Destroy This Brief names 10 finalists

Only One In The Room’s inaugural ‘Destroy This Brief’ initiative has been narrowed down to ten finalists, heralding from agencies including BMF, Cocogun, Hero, Ogilvy, Special, and The Hallway.

The diversity and inclusion initiative was launched in late 2022 to tackle the industries prevalent diversity and inclusion challenges – only 16% of people in Australia’s advertising industry are culturally diverse.

The brief asked participants to find ways to open the industry up to, and attract, diverse talent.

One hundred and eight entries from across the industry have been reduced to ten finalist ideas, which will progress to a second round of judging to be further reduced to a shortlist of five, to be announced the week commencing February 6.

The finalists include:

• A Bechdel Test for Advertiser – Anna Bollinger
• Ad School Module – Priya Addams Williams
• Another Dave Another Dollar – Jessica Thompson
• Creative Republic – Letizia Bozzolini
• *Joint Shortlist* Extending Adland – Priya Addams Williams
• *Joint Shortlist* Location Meets Vocation – Jimmy Williams and Elena Macdonald
• Mad Things – Anneliese Sullivan and Melle Branson
• Parental Ad-visors – Leila Cranswick and David Roberts
• Refugee Pencil – Carl Robertson and Blake Arthur
• White Dad Adoption Drive – Rees Steel

The jury for the next round of judging includes founder and CEO of MakeLoveNotPorn, Cindy Gallop; former Airbnb and Coke CMO and founder of TwentyFirstCenturyBrand, Jonathan Mildenhall; The Marketing Academy and London International Awards global chair, Terry Savage; CCO and co-founder of Mischief USA, Greg Hahn; non-executive director and advisor at Gloster Advisory, Sunita Gloster; and head of group brand at NAB, Faycal Benabdellaziz.

Avish Gordhan, co-founder and jury chair of Only One In The Room and chief creative officer at Dentsu Creative, said: “We’ve been blown away by the quality and quantity of submissions we received for the inaugural #DestroyThisBrief. Thank you to everyone who took the time to put their minds to this challenge. The energy, creativity, and enthusiasm we’ve seen on this brief is exactly what is needed to make a lasting and meaningful difference to diversity and inclusion in the industry.”

Only One In The Room was founded in June 2021 by BMF ECD Pia Chaudhuri, Cocogun creative partner and co-founder Ant Melder and Dentsu Creative CCO Avish Gordhan to address the industry’s lack of diversity.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella in October 2023.

topics Anna Bollinger Anneliese Sullivan Ant Melder Avish Gordhan Blake Arthur BMF Carl Robertson Cocogun David Roberts Destroy this Brief Elena Macdonald hero Jessica Thompson Jimmy Williams Leila Cranswick Letizia Bozzolini Melle Branson Ogilvy Only One in the Room Pia Chaudhuri Priya Addams Williams Rees Steel special The Hallway

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