This July our newsletter ‘Milk’ covered a global launch and all-new creative hires here at Mammal. For all the details, read on …
Mammal is Breville’s perfect cup of tea.
To launch a new range of tea makers and kettles, Australia’s global kitchen appliance brand Breville challenged Mammal to develop an end-to-end content strategy. It had to both engage and educate users (about both tea and Breville tea makers), guiding them from general interest through to in-store or online purchase.
By teaming with the clever folk at PreciseTV, we were able to target engaged tea drinkers. We then developed video and other assets all along the customer journey, to convert those tea drinkers into Breville customers.
See the range of creative here.
Meet our newest Mammal.
We’re pleased to welcome our newest creative hire, art director Valeria Camin – pictured with freelance copy writer Rob Cartlidge – to the agency. Why the oh-so-serious picture? Well, we’ve found the typical agency press releases about new hires more than a little pretentious, so we had a bit of fun with ours as we announced the news to the Australian creative community on trade website Campaign Brief:
Advertising and marketing agency Mammal has lured two new creatives, giving the company an opportunity to claim they’re adding to a ‘growing creative department’ – as well as allowing them to adopt overused metaphors like ‘lured’.
One of the two, freelancer Robert Cartlidge, joins Mammal in his euphemistic role as a creative consultant.
Says Cartlidge: “I’ve quite enjoyed being unempl… I mean, a consultant, but it’s time to pick up the tools and talk about how thrilled I am to have the opportunity to be part of the dynamic working environment at … erm, where am I this week?”
Art director Valeria Camin is equally enthusiastic.
Says Camin: “I’ve admired Mammal’s work ever since I read their ad looking for an art director. There was an empty chair in the creative department, and I have a bum, so I’m confident it will be a great fit.”
Mammal co-owner and creative partner Luke Chess is excited about the opportunity this presents to gain a couple of column inches in trade press and promote his agency.
Says Chess: “I like to talk about Valeria and Rob as truly modern creatives, as this then gives me a chance to describe Mammal as a cutting-edge, strategically-driven, creatively-focused, nimble and agile shop, ideally positioned for the challenges of 21st Century marketing. I usually go on to mention effectiveness across our growing client roster, and something that implies digital and mobile, like ‘multiple platforms’ or ‘compelling user experiences’.”
The pair have worked with Mammal since the beginning of July, and the agency is actually very pleased to have them aboard.
More to come.
Short form video, via WARC
Finally, a guide to short-form video. Since the introduction of 6-second ‘bumper’ ads by YouTube in 2016, short-form video (i.e....