Tradies: Skilled, well-paid, and eager to invest
Tradies: A Growing and influential audience, marketers can’t afford to overlook DPR&Co recently teamed up with Workwear Group to launch a campaign for KingGee, the iconic Australian workwear brand with over 100 years of history. While collaborating with such a respected brand was an honour, the project also revealed a cultural shift in the trades […]
What makes a great agency for industrial clients?
After many years working with B2B clients in the industrial space, we’ve had a lot of feedback about what works for clients and what doesn’t. Few of the frustrations we’ve heard are for lack of effort on the part of either the agency or you as a client and, in fact, result from a misalignment […]
Trouble getting traction with AI? Invert the pyramid.
Driving ROI from your investment in AI DPR&Co launched Wunderland AI to help businesses navigate the challenges and opportunities of AI. The Wunderland business philosophy is based on the notion that traditional top-down management models are not conducive to rapid adoption and the achievement of justifiable ROI. Instead, we advocate for a bottom-up approach, where […]
In a softer economy, positioning around meaningful customer experiences is even more important.
The current consumer snap back to practicality hasn’t reduced the importance of the experience and transformation economy. It simply means the experiences consumers seek are evolving. Australia’s current (and hopefully temporary) contraction in living standards is making consumers think very carefully about where they spend. But macro trends in consumer sentiment are still guiding the […]
Excess Share of Voice – a key driver of increased market share
About ESOV DPR&Co frequently develops marketing business cases for our clients by triangulating historical and projected performance based on metrics including brand recognition, purchase intention, and brand share-of-voice, the latter being one of the most reliable predictors of campaign performance. In fact, for over half a century, marketers have relied on the “Excess Share of […]
Why we’re proud to be part of the AMIN Worldwide network of independant agencies
Having returned last week from the annual AMIN Worldwide global strategy meeting in Palm Springs, I was reminded of exactly why DPR&Co continues to value this extraordinary network of independent advertising firms, a network we’ve proudly been part of for over a decade. Ten years ago, we made a strategic decision to join AMIN Worldwide. […]
A love letter to advertising
Every time I visit my dentist or GP, I am reminded of what a joy it is to work in this amazing industry. Sure, there are professions that may be more lucrative and admired. But can you imagine showing up every day for an unending line of people with holes in their teeth or hypertension? […]
Hyperbole, alternative truth and bald lies. It’s time for truth in political advertising to be legislated.
Trends are emerging in the current US presidential election that point to a further deepening of sophistry and deceptiveness in political advertising from both major parties. This is one US export we should avoid like the plague. Look at these two examples of current US ads. Both make bold claims against the credibility of their […]
How a 130-Year-Old FMCG brand went from #3 to market leader
Sabco. From boom to bust and back… Originally The South Australian Brush Company, Sabco was founded in 1892 and has become one of Australia’s most enduring brands. At one point, during the 1960 and ‘70s, it had been the world’s biggest cleaning products company, exporting everything from mops to carpet sweepers to Europe and North America. […]
How great storytelling can drive revenue for industrial brands
Never forget that B2B buyers are human too. For most of us, there’s nothing remotely interesting about a Yanmar YDG2700N diesel-powered generator. Or an Oxygen/Lambda sensor post catalytic converter. Or the VH881HC band sealer. It’s easy to fall into a trap that many engineering-led companies do. That’s to let their products do the talking. By doing so, […]