Author: No Bullsh*t Leadership: Why the World Needs More Leaders and Why That Leader is You
Profile Books, Published May 2nd
Work that works
In my mind, there are really only a couple of things that the best agency needs to do to be better than the rest: win pitches and have happy clients. These things are difficult, but not complicated. The right insights that lead us to the right idea, beautifully delivered – that’s the elixir.
I’ve picked out 3 examples of work I love from across our network. It’s work that has substance, craft and that demonstrably works; real campaigns that solve real client problems. If you’re an established business like ours, it can be hard to change perceptions; in my view there’s no better way than through work that gets right to the heart of it.
Department for Education – Havas London
This example from Havas London is a good-old-fashioned advertising solution to a big scary client problem: we need a lot more teachers. A pretty hard metric. The campaign brings tears to the eyes – but more importantly, after 6 years of missed targets, teacher registrations were 23% ahead of our year-to-date target by the end of the campaign’s first quarter. (Great) advertising works, shock.
Palau Pledge – Host/Havas Australia
Palau Pledge is scalpel-like in its elegance and precision. It won three Grand Prix at Cannes and will be a hot-contender for an effectiveness Lion this year. The most exciting campaigns are often those that find completely new ways to solve what seem like familiar challenges and Host Havas’ solution is a dazzling example of just that.
TD Ameritrade – Havas New York
I love this campaign for TD Ameritrade by Havas New York, embedded in the digital ledger of the blockchain it is the world’s first permanent piece of advertising. It drove millions of media impressions and a 26% increase in new accounts open. All for an ad cost of $23.15. That’s ROI. As a former colleague used to say – do your best work for your biggest clients.
No Bullsh*t Leadership: Why the World Needs More Everyday Leaders and Why That Leader is You (available to pre-order on Amazon)