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Thinking

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…

DPR&Co Highlight

How the New Truth™ is Proving Effective for Caterpillar’s Technology Division

Jordan Borders is a Senior Marketing Consultant for Caterpillar Construction Technologies. We’re immensely fortunate to have worked with her and the Caterpillar team on four different global campaigns…

Thinking

Understanding Instagram’s algorithms for 2025 success

More than ever, Instagram’s recommendation algorithms are valuing original, highly engaging content – just like its competitor, TikTok. Instagram works to tailor content to app users’ interests, be…

Thinking

How to tap into the 50-million-influencer market in 2025

If you think you need to score Kim Kardashian to win the influencer game, think again. Goldman Sachs bank recently revealed its estimate that there are now more than 50 million influencers globally. T…

DPR&Co Highlight

A high-touch media approach that fuels triple digit growth – globally

Our digital media team’s high-touch, individualised approach to media strategy, planning and buying is proving to be a powerful growth engine for our DPR&Co clients. With triple digit growth in…

Thinking

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 …

Thinking

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 ‘…

DPR&Co Highlight

0-to-20k TikTok followers – four key learnings

Since we shared our key insights from growing Sabco's TikTok following by 16,000 in one year, they've now surpassed 20,000 followers. Sabco, Australia’s 130-year-old mainstay cleaning product…

Campaign

VisionLink® and KingGee work featured in Campaign Brief’s ‘The Work’ 2024

VisionLink | The Power of Knowing (B2B, Film/TV Craft – Special Effects) SEE THE WORK KingGee | You Wear The Crown (B2B) SEE THE WORK…

Thinking

A year into my presidency of a global network of independent agencies – what I’ve learned.

Almost a year to the day (although it seems like yesterday), I assumed the role of President of AMIN Worldwide, a 60-brand strong network of independent ad agencies. It’s been a period that has coinci…

Thinking

Tradies: smart, high-earning and ready to spend

Tradies are the new, affluent cohort that deserve our attention. DPR&Co recently partnered with Workwear Group to develop a campaign for the 100-year-old KingGee brand. Aside from the honour of w…

The Latest

Announcing a trio of promotions amidst a period of growth

We're celebrating a period of growth with the announcement of three well-deserved promotions. Highlighted by a flourishing digital department, Maddie Gaw and Maddy Gilfillan have both advanced to t…

How we empower our team to return to work after extended leave

We're proud to empower our employees to take leave and return on terms that suit their needs. We recently welcomed Sarah Ponte back into her role as Digital Media Director following six months of mat…

Sabco campaign sees over 50% sales uplift on leading mop

We ran a campaign for Sabco, Australia’s most iconic cleaning brand, that resulted in a 50.35% increase in sales for one of its leading mops. Sabco operates in a low involvement category, so highli…

The Latest

How would you convince Australians that it’s a great idea to live near a nuclear reactor?

As part of a recent pitch for Gruen, we were tasked with a challenging brief: convince Australians that living near a nuclear reactor would be a good thing. Our approach focused on the housing affo…

Thinking

The case for independent, locally held agency relationships

It’s a widely known fact that airliners can be pre-programmed to fly, and even land, without the direct input of the on-board flight crew. But would you ever board an aircraft where the person in cont…

Five reasons you should become a brief-writing ninja

The high-quality brief is one of the hallmarks of a great creative ad agency. Writing one is no run-of-the-mill task and shouldn’t be underestimated. If you’re an account person or an up-and-coming st…

The Latest

The DPR&Co women are unstoppable

This International Women’s Day we have a lot to celebrate. Over the past three months, the DPR&Co women have been making moves. Two have joined the team, two have accepted promotions and one has a…

The Latest

How a well-connected, fully independent agency can benefit you

Even experienced marketers are sometimes unaware of how concentrated the ownership of the advertising and media sector has become over recent decades – both in Australia and abroad. A small number …

Be braver and more #delulu: What we learned from TikTok’s 2024 Trend Report

TikTok has released its trend report for 2024. The growing social media platform has conducted five third-party global research studies to predict where it's heading this year, along with our DPR&…

The Downlow: AMIN Worldwide Global Conference

AMIN Worldwide is a global network comprising 60 independent agency brands across 27 countries. DPR&Co became the founding APAC member agency in 2015, and DPR&Co co-founder and Agency Princ…

Discover your brand’s New Truth with DPR&Co

It’s a story as old as marketing itself. You come up with a great brand idea, but when you try to get the rest of your team on board, you receive conflicting feedback. You then find yourself spending …

Thinking

Your Customer Lifetime Value will guide you

Understanding your Customer Lifetime Value (CLV) is key to determining a value-driven marketing mix. But how do you calculate it, and how do you apply it to your strategy? You might know the Pareto…

Thinking

Net Promoter Score and why it should be treated with caution

I tell clients to curb their enthusiasm for Net Promoter Score (NPS). Why? Because it’s a such a transitory and facile measure of customer satisfaction. Evidence of the perils of an over-reliance o…

Thinking

Four ways to win in an economic downturn

Can taking a considered investment approach to maintaining your marketing budget during uncertain times drive business resilience and increase market share? Let's find out. There’s been endless tal…

Hand flipping wooden cubes for change wording from "fake" to "fact".

Thinking

The truth is not enough

If we’ve learned anything from the COVID-19 pandemic, it is that the truth alone is insufficient to elicit or change behaviour. Carpet-bombing the media with apparently clear messages like “COVID-19 v…

Thinking

Mirabella switches on with DPR&Co

We’re thrilled to welcome much-loved, Melbourne-based lighting brand, Mirabella, into the DPR&Co family. Mirabella opened its first store on Lygon Street in the 1960s, not long after its …

Thinking

Australian Made: What’s it to ya? 

For Australian Made Week 2023, our co-founder and managing director, Domenic Brasacchio, contemplated how brands can find their space in the Australian market, and how they can deliver value to local …

Shot of a young woman having a brainstorming session with sticky notes at work

Thinking

Creativity: The not-so-secret weapon of B2B marketing

"The creative process is fuelled by divergent thinking — a breaking away from familiar or established ways of seeing and doing." — The Innovator's Toolkit, Harvard Business Essentials. Traditional …

Thinking

The rise of virtual education and the marketing response

With COVID-19 keeping millions of students at home, virtual education transformed from being a convenient alternative to a necessity. Even as the pandemic begins to subside in some countries, students…

Thinking

Excess Share of Voice – a key driver of increased market share

For more than 50 years, despite seismic shifts in media diversity and consumption, marketers have been able to rely on a rule to help determine how much money to invest in advertising to meet specific…

Thinking

The Experience Economy and what it means to marketers

The theory of The Experience Economy was the subject of a 2011 book by Joseph Pine II and James H. Gilmore. It makes the point that, in a world of increasingly perfect competition and commoditisation,…

Thinking

Which competitor in your category will emerge strongest post-COVID?

The marketplace for your brand, and all brands, has shifted permanently. All business leaders are seeking the best market knowledge to predict their post-COVID trading environment so that they can pos…

Thinking

3 steps to building business in a soft economy

When markets soften, competition intensifies for the fewer, lower-spending customers. Many brands ‘batten down the hatches’, trimming their marketing budgets and teams. And while most marketers unders…

Thinking

In-house digital expert or outsourced digital marketing?

Sourcing an experienced digital marketing employee is a challenging task. True technical know-how and, more specifically, being digitally oriented — fearless of new things and having a burning desire …

Thinking

Do you know your Customer Lifetime Value?

Gaining insight into the sales potential of every customer is crucial to optimise the marketing mix. How do you calculate that Customer Lifetime Value and how do you handle it? Which channels provi…

Thinking

6 ways to differentiate your brand online

We don't build a brand by selling something. We build a brand by being something and letting that culture shape the way we behave and communicate. But, to build trust and connect with our audience, we…

Thinking

Energise your buyer journey

Since its launch in early 2018, DPR&Co’s proprietary Pathway-to-Purchase (P2P™) communications approach has delivered results for our clients that we’re really proud of. P2P brings together brand …

Thinking

Know your customer – why creating buyer personas is great for business

To create compelling content that draws customers down the buying funnel, it’s essential to know your audience intimately. Creating personas is a powerful first step. What are buyer personas? Buyer…

Thinking

The benefits of mindfulness in marketing

DPR&Co's Digital Manager, Madeleine Kemp, says being present in the moment and mindful in your actions can do wonders for your wellbeing both in and out of the office. CMO Magazine recently covere…

Thinking

From the transactional influencer to the brand ambassador

In 2018, roughly 25% of people used ad blockers when browsing online. So it's no surprise that brands are turning to influencers and leaving traditional digital ads behind. Influencers do the hard wor…

Thinking

Tradies: smart, high-earning and ready to spend

Tradies are the new, affluent cohort that deserve our attention. DPR&Co recently partnered with Workwear Group to develop a campaign for the 100-year-old KingGee brand. Aside from the honour of…

Thinking

Dr Peter Steidl on the ‘fear economy’ and corporate resilience.

Dr Peter Steidl is an amazing thinker. He wrote the book on neuromarketing – 3 of them in fact. We met Peter when we were problem solving on a wildfire safety campaign and were stunned by the insights…

DPR&Co Highlight

CMO Masterclass podcast with Kellie Johnston

In this, the second edition of CMO Masterclass, we meet former Australia Unity CMO, Kellie Johnston, who gives us a remarkable and very personal insight into her driving principles, and how they shape…

Thinking

Before we forget the pain, let’s mandate truth in political advertising.

DPR&Co Co-founder and Agency Principal Phil Huzzard explains how, with the recent Victoria election still fresh in our minds, we need to change the rules to require truth in political advertising.…

Thinking

4 rules for effective behaviour change campaigns

How to win hearts and minds with your next social marketing project. Here at DPR&Co, we have a strong track record in successfully delivering behaviour change campaigns, primarily for government …

Thinking

Looking for the right B2B agency partner? Here’s what you need to know.

DPR&Co Co-founder and Agency Principal Phil Huzzard explores the requirements of good B2B marketing partners and provides a little insight to help ensure the partner you choose is right you for. …

Thinking

Net Promoter Score and why it should be treated with caution

Thinking

How P2P communications can transform your sales performance

P2PTM communications is the confluence of four customer optimisation activities: brand and retail advertising, CX/UX and nurture communications (retargeting etc). The integration of these activities c…

Thinking

Are you marketing to the attention web?

DPR&Co’s Digital Manager, Madeleine Kemp, featured in B&T with three insights for marketers to consider when executing on their digital marketing strategy this year. Madeleine affirms that mar…

Thinking

Stop the leaking funnel!

Why investing in ‘funnel’ communications may be the smartest money you’ve ever spent. The traditional sales funnel describes the pathway buyers take from awareness to purchase and (hopefully) to advo…

Thinking

To win with your customers, focus on winning trust first

Creativity and innovation are the twin Holy Grails of our industry. And rightly so. Each has the power to transform performance and brand value. They are two important legs to an effective brand platf…

Thinking

Influencer collaborations: getting the best results for your brand

While new digital and consumer trends emerge, influencer marketing continues to saturate our screens and supersede many forms of traditional marketing. A growing epidemic of hashtags, Boomerangs and l…

Thinking

Five insights in four days: AMIN Worldwide Conference

As the President of the AMIN Worldwide Global Board, it was a proud moment to see one of the most valuable conferences I’ve ever witnessed unfolding over the past week in California. Hosted by San …

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