For example: the launch campaign for the new X20 targeted the C-suite, business owners and IT decision makers and influencers. It extended from advertising and inserts across the AFR’s premium platforms through to tightly targeted media reaching specific verticals and influencer roles.
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 they better expressed the spirit of the Harley brand and resonated with the riders of those big V-twins.
For example: Bentham Asset Management is a fund manager that invests in global credit markets. We reframed Bentham’s product offering in a way that stood out in a crowded category and challenged the conventional wisdom in order to help position them in the minds of the target audience - financial planners.
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, and then rolled it out via advertising, DM, video, collateral and online channels.
For example: Tickled Pink Travel pioneered the fitness cruise, and briefed us to help launch it to the travel trade, the fitness industry and to consumers. We developed a simple concept and then rolled it out in print, brochures, DM, online and e-newsletters.
For example: Toshiba wanted to remind the retail sales channel of the company’s origins. We built on the Seriously Japanese positioning developed by Toshiba’s main agency and tapped into the Japanese game show phenomenon to create a stand-out, must-attend event.
For example: The Muscular Dystrophy Foundation provides support for people - often very young - whose illnesses can lead to severe disability and an early death. We were briefed to raise awareness and funds without upsetting the families we were trying to help.
Alex is a multi-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), and 5 years as the lead writer at Bevins, the most famous copy-led agency of its time.
He’s the idea generator behind brand campaigns that ran across Asia, new brands that are on the shelves in supermarkets today, and the work that introduced the word ‘microsleep’ into the vernacular.
Today, he’s interested in the application of the commercial imagination to complex marketing problems, brand innovation and category disruption.
He brings an intense curiosity, open mind and broad general knowledge to each brief. His frame of reference spans the leading edge in business, science, technology, design, behavioural psychology, economics and entertainment. This may explain his ability to bring fresh perspectives to stale categories, unearth gems buried under mountains of paper, and identify new directions when everyone else is going in circles.
Tania has 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 has also dropped into a 10-foot wave, climbed to Annapurna Base Camp and been rated the best female skateboarder of her generation in New Zealand. The commitment that took her to those heights has also driven her career as a creative.
She’s built and led creative departments, won a wall-full of international awards, developed regional TV campaigns for global clients and once flew solo to Seoul to present concepts to (as she found out later) the head of a Korean crime gang!
One word reoccurs when clients describe her approach: passionate. She’s a hands-on creative who throws herself into projects large and small. A ready sense of humour, sharp wit and fertile mind ensure meetings keep moving and ideas flowing.
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.