Spinach Blog

We've previously blogged about public servants with a sense of humour when the 2010 census Twitter account was tweeting out pearls of light-hearted humour to the Australian public.

Being a correspondence this story is a little less social, but considering the writer had already blogged his letter, it's unlikely the responder didn't think this would go public.

First read the original letter:

http://haughtfeelings.wordpress.com/2012/04/17/my-email-to-yarra-trams/

Then the response:

http://haughtfeelings.wordpress.com/2012/04/30/the-response-my-email-to-yarra-trams/

Social media has meant that customer service experiences are now very quickly, if not immediately, put in the public domain.

I find it interesting that these examples of brands being allowed to show personality and humour are both public service organisations.  Surely there is more room for online customer service employees of the world to be more themselves.  Anyone who has had a laugh and a chat about the weather with a call centre employee will hang up feeling a little warmer about the brand they've just dealt with. And at the end of the day, we all know there is someone at the other end sitting at the keyboard.

Zoe Freeman, Digital Director

1. What is your favourite advertising commercial?

 

Geek references and Dogs - how could you go wrong?

The especially clever part this advertising campaign is realising that both those things appeal to niche sets of internet users, which meant it's share-ability (we don't use the word viral) is very high.

2. What do you love about Melbourne?

I moved to Melbourne from Sydney last year so I love lots of things about it as the novelty is still very strong. The experience of eating out in Melbourne, from a casual coffee and pastry to a full five-course dinner is by far and away my favourite part of living here - both service and food is always amazing. Trams are a very close second.

3. What's the most creative thing you've ever done?

I started, grew and eventually sold a digital agency in Sydney. It was the hardest thing I've ever done but it required that I be constantly creative. It also reaped a lot of rewards and taught me most of what I know about marketing digital services to businesses.

4. Sum up your career in 10 words:

1. Computers
2. Web
3. Internet
4. Hospitals*
5. Digital
6. Business
7. Advertising
8. Strategy
9. Creative
10. Geek

*A true child of the internet age, I was made redundant in the UK after the dot crash and worked as a medical secretary for the rest of my time there, which at least means I can type fast.

5. What does digital mean to you?

I eat, breathe and sleep digital marketing, but unlike a lot of my counterparts I see it as evolution not a revolution - not to say we're not seeing some fundamental paradigm shifts in the advertising/marketing industry and business as a whole.

I do believe social media will change the way big brands think about their customers. Consumers will start to actively seek out brands that listen to what they have to say. Those that refuse to listen and respond will find themselves at a competitive disadvantage very quickly.

The Father Bob Maguire Foundation needs help to feed St Kilda’s homeless, so we thought we’d do our bit by creating this eye–catching poster.  If you’d like to make a donation please visit fatherbob.org.au.

It's good news for the advertising industry and not bad news for retail in this piece outlining a sector-by-sector forecast for 2012.

And despite the well-publicised blues in retail, Willee notes that the sector – the largest advertiser of all – reduced its advertising by just 2% in the year to September, and the next biggest categories of banking and finance, and automotive are also healthy.

Read the entire article here

Melbourne creative outfit Spinach Advertising has hired renowned channel planning specialist Ben Willee in what will be a new position within the agency.

Beginning in January, Willee will utilise his broad media agency experience across the areas of General Management, Business Development and Channel Planning within the creative agency, working closely with founders Craig Flanders and Frank Morabito.

Flanders said Willee’s strong strategic skills and business management experience would help drive a new skill set at Spinach, focussing on driving investment effectiveness for clients.

“Ben has an incredible track record in the area of consumer insights, ROI analytics, revenue growth and sticky client relationships, skills that will be well utilised by Spinach as we move to the next phase of our company’s development,” Flanders said.

“We’re excited to have someone with Ben’s business experience join the team and integrate with our creative talents as we have a strong focus on growth into 2012.”

Most recently the Managing Partner of Ikon in Melbourne, Willee also honed his management and strategic skills at Initiative, working out of both its London and Melbourne offices.  

Willee said he was excited at the prospect of joining a creative agency and putting his business skills to use while gaining exposure to new specialist skills.

“When I started my career in media, it operated very separately to the creative process.  And while I’ve had exposure to working with some outstanding creative agencies on successful campaigns over the years, joining Spinach and working side by side with its creative team will provide me with an opportunity to add value in a totally new way. I can’t wait to get started. “