For example: the launch campaign for Toshiba’s new X20 convertible notebook/tablet targeted the C-suite, SMB owners and IT decision makers and influencers. It extended from advertising and inserts across the AFR’s premium print and online platforms through to tightly targeted media reaching the channel and specific vertical markets and influencer groups.
For example: Harley-Davidson produces seasonal clothing lines and supports them with dealer brochures. We were briefed to completely refresh the layout, design and copy style so these quarterly pieces better expressed the spirit of the Harley brand and resonated with the type of folks who ride those big V-twins.
For example: Bentham is a fund manager that invests in global credit markets, a relatively unknown asset class compared to equities, cash and property. We developed a concept that challenged the conventional wisdom, helping Bentham stand out in a crowded category and positioning their funds in the minds of financial advisers and investors.
For example: Think Education had a tight time-frame and a major education expo deadline. They needed everything from signage and experiential ideas to course guides and merchandise. Oh, and a concept that repositioned the brand, and a new look and feel. We delivered.
For example: Toshiba wanted to target the education market with a new 2-in-1 convertible notebook. We developed a breakthrough strategy based on a fresh insight into the challenges faced by teachers and students using traditional notebooks in subjects like maths, science, music and engineering. It rolled out via DM, video and online channels.
For example: Our client pioneered the fitness cruise and briefed us to launch it to the travel trade, the fitness industry and to consumers. We developed an umbrella brand name and corporate identity for the travel group, and a cut-through creative concept for the product. The package rolled out in print, brochures, DM, online and e-newsletters.
For example: Centennial Parklands wanted to raise money to fund a tree replacement program. Park users were seen as most likely to provide support, but research revealed they believed the government took care of everything. We developed a concept grounded in the language of a medical emergency to puncture the complacency and drive behaviour change.
Alex is an award-winning copywriter, creative director and strategist. Before starting Vitamin X, he spent 10 years in the creative departments of leading agencies in Sydney (The Ball partnership, EURO RSCG) and Hong Kong (Bates), followed by 5 years as senior writer at Bevins, the most renowned copy-led agency of its time. He has worked on a broad range of categories, from alcoholic beverages, cars and over-the-counter drugs to environmental organisations, financial services and government departments. Alex has also lectured on copywriting at AWARDCRAFT, and contributed opinion pieces to Mumbrella and Marketing magazine.
Tania has over 20 years experience as a designer, illustrator, art director and creative director. She worked in a string of leading design, advertising and through-the-line agencies in Auckland, Sydney (George Patterson Bates, The Marketing Store Worldwide, Mojo) and Hong Kong (Lintas, EURO RSCG) before launching Vitamin X. She’s built and led creative departments, won a wall-full of international awards, and worked for clients ranging from Acer, HongkongBank and Fortune to Prudential, Peugeot and Smith’s. She has also studied psychology, dropped into a 10-foot wave, trekked to Annapurna Base Camp and been rated the best female skateboarder of her generation in New Zealand.
Elizabeth has a Bachelor of Commerce (Marketing) from the globally-ranked Sauder School of Business at the University of British Columbia. She has 12 years’ experience in branding, digital and advertising agencies in Canada and Australia, with a skill set that spans brand strategy, client service, project management, new product development and production. She’s a results-focused project manager and insightful strategic thinker, with a proven ability to plan and deliver multi-channel campaigns extending across online and traditional media.
Alex holds a bachelor degree in social communications (major in advertising) from the Methodist University of Sao Paulo, Brazil, and an advanced diploma in communication design from the Billy Blue College of Design in Sydney. With 11 years’ experience in digital and design agencies, he’s worked across all areas of communication, from integrated campaigns and sales promotions to digital strategy and website design. He has specialist skills in information architecture, user experience and interface design, digital development, SEO, social media and content development.
We felt a frisson of delight when a campaign we developed for New Scientist was selected by a panel of well-credentialled marketers, researchers and strategists as a finalist in the 2016 MSIX awards. The MSIX Conference was set up to showcase the rapidly evolving convergence of science and marketing, and the awards recognise work at the forefront of this. The insights emerging from the behavioural sciences help take some of the guesswork out of developing a brief and provide a fantastic springboard for creative development. If you'd like to bring a bit more science to your marketing methods, we're keen to assist.