Mimi Crompton from Gage Roads Brew Co takes out the Campaign Brief Marketing Executive of the Year award at the 2024 Oasis Ball

This is the third year of the Campaign Brief Marketing Executive of the Year award. There were 11 excellent submissions and again it was very closely contested. The judges shortlisted the entries down to six 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 Mimi Crompton, Brand Manager at Gage Roads Brew Co. The award was presented on stage by SBS State Sales Manager Marissa McNish. Runner-up for this award was Louisa Frome from Horizon Power and finalists were Alana Christidis (Plico), Lina Rudinskaite (Scitech) and Peter Brennan (Nine Perth).

About this time seven years ago, Mimi Crompton was flicking through the Fringe World magazine and she came across a Gage Roads Brew Co ad for Single Fin – “Good Fin Bad Fin”. She loved it so much, she tore it out and stuck it up on her desk. It started a real fan-girl affair with Gage Roads.

Crompton joined Gage Roads Brew Co. as Assistant Brand Manager in early 2021. After proving herself as a highly capable and competent marketer, she stepped into her dream job of Brand Manager for Gage Roads Brew Co – one of WA’s most iconic and loved brands, and the #1 Independent Craft Beer Brand in Australia.

Today, with the original ‘Good Fin Bad Fin’ ad stuck up on her desk, the dream job fire-in-her-belly remains alive and well and comes through every day in the passion she put into the projects she brings to life.

Some of her favourites she’s (of course, with the help of talented colleagues and partners), delivered to date include: Supporting the opening and ongoings of our flagship venue and spiritual home, Gage Roads Freo. Successfully launching four core range products (Yeah Buoy, Hazy As, Pinky’s Sunset and most recently Air Time) and eight limited release products (Party Wave, Freo Haze, After Hours, Cheeky Pash, Sunset State, Sea Bird, Spring Suit and most recently Shred Betty), requiring close involvement in the end-to-end New Product Development process – from liquid briefs and value chains, to product naming and launch plan ideation.

Then there’s digital marketing including managing the rebuild of the Gage Roads website and managing the brand’s eDM channel deployment; Coordinating requirements for events, sponsorships, and partnerships; end-to end execution of annual national summer ATL campaigns including ‘Good Fin. Bad Fin 2.0’ for Queensland, NSW and Victoria markets and ‘Beige or Gage?’ for the WA market.

The ‘Beige or Gage?’ campaign received a great response from punters, publicans and industry-folk alike. But most importantly, contributed to the 31% growth of Single Fin can sales over the campaign period versus the year prior.

The jury for this award said Crompton’s submission was a great entry that was a pleasure to read: “It provided a compelling story that revealed the person behind the entry, in a very human way. The entry also showcased Mimi’s growth and ambition, with clear evidence of success and her personal role. The work demonstrated some great innovation across a wide range of marketing strategies – Convincing the national business owners to make a bland beer takes some doing! The entry also made clear how Mimi has develop effective working relationships.”

Campaign Brief’s appreciation goes to SBS for coming on board as a sponsor of this prestigious award.