Campaign Review: MLA plays it safe, Budget Direct spends big and Bankwest tries to break the mould
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: Clemenger BBDO Sydney’s chief strategy officer, Lilian Sor, and Y&R Brisbane’s Chelsea Parks, offer their views on MLA’s new direction, Budget Direct’s big gamble, Bankwest’s anti-bank message and Subaru’s attempt to pull at your heartstrings.
Brand: Meat and Livestock Australia (MLA)
Agency: The Monkeys
The Verdict: A questionable strategy that fails to differentiate lamb
Lilian Sor, chief strategy officer at Clemenger BBDO Sydney, says:
Sor says: “The strategy is the piece I question here”
“I left Australia when Sam Kekovich was still the Lambassador. A man who reminded us that there was nothing more Australian than lamb. That took the piss out of us and the current affairs around us because there’s nothing more Australian than taking the piss.
