Starcom Australia's ‘Open Brief’ initiative, a new type of brief that gives media partners a unique opportunity to solve a live client business challenge, has helped Jack Daniel's to drive trial of its new RTD Seltzer product.
Jack Daniel's has been the first Starcom client to sign up to the opportunity created by the agency’s Strategy & Experience Design (XD) team.
Buzzfeed, Paramount, SBS, SCA and Yahoo were all shortlisted finalists to make it to the open pitch, a live ‘Shark Tank’-style event held in Sydney. In the end, the ‘Open Brief’ for Jack Daniel's Seltzer, which launched in the Australian market last year, was awarded to Yahoo.
The judging panel: “Yahoo delivered a contemporary idea which was anchored in insights, and the behavior of our core audience. It was unique and aligned with the bold future ambitions for Jack Daniel's, and the human experiences we need to create for a next generation of drinkers.”
Starcom’s national head of experience design, Jo Scott, said: “What makes the ‘Open Brief’ approach different is the way in which media partners are briefed in much earlier in the process, giving them a longer lead time to tackle a challenge, and in a collaborative manner where we are providing ongoing constructive builds on how their thinking and initial ideas could grow and evolve.
Zoe Cocker, head of brand and innovation, Yahoo ANZ, said: “The Open Brief process has enabled us to reconnect in person – something we have all missed, as well as enabling us to be more upstream with both agency and client.”
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