this particular subject, there was one approach that we knew would make our audience stand up and take notice.
This campaign prompted women of all ages to have open and honest conversations with their friends, families and their doctors about contraception, heavy bleeding, menopause and see them for what they really are – just
a normal part of everyday life.
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AUDI A3 QUATTRO PRESS AD
The A3 Sportsback was already ahead of its class and with the addition of quattro permanent all-wheel-drive, the A3 Sportsback was now even more impressive to drive. Especially on wet roads.
This national press campaign delivered results far beyond expectations and the car itself went on to win Wheels sports car
of the year (under $50K).
TELSTRA BUSINESS RIGHT TOOLS CAMPAIGN
To launch its new Business Centres, Telstra wanted to encourage
SMEs to ask themselves whether their communication tools –mobiles, phone systems and broadband access – might be holding them back.
This campaign used press, outdoor and unaddressed mail to great effect, driving more business in their doors than they could handle.
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With the client already sold on the general
concept of the asphalt drawing technique,
it was over to me and Remedy's Creative
Director Scott Smith to bring it to life.
Having a very small budget and not a huge
amount of time to execute, we managed
to entice Director Phil Meatchem to jump
on board to help create a charming TVC
and accompanying press executions.
S-26 GOLD TODDLER CAMPAIGN
SALES UPLIFT OF 3.7%
WESTPAC MOBILE PAYWAY CAMPAIGN
With the email addresses of Westpac's small business customers in one hand, a brief
and a small budget in the other, we
managed to produce an effective 60 second video that brought to life the benefits of having the Westpac Mobile Payway – to
never miss a sale.
The results spoke for themselves with a response rate of 6% and a conversion rate of 3.2% - more than 3 times what was expected.
Money in the bank!
CONVERSION RATE OF 3.2%
AMERICAN EXPRESS MANY JOB TITLES DM
This over-sized pack reminded small business owners about all the professional roles they have
to perform which aren’t their specialty (and which they’re probably not especially good at either).
We then offered them the opportunity to get
loads of help to perform those roles better and
get back to doing what they’re good at sooner.
All they needed was to upgrade from a Gold
to a Platinum American Express card.
This ADMA finalist generated response four times higher than the target. A surprising result considering we were upselling existing cardholders from their $169/year card to a $1200/year card.
CONVERSION RATE OF 3.2%
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TELSTRA T-SUITE LAUNCH CAMPAIGN
For every business, software and software updates are begrudged purchases. Yet when it came to securing premises and most of the
important tools of trade, outright purchase was rarely the option adopted.
So the question Telstra put to businesses was:
If you can lease just about anything, from a
fish-tank for your reception area to a 200 tonne
mining truck, why are you still buying software?
REVOLUTION FOR CATS CAMPAIGN
The reality is that cats can be selfish,aloof, needy and downright crazy. Yet cat people wouldn’t want them any other way.
Sure, the relationship is a little one-sided, but it’s still worth protecting. And the
best way to protect it from the threat
of internal and external parasites is
with Revolution.
This campaign had more people asking their Vets for Revolution during the campaign period than with the two previous campaigns combined.
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VODAFONE PULL-THE-PLUG DM
When people have a mobile phone Cap Plan that actually suits their usage patterns, how do you motivate them to upgrade to a
higher-priced plan? By suggesting they pull the plug on their landline home phone, then put the twentyodd dollars they spend on
line rental towards their mobile instead.
Physically engaging and refreshingly frank, this impact-mailer achieved more than three times the hoped-for response rate, and
ADMA gave it a bronze.
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CONVERSION RATE OF OVER 5%
GREY/DIAGEO NEW BUSINESS INITIATIVE
As a new business initiative, Grey wanted Diageo’s head
of marketing, John Green, to experience first-hand
how their direct response division, G2, could present Diageo’s brands in a new light – literally.
We designed and produced a one-of-a-kind lamp,
made from melted-down bottles of Diageo’s key brands – Smirnoff, Johnnie Walker, Bundy, Bailey’s and Tanqueray.
We hand delivered the lamp to Mr Green with a note that invited him to visit hellojohngreen.com.au – a site that featured a personal video of introduction from the MD, more information about the agency’s direct response credentials and a ‘Making of’ video of the lamp.
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AMERICAN EXPRESS LEAVE APPLICATION DM
Amex wanted to show existing card members that they were willing to go the extra mile to help them get some well–deserved time off. 10% off all kinds of travel and holiday expenses was a good start, but we then took it further. We filled out their leave application forms too!
Response levels rocketed past all previous campaigns
with a similar promotional offer.
CONVERSION RATE OF 4%
OPTUS PLAY FOR PERKS MESSENGER BOT
Twice a week for six weeks, Optus customers were able to complete a challenge for a chance to win some great prizes, such as free fuel for a year, VR headsets, Sam Smith tickets, an Italian yacht tour and so much more.
The mobile-based game was delivered via a Facebook Messenger bot and received over 140,000 unique interactions - smashing the target by 16,000.
140,000 UNIQUE INTERACTIONS
OPTUS – THE HOME OF ENTERTAINMENT
In 2016 The Works were awarded the Optus CRM business and I was brought on board as the
Creative Lead on the account.
My role was to help Optus reposition themselves from a mobile phone-plan provider to being
a home-entertainment provider and to re-engage customers via the Optus Loyalty program - Optus Perks.
Optus needed to rethink how they communicated with their existing customers using data
and insights previously unused to such a degree and to explore new innovative channels
such as messaging bots - all with a mobile-first approach.
Optus’ NPS increased 9 points to +17 and at the end of 2018, had a higher score than Telstra.
Happy customers, happy client and a happy agency.
Hello and welcome to the site that is all about me. Mark Emerton – Senior Art Director.
Here you will discover a little more about who I am, what I have done, where I have been
and perhaps play a part in where I am going. Thanks for stopping by.
THE WORKS
Feb 2016 to April 2018
DDB REMEDY
Nov 2013 to Feb 2016
RAPP
Jan 2013 to Nov 2013
FREELANCE
Sept 2011 to Nov 2012
OGILVYONE
Sept 2009 Oct 2011
FREELANCE
Aug 2008 to Sept 2009
GREY
Oct 2004 to Aug 2008
GPYR
May 2002 to Sept 2004
M&C SAATCHI
Nov 1999 to Sept 2001
Optus and ING Direct
Aspen, Brystal-Myers Squibb, Gilead, Novartis and Pfizer
Westpac, Telstra, Audi and Ronald McDonald House
OgilvyOne and Droga 5 (Telstra and Woolworths)
Telstra, American Express
The Monkeys, Clemenger, BWM and M&C Saatchi
(Telstra, Vodafone, Optus, Ford and Toyota)
GE Money, WorkSafe Victoria and Australia Post
Optus and Telstra
ANZ Bank, Audi, British Airways, CityRail, Qantas and Vodafone
A hands-on, multi-channel Senior Art Director with a real drive for creating work that gets results.
It has been 20 years since I embarked on my journey into advertising. After graduating from the
Design Centre in 1995, I worked with a few small agencies before accepting a Graphic Design role at M&C Saatchi in 1999.
I spent the following two years learning from some of the industry’s heavyweights and working on
some award winning campaigns for Audi, Qantas and DHL.
In 2002, it was time to put down the pencil, pick up the backpack and see a bit of the world - travelling to Thailand, India and Nepal for 6 months. Upon my return in 2003, I took a role at George Patterson Bates (now Y&RAUNZ) where I worked on the Telstra account and honed my craft in the DM space.
After spending three years at Patts, I went on to work at Grey, OgilvyOne, Clemenger, The Monkeys, BWM, Droga 5 and DDB Remedy. For the past two years I have been a Senior Art Director on the
Optus account at The Works when the agency won CX Agency of the year, two years running.
I am a regular tutor with ADMA Creative School and have a real passion for mentoring the next generation of creatives.
Outside of work, I spend my time chasing after my 5 year old daughter Amelie, bike riding and collecting old-school skateboards.
Thanks for stopping by. Please keep me in mind when you're looking for a creative, experienced
and hands-on Senior Art Director. I look forward to hearing from you.
