This document provides an overview of The Dubs, a digital marketing and social media agency. It discusses their mission to inspire brand audiences through storytelling and connections. It then highlights some of their client work and case studies in areas like social media marketing, corporate social responsibility campaigns, mobile and iPad applications, online banking, and video portals. Profiles of key leadership are also included.

1. Digital engagement to inspire audiences

2. Contents
About Us
Fostering Industry Knowledge
What We Do
Client Overview
Case Studies
Profiles
Contacts
www.thedubs.com

3. About Us
38
We are a digital marketing and social media agency.
We create environments that inspire audiences to interact with brands
by connecting them with the brand’s story and each other.
people
We draw on our 15 year digital heritage in working with brands, content
2
producers and audiences to deliver commercial results centred on the
audience and their needs.
Also, being independent we offer impartial, intelligent and
offices
appropriate solutions.
15
years
“Great agency, passionate about what they do and what we do – perfect!
Very much appreciate their honesty and creativity.” - ING DIRECT UK
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

4. Fostering Industry Knowledge
Our area of the media is very much an evolving space spanning social
media platforms such as Facebook, Twitter, YouTube, Skype, LinkedIn and
so it goes on.
Media entities, brand managers and marketers are undoubtedly attracted to the promise of
engaging with consumers in social media but unfortunately given the limited knowledge within
creative agencies and the proliferation of so called social media “experts” we believe poor advice
is rife and the number of social media disasters covered in trade press highlights this.
We believe at The Dubs our people have to be proven individuals professionally in this space and
genuinely immersed personally in social media. We also believe it’s our responsibility to engage
with the media, finance and consumer marketing industries by speaking at leading events to
promote knowledge and dialogue client side.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

5. What We Do M&A
Deal Websites
Polling
Email Messaging
ECM Online Video
Project Extranet Project Extranet
Offer site
Design and Print Production Services
Roadshow Video
Online Applications
Corporate
Allocation Lookups
Registry Integration Communications
Search Engine Marketing Strategy
Social Media Monitoring Design
Online Advertising Marketing & Branding
Website Development
CMS / Integration
Investor Relations Technical Development
IR Websites Email Marketing
Advisory / IR Best Practice Online Video
ASX Data Feeds Software Video Production
Online Advertising
Investor Alerts Platforms Mobile
Online / Printed Annual Reports
Iposoft® Digital IPO’s Search Engine Marketing
Online Sustainabilty Reports
Iposoft® Dataroom Social Media
Online Prospectuses
Iposoft® Fund Manager E-Commerce
Extranets, Intranets
Hosting
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

6. Client Overview
Over the years, we have
completed projects across the
globe. With offices in both
Sydney and London, we’re able
to provide our clients with the
latest information on changes
in their market. We have also
found by locating ourselves
in these fast-moving markets
we maintain diversity in our
portfolio, which keeps our ideas
and thinking fresh.
The following case studies
represent our latest work.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

7. Social Media Marketing
CLIENT: CITIBANK AUSTRALIA
Building on the positive response to Charcoal
Lane, the credit cards division of Citibank
Australia asked us to develop and run its
inaugural Facebook acquisition-led campaign.
‘Financial Freedom’ plays to the aspirations
of Citibank’s target market whilst promoting a
specific credit card offer. Marrying the popular
mechanic of a personality quiz with a financial
focus allowed us to entertain audience
members whilst driving them to enter a
competition and share it with their friends
networks. Status updates and Facebook
Ads further bolstered campaign reach and
maximised engagement opportunities.
The result is a bank of extensive customer
insights, acquisition opportunities, positive
word of mouth and ongoing PR for Citibank
Australia. In addition, success can be
measured by the Facebook page statistics
where we have seen its fan base increase
nearly 400% in one month and constantly
average at over 60% engagement (with the
exception of Citibank Australia, the top 10
Australian financial institutions average
10-20% engagement).
www.thedubs.com

8. Corporate
Social Responsibility
CLIENT: CITI AUSTRALIA
Citi Australia’s corporate communications
department approached us to oversee the
launch of its social media channels, create
entertaining content and drive audience
engagement.
Charcoal Lane is a social enterprise restaurant
in Melbourne, set up by Mission Australia
and staffed by Aboriginal and disadvantaged
youths. Following their on-the-job training,
70% go on to find further employment in
the industry. Citi Australia is a key sponsor of
Charcoal Lane.
Using footage from Citi’s corporate film,
our challenge was to create bespoke video
narrative that would juxtapose both the
human element of the restaurant programme
with Citi Australia’s involvement in the scheme.
The result was a 4-part mini-series that played
out over Facebook. The video launches saw
spikes of user engagement and generated
ongoing, positive PR for the restaurant. This
campaign marks the start of our ongoing
relationship with Citi Australia.
www.thedubs.com

9. Mobile Web Applications
CLIENT: ING DIRECT
Working closely with ING Direct
UK’s internal technical and customer
experience teams The Dubs developed
the information architecture and interface
designs for their new mobile banking
experience. Key to the project was to
develop a simple ‘mobile’ experience
that allowed ING Direct the flexibility to
manage and update its mobile application
moving forwards.
A web application was chosen over a
native application to remain flexible,
responsive and cross platform (iPhone,
Android, etc) whilst still delivering a
comparable experience. The Dubs worked
with ING Direct to develop the both the
application and supporting material in the
form of video demos utilised to explain
the application functionality. These videos
were then used across the main website
and social media channels for customer
education and support.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

10. iPad Advertising
CLIENT: ING DIRECT
The Dubs developed specific iPad
advertising for the new Fairfax
newspaper tablet application. The
adverts were a first for ING Direct
and Fairfax using custom HTML5 to
deliver an engaging experience.
As the dwell time on the Fairfax
application was much higher than
across web channels (averaging over
30 minutes per user) the adverts
were crafted to deliver broader
engagement than a traditional advert
to maximise this captive audience.
The adverts dynamically changed
their content dependant on time and
day to ensure that the messaging
was both highly relevant and also
provided new content to a returning
user enabling the advert to remain in
market for a longer period without
needing to renew the creative.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

11. Online Banking
CLIENT: ING DIRECT AU & UK
Our relationship with the world’s
largest online bank ING Direct started
early in 2003 when we helped launch
them into the United Kingdom and
we’ve been their strategic web
agency ever since. This account
went international for us at the start
of 2007 when ING Direct Australia
selected us as their digital agency
after a competitive pitch.
The heart of our remit is to ensure
ING Direct’s customers get the
best experience online while from a
marketing standpoint our strategic
brief tasks us with stitching digital
into all available marketing and
communications channels.
As a snapshot at any point in time
you’ll find us evolving ING Direct’s
website customer experience, be
crafting online advertising campaigns
to promote new products, or
extending other channels such as
experiential and direct to include
tactical microsites and email
marketing to maximise their reach.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

12. Social Media Campaigns
CLIENT: ING DIRECT
Following ING Direct Australia’s rebrand
spearheaded by the adoption of Charles
the Orangutan as brand ambassador
digital engagement agency The Dubs
has moved the bank into its next phase
with social media.
The Dubs has launched a conversation
campaign under the moniker of “Charles
Writes” in Facebook to create an
emotive connection with people in social
media uncluttered by standard industry
bank product messaging.
The latest phase involves the roll out of
the Charles’ Champions campaign that
creatively rewards loyal customers with
special gifts. Ever since its launch, the
Facebook page has been inundated
with positive and encouraging
comments declaring ING DIRECT as one
of the most innovative banks displaying
genuine customer service.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

13. Video Portal
CLIENT: AMP CAPITAL
Given video is arguably the fastest
growing media with adults online
it made perfect sense for one of
Australia’s strongest investment
brands to showcase its knowledge to
savvy investors using online video.
And while AMP Capital would be
speaking with a sophisticated investor
audience online it was important for
these investor insights videos to have
personality. Hence the talent was
important, picked from known AMP
Capital advisers who could speak
engagingly about latest economic
and investment trends and how
AMP Capital’s products and people
manage wealth creation.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

14. Global Websites
CLIENT: AMP CAPITAL
AMP Capital commissioned us to
create a global website presentation
layer that could allow them to
maintain a consistent branding and
content display structure at a global
level and then have this approached
mirrored at a local website level.
This approach is now being rolled out
at a local level for Australia,
New Zealand and Japan.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

15. Macquarie Digital
CLIENT: Macquarie Bank
Macquarie Bank approached The
Dubs to develop the website for
their digital TV channel – Macquarie
Digital. Targeted at retail and
institutional investors, the website
needed to provide an online location
for an archive database for
re-broadcast of video content
produced on the broadcast channel.
The Dubs developed an IPTV
(web based TV) platform for the
delivery of audiovisual content that
complemented and extended the
reach of the broadcast channel. Each
week over 8 hours of new video
content is added to an archive of over
800 video files allowing site users to
view and search multiple streams of
content from Macquarie Bank.
In addition, the website also delivers
audio content from a third party
feed of web-radio interviews and
presentations from ASX top 100
CEOs. The site has a full CRM system
to allow registered users to subscribe
to email marketing, online surveys
and further communication with
Macquarie Bank.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

16. Global Website Marketing
CLIENT: BHP BILLITON
Given BHP Billiton is the world’s largest
miner and the offer for Rio Tinto was
considered contentious on a number
of levels we were given the task of best
representing BHP Billiton’s key messages
digitally to distinct and important
stakeholder groups including:
· Rio Tinto shareholders
· BHP Billiton shareholders
· Government regulators
· Media
We also optimised the BHP Billiton’s web
pages so they were best placed to be
organically ranked by key search engines
such as Google, Yahoo! and MSN.
Outside the online execution task, our
executive team provided ongoing advisory
services to BHP Billiton’s deal team and its
key advisers including its lead banks, legals
and communications advisers.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

17. QR National Share Offer
CLIENT: QLD GOVERNMENT
In 2010 the Queensland Government and
its investment banking advisers turned to
us when they were undertaking the multi-
billion dollar privatisation of the State’s
coal and freight rail haulage network – QR
National.
Developing an integrated approach with
all the logistics and marketing providers
meant we were best armed to provide
the joint lead managers with clear advice
when reporting into the various working
streams we covered across advertising,
marketing and logistics and online.
Results:
Delivered 6 million+ web pages to
650,000+ Australians.
240,000 online pre-registrations being
97% of the total.
Online prospectus viewed 45,000+ times
while 72,000 copies were downloaded.
15,000- people requested a hardcopy
prospectus be mailed out.
570,000+ emails were sent to potential
investors to promote the offer.
40,000+ shareholders used the website to
look up their shareholding once allocated.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

18. Online Rebrand
CLIENT: GUNNS LIMITED
Gunns is one of the largest farmers of
trees in Australia, currently growing the
equivalent of 460 trees for every person
in Tasmania on its plantation estate. We
worked with Gunns to develop an open
and honest visual identity to reflect
their business and brand positioning.
It was key to develop a visual identity
that reflected their sustainable
approach to forestry and avoided the
clichéd images often seen. The identity
reflected the full lifecycle from tree
to wood to product, we also felt the
identity needed to reflect their modern
methods to differentiate them from
other less reputable firms.
The website design was then an
extension of this ethos, the page
design, colour palette and imagery
showcase this approach and offered
a framework for future cost effective
extension into their other brands.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

19. Fund Manager Project
CLIENT: ARCHER CAPITAL
Australian private equity house Archer
Capital approached us in 2005 when it
was looking to rebrand its main corporate
website and provide online reporting
functionality.
Along with rolling out Archer Capital’s
re-designed corporate website (www.
archercapital.com.au), we implemented our
Iposoft® Fund Manager platform.
Iposoft®’s Fund Manager facilitates Archer
Capital to communicate key information to
its investors. This highly secure application
provides a central location for investors to
view personalised information such as fund
performance, calls, distributions, valuations
and also includes automated email
messaging to alert investors of relevant
website updates. Archer Capital’s fund
managers
have complete administrative access over
the system’s users, active investors and
notices being distributed while keeping an
audit trail of all system activity.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

20. Profiles
Joshua Frith Tristan Fawley Andrew Frith Siobhan Mulholland
MANAGING DIRECTOR GROUP GENERAL MANAGER SOCIAL MEDIA DIRECTOR UK CREATIVE DIRECTOR
& CREATIVE DIRECTOR
Josh has led The Dubs since Tristan joined The Dubs as the For the past 6 years Andrew has Siobhan joined The Dubs in the
co-founding the agency in 1996 and Australian Creative Director in 2003. been developing social media summer of 2009 and heads up the
has overseen the output of its work In 2011 he has also taken on the content and strategies for a wide creative department in the UK,
for top-tier clients internationally role of Group General Manager range of clients. working across all client portfolios.
and the growth of its offices in overseeing the group business
London & Sydney. across Australia and the UK. Andrew’s career has spanned five She began her career as a copy
continents and with over twenty writer in the 90s before spending
In this time he has built an He has lead the creative process years experience in the digital seven years in the broadcast
independent agency staffed only across a number of major brands media fields, he has been associated industry, working as a Producer and
with experienced digital specialists in Australia including ING DIRECT, with many of the pioneers of the Commissioner for both the BBC
across a spectrum of skills to BHP Billiton, Seven Group, Tony internet and maintains a network of and ITV.
provide our clients with a boutique Ferguson, SBS and Bayer Healhcare. experts and leaders within
level of advice but with an execution these fields. During this time, Siobhan
capability rivaling any large agency. Tristan’s hands on approach with developed, commissioned and
clients provides the strategic advice He has pioneered content in produced many multiplatform
The proof is in the pudding as they necessary to achieve creative traditional and digital projects propositions, going on to win a
say and Josh believes our client list excellence whilst being strongly tied globally for clients including ING BAFTA in 2006.
and our portfolio of work confirms to defined commercial objectives. Direct, Associated Press, Disney
the ethos of the business. films, MTV, Hewlett-Packard,
Macromedia, NHK-TV (Tokyo)
and Sony.
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com

21. Contacts
Richard Banham | Digital Brand Development
T +61 (0) 2 8247 8723
M +61 (0) 467 896 000
E richard.banham@thedubs.com
Joshua Frith | Managing Director
T +61 (0) 2 8247 8719
M +61 (0) 416 221 900
E joshua.frith@thedubs.com
Tristan Fawley | Group General Manager / Creative Director
T +61 (0) 2 8247 8713
M +61 (0) 407 003 277
E tristan.fawley@thedubs.com
For more details, contact Richard Banham on +61 (0) 467 896 000 | www.thedubs.com