Lotterywest crowned Campaign Brief Advertiser of the Year + Bronte Macpherson from Forrest Chase named Marketing Executive of the Year
The two big client awards at the Campaign Brief Awards are Advertiser of the Year and Marketing Executive of the Year. Lotterywest and Bronte Macpherson from Forrest Chase are worthy winners.
Lotterywest first won the Campaign Brief Advertiser of the Year award way back in 1991. They won again in 2006. This year they join Road Safety Commission as the only clients to have won this prestigious client award three times.
Lotterywest began 2022 with a renewed commitment to challenge all assumptions and find ways to improve even further. They gave their agency partners an open brief to audit the entire Marketing Strategy and shape an even stronger way forward.
The output of that review – in collaboration with strategic partners, 303 MullenLowe and Initiative – set the tone for what was a transformational year.
Galvanised by a new brand strategy dubbed ‘Responsible Growth’, 2022 saw Lotterywest reimagine its brand, creative and media approaches. A colossal undertaking that’s paid off in spades, with the organisation reaching new heights in terms of brand health, return on marketing investment, sales and contribution to the community.
For an organisation that prides itself on ensuring all of its games are safe to play and positively contribute to the community, Lotterywest’s internal data pointed to a stark challenge. Sales were increasing, however with Lotterywest’s focus on Player Safety it is important to ensure that this growth is achieved responsibly. From a marketing perspective, underpinning these results was the fact that Lotterywest had become very good at converting existing interest in playing the Lotto, but there was the need to focus on creating new demand.
These findings led to the creation of the new brand approach ‘Responsible Growth’ north star objective, which required all marketing strategy to work towards increasing sales by getting less money (per person) from more people.
“Our advertising should be entertaining. I want every piece that we do to be exceptional. That’s the benchmark,” says Ioannis Gerothanasis, General Manager, Lotteries.
This is the second year of the Campaign Brief Marketing Executive of the Year award and again it was very closely contested. The judges shortlisted the entries down to five worthy finalists. As the title of the award implies, recognition in this category goes beyond the advertising components, and the judges paid particular regard to the application of sound techniques across the marketing mix.
This year’s Campaign Brief Marketing Executive of the Year award is presented to Bronte Macpherson, JLL Senior Marketing Manager, Forrest Chase.
Finalists for this award were Natalie Cole (Lotterywest), Christian Ford (Ford & Donnan), Rebecca Hargrave (Synergy) and Sandra De Witt (Lotterywest).