There’s something special about seeing a piece of creative continue to resonate years after it was first developed. For us, our work for Box Hill Institute’s BECOME campaign is one of those examples.
…
Earlier this year, we reflected on 10 years of culture as strategy. And counting.
But culture isn't really something you can define for people. It's what they experience every day. The personalitie…
I was recently listening to an episode of Unbossing, hosted by the forever curious Rishad Tobaccowala and Drew Ianni, featuring Ann Mukherjee, former global CMO of SC Johnson and former Chairman and C…
AI has changed how brands communicate, compete and create value. The question now is what comes next.
Bringing together industry leaders, academics and practitioners, DPR&Co's AI Symposium 2026…
At DPR&Co’s recent AI Symposium, From Wild West to Relative Maturity, keynote speaker Matt Kuperholz, made the point that to anthropomorphize AI is to invite unhelpful behaviour of both the user a…
Your dashboard may only begin measuring the customer journey after the most important decisions have already been made.
AI has changed the way people gather information, but it has not changed …
DPR&Co Agency Principal Phil Huzzard reflects on what three decades in advertising can tell us about the future.
Advertising is forever changing, but the enduring value of agencies is not the too…
Time flies when you’re having fun. It also flies when you start working full-time. So, I guess when you’re doing both, time moves even faster!
As my first full-time job in advertising, that’s exactly…
For decades, meaningful brand intelligence has largely been reserved for organisations with significant research budgets. Traditional brand tracking is expensive, slow and often delivers insights week…
Six months into 2026, now is the perfect time to ask a hard question: is your organic social strategy performing?
Many brands are producing more content than ever, yet seeing diminishing returns. Rea…
For all the conversation around AI transforming consumer behaviour, a parallel shift is emerging that feels almost paradoxical, one where consumers are gravitating with surprising intention toward ana…
Imagine there is a way to build a brand that your competitors continually ignore.
Imagine that it is really simple to do - and doesn't cost a cent more than mediocre brand building.
And imagine it…
When a heritage brand decides to break the rules of its category, the opportunity is rare. That was the brief Sabco brought to DPR&Co: create a bold, entirely new cleaning brand built for Bunnings…
Education marketers need to adapt to a new generation of leaders.
DPR&Co has a long history of helping educational institutions strengthen student engagement (including Box Hill Institute, Chisho…
Australia’s relationship with China is entering a more productive and commercially focused phase. As stability returns to the bilateral relationship, the scale of opportunity between the two markets i…
Tess recently wrapped up her internship with DPR&Co, where she spent time across different parts of the agency and got a real feel for how things come together behind the scenes. From early ideas …
As DPR&Co marks 10 years as an independent business, it’s a moment to reflect on what has shaped the agency, the choices made, the standards set, and the way the business has consistently operated…
For decades, McCann Ericsson Group lived by the maxim "The truth well told." This was more than a slogan; it encapsulated the ethical responsibility advertising has in shaping consumer expectations. W…
Leanne’s story is a reminder that careers are not always carefully planned. Sometimes they begin with a simple “yes” to the right opportunity. Two decades later, that decision has grown into a leaders…
Ten years in, one lesson keeps proving itself true and it has nothing to do with creativity.
Domenic Brasacchio, Founder and Managing Director, DPR&Co
Advertising is the only industry where reje…
AI is making young professionals more efficient, but possibly less capable. The tasks we’re now outsourcing to AI are often the same tasks that build judgement, critical thinking and expertise in the …
Most businesses don’t have a Google problem. They have a strategy problem.Too often, SEO is treated as a technical exercise when in reality, performance is determined long before execution begins.
&n…
What’s one skill you think every marketer will need in the next 5 years?
Increased strategic judgement.
With all the latest technological advancements we are seeing, I believe marketers need to im…
With this one, we were approached by P Sathya, Marketing Communications, Customer Engagement (Growth), India to develop a ‘futuristic’ video to support the launch of three new MHEX models at EXCON Ind…
Your GEO cheat sheet
It’s no longer enough for your brand to make the first page of Google. The big challenge today is to secure mentions in AI responses to your customers’ questions.
How many GEO…
The New Truth® is DPR&Co’s proprietary process for developing creative campaigns for large projects with many stakeholders. Time and again it has proven invaluable for Caterpillar campaigns – this…
For two decades, brands have optimised for search engines. But today, millions of decisions are increasingly shaped by AI systems that synthesise answers instead of simply listing links. Generative En…
Why the generative era rewards traditional advertising discipline
Executive summary
The marketing system has acquired a second layer. Search has not disappeared, but above it now sits a gene…
The 2026 AMIN Worldwide Global Board Strategy Workshop in San Diego saw agency leaders from across the Americas, EAME and APAC gather to assess the rapidly evolving global marketing communications lan…
https://vimeo.com/1164524828/2a2823fe75?fl=pl&fe=sh
Public anxiety about AI is rising due to a lack of transparency, fears of job losses and more. The AI companies seem to think that addressing t…
Stop Innovating. Start Caring.
I ordered wine online last week. Nothing groundbreaking there we all do it. Sometimes Always, a South Australian wine curator, delivered promptly, product intact. Stand…
The erosion of trust that is endemic across the Western world has both positive and negative implications. On the positive side, a healthy level of cynicism is leading to a questioning of the status q…
The AI media tools that DPR&Co employs enable us to target your audience more precisely every day. Likewise, the media platforms themselves are rapidly adopting AI, transforming their offerings.
…
DPR&Co has worked with Maria dos Santos (CISD Senior Marketing Communications Consultant, ANZ) to deliver this Flexible Component Rebuild campaign, currently running in Australia and New Zealand a…
The New Truth® has proven itself a powerful methodology for successfully delivering large Caterpillar campaigns involving many stakeholders.
The latest New Truth workshop, involving the ANZ CI Retail…
What’s one skill you think every marketer will need in the next 5 years?
The ability to master the art of audience engagement—finding the right people and speaking to them in ways that truly resonate…
By Domenic Brasacchio, Co-Founder and Managing Director, DPR&Co Melbourne.
Every discount is a short-term win and a long-term liability.
As Australian retailers gear up for another Black Friday …
DPR&Co's recent symposium revealed why being "new and true" is the formula that matters for sustainability communications.
On October 23rd, DPR&Co partnered with Empauer and the Product Stewa…
As I come to the end of my 10-week placement at DPR&Co, I have been reflecting on the questions that were running through my mind at the beginning of this journey: Would I feel out of my depth? Ho…
If you spend any time watching mainstream news, you may have decided that the concept of sustainability has consigned to history in favour of the drive for ‘growth at all costs’. This has added a new …
Over the last year, DPR&Co has invested in the development of the world’s only completely AI-powered brand health tracking platform, Ubiqitum. We’re now leveraging the platform in critical ways to…
Modern marketing has a volume problem.
Too many campaigns mistake activity for progress. Chasing abstract “purpose,” inflating generic benefits, or layering on lifestyle imagery. The outcome is predi…
The paradox of market entry
For leaders of multinational market entries, Australia looks deceptively simple: advanced economy, English-speaking, western culture, high digital adoption. On paper, it f…
Whether the KPI is marketable contacts, sales leads or building awareness, DPR&Co, led by Media Director, Sarah Ponte, is front-and-centre with media strategies, plans and tactics that deliver.
O…
We’re excited to be embarking on another major New Truth project for VisionLink™, partnering with the GCI Technology team. The New Truth is unlike any creative methodology you’ve seen before.
Got a…
We’ve had the pleasure of delivering GCI campaigns for Angeline for well over a decade. As a brilliant, experienced and committed marketer, who better to invite to feature in our first issue of The Sh…
This campaign is one out of the box – literally. Developed for Marina Iordan (GCI, Geneva) for UK and Europe, the campaign employs a combination of live footage, AI and CGI. It’s highly adaptable, wit…
From Australia and India, to Germany, Europe, Africa and the Middle East, we’re committed to the campaign rollout journey.
With a Services Commitment in a Customer Value Agreement, customers can ex…
As a final year student completing my last unit via industry placement, when I landed the internship with DPR&Co I wondered what to expect. How similar would it be to what I had experienced at uni…
Along with DPR&Co MD, Dom Brasacchio, I spent an amazing late-June week in London attending the 2025 AMIN Worldwide Global Leaders’ conference.
Held at the Hiatt Churchill in the heart of Mayfa…
Why great marketing is now the cornerstone of AI leadership and business growth
The conversation about AI in marketing has changed. Responsible AI is no longer just a technical or compliance issue. I…
Revisiting a proven maxim
70.20.10 has been a ‘rule of thumb’ in media circles for decades. 70% of investment directed to proven activity, 20% to ideas channels that show promise and 10% to experimen…
Designing a lead gen channel strategy? TikTok is now worth another look.
When you imagine a platform to generate high-quality B2B leads, TikTok might not be the first to come to mind. Traditionally k…
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 br…
DPR&Co’s high-touch digital media strategy is winning acclaim around the world.
Our digital media team delivers a personalised, high-touch approach to media strategy, planning, and buying, drivin…
Tassy’s, one of the most experienced members of the DPR&Co team, having witnessed the company developing, evolving and transforming over the past decade and a half. His journey is a testament to b…
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 eff…
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 not…
