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CHEP Taps into a Return to Traditional Advertising in Brisbane


The agency gears up for 2023 with a new modus operandi and a focus on data, tech and brand experience, uncovers Esther Faith Lew

CHEP Taps into a Return to Traditional Advertising in Brisbane

2023 is the year for rocket launching global plans for CHEP Brisbane, and they are focused on partnering with clients who want “robust strategic thinking and are set on making inroads through investing in great creative thinking to fuel their innovations pipeline and disrupt the market”, says Katie Peacock, executive strategy director.

While 2020 threw a spanner into the works for many businesses, it was also the year that saw an empowering re-start for CHEP when the agency formally became a part of the CHEP Network. “2023 is a hugely exciting time for us. We‘ve developed a non-traditional agency model, different to anything Brisbane has seen before. To date Brisbane has been considered a satellite city – not anymore,” says managing partner Christine Gannon. 

“We feel like we have the trilogy right-tailored to suit the Brisbane market… We didn’t just live through the last 24 months; we learned from it. We’ve taken the best bits and made it work in an improved more flexible model,” adds Katie. 

Key transformations involve investing in senior talents to spearhead creative, strategic and account management. They will be hands on and responsible for client  success. With this focus, the agency is leaving behind the traditional model to have less hierarchy with more depth and experience in talent. The agency will also be able to leverage on the CHEP Network to provide a diverse suite of solutions for clients. 

Buoyed by these changes, CHEP is ready to tap on the abundant opportunities in Brisbane. 

“There are ambitious clients who currently feel they have to take their work down South. We’re proving that world-class talent, working collaboratively with our partners, in our inimitable Brissie way, is not only successful but highly sought after,” shares Christine.

Bringing Out the Best in Brisbane

Whilst Katie and Christine acknowledge some uncertainty in the economic headwinds, they are confident that brands with a well-loved connection to their consumers will remain resilient and will stay the course in their outreach activities. 

One of the key trends worth noting is that of digital marketing and how brands are shifting their focus. Katie observes that digital marketing technologies and their ecosystems have dominated growth for close to a decade, which have been aligned with consumer attention. However, she notes that a shift is underway, with marketers predicting an increase in traditional advertising spending. “Somewhat ironically, companies that earn 100% of their sales through the internet are leading this inflection,” she says. 

“We see marketers returning to the rigour of brand plans, executed according to data-informed marketing funnels and then worrying about channel and execution. This is also reflected in how we approach things like CX & UX by combatting the generic approach in favour of a brand-led approach that retains the uniqueness that is true to our clients’ brands,” adds Christine. 

In the longer term, Brisbane 2032  Summer Olympics is a mega event that many businesses are eagerly awaiting. “For all of us, this is not just about the work, it’s actually not just about sport – it’s a once in a lifetime opportunity to be a part of a moment that delivers hope, optimism, joy, comradery all on a global scale – from our home town,” says Christine.

A Creative Brisneyland

When it comes to sharing the limelight with its sister cities down south, perhaps Brisbane has not gotten its fair share, but that is certainly not for any lack of talent and outstanding creative work. 

“I think there is a lot of ambition here in Brisneyland to do great work, I’m just not sure why there is a lack of conversion in this market. I feel like it should be the opposite. To me it shouldn’t matter where you are, if you have the hunger for great work, what’s stopping you,” says Christy Peacock, senior national creative resource. 

Some of the works that are reflective of that include this year’s Brisbane Advertising and Design Club Awards winner – the Queensland Government Transport and Main Roads ‘Lag kills’ campaign by Publicis. “It was fantastic to see this age-old conversation observed in such a fresh and original way. And I’d also have to say, if we are talking about potential, the work delivered by Suncorp, ‘One house to save many’ could have easily been delivered from up here,” says Christy.

Says ECD Phil Shearer, “This is an oldie but it was genius: Melanoma Follows You – one of the great Australian social ideas. CHEP’s work on Michael Hill was transformational as well. To me, that’s a great example of a brave client and agency working together and pushing each other. I also think 7-Eleven Coffee Scrub is a great example of a CHEP ‘interesting-shaped’ idea.”

Adds Christy, “I’d have to say Flybuys is another outstanding campaign by CHEP. To take a brand and reinvent it in such a true and simple way was beautiful to watch. I was left feeling very jealous.”

AS CHEP prepares for the new year with a revitalised spirit and with new talents on board, it is clear they are laser-focused on their mission. “Our superpower is the ability to seamlessly combine data, tech, experience and creativity.  Using data and tech to fuel the creative idea is where the magic happens and it’s what we will do best,” says Christine.


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CHEP Network, Wed, 07 Dec 2022 06:14:32 GMT