Roger Farley, Perth’s most awarded and respected client, retires after a 30 year career

Perth’s longest serving and most respected marketer Roger Farley has retired after a 3-decade long career in the Perth industry. Farley left his Assistant Director Communications and Engagement role at the Road Safety Commission this month.

In an industry where it is recognised that creativity and effectiveness go hand in hand, one measure of the impact of Roger Farley should be in the tally of how many award winning campaigns have been produced under his guidance.

Not only have Road Safety campaigns dominated almost every PADC and Campaign Brief award show over the past 30 years, the professionalism of campaign management has been recognised by Farley’s respective Government Agency being recognised as Campaign Brief “Advertiser of the Year” on three occasions, more than any other advertiser in Western Australia.

Road Safety Commission Campaigns Officer Alisia Mumby told Campaign Brief that over his respected career, what has set Farley apart has been his ethics and his commitment to the task at hand – educating road users and reducing the rate of death and serious injury on WA roads.

“Roger’s contribution and service to the safety and wellbeing of people across WA cannot be understated. Under his leadership and guidance countless lives have been protected on our roads.In his years of steering rod safety communications, Roger was the architect of a campaign program metamorphosis reset its focus to be more responsive to evolving driver attitudes and behaviours, as well as the ever-changing media landscape,” said Mumby.

Added Longtail’s John Driscoll: “His approach to this has been grounded in years of learning, education through shared experiences with other jurisdictions and world leading Authorities on road safety, and a commitment to research lead insights that have helped create some of the most impactful campaigns produced by any road safety authority.”

This experience has seen Farley become a respected leader in the field of Road Safety where he has presented to both national and international conferences.

Whilst road safety was and always will be one of Farley’s primary objectives, he should also be congratulated and recognised for his unwavering support and belief in the West Australian Advertising industry. When some looked to have work produced outside WA, Farley steadfastly maintained that effectiveness, creativity and value for money could all be found in spades in Western Australia.

Farley’s retirement from the public sector represents the end of his first phase of working in the industry and is the start of his next phase in industry consultation.

Career highlights
• Marketing Manager, Transperth (1997 – Jan 2000)
• Strategic Communications Director, Office of Road Safety (Jan 2000 – Jun 2015)
• Strategic Communications Director, Road Safety Commission (Jul 2015 – Jun 2017)
• Assistant Director Communications and Engagement, Road Safety Commission (Jul 2017 – Feb 2022)

Ad Industry Career achievements
• First ever Client to be nominated and Finalist for the ‘Ad Person of the Year’ in the Campaign Brief Awards WA.
• 2009 winner of the ‘Creative Champion Client’ – Perth Art Director’s Club (PADC) Awards.
• Led the Office of Road Safety (ORS) to be voted as ‘Advertiser of the Year’ in the Campaign Brief Awards, with the ORS being the first ever client to win this prestigious award three times.
• Led the Enjoy the Ride Speed campaign, which achieved State, National and Global awards and recognition as the first global positive behaviour change campaign in 2012.
• Led the Road Safety Commission to win Campaign Brief TV Ad of the Year in 2020 and 2021

Industry acknowledgements:

So many years, so many jobs, so many giggles and good times. Congratulations Roj on making it through
Yvonne Renshaw
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Professional and charming always. Loved working with you Roger. Congratulations.
Debra and Bruce Shorter
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Congratulations Roger on an outstanding career. You leave with the right to be justifiably proud of your many achievements; your passionate and professional dedication to the cause of road safety, and the knowledge that your integrity, strategic thinking and commitment to West Australian creativity has earnt you the respect of the industry will undoubtedly propel you to be regarded as a legend of our time.
John Driscoll, Longreach
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It’s been a pleasure working with Roger for over 25 years. Over that time we’ve been able to work with on some amazing Road Safety campaigns together and I’m super grateful that you’ve always appreciated the importance of media. Enjoy your time off now my friend, you deserve it.
Cam Mack, Initiative Media
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Few in the course of their professional career in the Communications Industry are afforded the opportunity to mentor and develop a campaign which has the capacity, if well executed, to materially affect not just the welfare but the very lives of its audience. In his stewardship of the Road Safety campaign over the past 20 and more years, Roger has striven to achieve the highest standards of effective communication, through thoughtful strategy and innovative execution. In doing so, he has not only endeared himself to the advertising community but, far more importantly, had a profound beneficial impact on WA road-users.
Iain Rowe
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Roger Farley is one of the most experienced behavioural change clients we have ever worked with, and it’s been a pleasure collaborating with him over the last 21 years. His knowledge of road safety is seconded only by his Rain Man-esque recall of everything that’s ever happened, on every episode, and on every season, of Dancing With The Stars. To quote Todd McKenney: “Congratulations on a 10/10 performance.” Us hounds will miss you dearly.
Team Horse and Hound
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Roger Farley has been a client, a friend and a mentor for many, many years. The industry (and I) will sorely miss his passion for outstanding creative work to achieve the best outcomes.
Tony Scampoli, Gatecrasher
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We’ve worked together for so many years, on so many campaigns, breaking ground many times. You’ve always been ready to champion innovation and new ways of thinking. Congratulations on a stellar career and your contribution to road safety in WA – you will be missed!
Donna van Bueren, The Behaviour Change Collaborative
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“I have been fortunate to have been able to work with Roger over many decades in various roles, and like so many others will say, he is a true leader in our industry on so many levels and has set the bar for excellence in marketing and in social marketing in particular. Roger’s unmatchable work ethic, professionalism and knowledge is only surpassed by his honour and integrity. Everything he has achieved he has done so without ever compromising these values. I know that by being fortunate enough to work with Roger, he has enriched my time in the industry enormously both on a professional and personal level.
Angela Nutton, Longreach
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