The best feature of the iPhone that you don’t even know about.

The best feature of the iPhone that you don’t even know about.

It seems fitting to latch on to the muted excitement of the the new iPhone and talk about one feature that’s not really set the world on fire, but has gotten us at Clemenger BBDO pretty hot under the collar – iBeacon.

For years nerds around the world have pointed at the iPhone and lambasted it for not having NFC (the acronym for Near Field Communication – the ability for a phone to communicate wirelessly with anything equipped with a similar chip to exchange information and data – payment for example). With every new model of the iPhone, tech pundits around the world predicted that the new model would contain NFC and finally the world would be swept up in apps and objects enabled to communicate with our smartphones. Only it never happened.

This year was no different. As stockholders clenched during Tim Cook’s keynote, and pastel gradients became the norm for iOS, iBeacon was merely a dot point on a slide.

iBeacon is Apple’s brand name for a wireless technology called Bluetooth Low Energy. iBeacon creates a, well, beacon around spaces in the real world so that any iBeacon-enabled app can be alerted with personalised, tailored information. So wandering into a David Jones store could trigger an iBeacon event to your DJs app and push relevant specials or sales directly to you. Or a museum app could provide indoor navigation to guide you through a current exhibit.

While NFC requires very close proximity, a single Beacon can have a range of 50 metres and supports ‘entry’ and ‘exit’ events meaning different actions can be prompted depending on the context of what you are doing in the real world.

The even better news – BLE is supported by Android and now Apple meaning less fragmentation and more market penetration. So even if the new iPhone isn’t that exciting on the surface… there are plenty of other reasons to be excited in what the future holds for the smartphone.



Clemenger BBDO Adelaide has announced the appointment of Matt O’Grady as Creative Director.

O’Grady replaces Karl Fleet, who has returned to his home town of Auckland.

Clemenger BBDO Adelaide Managing Director Bryce Coombe said that O’Grady was an easy choice for the role.

“Matt has been with the agency for over ten years and he has been responsible for much of our best work in that time. He is an incredible creative talent, which is obviously an important prerequisite for the role, but more than that, Matt is also the right person to lead us in the digital era,” said Coombe.

O’Grady and his creative partner, Ollie Prenton, recently set a new record in Adelaide for most awards won by one campaign at the AADC awards with their Fantastic Delites ‘Delite-o-matic’ sampling campaign which became a YouTube sensation.

O’Grady, who worked in agencies in Melbourne and Adelaide before joining Clemenger BBDO, said that he was looking forward to the next stage of his career.

“It’s an exciting time to be in our industry and to be in our agency. Obviously I want to help the agency do the best creative work possible but I’m also looking forward to getting more involved with our clients and having a better understanding of their problems and ways in which we can make meaningful contributions to their businesses,” said O’Grady.

Ollie Prenton, who has been O’Grady’s creative partner for the last two years, has been moved into a Senior Creative role with a digital emphasis.

“In many ways, Ollie has led our creative charge into digital” said O’Grady. “We’re fortunate to have someone of his enormous creative and digital skills and I will continue to work closely with Ollie.”

Photo above – Ollie Prenton left and Matt O’Grady right.

Adelaide’s 36th AADC Awards wrap-up through the eyes of Penelope Starling

Adelaide’s 36th AADC Awards wrap-up through the eyes of Penelope Starling

It’s the morning after. I remember champagne, dancing and a ride home with Sandra… or was it Samantha, Sasha? Whatever. As she stumbled out the taxi I thought to myself “school nights were never like this.” It was my first award show.

Just as memorable, was the large stack of awards on our table.

We’d won 13 awards and 12 finalists, plus two AADC Gold Chairs. Fantastic Snacks and the Motor Accident Commission were the big winners on the night. It was great to see the best of the best from South Australia and to see our work at the top of that pile!

Before the award ceremony another first-timer, Account Coordinator Ashley, said to me “…my puppy chewed my new shoes!” A disaster. But somehow she pushed through.

I’d had my own hair issues, but together we found a way to make the most of socialising and the photo opportunities!

Ashley remembers corny dancers, a conversation about Kingston biscuits, having “one last drink” at the after party and smashing down two burgers before taking off. Not quite the Cinderella exit.

There’s also Alex. One of our digital guys who was quite happy with the number of Digital award winners on the night. It was his first time too. He wore green pants with a maroon shirt. Which is funny, not because it was meant to be a strictly black tie occasion, but because he’s not usually that rebellious. He regrets leaving before the after-party burgers came out.

I can’t really remember the after-party burgers. My night ended with a broken heel. And maybe it was “Sophie” in the taxi? I might never know. Either way, I’m proud to be a part of it all and I’m looking forward to seeing more award-winning work from Clemenger in the future!



One of our areas of greatest growth over the last few years has been our digital offering, which is why we were proud to see our name appearing on AdNew’s most recent Top 20 Digital Agency ranking.

This comes on the back of a very successful year for digital, with campaigns including:

And a series of new digital clients including:

  • Australian Qualifications Framework.
  • Centro Shopping Centres.
  • DMITRE (Department for Manufacturing, Innovation, Trade, Resources and Energy).
  • Maxima.
  • Suimin Noodles.

Read it online here.


Here at Clemenger BBDO Adelaide we’re not in the habit of changing our Managing Director very often. In fact, we’ve only had three MD’s in the last 46 years – but it’s now time to welcome our fourth member to the club, Bryce Coombe.

Our previous MD Kim Boehm moves into the role of Executive Chairman and will continue to be based at the agency.

Bryce, who joined the agency seven years ago, has been Head of Account Management for the last two years. This role will now be taken by Erik DeRoos, who has been with us for six years and moved into our management team last year.

These moves have been part of our long term planning for the last few years and it’s exciting for us to now be in a situation where we can implement our plan. We believe we now have a very strong management team with skills in agency management, client management, creative and digital.



The new South Australian branding device has been launched and by now you will have already read opinions on it and you’ll have your own view on the logo. There’s been a lot of work done to get the logo conceived and launched by a lot of people with nothing but the best intentions for our State.

Last night’s launch was an event. But now it’s about the process – and what’s important is that the logo becomes established in an inspiring and orderly way and that it is given the best possible chance to play a role in creating a stronger identity for South Australia. The chopping and changing of our State’s symbols as we’ve done in recent years must stop. This has fuelled a lack of confidence and clarity about who we are and what we stand for.

The Government has declared that it wants South Australia to be known as creative, innovative and industrious. Obviously these words are music to the ears of Clemenger BBDO Adelaide which is this State’s oldest advertising agency. And we are determined to play our part in helping South Australia earn this reputation in our category.


Seven tips to make your Facebook promotion a winner

Seven tips to make your Facebook promotion a winner

Consumer promotions are back! I suppose they never really disappeared, but with the increased take-up of Facebook pages by brands, we’re seeing an increase in the number of promotions being run.

And this makes sense. After all, running Facebook promotions can be a great way to draw new fans to your page and engage them. But with brands of all shapes and sizes running promotions, it’s getting harder and harder to stand out.

So to help you get the most out of your Facebook promotion (and stay out of trouble), we’ve written seven tips based on our experience over the last year or two.

Continue reading >>

Lesson from a life

Lesson from a life

There’s no doubting the significance of the moment when each of us heard the news Steve Jobs had died. Maybe for some it was their ‘where were you’ JFK or John Lennon frozen moment in time. But regardless how much the iconic head of Apple’s death may or may not have affected us, there can be little doubt over his impact in people’s everyday lives.

There have been countless articles and postings about Jobs and near record levels of social discourse but for me, one the most interesting things the man ever said or did was in reference to his attitude to understanding the human condition and accordingly, how Apple went about its business. Job’s intuition was his absolute guide and when he was asked what market research went into developing the iPad, he famously replied, “None. It’s not the consumers’ job to know what they want.”

Probably one of the most important lessons any of us who are even remotely involved in business, marketing or communication could apply to this thought is not to rely on consumer research to tell us what permission we may be granted to take an idea forward, with the appropriate changes of course, but to trust our own intuition. Something on the surface in today’s risk adverse culture that might appear to be irresponsible, but when we think of Job’s own guiding philosophy, might just stop us being like everyone else.

How to embrace drowning in data.

How to embrace drowning in data.

As humans, we are the sum of our experiences. If we keep repeating the same mistakes over and over, our friends look at us and scratch their heads. In other words, for most of us, we eventually work out what we are doing wrong and mentally check ourselves before we repeat the same mistake. Our internal data monitoring tools eventually pick up patterns of past errors or transgressions and inform our current decision making process. Unless you are a sociopath.

We now live in a world where there is data coming out of our ears for any and all online activity. So why do some brands seemingly continue to repeat past mistakes, or continue to ignore what seems to be bloody obvious to the rest of the world? The answer, in part, lies in post-reporting. Either through not doing it at all, or failing to be brutally honest in your analysis.

The fear of any aspect at all of a campaign (or longer term, platform-building activity) being seen as a failure is at the heart of the problem.

We all know the saying – “there are lies, damned lies, and statistics”. It is way too easy to pick data that suits our argument or avoid data that exposes any weakness or potential chink in the armour.

So that’s why I find post-reporting challenging, but ultimately a rewarding experience.

Yes it’s a lot of fun writing a report on a hugely successful campaign; but it’s part of our duty of care to our clients to identify where things didn’t quite work out as expected. No client worth their salt is going to hang you for identifying areas of improvement, particularly if the original strategy was well-considered and argued. (You did write up a strategy document in the first instance, right?)

If I can’t even admit to myself where things didn’t work, then how on earth am I going to address those failings next time around? Each area of weakness is a hotspot in insights that helps me realign for next time.

The data can reveal many things. A failure to connect to the right audience in the right place; an oversight in your information architecture, a problem with usability. But sometimes it can reveal that maybe, just maybe, the creative wasn’t actually that good (pro-tip: social is a great space for working that out).

I’ve worked in digital for 13 years and I continue to learn more every day. It is an impossibility to know everything about this space I work in. And that’s why I love working with talented people who complement what you bring to a project, and fill the gaps with their expertise. But it’s also why I have to have razor-sharp objectivity about the projects we undertake.

In a time when people complain about drowning in data, we are ignoring the heart of the problem. When drowning in data, many seem to instinctively cling on to the self-reinforcing data to survive. I would argue that it’s as, if not more important, to hone in on that data that makes you feel uneasy, or scratch your head. Why DID such-and-such happen?

But remember, at the end of the day, that data will only tell you so much about your campaign as a whole. You’ll need to look elsewhere (or carefully read between the lines) to work out if your creative idea needed a bit of spit and polish.

Our recent Delite-o-matic activity is an example of continuing to be self-critical and hyper analytical with what we do. At the heart of the activity is a truly great creative idea, totally aligned with the brand and supported by a client whose trust we have earned over the years. And at the heart of the strategy that supported the activity: several years of data and insights – bruises from failing and high fives from succeeding, but at the end of the day – something informed by a continual learning cycle.

Yes, it was (continues to be) hugely successful – millions of views on Youtube, significant WOM and earned media (it was very nice to be featured on CNN and Good Morning America). Yet I still learned a lot from that activity and know exactly where we need to work things harder / differently in the future. Not because we failed in any significant way, but because we can always do better. And that is where data is empowering.

The power of positive thinking

The power of positive thinking

Today The Advertiser took the unusual step of running ads for free for clients who wanted to say something positive about South Australia. The Advertiser decided to do this in the wake of the Roxby Downs decision last week.

It was an interesting exercise for us to think about the opportunity (and perhaps the responsibility) of some of the fabric brands in our State to show some thought leadership and send out a message of optimism.

We talked to our clients about this, created ads for those where it felt appropriate and we also speculated a few ideas for other South Australian brands that we felt could have something interesting and positive to say.

For various reasons, some of our ideas fell by the wayside. But in the end we managed to get several nice ads into today’s Advertiser on behalf of several iconic South Australian brands.

Here’s our contribution.


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