Starcom has launched the Open Brief initiative in Melbourne, with the agency’s team working with the Bega brand, The Juice Brothers, on a new brief.
The launch of Open Brief in Melbourne – an initiative created to tackle clients’ business challenges – comes after its successful launch in Sydney last year.
Led by the agency’s strategy team, the initiative gives media partners an opportunity to solve a live client business challenge; culminating in a live ‘open pitch’ event in front of client judges, agency staff and each other.
Last week, Scentre Group was awarded The Juice Brothers brief, after pitching against shortlisted media companies Nine, oOh! Media, Yahoo, Spotify and ARN. The brief centred around showcasing how The Juice Brothers is leading the way in sustainability.
Jennifer Perry, Bega group senior marketing manager, said: “It’s been such a refreshing process to work on the Open Brief, from the initial conversations, the face-to-face launch presentation, and then finally the energy around the live pitch presentations.
“The Open Brief has been a great innovation in the way we work with media partners. Congratulations to the Scentre team, we can’t wait to bring the winning idea to life. A huge thank you to Starcom and all involved for their passion and work throughout this process.”
Roger Lintzeris, Starcom Melbourne’s head of strategy, said: “We are thrilled to have hosted such a successful and inspiring event, bringing together some of the brightest minds in media to help solve a business challenge for The Juice Brothers.
“The competition was fierce, and the presentations were outstanding, showcasing the exceptional talent of the finalists. Congratulations to Scentre Group for their well-deserved win, and a big thank you to The Juice Brothers for partnering with us on this exciting venture.”
Brad Montgomery, from Scentre Group’s Brandspace – Victorian group manager, added: “We really enjoyed working together with Starcom and The Juice Brothers on the Open Brief.
“Using Westfield’s customer insights, we uncovered unique opportunities for The Juice Brothers to activate within the powerful Westfield environment, which will allow the brand to reach new customers aligned to its defined audience targets.
“Leveraging the growth of the Westfield platform, The Juice Brothers can reach valuable customers open to influence, and who are motivated to take action. We look forward to our continued collaboration with Starcom.”
The Juice Brothers campaign with Scentre Group is expected to launch later this year.
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Top image left to right: Louise Romeo, Jennifer Perry, Sharon Winton and Nick Keenan