NeonLogic was established in 2019 and is part of the Adcorp Australia Group of Companies, founded more than 42 years ago.
The independent agency began as an employment marketing and focused advertising agency and has since become one of the largest independent buyers of print media in Australia and has diversified into all facets of marketing and advertising services.
NeonLogic focuses on strategic marketing, communications and advertising consultancy services, specialising in various industry sectors such as health, education, government, not-for-profit, property and commercial. The agency is also passionate about using its Bright Thinking methodology to deliver exceptional results for clients.
David Morrison, chief executive officer and managing director, spoke to Mediaweek about its offering, the longevity of its relationships with clients and its success post-Covid and in 2022.
Morrison on leading NeonLogic across Australia and New Zealand
Morrison is the agency’s chief executive officer and managing director. He oversees operations across the Australian offices in Brisbane, Perth and Sydney, and New Zealand in Auckland, Christchurch, Tauranga and Wellington.
Morrison shared that he used to travel for the job often, but over the last few years, post-pandemic, that has changed to much less travel.
“I like to know the work we are doing and the organisations we are doing the work for, and am particularly focussed on new business, always looking for opportunities to introduce our services and help clients grow and succeed,” he said.
Morrison shared that he strongly believes in the power of storytelling and video as a medium. Over a decade ago, he was excited to start the agency’s wholly-owned subsidiary, Showrunner Productions. He added that the bonus of running Showrunner allows him to meet some amazing people with inspirational stories to tell.
“Over the years, I have seen a lot of change and a large part of my role is having that extra-organisational awareness and sensitivity, making sure we are agile enough to adapt to whatever the market demands. That is not always easy, but it has been key to our longevity and success,” he said.
Morrison also highlighted his supportive Board that allows him the space to fulfil some of his personal goals and contribute to the community through Non-Executive Directorships with several not-for-profit organisations.
NeonLogic on thinking outside of the box to achieve success for clients
NeonLogic offers a full suite of advertising, marketing and communications services. The agency’s creative team think outside of the box and constantly come up with new ideas to help clients achieve success.
The agency advocates that strategy and creative Thinking should expand beyond traditional marketing channels and influence how a business operates, its channels to market, its brand and identity and how that is communicated to its stakeholders. Morrison said: “We are Talent Marketing specialists for brands in Australia and New Zealand – and no, that does not mean we do recruitment!”
“We help employers define their employee value proposition and develop talent attraction strategies, focusing on how to position themselves to connect, engage and start meaningful conversations with the best talent, locally and globally,” he added.
Success with long-term clients and recent wins
Morrison said that NeonLogic prides itself on the longevity of client relationships. He noted the agency’s long-standing work with property developer, Finbar, for more than 20 years over many developments and campaigns.
“We work seamlessly with Finbar’s team to make sure each development is a success,” he said.
The agency fosters strong relationships with clients through trust, open communication and a deep understanding of their needs and goals. And as a result, NeonLogic believes this translates into better collaboration, more effective strategies and, ultimately, greater success for their clients.
Through this approach, NeonLogic has worked for more than five years at a strategic and tactical level with Local Government NSW in launching, nurturing and growing Careers at Council, an industry-led careers platform for local government.
The Careers at Council has continued to go from strength to strength, launching its first LinkedIn community and growing this to over 23,000 in two years.
Other recent client projects have seen the independent agency deliver strategic marketing services to Special Olympics Australia and creating an employer brand and talent attraction strategy and creative for Australia’s largest rail freight operator, Aurizon.
Strong performance and a great start to the year
Morrison was proud of the agency’s performance throughout 2022. He noted that much like other agencies, NeonLogic raced out of the post-COVID-19 blocks and has successfully secured new clients over the last year.
The agency continues its focus on new client acquisition, deepening its experience in specific growth sectors where it can make a tangible difference and provide top-quality services to existing clients.
NeonLogic has also had a great start to the year, having recently moved into new premises in Subiaco, Perth, designed and fitted out for them to share with Showrunner Productions.
“The office includes editing suites for post-production work, areas for team collaboration and a tech-equipped conference room”, Morrison said.
“We have hired new team members in Sydney and Perth, with specialists in media strategy, content strategy, government and social impact, so there are lots of positive things happening for NeonLogic, and we are very optimistic about the sector.” He added.
Ensuring the future of the industry and that talent is valued
NeonLogic was among the agencies to join the IMAA in 2021. Morrison noted the importance that independent, Australian-owned and operated media agencies collaborate and have a voice.
“We want to ensure our industry has a future and that the collective creative talent we offer is valued,” said he.
“We recently attended a networking event in Perth, and it was fantastic to see so many new, and some old, faces from so many agencies willing to meet, mingle and share ideas,” Morrison added.
The training offered by IMAA has also been an excellent way for NeonLogic’s team members to keep up to date with what is happening and solve problems together.
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Top image: David Morrison
