First there was the Logies. And then came the Eugies… Decoder’s in-house awards for creative excellence. Named in honour of Eugene – Decoder’s team mascot and an original staff member – the Eugies are a monthly tribute to our studio stars, and to the suits that sell in their big ideas.

Now their efforts can be acknowledged on the biggest stage of all – the Decoder hallway wall! So, without further ado, it’s time to reveal who won what in the inaugural awards, in reverse order. Drum roll, please…

3. Simplicity itself, this oversized postcard for Suncorp Bank invited Agribusiness customers to visit the Suncorp Marquee at this year’s Ekka for a coffee and a chat with an Agribusiness Specialist. What better way to approach this unique target audience than with hoof marks that double as coffee rings?

2. Natalie Cook’s Rise up campaign. Gold Medal Olympian, Natalie Cook, approached Decoder looking to recruit an army of supporters that would get behind her bid to take part in a remarkable fifth Olympics. Decoder’s response was to create this bright, energetic ad campaign, with a call to action neatly built into the headline. 

1. And the Eugie goes to… Signet’s bi-annual Buyer’s Guide is a big deal for thousands of customers, and a huge task for the Decoder studio who pull it all together. It’s not just about targeting messaging across different industries and buying patterns; it’s also about creating a new and novel way to present Signet’s ‘Always’ brand promise.

Three great executions for three top clients! Congratulations to all involved. Look out for more from the Eugies next month!

To visit Decoder:  www.decoder.net.au

I was in total shock the other day when I received a call from the Caples Chairman of Judges. He was ringing to invite me to fly to New York this November to be a judge at the 33^rd John Caples International Awards – the premier celebration of creative ideas that drive direct marketing campaigns. Needless to say, I didn’t have to think about it for too long before accepting.

Founded in 1978 by direct marketing pioneer Andi Emerson, the Caples recognise the craft of art direction and copywriting by showcasing the best in direct and interactive marketing from around the world. The awards were developed to honour well-recognised copywriter John Caples and now have international chairs in 50 countries.

Judged by more than 100 active, senior-level, international creative professionals and funded by industry agencies, clients and suppliers, the event is primarily run by industry volunteers. Between 200 and 300 creatives and marketers from across the globe attend the annual dinner and presentation.

I’ve been lucky enough to have won a few Caples throughout my career, but to be asked to judge is simply the icing on the cake. So watch out Big Apple, Decoder’s Creative Director is coming to town!

Wherever the world’s top direct and multi-channel marketers gather to speak, you can be sure the Decoder team won’t be far away.

In this case, the venue was the ADMA Forum in Sydney, and the keynote speakers were legendary direct marketing guru, Stan Rapp, and Obama for America DM Director, Meaghan Burdick. Even the busy end-of-FY period couldn’t deter Tracey, Kate and myself, as diaries were hurriedly cleared.

Stan didn’t disappoint. His keynote address was inspiring and enlightening, and gave us plenty of food for thought. We were doubly impressed when we received copies of his new book ‘Reinventing Interactive & Direct Marketing’. This is a must-read for anyone looking to make more of their marketing.

Other highlights included a great presentation from Neil Jorgensen from Signet on personalised approaches to gaining and retaining customers. We always like to support our clients and were thrilled that Decoder got a special mention.

Nick Adams inspired us all with a case study presentation on Westpac, and Ed Falconer provided some great insights into turning data into strategy via the Myer One program. We were also reminded about the need to focus on Return On Investment rather than just Response Rate by the team at Mercer Bell.

All work and no play makes for a long day, so it would be remiss not to mention the fabulous meal we shared at the Malaya at Darling Harbour. (Only just pipped to the post for ‘best meal of the trip’ by the cheeseburger Neil kindly shouted us at the airport on the way home… we were so hungry!)

Only one lowlight – missing out on the 1kg block of chocolate that was awarded for the best audience question. Must try harder next year!

All-in-all a great experience, and a timely reminder of the power of direct marketing. We can’t wait to apply some of the lessons we learned over the coming year. So keep an eye out for those.

For more information on the ADMA Forum visit:  http://www.admaforum.com/ 

For more information on Decoder visit:  www.decoder.net.au

To read all of our blog articles please click on our ‘received & understood’ banner across the top of the page

The festive spirit came early to Newstead this year, as Decoder celebrated Christmas in July.

Picture the scene, as decorations went up, mistletoe dangled down, and the rooftop was transferred into a winter wonderland. Twenty excited Decoder staff, wrapped in scarves and hats, got stuck into turkey, trimmings – and if they left any room – fruit cake and custard (lovingly prepared by Lauren and Jas).

Just when we were thinking that Christmas couldn’t get any better, we heard the jingle of bells, and a little hoot hoot on the scoot. We ran to the balcony, peered over the edge, and discovered… 

… Santa Claus himself, clear as day, coming to visit us on a shiny red Vespa. ‘So this is how they do it in Australia’, you could hear the expats thinking.

‘Tuck in, Santa’, we said, ‘there’s plenty to go round’. Besides, TJ is just about to award the prize for the best hat (Congratulations, Stu!).

With a belly full of food, a sack full of pressies and 15 very hot Decoderettes (and Nick) queuing up to sit on his lap, Santa sat back with a very satisfied smile. ‘I wish it could be Christmas every day’, he said! 
Ho! Ho! Ho!

Special thanks to Lauren, Jas, Cameron for making it a Christmas to remember!

Smart and in Focus

Very Smart Focus

Tamara - Account Manager for the 3rd place Eugie

Change the World 9 to 5

Cameron, Lauren & Samantha

Katy - Junior Account Director for the 2nd place Eugie

Jess, Tamara, Wendy & Eleanor

Tom, Lisa & Jasmine

Jess - Account Manager for the 1st place Eugie

Stuart, Michelle & Chris

Katy, Tony & Kate

Tracey & Julia

 To find out more about Decoder visit: www.decoder.net.au

To read all of our blog articles please click on our ‘received & understood’ banner across the top of the page.