M&C Saatchi Group and MYOB have launched its retail campaign ‘Everyone’s Business’, demonstrating how each business owner is at the heart of the community connected to them—from employees to customers, to suppliers and their families and friends.
Dean Chadwick, chief marketing officer at MYOB, said: “‘Everyone’s Business’ is about recognising and celebrating the vital role SMEs play in the Australian way of life. Their success has a phenomenal impact, not only on a macroeconomic level, but on a very personal level, for the communities they operate in.
“There’s a ripple effect that’s activated by how smoothly a business runs. When local business thrives, communities thrive. That’s what we sought to highlight with this first campaign.”
The creative strategy behind the campaign is focused on moving beyond the typical depiction of businesses and highlighting the people in business — the small business owners, their teams, and the broader communities that rely on them, in a lighthearted, playful way. MYOB’s platform delivers the tools to make managing a small business easier, less stressful, and more efficient, enabling small businesses to focus on what really matters.
“With nearly two-thirds of Australians employed by small to medium businesses, their success can have a huge effect,” said Scott Dettrick, national executive creative director at M&C Saatchi.
“This campaign highlights how MYOB empowers business owners to seamlessly manage everything from payroll to expenses, benefiting not just the businesses themselves but the entire community around them. Ultimately, it really is everyone’s business.”
The retail campaign has launched across OOH and BVOD through an integrated media buy via iProspect, supported by Social, Display and Search via Sparro by Brainlabs.
This campaign is the first project to be executed under the NMBL model, a new collaborative approach that brings together MYOB’s internal talent and M&C Saatchi Group’s external expertise. NMBL unites specialists from Data, CX, Creative, Design, and PR, all working as one connected team to deliver a people-first approach that resonates with small business owners.
CREDITS
MYOB
Dean Chadwick – CMO
Gabrielle McKenzie – GM Marketing Activation
Estrella Finney – Senior Integrated Marketing Manager
Aldi Oosterman – Integrated Marketing Manager
Natasha Connor – GM SME Marketing
Julia Mengoni – Senior Growth Marketing Manager (SME)
Kyle Tickell – Creative Lead
Angus Leech – Creative Lead
Gonzalo Alboreca – Digital Marketing Manager
Avril Charles – Digital Marketing Team Leader
M&C Saatchi Group
Chief Creative Officer: Steve Coll
Ben Harrison: Managing Director
Executive Creative Director: Scott Dettrick
Senior Copywriter: Daniel Borghesi
Art Director: Jake Rowland
Chief Strategy Officer: Nick Jacobs
Senior Strategist: Lachlan Reid
Head of Account Management: Charlie Elliott
Senior Account Director: Arianne Catacutan
Head of TV Production: Loren August
Senior Producer: Francesco Piazzoni
James Jamias – Design Director
Dutchy Baart – Design Director
Chantelle Galaz – Integrated Designer
Joan Nakazono – Digital Designer
Ilan Galanti – Integrated Designer
Matthew Cox – Senior Retoucher
Production company: GoodOil
Director: Taylor Ferguson
Director of Photography: Alex Serafina
Producer: Henry Richardson
Post-production: Arc Edit and RES
Sound Studio: Massive Music
Photographer: Chris Searl
iProspect
Client Partner – Sam Bremner
Client Director – Matt Grimmond
Client Manager – Sebastiano Zanre
Client Executive – Nathan Martins
Client Associate – Mia Mergler
Strategy Director – Ed Heaney
Group Investment Director – Vera Manalac
Investment Manager – Amanda Bodagh