My ticket to a career in marketing, advertising and public relations www.mapexpo.com.au

1. HELLO FROM
with over 100 years of advertising history.
In 2011, we merged with SMART, one of
Australia’s most successful independent agencies.
Creating a completely new Australian agency
with a completely new approach to creativity:
a smarter, leaner, more innovative McCann.
The result is iconic campaigns like Dumb
Ways to Die for Metro Trains, to The Federal
Government’s Impossible Orchestra and even
the creation of a new word for Macquarie
Dictionaries: phubbing.
Earning recognition the world over, from Cannes
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and One Show Agency of The Year.
An agency with the spirit and leadership of an
independent creative hot-shop, backed by the
world’s largest agency network.
We think that’s something pretty smart.
AUSTRALIA
A U S T R A L I A
THE WORLD’S MOST AWARDED CREATIVE AGENCY
DAD AGENCY OF THE YEAR | CAMPAIGN BRIEF AGENCY OF THE YEAR | ADNEWS AGENCY OF THE YEAR |
BT AGENCY OF THE YEAR | LONDON INTERNATIONAL AWARDS AGENCY OF THE YEAR | AWARD AGENCY
OF THE YEAR | SPIKES ASIA AGENCY OF THE YEAR | CAMPAIGN ASIA CREATIVE AGENCY OF THE YEAR

2. WHO WE WORK FOR
2

3. CREATIVITY EFFECTIVENESS
3
Our work has been recognised at every major international creativity and effectiveness show, including being named the most awarded campaign in the history of Cannes
Lions and Agency of the Year at the DAD, Spikes, London International, Campaign Brief and Campaign Asia awards. In 2014 we also made Australian advertising
history by achieving top ranking in the global Gunn Report of the world’s most awarded agencies, and as the world’s 3rd most awarded digital agency.
THE INTERNATIONAL ANDY AWARDS
Metro Trains: Dumb Ways to Die Game: 1 Gold !
CANNES LIONS CREATIVE EFFECTIVENESS
2014
V/Line: Grand Prix !
CANNES LIONS 2014
Macquarie Dictionary: 2 Silver, 1 Bronze, 1 Shortlist,
Metro Trains: Dumb Ways to Die: 1 Bronze, 1 Shortlist !
CAMPAIGN BRIEF
Agency of the Year 2014 !E
FFIE AWARDS ASIA PACIFIC 2014
Metro Trains: Dumb ways to die: 1 Gold in Small
Budget,1 Silver in Travel/Tourism !
DAD 2014
Macquarie Dictionary: Phubbing: Yellow Pencil !
2014 ASIAN MARKETING EFFECTIVENESS AWARDS
Vic Responsible Gambling Foundation: 100 Day
Challenge: 1 Gold, 2 Silver. MasterCard: Locally
Famous: 1 Silver !
NEW YORK FESTIVALS 2014
Macquarie Dictionary: Phubbing: 3 Third Awards, 3
Finalist Awards. Google Books: 3 Finalist Awards. Vic
Responsible Gambling Foundation: 100 Day
Challenge: Finalist Awards ! SIRENS 2014
Metro Trains: Metro Notify: Silver Siren - Campaign
Winner ! THE A-LIST HOLLYWOOD AWARDS 2014
Metro Trains: 2 Gold in Moving Image Advertising, 1
Silver in Moving Image Advertising !A
DFEST 2014
Macquarie Dictionary: Phubbing: 1 Integrated Lotus, 1
Bronze Lotus in Interactive. Metro Trains - Dumb Ways
to Die: 1 Finalist in Mobile Applications Other, Mobile
Downloadables, 1 Silver Lotus in Mobile, 1 Silver Lotus
in Design, 1 Gold Lotus in Best Use of Games. !B
T AGENCY OF THE YEAR
Best Ad Campaign, Best PR Campaign, Best Use of
Social Media !
ADMA AWARDS 2013
Metro Trains: Dumb Ways to Die: 10 Gold, 4 Silver, 1
Bronze. V/Line: 1 Silver, Department of Fahcsia: 1
Silver, Vic Responsible Gambling Foundation: 1 Silver,
SpecSavers: 1 Silver
LIA 2013
Agency of the year, Metro Trains: Dumb Ways to Die:
15 Gold, 11 Silver, 3 Bronze, Department of Fahcsia: 1
Silver, Vic Responsible Gambling Foundation: Finalist !
ANNECY INTERNATIONAL ANIMATED FILM
FESTIVAL 2013
Metro Trains: Dumb ways to die: Winner -
Best Commissioned Film !A
DNEWS AWARDS
Metro Trains: Dumb Ways to Die: 2012 Ad Campaign
of the year, 2012 Ad of the Year, Vic Responsible
Gambling Foundation: 100 Day Challenge: Ad
Campaign of the year. !A
DFEST 2013
Metro Trains: Dumb Ways to Die: Grand Lotus for
Film, 2 Gold Integrated Lotus awards, 1 Gold Lotus in
Interactive, 1 Silver Outdoor Lotus, 1 Bronze Lotus in
Interactive, 2nd ranked Australian agency, V/Line: 1
Finalist in Integrated !
MUMBRELLA AWARDS 2013
Metro Trains: Dumb Ways to Die: Mumbrella Award
for Bravery, Australia’s Favourite TV Ad of the Year, Ad
Campaign of the Year, Thinker of the Year (John
Mescall), Mumbrella Ad of the Month November 2012,
MasterCard: Pirate: Mumbrella Ad of the Month April
2013. !
CLIO AWARDS 2013
Metro Trains: Dumb Ways to Die: 3 Gold, 1 Silver, Top
Ranked Australian Agency, Corelle: 1 Gold in Direct -
Corelle’ Post a Plate’ campaign. ! SPIKES ASIA 2013
Agency of the Year, Metro Trains: Dumb Ways to Die:
7 Grand Prix (Branded content, Integrated, Promo
Activation, Digital, Radio, Film, Film Craft), 11 Gold
Spikes, 5 Silver Spikes, 4 Bronze Spikes, Agency of the
Year, Department of Fahcsia: 1 Silver in PR for
Impossible Orchestra !!!
VERY SHORT INTERNATIONAL FILM FESTIVAL 2013
Metro Trains: Dumb Ways to Die: Prize of the people
runner up. !
WARC PRIZE FOR INNOVATION 2013
Metro Trains: Dumb ways to die: Finalist, V/
Line: Guilt Trip: Finalist !
TED
Metro Trains: Dumb ways to die: Selected
among TED’s top 10 Ads Worth spreading
2013m the only Australian advertisement ever
to have been so recognised. !
2013 ASIAN MARKETING EFFECTIVENESS AWARDS
Metro Trains: Dumb ways to die: 4 Gold,
Mount Franklin: Finalist, MasterCard: Finalist. ! THE AUSTRALIAN EFFIE
Metro Trains: Dumb ways to die: 1 Silver Effie,
2 Bronze Effies. ! SIRENS 2013
Metro Trains: Dumb ways to die: Gold Siren -
Overall category winner, Silver Siren - Single
category winner, Campaign of the Year, Siren
Client Awards (voted by judging panel of
clients), Velvet Jane: Round 3, Best Radio
Single - ‘Respect’. !
WEBBYS 2013
Metro Trains: Dumb Ways to Die: 7 Webbys (in 4
categories), Most awarded campaign of 2013. !
DAD 2013
Agency of the Year, Metro Trains: Dumb Ways to Die: 1
Black Pencil, 5 yellow Pencils, 3 Pencil Nominations, 5
in-books, Agency of the Year, Most awarded campaign
ever in DAD’s history. ! AWARD AWARDS 2013
V/Line: 3 Bronze awards in Integrated Campaign;
Integrated Solutions; Digital Campaign Business to
Consumer, Department of Fahcsia: 1 Bronze award in
Craft in Film. !!!!!!
ONE SHOW ENTERTAINMENT 2013
Metro Trains: Dumb Ways to Die: 2 Gold Pencils. !
ONE SHOW INTERACTIVE 2013
Metro Trains: Dumb Ways to Die: 1 Gold Pencil, 1
Merit award.
ONE SHOW 2013
Metro Trains: Dumb Ways to Die: 3Gold Pencils, 1
Bronze Pencil, 4 Merit awards, Best of Show, 3rd ranked
global agency, Metro Trains top ranked client. !
CANNES LIONS 2013
Runner Up: Agency of the year, Metro Trains: Dumb
Ways to Die: Grand Prix (Film, Integrated, Radio,
Direct, PR), 18 Gold Lions, 3 Silver Lions, 2 Bronze
Lions, Most awarded campaign ever at Cannes, V/Line:
2 Bronze Lions in Direct, 1 Bronze Lion in Promo
Activation, Department of Fahcsia: 1 Bronze Lion in PR
for Impossible orchestra. !
CAMPAIGN ASIA 2013
Australia Creative Agency of the Year: McCann
Australia/NZ Creative of the Year: John Mescall !
SPIKES ASIA 2012
Department of Fahcsia: 2 Silver in Film !
ADMA AWARDS 2012
V/Line: 1 Silver - Best Flatmail - for Guilt Trips
Instructional Guide !
MIDAS AWARDS 2012
MasterCard: 1 Silver - Coles PayPass, 1 Certificate !
2012 FAIR GO ADVERTISING AWARDS NEW
ZEALAND
MasterCard: Voted New Zealand’s Best Ad -
MasterCard ‘Fan’ !
MADC 2012
V/Line: 1 Silver in Best Innovation in eCommerce, 5
Bronze in Best Digital Campaign; Best Art Direction;
Best Typography; Best Direct Response Advertising;
Best writing for Design, Best in Show, Second ranked
Melbourne Agency. !!!!!

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6. ADVERTISING TODAY
“ABOVE ALL, THE WORK MUST
BE INHERENTLY INTERESTING, THAT
ULTIMATELY CHANGES PEOPLE’S
BEHAVIOUR AND ATTITUDES.”

7. ALL WORK MUST HAVE REAL WORLD IMPACT
7
BRAND
EXPERIENCE
ADVERTISING PR

14. 14
WHY ADVERTISING?
Advertising is for those who have a passion in creativity, changing
behaviour, strategy or research.
You also need to be inquisitive, a lateral thinker and a creative problem
solver.
Remember, to do interesting work, you must be interesting yourself.

15. QUESTIONS?

16. THANK YOU

17. ASH FARR
ash.farr@mccann.com