MYOB launches new brand platform in first work with Howatson+Company
Howatson+Company has launched a new brand platform for MYOB in its first work for the brand since winning the account last year.
‘MYOBelieve’ positions the business management platform as capable of being able to unleash business potential “to the power of infinity”.
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Howatson+Co was appointed as MYOB’s lead creative agency in September. MYOB’s last campaign was launched in 2021 by The Royals.
The new creative platform comes after MYOB has undertaken significant transformation, evolving from an accounting software provider to an online business management platform, enabling business owners to manage all their key workflows, from finances to payroll, onboarding to inventory, in one place.
Directed by Stefan Hunt (Exit) and voiced by Rachel House, of Hunt for the Wilderpeople and Thor:Ragnarok, the spot follows a business owner as she gets sucked into an inspirational business presentation. The business owner explores a different dimension in which she experiences a range of sensational sights, from space cassowaries to flying strudel moguls, learning how the MYOB business management platform can unleash her business potential along the way.
Holly Rollo, MYOB chief marketing officer said: “MYOB is Australia’s original tech unicorn. We’ve been part of the fabric of doing business in Australia and New Zealand for more than 30 years, which means we have exceptional local expertise and knowledge of local businesses, inside and out.
“But over the last several years, MYOB gone through an enormous transformation. We have invested in the development of a next-generation technology platform and created a highly curated cloud-based experience wrapped around the most critical business workflows. We know how important it is for business owners and operators to have these workflows connected and working seamlessly together – and, without this, the impacts can be costly, time consuming and performance limiting.
“That’s why we are incredibly excited by MYOBelieve. Our new creative territory will encourage a rethink of MYOB and the opportunity for us to proudly showcase our vision for the future. This is a great chance to show the next generation of Aussie and Kiwi businesses owners that MYOB’s business management platform is ready to believe in their business dreams and help achieve their potential.”
Gavin Chimes, executive creative director at Howatson+Company, explained: “MYOBelieve is a long-tail platform that smashes preconceptions of MYOB as your mum and dad’s accounting software, and relaunches the brand as a modern, innovative, slightly outrageous business management solution. One that can’t be ignored.”
The integrated campaign rolls out in Australia and New Zealand across TV, online video, radio, out of home, digital display, PR and social.
Credits
Client: MYOB
Chief Marketing Officer [Interium]: Holly Rollo
Head of Design, Agency and Brand: Belinda Watson
Content & Creative Director: Tim Gill
Brand Strategy Manager: Scott McGregor
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Head of Production: Holly Alexander
Chief Strategy Officer: Dom Hickey
Managing Partner: Rebecca Robertson
Group Account Director: Pat Nally
Creative Directors: Michael Kleinmann and Doug Hamilton
Account Directors: Madde King, Nikita Fursman
Production Assistant: Charlotte Breene
Design Director: Ellena Mills
Junior Designer: Jason Nguyen
Finished Artist: Simon Merrifield
Media Agency: Ryval Media:
Trent Light – Head of Strategy
Isabella Jackson – Head of Client & Talent
Joseph Pardillo – Managing Director
Social Agency: Jack Nimble
PR Agency: Alt/Shift:
Richard Hayward – Director
Sam Vassos – General Manager
Melbourne, Sophie Truter – Senior Account Director
Jacob Schnackenberg – Senior Account Manager
Bronte Mather – Senior Account Executive
Prod Company: Exit Films
Director: Stefan Hunt
Producer: Alexandra Taussig
Executive Producer: Leah Churchill-Brown
Executive Producer: Declan Cahill
DOP: Jeremy Rouse
Production Designer: Jen Waters
Costume: Megan Murray
Offline: The Editors / Mark Burnett
Post-Production Company: Heckler
Executive Producer: Carlos Zalapa
Post Producer: Coralie Tapper
Flame & Online Artist: Julian Ford
Design Director: Gina Wagstaffe
Design Director: Adrien Girault
Colourist: Matt Fezz
Music & Sound: Heckler Sound
Executive Producer: Bonnie Law
Composer / Creative Director: Johnny Green
Senior Sound Designer: Dave Robertson
Voiceover Artist: Rachel House
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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