the dubs - credentials 2012
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TRANSCRIPT
Digital engagement to inspire audiences
www.thedubs.com
Contents
About Us
Fostering Industry Knowledge
What We Do
Client Overview
Case Studies
Profiles
Contacts
www.thedubs.com
15
About Us
We are a digital marketing and social media agency.
We create environments that inspire audiences to interact with brands by connecting them with the brand’s story and each other.
We draw on our 15 year digital heritage in working with brands, content producers and audiences to deliver commercial results centred on the audience and their needs.
Also, being independent we offer impartial, intelligent and appropriate solutions.
“Great agency, passionate about what they do and what we do – perfect! Very much appreciate their honesty and creativity.” - ING DIRECT
382
people
years
offices
www.thedubs.com
Fostering Industry Knowledge
Our area of the media is very much an evolving space spanning social media platforms such as Facebook, Twitter, YouTube, Skype, LinkedIn and so it goes on.
Media entities, brand managers and marketers are undoubtedly attracted to the promise of
engaging with consumers in social media but unfortunately given the limited knowledge within
creative agencies and the proliferation of so called social media “experts” we believe poor advice
is rife and the number of social media disasters covered in trade press highlights this.
We believe at The Dubs our people have to be proven individuals professionally in this space and
genuinely immersed personally in social media. We also believe it’s our responsibility to engage
with the media, finance and consumer marketing industries by speaking at leading events to
promote knowledge and dialogue client side.
www.thedubs.com
What We Do
CorporateCommunicationsStrategyDesignMarketing & BrandingWebsite DevelopmentCMS / IntegrationTechnical DevelopmentEmail MarketingOnline VideoVideo ProductionOnline AdvertisingMobileSearch Engine MarketingSocial MediaE-CommerceExtranets, IntranetsHosting
Investor RelationsIR Websites
Advisory / IR Best PracticeASX Data Feeds
Investor AlertsOnline / Printed Annual Reports
Online Sustainabilty ReportsOnline Prospectuses
ECMProject Extranet
Offer siteDesign and Print Production Services
Roadshow VideoOnline ApplicationsAllocation LookupsRegistry Integration
Search Engine MarketingSocial Media Monitoring
Online Advertising
Software PlatformsIposoft® Digital IPO’sIposoft® DataroomIposoft® Fund Manager
M&ADeal WebsitesPollingEmail MessagingOnline VideoProject Extranet
www.thedubs.com
Client Overview
Over the years, we have
completed projects across the
globe. With offices in both
Sydney and London, we’re able
to provide our clients with the
latest information on changes
in their market. We have also
found by locating ourselves
in these fast-moving markets
we maintain diversity in our
portfolio, which keeps our ideas
and thinking fresh.
The following case studies
represent our latest work.
Seven Group Holdings
www.thedubs.com
social Media MarketingclieNT: ciTiBaNK aUsTralia
Building on the positive response to Charcoal Lane, the credit cards division of Citibank Australia asked us to develop and run its inaugural Facebook acquisition-led campaign.
‘Financial Freedom’ plays to the aspirations of Citibank’s target market whilst promoting a specific credit card offer. Marrying the popular mechanic of a personality quiz with a financial focus allowed us to entertain audience members whilst driving them to enter a competition and share it with their friends networks. Status updates and Facebook Ads further bolstered campaign reach and maximised engagement opportunities.
The result is a bank of extensive customer insights, acquisition opportunities, positive word of mouth and ongoing PR for Citibank Australia. In addition, success can be measured by the Facebook page statistics where we have seen its fan base increase nearly 400% in one month and constantly average at over 60% engagement (with the exception of Citibank Australia, the top 10 Australian financial institutions average 10-20% engagement).
www.thedubs.com
corporate social responsibilityclieNT: ciTi aUsTralia
Citi Australia’s corporate communications department approached us to oversee the launch of its social media channels, create entertaining content and drive audience engagement.
Charcoal Lane is a social enterprise restaurant in Melbourne, set up by Mission Australia and staffed by Aboriginal and disadvantaged youths. Following their on-the-job training, 70% go on to find further employment in the industry. Citi Australia is a key sponsor of Charcoal Lane.
Using footage from Citi’s corporate film, our challenge was to create bespoke video narrative that would juxtapose both the human element of the restaurant programme with Citi Australia’s involvement in the scheme.
The result was a 4-part mini-series that played out over Facebook. The video launches saw spikes of user engagement and generated ongoing, positive PR for the restaurant. This campaign marks the start of our ongoing relationship with Citi Australia.
www.thedubs.com
Global WebsitesclieNT: aMp capiTal
AMP Capital commissioned us to create a global website presentation layer that could allow them to maintain a consistent branding and content display structure at a global level and then have this approached mirrored at a local website level.
This approach is now being rolled out at a local level for Australia, New Zealand and Japan.
www.thedubs.com
Video portalclieNT: aMp capiTal
Given video is arguably the fastest growing media with adults online it made perfect sense for one of Australia’s strongest investment brands to showcase its knowledge to savvy investors using online video.
And while AMP Capital would be speaking with a sophisticated investor audience online it was important for these investor insights videos to have personality. Hence the talent was important, picked from known AMP Capital advisers who could speak engagingly about latest economic and investment trends and how AMP Capital’s products and people manage wealth creation.
www.thedubs.com
online BankingclieNT: iNG DirecT aU & UK
Our relationship with the world’s largest online bank ING Direct started early in 2003 when we helped launch them into the United Kingdom and we’ve been their strategic web agency ever since. This account went international for us at the start of 2007 when ING Direct Australia selected us as their digital agency after a competitive pitch.
The heart of our remit is to ensure ING Direct’s customers get the best experience online while from a marketing standpoint our strategic brief tasks us with stitching digital into all available marketing and communications channels.
As a snapshot at any point in time you’ll find us evolving ING Direct’s website customer experience, be crafting online advertising campaigns to promote new products, or extending other channels such as experiential and direct to include tactical microsites and email marketing to maximise their reach.
www.thedubs.com
iphone applicationsclieNT: iNG DirecT
We created an Apple accredited iPhone Home Loan application so people could access mortgage and loan information as they need it – for example, when they are actually on the go viewing homes. The application gives iPhone users the opportunity to find out how much they can afford to borrow by using a borrowing power calculator. Once they know their limits they can look at which suburbs they can afford to live in as well as looking up the suburb on a map through a link to a GPS Google maps tool. In addition, the mobile banking application offers customers the opportunity to login to online banking, access to current interest rates, secure login to accounts, full account summaries, and the ability to transfer money and pay vendors using BPay.
www.thedubs.com
Macquarie DigitalclieNT: Macquarie Bank
Macquarie Bank approached The Dubs to develop the website for their digital TV channel – Macquarie Digital. Targeted at retail and institutional investors, the website needed to provide an online location for an archive database for re-broadcast of video content produced on the broadcast channel.
The Dubs developed an IPTV (web based TV) platform for the delivery of audiovisual content that complemented and extended the reach of the broadcast channel. Each week over 8 hours of new video content is added to an archive of over 800 video files allowing site users to view and search multiple streams of content from Macquarie Bank.
In addition, the website also delivers audio content from a third party feed of web-radio interviews and presentations from ASX top 100 CEOs. The site has a full CRM system to allow registered users to subscribe to email marketing, online surveys and further communication with Macquarie Bank.
www.thedubs.com
investor relationsclieNT: seVeN GroUp HolDiNGs
When the Seven Media Group was acquired by Western Australian Newspapers (WAN) we created an Offer website for the $4.1b deal. Over the transaction lifecycle this allowed investors, analysts and the media to access Offer documentation, perform online share applications and accept entitlement offers, and perform allocation lookups.
This transaction created Seven West Media, which is Australia’s largest multi-platform media business comprising of Seven Television, Pacific Magazines, Yahoo!7, and Western Australian Newspapers. We then created the Seven West Media and parent company Seven Group Holdings corporate and investor relations websites. This allows investors, shareholders, analysts and the media to access corporate information, ASX Announcements, financial results and the latest share prices.
www.thedubs.com
Qr National share offerclieNT: QlD GoVerNMeNT
In 2010 the Queensland Government and its investment banking advisers turned to us when they were undertaking the multi-billion dollar privatisation of the State’s coal and freight rail haulage network – QR National.
Developing an integrated approach with all the logistics and marketing providers meant we were best armed to provide the joint lead managers with clear advice when reporting into the various working streams we covered across advertising, marketing and logistics and online.
Results:Delivered 6 million+ web pages to 650,000+ Australians.240,000 online pre-registrations being 97% of the total.Online prospectus viewed 45,000+ times while 72,000 copies were downloaded. 15,000- people requested a hardcopy prospectus be mailed out.570,000+ emails were sent to potential investors to promote the offer.40,000+ shareholders used the website to look up their shareholding once allocated.
www.thedubs.com
fund Manager projectclieNT: arcHer capiTal
Australian private equity house Archer Capital approached us in 2005 when it was looking to rebrand its main corporate website and provide online reporting functionality. Along with rolling out Archer Capital’s re-designed corporate website (www.archercapital.com.au), we implemented our Iposoft® Fund Manager platform. Iposoft®’s Fund Manager facilitates Archer Capital to communicate key information to its investors. This highly secure application provides a central location for investors to view personalised information such as fund performance, calls, distributions, valuations and also includes automated email messaging to alert investors of relevant website updates. Archer Capital’s fund managers have complete administrative access over the system’s users, active investors and notices being distributed while keeping an audit trail of all system activity.
www.thedubs.com
Global Website MarketingclieNT: BHp BilliToN
Given BHP Billiton is the world’s largest miner and the offer for Rio Tinto was considered contentious on a number of levels we were given the task of best representing BHP Billiton’s key messages digitally to distinct and important stakeholder groups including: · Rio Tinto shareholders· BHP Billiton shareholders· Government regulators· Media
We also optimised the BHP Billiton’s web pages so they were best placed to be organically ranked by key search engines such as Google, Yahoo! and MSN.
Outside the online execution task, our executive team provided ongoing advisory services to BHP Billiton’s deal team and its key advisers including its lead banks, legals and communications advisers.
www.thedubs.com
online rebrandclieNT: GUNNs liMiTeD
Gunns is one of the largest farmers of trees in Australia, currently growing the equivalent of 460 trees for every person in Tasmania on its plantation estate. We worked with Gunns to develop an open and honest visual identity to reflect their business and brand positioning. It was key to develop a visual identity that reflected their sustainable approach to forestry and avoided the clichéd images often seen. The identity reflected the full lifecycle from tree to wood to product, we also felt the identity needed to reflect their modern methods to differentiate them from other less reputable firms.
The website design was then an extension of this ethos, the page design, colour palette and imagery showcase this approach and offered a framework for future cost effective extension into their other brands.
www.thedubs.com
Josh has led The Dubs since co-founding the agency in 1996 and has overseen the output of its work for top-tier clients internationally and the growth of its offices in London & Sydney.
In this time he has built an independent agency staffed only with experienced digital specialists across a spectrum of skills to provide our clients with a boutique level of advice but with an execution capability rivaling any large agency.
The proof is in the pudding as they say and Josh believes our client list and our portfolio of work confirms the ethos of the business.
Sean Langdon has advised investment banks, corporate advisers and their clients on some of Australia’s largest corporate transactions since 1997. He has been involved in more than 200 corporate transactions and in 2005/6 he was responsible for the design and production of 17 of the 20 largest IPOs in Australia.
He pioneered the marketing structure of IPO documentation and has been instrumental in maximising the potential of companies through his advice on advertising and brand communications strategies. Sean has an acute understanding of the IPO process and the way in which potential institutional and retail investors transact in different economic environments.
Tristan joined The Dubs as the Australian Creative Director in 2003. In 2011 he has also taken on the role of Group General Manager overseeing the group business across Australia and the UK.
He has lead the creative process across a number of major brands in Australia including ING DIRECT, BHP Billiton, Seven Group, Tony Ferguson, SBS and Bayer Healhcare.
Tristan’s hands on approach with clients provides the strategic advice necessary to achieve creative excellence whilst being strongly tied to defined commercial objectives.
Joshua frith sean langdonTristan fawleyGroUp MaNaGiNG DirecTor cHief eXecUTiVe officer
THe cUrreNcyGroUp GeNeral MaNaGer& creaTiVe DirecTor
Profiles
For more details, contact Toby Sharpe on +44 (0) 7843 377 337 moc.sbudeht.www |
Contacts
Toby Sharpe | Digital Brand Development
T +44 (0) 20 7749 8660M +44 (0) 7843 377 337E [email protected]
Barnaby Hobbs | General Manager
T +44 (0) 20 7749 8660M +44 (0) 7760 485 706E [email protected]