Eftpos credentials deck

1. Credentials
Created by: The Works
Date: May 2020

2. The team
Damian Pincus
Founder/Creative Partner
17 years at TWS
Cate Mathers
Head of Strategy
7 years at TWS
Guy Patrick
Creative Director
8 years at TWS
Ruth Haffenden
Managing Partner
3 years at TWS

3. Brand Case Studies
25 minutes
Australia & Money
10 minutes
Introductions
10 minutes
50
min
Finish
5 minutes
Today’s agenda

4. The Works began in a van

5. good
When people are happier
things happen.

6. Happier
employees
are up to 62%
more productive.
Source: Oxfords iOpener Institute for People & Performance

7. 1 2 3
45x more engaged.6
Source: Oxfords iOpener Institute for People & Performance

8. Source: Harvard Business Review
spend 140% more
Happier customers
cost 30% less to serve.
and

9. Making interactions
with brands more
seamless, rewarding,
and engaging.
BRANDING, DESIGN AND
CX AGENCY OF THE YEAR

10. Making
Happier
Humans®

11. OUR
CLIENTS
OUR
WORK
OUR
PEOPLE
Making
Happier
Humans®

12. COLLAB
OUR
WORK
OUR
PEOPLE
Making
Happier
Humans®
OUR
PEOPLE
OUR
WORK
OUR
CLIENTS
Making
Happier
Humans®

15. Agencies Workplaces The Works
Tenure
(Years)
3.7
3.2
1.7
Let people go
and they’ll
never leave
“
”

16. Our Structure:
How is it different to other agencies?
CREATIVE THINKER
SOCIAL STRATEGIST
CONTENT EDITOR
DESIGNER
DIGITAL DESIGNER
PRODUCER
CREATIVE TECHNOLOGIST
PROJECT MANAGER
BRAND PLANNER
DATA SPECIALIST
CX LEAD
UX SPECIALIST
CONTENT CREATOR
DEVELOPER
DIGITAL PLANNER
CX PLANNER
BROADCAST PRODUCER
MEDIA PLANNER/BUYER
HEAD
OF
STRATEGY
CREATIVE
PROJECT
LEAD
CREATIVE
PARTNER/
FOUNDER

17. Brand
Experience
Brand
Expression =

18. BRAND
CHARACTER
CONVERSATION
HEIRARCHYVAN JAMS
NEURO IMAGING
& INSIGHT
LEAKY BUCKETS EMOTIONAL
JOURNEY MAPPING
CUSTOMER LIFECYCLE
PLANNING
PROTOTYPING /
MVP
AI / MACHINE
LEARNING / BOTS
DATA &
ANALYTICS
DASHBOARDING
Brand
Experience
Brand
Expression =
SOCIAL TOOLS

19. COLLAB
OUR
WORK
OUR
PEOPLE
Making
Happier
Humans®
OUR
WORK
OUR
PEOPLE
COLLAB
Making
Happier
Humans®

20. Belief Based Brands
Life’s better with a
pet but they can’t
look after themselves
that’s why we exist.
We believe in food as
real as the bond
people have with their
pets.
We believe everyone
has the ability to
make history.
Australian’s deserve a
refreshing alternative
to beer
You’ve worked hard for
your money you
shouldn’t have to work
hard to protect it.

21. Brand
Experience
Brand
Expression
+
Why Black Hawk?

22. CASE STUDY
Brand
Experience
Brand
Expression
+
Food as real as the
bonds people have
with their pets.
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
BELIEF

23. CASE STUDY
Brand
Experience
Brand
Expression
+
There’s been a
real food movement
but we’ve left
our pets behind.
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
INSIGHT

24. CASE STUDY
Brand
Experience
Brand
Expression
+
Bring the real food
movement to pets.
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
PURPOSE

25. CASE STUDY
Brand
Experience
Brand
Expression
+
PURPOSE
PHILOSOPHY
BEHAVIOUR
LOGOLOOK
LANGUAGE
EXPERTISEUTILITY
UNIQUENESS
HERITAGEFRIENDS
FAMILYTREE
IDEOLOGY - WHAT IS OUR BELIEF SYSTEM?
SKILLS-WHATAREWEBETTERTHANOTHERSAT?
COMMUNITY-WHATWORLDDOWEBELONGTO?
LOOK-HOWDOWEPRESENTOURSELVES?
W
HAT BELIEF GUIDE
EVERYTHING
W
E
DO?
FOOD
AS REAL
AS THE BONDS
PEOPLE HAVE
W
ITH
THEIR
PETS
HOW DO WE BEHAVE
THAT INSPIRES
OTHERS?
CONTINUOUS
QUEST FOR
IMPROVING PET
NUTRITION
W
HY DO
W
E EXIST?
BRING
THE REAL
FOOD
MOVEMENT TO
PETS
HOW
DO
W
E
IMPROVELIVES?
CONFIDENCETHAT
EVERYBOW
LHAS
JUSTTHERIGHT
NUTRITIONAL
REQUIREMENTS
WHATMAKESUS
DISTINCTIVE?
WEONLYUSE
INGREDIENTS
THATHAVEA
POSITIVE
IMPACTON
PETS
HEALTH
W
HATDO
W
E
MAKE/SELL
REALFOOD
NUTRITIONALLY
BALANCED
FOR
PETS
W
HATISOUR
AESTHETIC?
REALAND
RAW
REALMOMENTS
NOTSTUDIO
REAL
INGREDIENTS
REAL
BONDING
MOMENTS
WHATISOURTONALITY
ANDVOCABULARY?
PROVOCATIVE
SINCERITY
W
HATAREOUR
LOGO
/LOCK-UP
ASSETS?
SHIELD
BRAND
LINE
TYPEFACE
CAMPAIGN
LINE
KEYVISUAL
PACKSHOTS
W
HO
DO
W
E/
W
OULD
LIKETO
HANG
OUTW
ITH?
DOG
LOVERS
FITNESSAND
HEALTH
INFLUENCERS
W
HO
HAVEDOGS
QUALITY
BREEDERS
WHATISTHEROLEOF
OURPARENTOR
SIBLINGCOMPANIES?
MASTERPETARE
TRUSTEDPETCARE
EXPERTSWHO
GETPETSAND
OURUNIQUE
RELATIONSHIPS
WITHTHEM
W
HAT’SOURBACK
STORY?
KALAN
BLACKHAW
K
AND
HISOW
NER
DRIVETO
MAKE
BETTERFOOD
BY
LEAVING
OUT
INFERIOR
INGREDIENTS
FROM
THE
START
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey

26. Black Hawk Brand Character
EXPERTISE
UNIQUENESS
FRIENDS
FAMILYTREE
IDEOLOGY - WHAT DRIVES US?
SKILLS-WHATAREWEBETTER
TWORLDDOWEBELONGTO?
BELIEF
PURPOSE BEHAVIOUR
HOW
DO
W
E BEHAVE
THAT INSPIRES
OTHERS?
Continuous quest
for improving pet
nutrition
WHY DO WE EXIST?
Bring the real food
movement to pets
W
HAT’S OUR BELIEF?
People feel good
about themselves
when they feed
good food. It
shows how
they
care.
WHATMAKESU
DISTINCTIVE?
Weonlyuse
ingredientsthat
havepositive
impactonpet’s
health
W
HATDO
W
E
MAKE/SELL
Realfood
nutritionally
balancedforpets
W
HO
DO
W
E/
W
OULD
LIKETO
HANG
OUTW
ITH?
Doglovers,fitness
andhealth
influencerswho
havedogs,
qualitybreeders
TISTHEROLEOF
RPARENTOR
SIBLING
COMPANIES?
Masterpetare
ustedpetcare
xpertswhoget
petsandour
unique
relationships

27. W
HATBELIEFGUIDE
EVERYTHING
W
E
DO?
Foodasrealas
thebondspeople
havewiththeir
pets
DOWEBEHAVE
HATINSPIRES
OTHERS?
ntinuousquest
rimprovingpet
nutrition
HOW
DO
W
E
IMPROVE LIVES?
Confidence that every
bowl has just the
right nutritional
requirements
WHAT MAKES US
DISTINCTIVE?
We only use
ingredients that
have positive
impact on pet’s
health
W
HAT DO
W
E
MAKE/SELL
Real food
nutritionally
balanced for pets
WHATISOUR
TONALITYAND
VOCABULARY?
Provocative
sincerityW
HATAREOUR
LOGO
/LOCK-UP
ASSETS?
Shield,brandline
typeface,
campaignline,
keyvisual,
Packshots
Black Hawk Brand Character

28. HOWDOWEBEH
THATINSPIRES
OTHERS?
Continuousques
forimprovingpe
nutritionW
HYDO
W
EEXIST?
Bringtherealfood
movementtopets
W
HATISOUR
AESTHETIC?
Realandraw,real
momentsnot
studio,real
ingredients,real
bonding
moments
HATISOUR
ONALITYAND
OCABULARY?
Provocative
sincerity
W
HO
DO
W
E/
W
OULD
LIKE TO
HANG
OUT W
ITH?
Dog lovers, fitness
and health
influencers who
have dogs,
quality
breeders
WHAT IS THE ROLE OF
OUR PARENT OR
SIBLING
COMPANIES?
Masterpet are
trusted pet care
experts who get
pets and our
unique
relationships
with them
W
HAT’S OUR BACK
STORY?
Kalan Blackhawk and
his owner drive to
make better food
by leaving out
inferior
ingredients
from
the start
Black Hawk Brand Character

29. HOW
DO
W
E
IMPROVELIVES?
Confidencethatevery
bowlhasjustthe
rightnutritional
requirements
HATMAKESUS
ISTINCTIVE?
Weonlyuse
gredientsthat
havepositive
pactonpet’s
health
W
HAT IS OUR
AESTHETIC?
Real and raw
Real ingredients
Real bonding
moments
WHAT IS OUR
TONALITY AND
VOCABULARY?
Provocative
sincerityW
HAT ARE OUR
LOGO
/ LOCK-UP
ASSETS?
Shield, brand line
typeface,
campaign line,
key visual,
Pack shots
WHATISTHEROLE
OURPARENTOR
SIBLING
COMPANIES?
Masterpetare
trustedpetcare
expertswhoget
petsandour
unique
relationships
W
HAT’SOURBACK
STORY?
KalanBlackhawk
andhisownerdrive
tomakebetter
foodbyleaving
outinferior
ingredients
from
the
start
Black Hawk Brand Character

30. Language
Provocative sincerity

32. CASE STUDY
Brand
Experience
Brand
Expression
+
Expert Interviews Opinionator Stimulus Boards
Opinionator Qual Groups Conversation Hierarchy
Face to face with Prospectives Quant Survey
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey

33. CASE STUDY
Brand
Experience
Brand
Expression
+
Offering a 3kg for $10
eliminates perceived risk
By providing a month’s worth
of food the owner has to
transition their dog off their
current food - resulting in true
conversion
Try it
now
Every ingredient has
a health benefit. real
meat, real vegetables
no filler.
Loaded with meat
not with wheat.
Black Hawk is
Australian made.
Every
Ingredient
Matters
Our pet passionates
understand the
health benefits of real
food.
But they have
forgotten to apply
this philosophy to
their dog’s diet.
Join the real
food
movement
for dogs
Although shopping
behaviour appears
loyal, they are open
to switching.
Simply asking this
question triggers
doubts and motivates
them to evaluate
whether they’re
giving their dog the
best possible food.
Could you be
feeding your
dog junk
food?
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey

34. TARGETED ONLINE
USING QUANTIUM DATA
Use Quantium data to target those
who spend over $100 on pet care per
month.
GEO TARGETED OOH
TEST EDM + DM VOUCHERS
Place OOH near speciality retail,
farmers markets and dog parks in
areas where our profiled target reside.
Use profiled database to test voucher
mechanic (DM EDM) and understand
cost per conversion.
Use social custom audience and
cookies to continue to retarget
profiles target audience.
Consideration:
Target: Pre profiled - Nutritionally Aware Pet Passionates
RETARGETED DIGITAL, SOCIAL
CONTENT, SEM
POS + OFF-SHELF DISPLAYS
Secure off-shelf display and in-store
media. Supply training materials to
retail staff.
Trial:
Target: Nutritionally Aware Pet
Passionates - open to switching
MOONLIGHT DOG NIGHT
SPONSORSHIP + SAMPLING
180g samples to be distributed with
data capture initiative for retargeting
TV + OLV/CATCH UP
Air in shows that appeal to
‘nutritionally aware pet passionates’
Awareness:
Target: Nutritionally Aware
INFLUENCERS + ADVOCATES
Dog owners second most influential
source after vets. Leverage efficacy
stories and testimonials.
CASE STUDY
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
Brand
Experience
Brand
Expression
+

35. COMMUNICATION TASK
GET: Grocery and specialty dog food shoppers
WHO: Currently shop by default
TO: Question their purchase behaviour
BY: Seeding doubt (without making them feel bad)
that their current dog food isn’t the healthiest and
positioning Black Hawk as a healthy natural alternative
MESSAGE HIERARCHY
LEAD WITH PROTEIN: Filled with meat, not with wheat
NO NO NO’s: No corn, no added sugar or salt, no fillers,
no nasties whatsoever (Claims TBD)
REAL MEAT/VEG: Nutritionally balanced for dogs
BENEFITS: coat, immune system, energy etc. (TBD)
SKUs: Show range - Now available in Grain Free
SIGN OFF: Every Ingredient Matters (Shield Logo)
INSIGHT
We’ve embraced the real food movement but we
have left our pets behind.
TONE OF VOICE
Provocative Sincerity
TARGET AUDIENCE
Nutritionally aware ‘Pet Passionates’
Pet Passionates are people who take time and care
to really nurture their pets. They like to think they
are giving their dog the best care possible. They also
believe in the health benefits of natural ingredients.
MEDIA
TV, Cinema, OOH, Social Content, Moonlight
Sponsorship (dogs allowed), Food Trucks
(sampling), In-store
SMP
REAL FOOD FOR PETS
BlackHawk Creative Brief

40. Brand Story Telling Through Content

41. TV and
Content
In store &
packaging
Consumer
Events
Digital
DM
PR & Advocacy
EDM Templates
Geo-Targeted
Outdoor

42. CASE STUDY
Brand
Experience
Brand
Expression
+
GROUND SWELL
BH users help others
understand the
benefits RFM
FEEL THE
BENEFITS
Flood of new users
notice the difference
RFM on their dogs
TAKE
ACTION
TOGETHER
Pet parents go
beyond food and get
active with their
dogs
CELEBRATE
THE RESULTS
Share tangible results
of the effect the RFM
has had on dogs
and their owners
IDENTIFY
THE ISSUE
Commission RSCPA
and AVA to conduct a
study to
substantiate the
problem
NOW MARCH-JUNE JULY-DECEMBER 2018 - BEYOND
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey

43. Very large headline
Subheading of presentation if required
* Source type style is used to show where your information came from. This should be the only copy below the bottom guide

45. Win
Effie Award winner in 2017
Growth
Doubled
Facebook followers
RESULTS
42%Increase in product sales
From No. 6 to No. 1 in premium pet food.1
CASE STUDY
Making happier
humans.
….And dogs.
Brand
Experience
Brand
Expression
+
Increase in conversation volume
165%

46. Why Optus?

47. CASE STUDY
Brand
Experience
Brand
Expression
+
1. Strategy
2. Brand Communications
3. Results
The power of ‘Yes’
BELIEF

48. CASE STUDY
Brand
Experience
Brand
Expression
+
INSIGHT
Network is the #1 reason for
choosing a telco, but rational
network messaging isn’t driving
behaviour change.
1. Strategy
2. Brand Communications
3. Results

49. CASE STUDY
Brand
Experience
Brand
Expression
+
PROPOSITION
Relentless
improvement
1. Strategy
2. Brand Communications
3. Results

50. CASE STUDY
Brand
Experience
Brand
Expression
+
Hello Usain Bolt!
1. Strategy
2. Brand Communications
3. Results

51. CASE STUDY
Brand
Experience
Brand
Expression
+
Hello Usain Bolt!
1. Strategy
2. Brand Communications
3. Results

52. BRAND COMMS
@MIKEY
BOLT RELENTLESS IMPROVEMENT TVC

54. BRAND COMMS

55. TV and Content
Retail
Customer Experience
DM
Large-scale outdoor
Loyalty
Local Area
Marketing
Sponsorship

56. Usain: “I like Australians…”

57. Usain: “…until I met Guy”

58. SPONSORSHIP

60. BRAND COMMS
@MIKEY
OLYMPICS SYNC SWIMMERS

61. RESULTS
Happier clientsHappier customers
2018 Effie Total market share growth
4.4%
Increase in NPS
+4%
Return on investment
207%
New customers
307k
Increase in consideration
11%
Prospects would now consider Optus
1.8mil

62. COLLAB
OUR
WORK
OUR
PEOPLE
Making
Happier
Humans®
Making
Happier
Humans®
OUR WORK
OUR
PEOPLE
OUR
CLIENTS

63. of our clients gave The Works an outstanding happiness rating

64. A starting point for a great partnership
First rule - no egos
Be truly collaborative
Spend lots of time together
Be results focused
Be curious - question
everything
Be proactive
Be reliable
Be nice
Be transparent - have open
and honest conversations
(even the difficult ones)

65. Why The Works?
3.
A future proofed
philosophy
1.
=
Brand
Experience
Brand
Expression
A more efficient client
partnership model
2.
Efficient In house
production model
5.
An award
winning culture
4.
No egos & relationship
principles that work
6.
NO
EGOS
Strong Effies track record
of creativity and effectiveness

66. Thanks for your time