The Palace Doors Open in Jakarta
In October 2011, The Palace launched its first Asian office in Jakarta. Aussie and long time fan of The Palace, Andrew Dowling, leads the team as CEO alongside Kevin Le, Executive Creative Director, and currently Campaign Brief's top three ranked creative in Asia. Management responsibilities will also be shared by General Manager Adam Lau and Creative Director Adi ‘Didot’ Prihadi. The Palace Jakarta opened its door with foundation client Kalbe Nutritionals, a leading Indonesian health foods company.
The Campaign Palace Jakarta, prides itself as a fun and creative challenger agency for challenger brands in Indonesia that are brave enough to challenge convention in a highly cluttered and competitive market place; and in ultimately delivering to clients creative ideas that sell.
On opening of Jakarta David Sable, Global CEO, Y&R said: “This is an exciting and important moment for all of us. The Campaign Palace has a well-deserved reputation as an extraordinary creative agency. It has great leadership, great talent all around, and a real drive to help its clients make an impact in the marketplace.”
- Adam Lau
Two Effies move in at The Palace
We were recently awarded two Effies for our work with the National Disability Services – which due to a few too many beverages we very nearly left at the ceremony. So why were we handed the metal?
The disability and community care sector had long struggled to attract new workers. Due to an ageing population and retiring baby boomer workforce, now more than ever it needed them.
We developed a campaign that shifted perceptions of work within the sector from admirable to desirable, moving people from rejecting it to seeking it.
Delivering a new pool of labour to the sector, saving $70 million in 2010 alone.
Generating a saving of $42.75 for every $1 spent.
Better still – helping to provide a better quality of life for some of the most vulnerable members of our community. That makes us feel pretty good.
How To Recruit Young Talent
Twenty years ago, advertising jobs were more highly prized than they are now. That's changed enormously today, and the difficulty with recruiting young talent can be summed up in three reasons:
Advertising graduates can be paid less than those professions like law or finance, and even their peers in marketing. According to Payscale, a starting salary for an ad-grad is $24,000. Compare this with a marketing coordinator who can expect to start on $36,000. Add a HECS debt, and we've created an environment where it isn't financially viable for graduates to enter our profession.
Invest in some mentorship and training for your juniors and you'll discover loyalty.
Providing mentors also helps you retain your young talent. When starting out it can be difficult to know how to manage your career. Having someone to talk to in the agency means that juniors won't leap at the first offer of better pay, but will think their decision through and maybe even consult with their mentor. After all, people are not loyal to companies, they are loyal to people.
Agencies often treat their graduates as a form of cheap labor, or believe that they are ‘owed’ something for investing in a graduate. Little wonder that Gen Y treat such employers as a stepping stone to the next paycheck. The reality is that no-one leaves a working environment they're happy in, and happiness isn't always financial. Career challenges, a manager your respect, or a culture you want to be a part of can be real reasons to stay.
So the question for employers looking to hire a new graduate is – what's your pay, training and attitude like?
What I like about Wrestling
“It’s fake you know!!”
Is what I hear a lot when people discover I’m into Pro Wrestling. It’s like this is a secret that they know and somehow I have missed.
I know it’s fake (in terms of the wrestlers are working together) but the bumps are real. You can’t fake gravity.
It’s all about entertainment and the emotional journey you, as a viewer, are taken on. It’s the over the top story lines, people standing up to the bullies, the physical nature of fighting and charisma!
It’s true the wrestlers are not going out there to hurt each other. It’s the complete opposite. They want to take care of each other in the ring but create the illusion that they want to cripple each other.
Wrestling is about emotion and telling a story. It’s a journey for both the wrestlers and fans.
Believe it or not wrestling has a structure. To the causal viewer it may seem like two meatheads beating the shit out of each other. But if you were to go deeper you would discover an emotional journey to rival any film. The reason wrestling has been a form of entertainment for over 150 years.
On the outer layer, it’s simple to follow. It’s good vs bad. The good guy needs the help from the crowd to overcome the bad guy. He gets the crowd behind him and wins. . . or a twist he loses to set up another match. Drawing the crowds back to see the good guy win.
Wrestling follows a basic structure that can be told a million ways. It’s all about shine, heat and comeback.
Shine: is a term used for the good guy to look good. The crowd is like. Wow! This guy is great he should win. This happens at the start of the match. He technically out wrestles the bad guy.
Heat: is when the bad guy cheats to take control. The crowd responds to this. Cheaters shouldn’t win. The good guy never cheats. Building up heat creates the crowd to want the good guy to win even more.
Comeback: is when the good guy is fighting back and looks like he is about to take control and the bad guy cuts him off and regains control.
On the last comeback, the good guy finally overcomes the bad guy by learning from the mistakes he has made in the match. He rises above his situation and even though the bad guy is cheating is able to pull out the win.
It’s the same emotional structure as a film. Follow it and people get emotionally invested in it.
If the crowd do not care for the good guy, or the bad guy is better than the good guy, the crowd will be confused and not know who to cheer for and lose interest.
It’s the craft of storytelling. And if you get the story right, people want to watch.