Havas Worldwide Melbourne is an advertising agency located in Melbourne, Australia. It is part of the larger Havas Worldwide global network. The agency focuses on creating socially significant advertising ideas that people want to share. It emphasizes collaboration across its creative, digital and PR departments to develop powerful and effective campaigns. The agency is known for its award-winning work for clients such as Telstra, Virgin Mobile, and Durex.

1. Welcome to
Havas Worldwide
Melbourne

2. Contents
1. Our story
2. Our team
3. Our positioning
4. Our approach
5. Our particulars
6. Our work

3. Our
story

4. Havas Worldwide Melbourne
has great people. That’s why
we’re here.
People who want to create great work
for great clients. And that’s great. We
exist because a group of multi-talented
individuals don’t want to live and work
any place other than the vibrant city of
Melbourne.
So whilst we work seamlessly with our
larger family in Sydney and the world,
Havas Worldwide Melbourne is built
around them. And they are proud to offer
you our award winning service.

6. James Wright
Managing Director
James was a Board Director at
international agency Grayling
before joining the Havas group
in 2011 as Managing Director of
Red Agency. With broad-ranging
experience across consumer
and corporate communications,
his specialities are digital
and social media and crisis/
issues management. James has
worked on some of Europe’s
most influential and challenging
campaigns for major blue chip
companies, governments and
charities. James was appointed
managing director of Havas
Worldwide Melbourne in 2013.
The European coffee vibe,
no two days are the same
and around every corner
you can discover
something new.
Steve Coll
Executive Creative Director
Steve was a Creative Director
at AMV BBDO London when he
wrote the Cannes Grand Prix-
winning Walkers Crisps Sandwich
campaign. Before that he was
at Leo Burnett where he was
responsible for the McDonald’s
‘Inner Child’ ad, recently ranked
seventh in the Campaign Brief
Australian Ads of the Decade.
Since joining Havas in 2010, Steve
has won multiple Cannes Lions
for Vanish, Virgin Mobile, Durex
and the Save Our Sons charity, as
well as a silver and bronze Clio.
Melbourne is a city with
style, flair and a point
of view. Appropriately
this is what makes Havas
Worldwide Melbourne such
a distinctive agency.
Mat Crompton
Group Account Director
Mat has been with Havas for
over five years, four of those
in London. While overseas he
worked on a wide variety of
accounts including Santander,
Evian, Peugeot, Yakult and
Arjowiggins; and in 2012 was the
Account Director for Santander’s
largest ever campaign – the
launch of their 123 current
account and credit card. That
same year, he also led a number
of sponsorship and PR based
experiential events for Evian.
Its understated eccentricity,
European influence,
encouragement of ‘wall
art’, effortless living and, of
course, ‘the G’.
Richard Smallwood
Digital Strategy Director
Richard joined Havas in 2005. He
manages our Melbourne digital
team and heads up the Telstra
and Australia Post accounts.
Prior to joining Havas, he lived in
the UK where he was Technical
Director at M&C Saatchi London
between 1999 and 2003 and
Technical Strategy Director at
Digitas London for two years. He
brings to the team a full-service
approach to digital strategy,
including expertise in customer
strategy, technology, platforms
and delivery.
Melbourne is a
contradiction. A truly
international city on
the side of the world,
surrounded by farms,
desert and sea. A place
where you can push the
limits, and still have a
good work-life balance. Be
surrounded by art, sport
and nature all on the same
day. The most liveable city.
Tony Radosevic
Planner
Tony has been with Havas for four
years and is highly experienced
in digital strategy, interactive
advertising, brand identity, print,
and TV. Expert in the creation of
digital ideas that really engage
consumers, he has a track record
of generating significant ROI.
Tony has worked on NAB, Telstra,
Australia Post, Medibank, La
Trobe University, Stainmaster and
Devondale.
I love the area around
Johnston and Brunswick
street (it’s also where
I live). It’s filled with
really interesting people;
chefs, artists, teachers,
rockers, hipsters, hippies,
skaters. It’s an eclectic,
fun neighbourhood. It
embodies Melbourne
– understated, cool,
educated, and interesting.
Our team

7. We’ve won
a few awards.
In 2012 & 2013 we won around
50 including 11 Cannes lions.
We are proud of these
awards and the work that was
recognized for them but the
reason they are important is
again all about people.
Quite simply awards retain and
help recruit the best talent. And
that’s the reason we like them.
Awards

8. Our
positioning

9. Who we are
We’re lucky to live and
work in Melbourne, a
youthful city. And we
believe in the wisdom
of youth. In fact it’s
integral to what we do.
Whilst wisdom of youth can
be considered a strange
juxtaposition, we believe that
in today’s fragmented world
of media and messaging, it
is essential that agencies can
demonstrate both youthful
empathy and experience-based
knowledge.
At Havas Worldwide Melbourne
we’re blessed with the ability to
distil masses of information into
pure insights that inspire single-
minded advertising ideas. Great
ideas that can be propagated and
shared in a technology-led world.

10. What we do
We believe in advertising that has
social significance.
The passive consumption of advertising is a thing
of the past.
We believe the only way to stay connected with
today’s audiences is to create messages with
meaning.
Whether it’s through sheer entertainment value or
tangible utility to the consumer, our creative ideas
always carry a social hook that delivers maximum
return for our clients.

11. We aim to create
borderless ideas
that are ‘deliberately
shareable’.
Ideas that can live anywhere
and resonate with consumers so
much that they feel compelled
to share with their friends,
colleagues and networks.
Creative ideas that people will
talk about around a water cooler,
in a boardroom or down at the
pub, share on social platforms or
point out to a friend on the bus.
How we do it

12. Underpinning what we do is the bedrock of a full service offering.
From traditional broadcast channels to gamified app production;
from designing corporate collateral to search marketing; we relish
every brief and every creative challenge.
Our service
Broadcast Print Content Search Play Digital build Display Activation/
Events
Graphic
Design
Graphic
Design

13. Our
approach

14. Collaboration
Creative
DigitalPR
Collaboration is a core value at
Havas Worldwide Melbourne.
We believe collaboration benefits the culture but more
importantly, we believe it results in more powerful and
effective campaigns. We always take a collaborative
approach to idea generation.
Ideation still resides in our creative department,
however the idea is stretched, built upon and tested
in collaboration with our digital and PR departments.
Now we can deliver campaigns that resonate culturally
and that people and the media want to share.
We are not precious. Although we love working with
our digital, PR and media gurus in house, some clients
have their own preferred partners in this space so we
go through exactly the same process with them.
The result is invariably campaign ideas that are both
engaging but also incredibly efficient in their cost to
the client.

15. We are here
because of our people.
We have the wisdom
of youth.
We create ideas that are
socially significant and that
people want to share.
And we believe in
collaboration.
In short

16. Our
particulars

17. Havas Worldwide is the youngest of
the five major global networks.
In Australia we have offices in
Melbourne, Sydney and Brisbane.
We have over 300 offices globally and
11,000 staff members.
Thanks to our youth, we have none
of the legacy issues that other major
networks face. In fact, we grew up
offering digital and PR in every single
office.
Our network

18. At Havas Worldwide Melbourne we’re
not just about generating innovative
and socially significant advertising
ideas. We also have a very strong
technical capability in the build
and management of digital assets,
delivering major projects for blue chip
clients such as Telstra, IBM and Sony.
We’re highly experienced in email
marketing and deployment; we’ve
built numerous websites and complex
technology systems; and we deliver
SEO and SEM solutions across a
variety of industry sectors.
Established with digital at the core
(in fact, we created the first dynamic
banner in Australia), we build both
functional back-end working teams
and creative-support teams that
stretch and share our advertising
ideas.
A digital core

19. A good test for its social significance is
how newsworthy a campaign idea is.
Our PR professionals are central to our
ideation process and of course, play an
important role in campaign amplification.
Lead by our Managing Director,
James Wright, our PR division Red Agency,
was the most awarded PR company in
Australia in 2013.
And again, whilst accolades are very
welcome, this allows us to retain and
recruit the very best in the public relations
business.
PR expertise

20. Our
work

21. La Trobe University
Decisive Moments
The Problem
In an increasingly competitive market, La Trobe
University lacked traditional education sector
measures such as high global ranking to
persuade students they should automatically be
a first choice. They required a cut-through
engagement campaign that worked seamlessly
across 6 months and multiple action points as
students considered their final university
preferences for 2014.
The Solution
Research showed that La Trobe’s target market
covered a unique, emerging demographic which
they termed ‘Aspiring well-rounded, world
citizens’.
We created DECISIVE MOMENTS, a campaign that
engaged them both socially and culturally by
empowering their freedom to choose rather than
what to choose. Everyday simple objects and
empathetic copy supported the key decisions
they had to make during the Preferences period,
reinforcing the perception of La Trobe as a
like-mind, not another student marketer.
The Results
Campaign has just finished and we are awaiting
final results.
Click on image below >

22. Save Our Sons
Most Powerful Arm Ever Invented
Coverage in 300 technology and creative blogs,
5 prime-time national television shows and
every national newspaper – generating $7.9M of
earned media.
The Problem
Save our Sons desperately needed $1.75M to
fund urgent clinical trials that could stop
Duchenne Muscular Dystrophy (DMD) – a rare
and fatal condition that deteriorates the muscles
in thousands of Australian children. Our strategy
was to petition the Australian Government to
fund the trials, but as a rare disease, DMD has
virtually no awareness in Australia. Which makes
getting thousands of signatures difficult.
The Solution
We created ‘The Most Powerful Arm Ever
Invented’ – the world’s first petition signing
robot – and invited Australians to sign for those
that can’t.
By asking people to login via Facebook, we
were able to automatically share a photo of the
robot signing their name to their wall, creating a
massive viral effect. Users could also watch the
arm signing their name in real time via a live
stream. To make the arm more powerful we
gave it a font based on the handwriting of Jacob
Lancaster, a 19 year-old with DMD. We sampled
it from a Mother’s Day card – the last thing he
ever wrote.
The Results
Facebook impressions
signatures
unprompted donations
Australian health related
petition ever
petition to be officially
tabled by the Senate
a pharmaceutical company
has started the trials
Click on image below >

23. The Problem
The digestive health yoghurt category is in
decline. The expansion of the broader yoghurt
category (in particular Greek products) and
increased promiscuity at point-of-purchase
meant that even though Activia itself had seen
relative growth in 2013 there was the need for
2014 to further increase awareness of the
product benefits but also increase the brand’s
equity to reduce in-store switching.
Activia Yoghurt
Fixing Life’s
Little “Blurghs”
The Solution
Adapting the ATL campaign to resonate more
socially, we created an always-on strategy aimed
at helping people with their everyday problems.
The ‘Fixing life’s little blurghs’ campaign
identified and answered these issues in useful,
entertaining and topical ways, keeping Activia
front of mind for our consumers and increasing
their affinity for the brand.
The Results
Campaign is still live and awaiting first round of
results.

24. Click on image below >
Five years was the cumulative time
users have spent playing the game.
million games played over
3 weeks of the campaign
Australian location-based
alternative reality app.
Five Years
2.5
Largest-ever
The campaign is in market but initial results show:
Virgin Mobile
Game of Phones
The Problem
Virgin Mobile are more than just a mobile
provider, they look after their own by giving
them great rewards and great perks. Our
challenge was to demonstrate to non-customers
what it’s like to be part of the Virgin Mobile
family.
The Solution
Facebook and gaming are the two most popular
activities on mobiles. So we created an
addictively social mobile app, ‘Game of Phones’
where players could hunt for more than
$200,000 worth of prizes using GPS, steal them
from each other and compete to become the
‘The King’ to win a dream holiday from Virgin.
Among the prizes to be won were some of the
same perks that come as standard when you’re
a Virgin Mobile customer.
The Results

25. The Problem
In Australia Durex were a distant second behind
category leader Ansell, who had secured market
dominance and consumer loyalty. Despite their
extremely low brand awareness and boring brand
perception, Durex possessed a competitive
advantage in the form of several existing
innovative products such as mutual climax
condoms and orgasm inducing lubes. Rather than
advertising an existing Durex product, we decided
to fuel worldwide news and create a new one.
The Solution
We created Durex Fundawear – an innovative
range of his and hers underwear that allows touch
to be transferred over the internet. For the first
time, couples could tease, tickle and tantalise
even when they are apart.
Fundawear would be our first Durexperiment –
An ongoing conversation with 18-24 year olds
driven through Durex’s Facebook page.
To sell this world first was no easy task. To make
it was far far harder.
Initially we engaged with some of the top minds
across universities ranging from RMIT to Auckland
University in order to assess the feasibility of
the project.
We then collaborated with Sneepo, a self
proclaimed bunch of geeks, who worked hand in
hand with Havas Worldwide Sydney in order to
create the bespoke technology to make this
happen. We even created a custom made Durex
Durex
Fundawear
circuit board in order to miniaturise the
technology into the underwear.
Concurrently, we engaged Billy Whitehouse,
a top fashion designer, in order to create both
desirable and wearable underwear with the
technology embedded.
Then we sourced a young couple and split them
up for 4 straight days. After enough time apart to
leave them hot under the collar we documented
the initial trial of the Fundawear thus creating as
realistic an expose as possible of the product.
This film was then seeded into influential bloggers
along with tailored content focusing on the
technology and the fashion.
The world couldn’t get enough of it. The initial
results say it all.
The Results
mainstream news pieces and a further 1,333 blogs
most viewed YouTube clip in Australia in April
YouTube view of the campaign
of earned media value
in fan growth on Facebook
in talk about Durex on Facebook
tweets
#1
6,422,351
244
$1.9M
3978.6% increase
489.9% boost
23,000
Click on image below >

26. The Problem
During the 2013 Federal Elections there was a
danger that environmental issues would not be
a key consideration in party campaigning.
The Solution
To focus attention on this as well as the potential
scrapping of the Emissions Trading Scheme we
created an activation that embodied our
message, literally. In a high footfall area of
Sydney we created an evocative art installation
featuring a real person, painted with body paint,
as part of an image of endangered animals.
Around this intriguing installation our objectives
were explained.
WWF
I Am Real
The Results
The stunt was filmed for TV and online channels
driving people to the campaign microsite. The
campaign reached over 12 million people and
7000 emails were sent directly to local MPs.

27. The Problem
Within the Home Builders category the
consumer’s ability to change a property’s design
is usually cost prohibitive. Due to their franchise
model and unlike other builders, Hotondo
Homes encourage bespoke home designs for
little or no extra cost. However even with this
strong point difference sales leads were not
matching their expectations.
Hotondo Homes
Home Planner
The Solution
Empowering customers to literally create their
own home during the consideration process was
a socially significant breakthrough to support
this proposition. In addition to an emotive ATL
campaign, we created an online tool allowing
consumers to modify floors which were then
sent on to the local franchisee as a warm sales
lead.
The Results
20% of sales leads included the completion
of the online home planner
in sales lead22% YoY increase

28. Our clients

29. Get in touch
James Wright, Managing Director
p: + 61 423 606 403
e: james.wright@havasww.com
Mat Crompton, Group Account Director
p: + 61 400 714 759
e: mat.crompton@havasww.com