Lavender news.

07/03/2017

CX agency Lavender appoints new experience design director

CX agency Lavender has appointed Mitchell Seeto to the position of Experience Design Director to expand their CX capabilities.

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CX agency Lavender appoints new experience design director

7 March 2017

GS

"CX agency Lavender has appointed Mitchell Seeto to the role of Experience Design Director as it continues to expand its CX capabilities.

Seeto was most recently Associate Creative Director at The White Agency and brings with him almost two decades' experience in digital and experience design, having also worked at Dimension Data, Hutchison and GPY&R. The clients he's helped along the way include Lexus, Kimberly-Clark, Lendlease, Sussan, Lion, Nestle and Commonwealth Bank.

At Lavender, he will report to Head of Experience & Service Design Eric Folger and help lead the agency's growing experience design and UX capabilities, working closely with the strategy, data, creative, business and service design teams to realise customer-centred experiences, services and products.

Lavender CEO Roy Capon said: "In Mitchell we've found the perfect combination of experience design and UX with a deep empathy for customers and their journey. He makes a brilliant addition to the team and will play an invaluable role in Lavender Consult and the expansion of our experience design and UX capabilities. This is the most rapidly growing part of our business as the market responds to our promise to deliver truly transformative CX for our clients."

Seeto added: "Lavender has a highly collaborative and open culture. Our vision is to create a team of designers who can explore new ways of working and look at experience design as more than only what people interact with, but how the total experience can be made more meaningful and useful for the customer." CX agency Lavender is celebrating 20 years as Australia's longest standing independent agency."
28/02/2017

CX agency Lavender has appointed Ineke Williams to the role of business partner.

CX agency Lavender has appointed experienced consultant Ineke Williams to the position of Business Partner as it continues to build its customer experience capabilities.

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CX agency Lavender has appointed Ineke Williams to the role of business partner.

28 February 2017

GS

CX agency Lavender has appointed experienced consultant Ineke Williams to the position of Business Partner as it continues to build its customer experience capabilities.

Williams brings a strong technical background and broad experience from client and agency side in Australia and APAC. She spent 14 years in China, Hong Kong and Singapore specialising in customer advocacy, technology and data for big brands before returning to Australia three years ago.

In China, she spent a number of years with global loyalty firm ICLP and also worked for technology solutions company UniQlick, DDB China Group and was a partner at management consultancy Sevendots. Back in Australia she freelanced as a business strategy and management consultant before deciding to join Lavender where she will take charge of CX across some of the agency’s biggest clients.

Lavender CEO Roy Capon said: "Lavender's overall objective is to deliver truly transformative CX for our clients and Ineke's extensive international experience with big brands across key verticals will further strengthen our credentials. Her focus has always been on customer experience and much of her work has successfully delivered sales and brand growth for clients. It’s great to welcome such a talented, experienced and committed individual to our growing team."

Ineke Williams added: "My passion has always been advocacy and customer-centric marketing, so CX agency Lavender is a natural fit for me. I strongly believe customer experience is where you can really make an impact on a client's business and I can’t wait to work with Roy and the team to deliver customer-focused work that builds value for all Lavender clients."

Williams is the latest recruit within Lavender's expanding team, including the recent appointments of Brian Sliman as Head of Data, Head of Experience Design Eric Folger and Strategy Partner Nick Andrews.

CX agency Lavender is celebrating 20 years as Australia's longest standing independent agency.
03/02/2017

CX agency boosts creative firepower with award-winning duo sydney

CX agency boosts creative firepower with award-winning duo sydney

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CX agency boosts creative firepower with award-winning duo sydney

3 February 2017

GS

PRESS RELEASE:

CX AGENCY BOOSTS CREATIVE FIREPOWER WITH AWARD-WINNING DUO SYDNEY.

CX agency Lavender has appointed award-winning creatives Mark Cimarosti and David Lucas to the position of Senior Creatives.

Mark joins the agency after almost a decade at TBWA as Creative Director of Direct where some of his proudest achievements included winning the inaugural ADMA Agency of the Year Award in 2012 and being named No. 3 Direct agency in the world in the WON Report.

At CX agency Lavender he will be reunited with ECD & Partner Marco Eychenne. When they last worked together at TBWA, Marco and Mark helped create successful campaigns My Car is your Car for NRMA Insurance and Take the Wheel for Nissan.

Mark's work has been recognised at award shows around the world, including Cannes, Spikes, D&AD, One Show, Caples, AWARD, APMA and ADMA, and he has over 100 creative and effectiveness awards and nominations to his name.

David comes to Lavender with over 18 years of direct and digital experience, including stints as a senior writer at M&C Saatchi and WiTH Collective in Sydney as well as many other agencies freelancing over the past 18 months. He also spent four years as Digital ACD at Wunderman Dubai heading up the Nokia, Unilever, Mars Inc and P&G digital accounts.

In addition, David's client experience includes Qantas Frequent Flyer, Fairfax, Symantec, MBF, Westpac, Optus, Adventure World Travel, McWilliam’s Wine Group, Snickers and Gillette among many others. His trophy cabinet includes numerous effectiveness and creative awards from Caples, ADMA, ACE, IAB and MENA Cristals.

Marco Eychenne said: “We couldn’t be happier to welcome these incredibly talented individuals to the growing Lavender team as we celebrate our 20th year in business. They are both innovative thinkers with an infectious passion for what they do. I am sure they'll quickly make their mark on our client's business."

Mark added: "I'm very excited to be working with Marco again and the great team he and CD Ryan Stubna have built. It’s great to be part of an agency so dedicated to CX as clients realise just how important customer experience is to creating differential experiences."

David said: "When the opportunity to work at CX agency Lavender presented itself, I jumped at it. The team here is doing incredible work and I can’t wait to be part of it."

CX agency Lavender is celebrating 20 years as Australia's longest standing independent agency.

For more information please contact:
Andrea Sophocleous
Publicist
T: 0431 98 94 99
E: andrea.sophocleous@gmail.com

About Lavender:
CX agency Lavender is the oldest independent agency in Australia. They believe in creating transformative CX through using actionable data insights to drive differential experience design with award-winning creative and technology.
09/12/2016

Lavender announces Brian Sliman as head of data

Lavender announces Brian Sliman as head of data

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Lavender announces Brian Sliman as head of data

9 December 2016

GS

Lavender announces Brian Sliman as head of data

CX agency Lavender has appointed Brian Sliman as head of data, with plans to focus on improving technology and data expertise.

The announcement:
CX agency Lavender has continued to build on its data and technology expertise with the appointment of Brian Sliman as Head of Data. Sliman joins the agency from News Corp where he was Head of Reporting, Analytics & Marketing Automation. Previously he has held data and analytics roles at Global Red Australia, Carlson Marketing, Acxiom and Experian.

A widely respected marketing solutions analyst, Sliman brings extensive skills in CX, analytics, database management, business intelligence and ecommerce, further strengthening Lavender’s data capabilities and objective to deliver transformative CX for its clients.

He joins recently appointed Head of Experience Design Eric Folger and Strategy Partner Nick Andrews in forming the core team of Lavender’s new consulting arm, Lavender Consult.

Lavender CEO Roy Capon said: "Brian's extensive experience in agencies, vendor side and Australia's biggest publisher make him one of the most insightful data marketers in the country and one of the best in his field. His strong customer focus, along with his ability to analyze how best to utilize data and how clients can monetize their data assets, will help us take Lavender’s data offering to the next level."

Brian Sliman added: "Lavender's diverse range of clients, from financial services to FMCG, alcohol and entertainment, was a big pull for me because they all bring a broad range of data with endless possibilities for bespoke solutions. I look forward to the challenge of helping current and new clients extract the richest possible information and insights from their data."

CX agency Lavender is celebrating 20 years as an Australian independent agency in 2017.

https://mumbrella.com.au/lavendar-announces-brian-sliman-head-data-414720
01/12/2016

CX agency Lavender grows experience design team

CX agency Lavender grows experience design team

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CX agency Lavender grows experience design team

1 December 2016

GS

CX agency Lavender grows experience design team

Susann Clifton-Smith (PhD) has joined CX agency Lavender's expanding experience design team lead by head of experience design, Eric Folger. Clifton-Smith started her career in IT, academia and digital consulting. Specialising in the psychology of people, asking questions that identify customers’ unarticulated needs, Clifton-Smith further strengthens CX agency Lavender’s capability to use insights that help its clients build meaningful relevance and shape customer solutions. She joins CX agency Lavender from UI Group where she was previously head of experience design.

Read more at http://www.adnews.com.au/news/news-bulletin-netflix-announces-offline-downloads-mediacom-picks-up-super-fund-client#BJlweUSHK3my3oIP.99
25/11/2016

Nick Andrews joins Lavender after eight years at DDB

Nick Andrews joins Lavender after eight years at DDB

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Nick Andrews joins Lavender after eight years at DDB

25 November 2016

GS

DDB planning partner Nick Andrews has been appointed as strategy partner at CX agency Lavender, ending an eight-year stint at DDB.

In his time with DDB, Andrews worked with brands such as Volkswagen, Audi, Arnott's, MacDonald's and Unilever, and was a key driver of DDB's brand redesign and re-positioning of Westpac.

Nick Andrews will join Lavender after eight years with DDB Group.

Andrews will be responsible for strengthening the CX capabilities of Lavender and to deliver transformative customer experiences for clients.

He will also be a central part of Lavender’s new consulting arm, Lavender consult, where he will work alongside recently appointed Eric Folger, head of experience design.

Roy Capon, Lavender CEO, said: "Nick's unique mix of media and brand strategy expertise, coupled with the tenacity to find deep customer insights, is a potent combination of skills that will greatly benefit our clients while also helping to establish our Lavender Consult offering.

"I look forward to him joining the expanding team as Lavender embarks on its next stage of growth."

Andrews said: "Everyone you speak to has really nice things to say about Lavender and after meeting Roy and Will Lavender, I was instantly attracted to the culture of the agency. Having spent most of my career with multinationals, joining a nimble independent agency that has big ambitions and a unique perspective is very exciting. I can’t wait to get in there and make a difference."

Andrews will start on November 28.
18/11/2016

CX Agency Lavender Invests In Experience Design With Key Appointment

CX Agency Lavender Invests In Experience Design With Key Appointment

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CX Agency Lavender Invests In Experience Design With Key Appointment

18 November 2016

GS

CX agency Lavender has appointed Eric Folger to the position of Head of Experience Design as it continues to build its experience and service design capabilities.

Folger was previously principal at Meld Studios and ran his own consultancy, Design*. He's worked with companies to apply design management to the areas of strategy, customer engagement, product and service experience, business modelling and change management.

His expertise lies in the intersection of design and management, with a strong focus on strategy, usability and organizational change issues. Folger will be an integral part of Lavender's recently launched consulting arm, Lavender Consult.

An evolved service design offering is critical to Lavender's overall objective to deliver transformative CX for its clients. Service design will work hand-in-hand with the strategy, data, technology and creative teams.

Lavender CEO Roy Capon said, "Lavender's aim has always been to help organizations identify what value they bring to their customers and then help them deliver on that value."

"Eric's extensive experience in customer engagement and design management is the perfect fit for Lavender’s customer-centric approach with the purpose to deliver truly transformative CX for our clients."

Folger added, "I am excited to be working with Roy and the team at Lavender to help clients create an environment where great things can happen. Many clients are asking 'how do we make people care?', but a better approach is to understand the challenges and frustrations of their customers, and seize the opportunities that exist within that.

"I look forward to helping existing and new Lavender clients bring a rigour to the process of changing their internal culture."

CX agency Lavender is currently looking to hire more people to boost its experience and service design capabilities.
08/11/2016

Lavender takes on consultants with consultancy

Lavender takes on consultants with consultancy

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Lavender takes on consultants with consultancy

8 November 2016

GS

Lavender takes on consultants with consultancy

With business consultants such as Deloitte and PWC taking on agencies with their own creative offerings, CX agency Lavender is turning the tables with the launch of its own consultancy offshoot.

Lavender Consult will use the same sorts of methodologies as business consultancies have previously adopted in their operations.

The consulting side of the agency will include experience design partner Eric Folger, former principal of Meld Studios, strategy partner Nick Andrews and data partner Brian Sliman.

"At Lavender we believe in creating transformative CX," Lavender CEO Roy Capon said.

"But to be truly transformative requires a deep understanding of our client's customers, their business, brand, marketplace and channels, all fueled by insights and Lavender Consult has been created to deliver on this promise.

"It combines data, experience design, creative, business acumen, strategy (brand, channel and comms) and technology to help solve some of the fundamental business problems that clients are facing today.

Capon said that having an agency approach to challenges from a consultancy perspective brought a level of practicality to the process.

"I have had so many conversations with people who have been with the consultancy groups where they have tried to make this connection between the theory and the implementation. It seems to be a real mismatch," he said.

He said he had seen many examples of when projects had gone from theory to the implementation that had to be ripped up and started again because the two were incompatible.

"Either the theory that the consultancy groups got weren't implemented and sat on the shelf and gathered dust after clients paid a load of money for them, or when they went into the implementation phase they had to start again because it just wasn’t practical enough to take to market," he said.

"Agencies, for good or for bad, have always been very practical about actually doing stuff that allows those stresses to come to light."

Lavender said that the agency had already been testing the approach with some of its clients, which include Westpac and St George Bank, but that the model needed to be taken to the next level.

"If I look at some of the work we have done in the past and the work we are doing right now, we have developed and helped bring to market new products and services for for Westpac, our client of 19 years," he said.

"It's not about writing a creative brief with the creative guys and get the output from that, it’s actually about making sure that we’ve got the right sort of smart people in the room and going on a journey where we don't actually know where we are going to end up.

"It could be a new product, a new service or a new platform."

He said often in new business pitches people were not looking for another agency to deliver more communications, "they are looking for strategic and consultancy help".
07/11/2016

Lavender recruits six grads for Genus scheme

Lavender recruits six grads for Genus scheme

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Lavender recruits six grads for Genus scheme

7 November 2016

GS

Lavender recruits six grads for Genus scheme

Lavender has appointed six grads to join its Genus scheme in 2017. The process focused on CX capabilities and the successful grads where selected from a shortlist of 20. The final group worked as a team on a client brief and presented to management. Nicole Zhou, Alice Mercer, George Marchant, Katherine Farquhar, Scott McKinnon and Hailie Le Bas will join the agency in January. The cohort have degree backgrounds in communications, digital design, behavioral economics and business. Lavender prides itself that it pays its grads full time salaries and each starts work on client work as soon as they join the agency.

Read more at http://www.adnews.com.au/news/news-bulletin-fake-john-lewis-ad-teen-gets-job-offer-tourism-nt-s-response-to-c-nt-stunt-snapchat-s-hillary-wig#6Oy0uZmHelCOArYC.99
25/10/2016

Lavender and NBN Show Australians How to Choose the Right Internet Speed

Lavender and NBN Show Australians How to Choose the Right Internet Speed

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Lavender and NBN Show Australians How to Choose the Right Internet Speed

25 October 2016

GS

Lavender and NBN Show Australians How to Choose the Right Internet Speed.

As the nbn network continues to roll out across Australia, CX agency Lavender has created an integrated campaign that includes TV, out-of-home, digital, DM, press, radio and cinema.

The campaign, titled 'Speed', aims to provide Australians with the information they need to make an informed decision when choosing a speed tier with their internet service provider.

There are four speed tiers available over the network, the fastest being nbn 100. nbn 100 allows multi-device households to stream 4K media, play games, and send and receive large files all at the same time. The campaign links speeds to people’s online behaviour to make it more tangible to the average Australian.

The nbn network is currently rolling out across Australia and will be reaching considerable scale over the next 12 months. The campaign's objective is to reach all Australians as they prepare to switch to the nbn and help them choose the right speed for their needs.

Ryan Stubna, Creative Director & Associate Partner at CX agency Lavender, said: "This campaign is a great opportunity to really help Australians understand how to make the nbn network work in the best possible way for them and their families. We really wanted to emphasize the fact that they have a choice – and that choosing a speed tier that complements the way they like to use the internet will help them get the best possible experience on the nbn network."
04/10/2016

Hendrick’s Gin Partners With CX Agency Lavender

Hendrick’s Gin Partners With CX Agency Lavender

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Hendrick’s Gin Partners With CX Agency Lavender

4 October 2016

GS

This summer, CX agency Lavender and Hendrick's Gin are partnering to create a whole new variety of cucumber – The Unusually Australian Cucumber.

Hendrick's is a most unusual gin, oddly infused with rose and cucumber. To champion its peculiar garnish, the noble cucumber, the brand will engage gin consumers over the coming months by rediscovering its connection with the fruit, in a world-first horticultural quest.

Over a 10-week period, at a purpose-built greenhouse at the University of Sydney, expert cucumberist Robyn McConchie, Professor of Horticulture and Pro-Dean of the Faculty of Agriculture and Environment, and her team of growers, will develop a world-first harvest of unusually Australian Cucumbers to be enjoyed across Australia this summer.

Fans of Hendrick’s Gin will help the growers choose which unusually Australian ingredients are used to fertilise the cucumbers by voting on the brand’s Facebook page. All ingredients have been chosen for their nutritional and unusually Australian properties – the end goal being an unusually Australian Cucumber.

http://bit.ly/2d7iXkG

Professor McConchie said: "To develop a unique cucumber variety cultivated with Australian ingredients is a testimony to the innovation of Hendrick’s. It’s never been done before, and we're excited to be part of it."

There will be three different unusually Australian ingredient choices for Hendrick’s fans to vote on throughout the campaign, with one of these votes being Kangaroo vs Emu poop (poop is rich in Nitrogen, critical for plant growth). Once fully grown, the cucumbers will be celebrated at a fantastic harvest event, before the cucumbers are distributed for Australians to enjoy over the summer.

Lavender Executive Creative Director Marco Eychenne said: "We wanted to create a cucumber variety that was truly of Australia. We’re hoping it will pick up some unusual characteristics, adding a twist to the classic Hendrick’s, tonic and cucumber mix. The goal is for drinkers to be able to enjoy a Hendrick’s and tonic, accompanied by a slice of the cucumber they helped create."

Cucumber fans can get voting and take part in the horticultural progress on the Hendrick’s Facebook page.

Hendrick's is one of the world's most loved super premium gins. Handcrafted by William Grant & Sons, Hendrick's Gin is proudly distilled in miniscule batches in the seaside village of Girvan, Scotland, with a unique mix of botanicals before being infused with rose and cucumber. It creates a flavor unlike any other gin in the world. For more information, visit http://www.hendricksgin.com/
30/09/2016

Hendrick's Gin Is Growing a Special 'Australian Cucumber' for Customers Down Under Kangaroo Poop vs Emu Poop as a Fertilizer?

Hendrick's Gin Is Growing a Special 'Australian Cucumber' for Customers Down Under Kangaroo Poop vs Emu Poop as a Fertilizer?

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Hendrick's Gin Is Growing a Special 'Australian Cucumber' for Customers Down Under Kangaroo Poop vs Emu Poop as a Fertilizer?

30 September 2016

GS

Hendrick's Gin is setting out to appeal to Australians by growing a new kind of cucumber -- an "unusually Australian" one.
The rose and cucumber-infused gin brand is setting out on this horticultural quest over a 10-week period, at a purpose-built greenhouse at the University of Sydney.
There, expert cucumberist (yes, that's a thing) Robyn McConchie, Professor of Horticulture and Pro-Dean of the Faculty of Agriculture and Environment, and her team of growers will aim to develop a "world-first harvest of unusually Australian Cucumbers."
Fans of Hendrick's Gin will help the growers choose which "unusually Australian" ingredients are used to fertilize the cucumbers by voting on the brand's Facebook page. For example, they can choose between kangaroo or emu poop as a fertilizer.
The campaign is by Sydney agency Lavender. Executive creative director Marco Eychenne said in a statement: "We wanted to create a cucumber variety that was truly of Australia. We're hoping it will pick up some unusual characteristics, adding a twist to the classic Hendrick's, tonic and cucumber mix. The goal is for drinkers to be able to enjoy a Hendrick's and tonic, accompanied by a slice of the cucumber they helped create."
01/09/2016

Scottish gin brand Hendrick's Gin appoints CX agency Lavender as new digital agency partner

Scottish gin brand Hendrick's Gin appoints CX agency Lavender as new digital agency partner

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Scottish gin brand Hendrick's Gin appoints CX agency Lavender as new digital agency partner

1 September 2016

GS

CX agency Lavender is toasting its appointment as the lead creative agency for Hendrick's Gin's 2016 digital activity in Australia, after it approached the Scottish gin brand proactively through the agency's new initiative, Ziggy.

As great admirers of Hendrick's Gin, the Lavender team approached the marketing team with an unusual campaign idea for the Summer 2016/17 season and landed the business. Still under wraps, the campaign will launch within one month.

The famously unusual gin is part of the William Grant & Sons brand portfolio, which also includes Sailor Jerry, Glenfiddich, The Balvenie, Grant's, Tullamore D.E.W, Drambuie and Monkey Shoulder.

The win is the latest in a string of new business wins for Lavender over the past couple of months, including Stockland, Australian Hearing and Mercedez-Benz Vans.

Says Roy Capon, CEO, Lavender: "Hendrick's is a great brand with a distinct personality and we're excited to be working with the marketing team to introduce the unique taste of Hendrick's Gin to a broader section of the Australian drinking public. The win is also a great result for our newly introduced Ziggy proactive initiative, which is all about thinking differently about how we solve business challenges."

Read more about Ziggy here
22/08/2016

Le Coq Sportif backs retro-running with newly launched content hub via CX agency Lavender

Le Coq Sportif backs retro-running with newly launched content hub via CX agency Lavender

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Le Coq Sportif backs retro-running with newly launched content hub via CX agency Lavender

22 August 2016

GS

Muhammad Ali and Bruce Lee did it as part of their training routine and Buddhist monks in ancient China believed it was good for body, mind and soul development. Retro-running, or running backwards, is now taking centre stage with a new content hub created by CX agency Lavender for sportswear brand Le Coq Sportif.

As the Rio Olympics Games draws to a close, Le Coq Sportif has made it its mission to help Irishman Garret Doherty - a three-time world champion of Retro-Running - raise public support for Retro-Running with the hope that it becomes recognised as an Olympic sport.

Doherty's dream is to compete on the world stage before he dies. He has been running backwards for seven years and can run a mile backwards in less than seven minutes.

Lavender created a content hub in support of the Retro-Running athletes community for Le Coq Sportif, which recognised the potential of supporting the rise of what could go on to become a popular sport.

In addition to retro-running.com, Lavender has created social content and is generating PR for the cause. The work has also gone international, with Le Coq Sportif using the content on its global social platforms.

Going beyond the call of duty, Lavender has sent letters on behalf of Garret Doherty to the 93 members of the International Olympic Committee, seeking their support for the recognition of the sport. Doherty received a helpful reply from the Swiss member, outlining the steps he would need to take to achieve his Olympic goal.

Visitors to the content hub can also sign a petition in support of Retro-Running becoming an Olympic Sport.

Says Marco Eychenne, ECD, Lavender: "When we discovered Garret's story we knew it had the potential to become a story of great sporting achievement, full of passion and determination. And we recognised straight away that it was a great cause for Le Coq Sportif to be associated with and help take Retro-Running to the Olympics. We have our sights firmly set on the 2020 Tokyo Olympics Games."
04/08/2016

CX Agency Lavender Appoints New CEO

CX Agency Lavender has appointed a new CEO to lead the agency as founder Will Lavender steps up into a chairman role.

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CX Agency Lavender Appoints New CEO

4 August 2016

GS

CX Agency Lavender has appointed a new CEO to lead the agency as founder Will Lavender steps up into a chairman role.

DigitasLBi Asia Pacific CEO Roy Capon will take the reins from 18 July, working alongside the agency’s senior partners, head of technology Clint Bauer and executive creative director Marco Eychenne.

Will Lavender tells AdNews his new role won’t see him step back from the agency, but will instead be focused on supporting Capon, as well as expanding the agency’s CX offering, unveiled in a reposition last year.

I’m trying to deepen our management structure," Lavender says. "Bringing in someone of Roy’s calibre into the business is very healthy; he brings a lot of digital skills into the business."

I’ll be focused on really working with clients in the agencies on key challenges and problems as well as business development. There is also a support role to play at a senior level. I’ve been in the market for 30+ years doing what I’m doing and it does give you an ability to see a way through problems."

Capon has more than 20 years’ experience in the industry, including four years at DigitasLBi building the agency’s Asia-Pacific network in Australia, Singapore, Hong Kong, Japan, China and India.

Last year, Lavender repositioned as an agency from its traditional digital and direct pedigree into customer experience (CX). It focuses on five key pillars: consulting, data, creative, technology and delivery.

At the time, Lavender told AdNews the idea of building an agency around CX was something he had been working towards since he started the agency in 1997.

"Customers don’t split up the marketing from the customer experience and I think even more so, nowadays, people judge the experience of the brand, how intelligently they feel the brand treats them and the communication all as one," Lavender said.

I made the decision I wasn’t going to get out of this industry without enabling our clients to execute the strategies that we were all writing together.

Capon previously worked at Wunderman as group client MD and Y&R Brands. He also ran digital at Euro RSCG in London and Sydney.

"I am a huge believer in the combined power of data, creativity and technology in an agency that relentlessly focuses on the consumer, so Lavender is perfect for me," Capon says.

"Coming back to Sydney is like coming home and I can’t wait to work with Will, Clint, Marco and the Lavender team to further build on the agency’s success as we continue to deliver customer-focused work for our clients that builds value for their brands."

04/08/2016

Feedback’s Gone Crazy!

Whether you call it customer satisfaction or customer happiness, there’s no doubt that the contentment of the customer is currently a hot topic in marketing – as it should be.

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Feedback’s Gone Crazy!

4 August 2016

GS

An article from our founder, Will Lavender. Published recently on AdNews:

Whether you call it customer satisfaction or customer happiness, there’s no doubt that the contentment of the customer is currently a hot topic in marketing – as it should be.

However, the way customer happiness is currently evolving is very much ‘the tail wagging the dog’. In an effort to be customer focused, the businesses we transact with, or merely contact with an enquiry, are leaping into hot pursuit of feedback – as if they’d earned it, or as if the interaction was so meaningful that we’d want to give it.

These ever-increasing feedback requests occur, for example, after simply making a phone enquiry to an insurance company – this single, short call can evoke an online questionnaire. Or when you stay for just one night in a hotel – you’ve hardly unpacked your suitcase before being asked to rate the hotel and spend unjustified minutes explaining what they got right or wrong.

Call a telco or a bank and while you’re waiting for someone to talk to, you’ll be warned to stay on after the call to answer a few short questions. When you visit your hair salon, they follow up with a program they’ve been sold which is seeking your feedback and asking you how happy you are with their services. And if you do not respond to any number of these requests to ‘check that you’re happy’ or ‘to make you feel valued’, there’s often a follow up, just to be sure…

This is not customer focused. This is customer harassment.

Our industry should not fall into this ill-thought through and annoying approach. We should be thoughtful, sensitive and intelligent with our contact.

Brands need to have a well-planned, strategic approach and ask for feedback judiciously – in proportion to the engagement.

It seems we’re getting confused between customer research surveys (where customers usually receive something for investing their time) and ‘satisfaction’ checking, where customers are contacted to make sure they’re happy with a service or product – with steps then being taken to fix the problem, if it exists.

NPS (Net Promoter Score) has much to answer for this ill-conceived development. Many boards are focused on their NPS scores – with bonus money at stake. As a result, much effort is made to determine and measure NPS. But NPS, or survey-orientated contact, is not always customer driven, it’s often research driven.

Customer-driven satisfaction management, done well, is about finding your unhappy customers and doing something about it.

Ideally, this occurs promptly after customers have made a major transaction – and they aren’t given time-consuming and arduous forms to complete. Instead, a quick check-in, a one-click experience, a light call or a Y/N style SMS should be employed.

Happy customers tend to respond and tell you – because they like you. Unhappy ones tend not to respond – because they don’t. It’s human nature. You don’t want to speak to someone you’re unhappy with. If you care about your customer, you have to work harder to find out how they feel. Valuable customers who don’t reply should be assumed to be ‘unhappy’. This should trigger a listening pathway to verify and solve. The key purpose of customer satisfaction checking is to search out unhappy customers and fix their issues.

When an unhappy customer is unearthed, everything within the case management armoury should be used to make them happy again. Having a pre-determined strategy – a business plan – for each customer empowers customer-facing teams to know what they can do and say to fix the issue.

It’s natural for businesses to want to improve customer satisfaction – and to measure improvement. But you need 'listening tools' and customer 'business plans' to do more – to turn these situations into positive brand experiences – as opposed to time-consuming customer annoyance.



30/11/2015

Lavender adds three clients to its books

Lavender adds three clients to its books

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Lavender adds three clients to its books

30 November 2015

GS

To reiterate what Clint said - We're thrilled to be working with clients that have great vision and a desire to put customer experience at the heart of their business.
These wins demonstrate how our technology, strategy and data services can help brands deliver customer grounded strategies.
http://www.adnews.com.au/news/lavender-adds-three-clients-to-its-books
10/11/2015

The Sell: Unmarketing with Lavender

Lavender has pulled back the curtain on its new positioning: navigating the vast waters of CX. Founder Will Lavender talks to Rachael Micallef about creating a service, not advertising.

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The Sell: Unmarketing with Lavender

10 November 2015

GS

Lavender has pulled back the curtain on its new positioning: navigating the vast waters of CX.
Founder Will Lavender talks to Rachael Micallef about creating a service, not advertising.
http://www.adnews.com.au/news/the-sell-unmarketing-with-lavender
28/09/2015

Lavender tops off Team Telstra with Helge Gruttke

In a coup for our Telstra business, we’re excited to announce the appointment of new Group Business Head, Helge Gruttke, fresh from GREY Germany.

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Lavender tops off Team Telstra with Helge Gruttke

28 September 2015

GS

LAVENDER BOOSTS TELSTRA TEAM WITH KEY SENIOR APPOINTMENT

SYDNEY, 28 September 2015: CX agency Lavender has appointed award-winning business development professional Helge Gruttke as Business Director on the Telstra account.

Gruttke joins Lavender next month from his most recent post as Global Brand Agency Leader at GREY Germany where he oversaw 30+ markets for Allianz and lead the germanwings and ArcelorMittal accounts. He brings strong integrated marketing skills, a leadership track record and a flair for solving business challenges to his new role.

He first broke into the industry on client-side in marketing roles in the IT sector, gaining a solid foundation in marketing fundamentals. He was then lured across to the agency side with his first role at AMV BBDO in London where he worked on a Cannes-winning TVC spot for Shockwave.

In an international career spanning more than 15 years at agencies including BBDO, Gyro, Geometry and Grey, Gruttke has worked on award-winning campaigns for Allianz, IBM, DHL, Shell and TOTAL among others. At the recent Cannes Lions festival his team picked up 3 Lions for its work on germanwings and Microsoft/Skype.

Lavender founder Will Lavender said: "Helge is a formidable talent with extensive global experience. Much of his work has been creatively awarded, and he has successfully delivered sales and brand growth for all his clients. His focus has always been on customer experience, translating customer insights into compelling and effective campaigns, which is the perfect fit for Lavender’s customer-centric approach as a CX agency."

Gruttke added: "I am excited to be working with a team of dedicated, inventive people who are truly focused on delivering customer-focused work for their clients. Lavender is a unique agency because it goes beyond traditional campaigns to deliver multi-channel experiences, in-depth systems integration and data management solutions. I look forward to marrying my skills to what Lavender does best and taking our work on Telstra to the next level."

04/09/2015

CX Agency Lavender

CX Agency Lavender

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CX Agency Lavender

4 September 2015

GS

LAVENDER REPOSITIONS AS CX AGENCY IN A MOVE THAT REINFORCES CUSTOMER-FIRST APPROACH

SYDNEY, 4 September 2015: Independent agency Lavender has overhauled its company positioning to reflect its expanding suite of services, positioning itself as a CX agency.

The move reinforces the agency’s laser-sharp focus on putting customers first while also reflecting its five-step offering of consulting, data, creative, technology and delivery.

Lavender’s aim as an agency partner is to help clients shape their organisations’ products and services around the behaviour and needs of current and future customers, therefore making them more valuable to their customers.

CX is an increasingly important part of marketing and communications. A recent Forrester Research survey of 52 Australian and New Zealand businesses, released on 14 August, found that 98% of respondents believe CX is a priority, but only one-third have a CX strategy that’s actually aligned with the overall company strategy.

Lavender’s repositioning is in response to client demand for a broader consulting service that can be presented at board level, taking in CX, product development, data and tech audits and architectural solutions among others.

Lavender founder Will Lavender said: "Ten to 15 years ago, boards were asking what their brand's CRM strategy was. Soon they'll be asking about CX. And, there's a big difference. While CRM was about 'push' messages that brands wanted to tell people, CX is about recognising customers' desires and delivering value in an appealing way.

"Brands are awake to the service difference that multi-channel interactivity can achieve – I call it sales through service, which is marketing with respect and relevance. In the CX world, that simple thought of doing something in one place and it being recognised in another, is now achievable for the customer-centric marketer. We vowed we’d deliver this capability and ten years on we are."

In Lavender's view, the combination of fierce competition, rising customer expectations and the proliferation of channels means all companies must continually improve their customer experience if they want to remain in business, let alone thrive.


IN MORE DETAIL: Lavender's 5 core services

1. Consulting – Whether a business requires a complete CX transformation, or help with developing a unique business proposition or a complete data and technical audit, Lavender has the expertise to assist.

2. Data – Lavender taps into the power of data to help uncover valuable insights through propensity modelling, analytics and segmentation. The agency's business and technology consultants can also deliver data management solutions.

3. Creative – Lavender is an agency that tackles all aspects of marketing to solve a business problem: from customer experience strategy, through to creative, design, production and technical build. By marrying strategic smarts with inspiring ideas, Lavender creates campaigns that make customers feel valued, recognised and appreciated.

4. Technology – From the development of platforms to in-depth systems integration, even hosting and management services, Lavender's innovative technology specialists have the skills to do it all in-house.

5. Delivery – Lavender partners with world-class vendors in addition to developing its own inhouse CRM and loyalty system and software manufacturing to deliver systems integration, email and SMS, performance management and measurement, and training and support.

15/07/2013

Pay with a kiss.

How do you get people in the door of a CBD café once the morning rush has subsided? Let your customers pay with a kiss.

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Pay with a kiss.

15 July 2013

LM

How do you get people in the door of a CBD café once the morning rush has subsided? Let your customers pay with a kiss.

Metro St James café in Hyde Park came to us with a small budget and a big problem. While the café does a roaring trade on the weekends and early on weekdays, its location in Hyde Park means a sharp drop off in customers after 9am. They needed a way to spread the Metro St James love beyond the park, and making the brand famous wouldn’t hurt either.

There’s a new currency in town.
The idea was simple. Instead of paying for your coffee with coins, we tapped into the French reputation for romance and allowed customers to get their daily fix of caffeine in exchange for a little love. Customers who kiss at the counter are eligible for a free coffee, every day in June.

Spreading the love.
We launched the campaign with a short video showing couples kissing in the café. The video quickly went viral with over 500,000 views and counting. The idea has generated global PR across newspapers around the world including the Huffington Post and Time websites.

Who said romance was dead?
In Australia, the campaign featured on radio (Dicko & Sarah), TV (sunrise) and on news.com: a great example of the power of an idea. The campaign will roll until the end of June.

Click to view the Pucker up for your fix AdNews article


28/03/2013

Bolstering our creative and UX teams

Lavender is restructuring and bolstering its creative and UX team following the hire of executive creative director, Marco Eychenne.

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Bolstering our creative and UX teams

28 March 2013

Campaign Brief

Lavender is restructuring and bolstering its creative and UX team following the hire of executive creative director, Marco Eychenne.

New additions to the creative department include: Karl Reynolds, digital creative director, (formerly Deepend); Yuji Sekiya, digital art director/interactive designer and illustrator, (formerly of The Hallway); Danielle White (copywriter) and Jérome Gaslain (art director) from TBWA/MAL; Etienne Ancelet - video editor/content creator, (from BCM); Tony Wall - senior UX designer, (from the White Agency).

Says Eychenne: "We all know that technology has transformed the way we live and consume. It's also changed the traditional agency structure, and the new landscape requires digitally savvy, creative minds. For this reason, I feel privileged to put a team of talented people together for Lavender.

"I admire the diversity of skills and experiences of Karl, Danielle, Jerome, Etienne, Yuji and Tony. They are all open-minded people whose skills complement each other. To me, collaboration is key to bringing great things to life.

"In our new structure Karl Reynolds will be our digital creative director. I worked with Karl at Whybin/TBWA/Tequila on multiple award winning campaigns. He's a great team player who's enthusiastic and strategic in his thinking. We're going to have fun in the process of taking the agency to new levels, the data and the strategy smarts we hold are helping us build a very successful agency structure that's more integrated than ever before."

(Pictured: top row - Marco Eychenne, Yuji Sekiya, Karl Reynolds and Tony Wall; middle row - Jérome Gaslain; bottom row: Etienne Ancelet and Danielle White)

(Illustration by Jo Ley - The Drawing Book).
30/11/2012

Lavender wins B&T Interactive Agency of the year

Lavender collected two awards at the 2012 B&T Awards. For the first time, we collected the Interactive Agency of the year award, and we had a back-to-back success winning the Direct Agency of the year award too.

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Lavender wins B&T Interactive Agency of the year

30 November 2012

B&T

B&T reported on our Interactive Award in their December edition:

Lavender's creativity was "really impressive", according to the judges. The agency was commended for its strategy, innovation and staff culture, as well as its technical capabilities. "Their commercial success in the last 12 months certainly reflects the thought they put into their work," the judges added.

The invention of the Jack Daniel's Bar Sliding Championship, exemplified the agency's skill. The competition, which required Jack Daniel's drinkers to slide a shot towards a laser-enabled target, quickly gained traction and introduced the previously male-focused drink to a whole new audience.

This creative thinking also snagged the agency the EB Games portfolio and the task of boosting its global revenue. By creating an enticing loyalty program, Lavender knew gamers would start rolling in to reap the rewards. Lavender grew the gaming community by 1.1 million members in just 12 months.

Building on this momentum, the agency had similar success in the digital space with tailored applications and solutions for the likes of IKEA, Audi and Westpac.
18/10/2012

Lavender enlists Marco Eychenne as ECD

Independent ad agency Lavender has recruited BCM's Marco Eychenne as executive creative director. Eychenne returns to Lavender after a previous stint between 2005 and 2008. He joined from Brisbane indie agency BCM where he was creative director for two years.

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Lavender enlists Marco Eychenne as ECD

18 October 2012

Written by Wenlei Ma for AdNews

Independent ad agency Lavender has recruited BCM's Marco Eychenne as executive creative director, replacing Matt Cumming.

Eychenne returns to Lavender after a previous stint between 2005 and 2008. He joined from Brisbane indie agency BCM where he was creative director for two years. He has also worked at UNLTD and Tequila.

Eychenne's work has been awarded at Cannes, Caples, Effies, ADMA, APMA, IAB, AIMIA, Spikes Asia, Mobius and AME.

Lavender founder Will Lavender said: “Marco is truly gifted. We love how he has focused his creative talents on interactive. He is a great creative leader and is an inspiration to work with. We feel privileged to have him back in the agency.”

Eychenne said: “Lavender has progressed so much since I was part of the team in 2008. The agency has grown, the client list is impressive, and there is a good vibe.

“The strategic thinking and the technology offering is stronger than ever, it's the perfect launch pad to ignite great creative work. We will be expanding and fostering the already strong tech and creative of 33 people. I feel extremely excited to come back with a simple ambition: to develop an awesome creative place to work.”

He replaced Matt Cumming who departed the agency earlier this year.

Earlier this week, Lavender announced it had added six team members to its technology team off the back of new business with Gameshop and organic growth. The agency now numbers 110 staff.

View this article on AdNews.




08/10/2012

Big Data Small Data

How do you make a meaningful customer connection when you’re stuck knee-deep in your big data?

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Big Data Small Data

8 October 2012

Written by Clint Bauer

What makes big.
Definitely one of this year’s trending phrases, but one that has been around for a while in different guises. “Big data” is data that is derived from multiple sources and as a result of the volume, real time nature and diversity exceeds the analytical or processing capacity of today’s conventional systems and databases, it ranges from Terabytes to Petabytes of structured and un-structured data. This term however isn’t that meaningful as we have to keep in mind that with the current rate of technological advancement in storage, processing power and analytics tools that today’s “Big data” will most likely be next years “Small data”, the datascape is evolving exponentially.

Same endgame, new machine.
The challenge is as it has always been, to draw meaningful insights from the deluge of data regardless of the type or structure, and from these actionable insights, enable business leaders to make informed decisions or trigger automated and dynamic interactions across all touch points that ultimately benefit the customers experience with your brand. Big data also poses certain technical challenges to organisations in terms of having the infrastructure to handle the transfer, storage and distributed processing required for these massive datasets, there are various approaches and technologies such as MapReduce or Massively Parallel Processing (MPP), the former using cloud based services like Amazons Elastic MapReduce or Google’s Big Query. Cloud based services lower the barrier to entry and reduce the overall operating and IT costs traditionally associated with a project of this nature, as you only pay for the services that you use.

Read the rest of this article here.




25/09/2012

Rebecca James, finalist of 2012 Telstra Business Women Award

Lavender's managing partner, Rebecca James, was nominated as a finalist at the 2012 Telstra Business Women's Awards. Under Rebecca's leadership, Lavender is a multi-award winning agency whose footprint is going global.

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Rebecca James, finalist of 2012 Telstra Business Women Award

25 September 2012

Telstra Business Women Awards

Finalist profile for the Innovation Category:

‘Ego second, customer first.’ Rebecca James

In the world of advertising and marketing, words and pictures are powerful. Yet for agency wiz Rebecca James, it’s the actions and passion that really matter when striving for success in a dynamic industry.

At the age of 27 Rebecca was appointed Managing Director of Lavender Communication Group after playing a critical role in establishing the business. She has since sought to find ways to turn the advertising industry on its head with her customer-focused approach.

Rather than simply creating campaigns, Rebecca has led her team to develop rewarding customer journeys. This has led to growth in the number of heavyweight clients and created new business streams for Lavender making it one of Australia’s largest independent advertising agencies employing 110 people.

Unlocking the potential in her staff through mentoring, training and building a great culture has been pivotal. Under Rebecca’s leadership, Lavender is a multi-award winning agency whose footprint is going global.
05/09/2012

Lavender exports technology to Europe

Despite billions of dollars invested, most 1:1 in Australia is still manually configured. Lavender has bridged the gap between technology and marketing by developing in-house a platform that speaks to the customer in very clever ways.

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Lavender exports technology to Europe

5 September 2012

Written by Will Lavender

Despite billions of dollars invested, most 1:1 in Australia is still manually configured. Lavender has bridged the gap between technology and marketing by developing in-house a platform that speaks to the customer in very clever ways. This has won us an exciting contract in Europe and confirms that our strategy to bridge the gap between technology and creative is both unique – and on the money.

I’ve seen lots of situations where clients’ technology teams install capable systems, yet the potential is never realised. The analytics and automation sold to the board do not translate to actual customer experience. Too often there isn’t an effective bridge between IT and marketing, the outputs stall and the vision is unrealised or only realised in part.

CRM is still an enigma to many marketers and the fact is, and as hard as it may be to admit, most 1:1 customer marketing communication in Australia is still largely manual and vulnerable to the fluctuations of people and budget allocation. (There are of course exceptions that are making headway.)

About five years ago we decided to develop our own platform that would enable intelligent 1:1 interaction. We said it must do two things: first, be flexible to integrate with any environment, and second, be easy for marketers to use. We wanted to tackle the various roadblocks that create barriers for 1:1 business plans. Also, a driving force was that we wanted to fulfil ourselves as data-driven marketers.

10,000 man-hours later, we achieved what we set out to do and Loyalty 3.0 was developed with: behavioural segmentation; a decisioning system; two-way progressive profiling; dynamic content; business reporting and more. It enables the marketer to automate hundreds, even thousands of intelligent customer interactions. The marketer can have a pre-determined marketing strategy – a business plan – for every customer.

Read the full article here.
05/09/2012

Deliberately treating different customers differently

Those consistently good interactive experiences that prompt customers to feel “I love how brand X treats me” derive from careful data operations and smart decisioning systems. Real time interactivity is increasingly defining brand experience.

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Deliberately treating different customers differently

5 September 2012

Written by Will Lavender

Those consistently good interactive experiences that prompt customers to feel “I love how brand X treats me” derive from careful data operations and smart decisioning systems. Real time interactivity is increasingly defining brand experience.

Events and triggers – when someone does something and something happens automatically – are a good start. The problem is that when an event occurs it can often take overnight or longer to digest and react. The process is often too slow to recognise a customer has interacted in one place, and then again in another.

A decisioning system processes the interaction like it’s on anabolic steroids and enables an intelligent interaction to occur in real time. This means the customer’s experience is immediate and relevant. The feeling is genuine and meaningful. In many situations, interactions become so personal that marketing and service blend into one.

Read the full article here.
15/06/2012

Purple Reign

It was one of the success stories of the last 12 months. Lavender continues it's upward trajectory with account wins, staff hires and a new office. Will Lavender and Rebecca James sat down with Damian Francis to explain how it unfolded.

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Purple Reign

15 June 2012

Released by AdNews

On the day of this interview, it's overcast and rainy in Sydney. From the 29th floor of the Bligh Street office Lavender occupies, there's not much of the city to see. But inside it's buzzing like a sunny day in a cartoon world. Founder Will Lavender and managing director and partner Rebecca James are particularly cheerful.

AdNews: Some great business wins and a new Melbourne office - the last year has been good for you.

RJ: Yes. I think the high for us would be the development of our Loyalty 3.0 platform. Our mission is to help our clients have intelligent real-time interaction with their own customers and we've actually been focused on delivering that for some time. IKEA was the first organisation to use components of it and more opportunities have opened up since.

AdNews: You've also announced you're taking Loyalty 3.0 to Europe and America. How did that happen?

WL: We've just tendered in Texas to GameSpot. It's an US$8billion company with a global proposition. EB Games here - part of GameStop - asked us to tender there with the same proposition. We won, and are now rolling out our Loyalty 3.0 system in 14 European countries. This has been a really important win for us.

AdNews: Can you explain your global goal a bit more?

WL: Part of our survival and growth is to look outside of Australia, not just to focus on Sydney and Melbourne. We are trying to make this hub really powerful but we are not saying 'no' to an overseas office happening eventually. But if we do that, it is because the product pulls us out, not just because we want to go overseas.

AdNews: With all the new business, how do you keep the indie culture as you grow?

RJ: We immerse ourselves in clients' business problems. Our team is great and talented and has been with the agency for a long period of time. We celebrate people who think in terms of interactive solutions or product ideas. We've made major product contributions ideas to quite a few clients over the years that have been share price moving ideas. That's what clients tell us. 
12/06/2012

TS14+ dresses up in Lavender

Fashion retailer TS14+ has recruited Lavender Melbourne to oversee a revamp of its loyalty program.

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TS14+ dresses up in Lavender

12 June 2012

Written by Wenlei Ma for AdNews

Lavender are now responsible for the one-to-one communications for TS14+, including a redevelopment of its loyalty program. 

TS14+ will run its program on Lavender's Loyalty 3.0 technology platform. The retailer is currently integrating its system with the program.

TS14+ marketing manager Melanie Schwarz said “We're thrilled to be working with the team at Lavender on this exciting project. After only a couple of weeks into the relationship it is already apparent that TS14+ are seeking an innovative program to reward their extremely loyal base.”

Will Lavender comments “It feels as though we have struck gold with this client relationship, they are so passionate and flexible in their approach that we will be able to work together to create something very special and compelling.”
01/06/2012

Lavender scores 7/10 on AdNews Report Card

AdNews awards Lavender its highest ever score as it reviews Australia's 50 leading agencies.

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Lavender scores 7/10 on AdNews Report Card

1 June 2012

Released by AdNews

Independent agency Lavender has been making noise, firmly establishing itself as a star on the rise. Now in its 15th year, it has some big brands attached to its portfolio, including American Express, IKEA and long-term partner Westpac. The agency has only added to its client list with Jack Daniels, Audi, Stockland and RAA coming onboard.

The most significant story to come out of Lavender recently was its snagging of Coles, with the agency taking charge of the supermarket giant's Flybuys loyalty program. With loyalty marketing becoming another flank in the war between Coles and rival Woolworths, Lavender's management of the revamped program's communications could be key. The Coles win led to the establishment of an office in Melbourne, with the southern state's retail clients ripe for the picking in an era of increasing one-to-one communications.

The agency has been spruiking its Loyalty 3.0 technology platform, which has been handy in luring clients through the door. Its technological capabilities can distinguish it from its rivals, but in a market where agencies are still wedged into labels such as 'traditional', 'digital', 'direct' and more, is the Lavender brand clear enough?

It has developed TV ads for Westpac in the past and wants to be seen as full service, but most of its client relationships are DM-focused. Whether Lavender will be able to break from the perception that it is mostly a DM agency will be the challenge, but it is certainly taking the fight to the best of its international rivals.

 

27/02/2012

Lavender wins AdNews Direct Agency of the Year

Lavender has picked up their second award for 2011, winning the AdNews Direct Agency of the Year award on Thursday night.

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Lavender wins AdNews Direct Agency of the Year

27 February 2012

Written by Wenlei Ma for AdNews

Proof positive indie agencies are still a powerful force in this market, everything is coming up roses for Lavender. The fiercely independent agency had a dream run in 2011, picking up new business every month of the year and upping revenue by 14% to $18.2 million.

Reappointed by long-time partner Westpac without a pitch amidst changes in the bank's marketing department, the agency also won the mammoth Coles loyalty account to look after its 'Fly Buys' program. The Coles triumph led the agency to establish a Melbourne office, welcoming aboard Adam Posner as managing director of the southern outpost.

New business from Austar, EB Games, NRMA, Stocklands, RAA, The Good Guys and the Federal Government added to a stable of big names in Lavender's existing portfolio including BT Financial Group, Microsoft, American Express, David Jones and IKEA.

With an emphasis on technology rather than digital, Lavender has been developing its own intellectual property, a program called Loyalty 3.0. While it's the first loyalty technological platform Lavender has created, the program represents the third iteration in the agency's evolution of direct marketing principles, one which focuses on engagement, data and two-way communication.

A modular platform, Loyalty 3.0 allows clients to manage their loyalty programs and is being used by EB Games, IKEA and software giant Microsoft.

With the momentum of the past 12 months, Lavender is looking to grow and cement itself as a leader in customer relationship management using the agency's creative and design nous coupled with technological innovation.  
09/02/2012

Lavender behind the wheel for RAA

South Australian roadside services and insurance brand Royal Automobile Association (RAA) has appointed Lavender as its first direct marketing agency. Lavender will develop its ‘More for Members’ program.

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Lavender behind the wheel for RAA

9 February 2012

Written by Wenlei Ma for AdNews

South Australian roadside services and insurance brand Royal Automobile Association (RAA) has appointed Lavender as its first direct marketing agency. Lavender will develop its ‘More for Members’ program.

Lavender won the account after a tender process which also involved creative and media. RAA has retained South Australian agency KWP! as its lead creative agency, while the tender for a media partner continues.

RAA general manager sales & marketing Tom Griffiths told AdNews the organisation had decided to work with a direct agency because the discipline was becoming more of a focus in the business.

Griffiths said RAA’s ‘More for Members’ loyalty program will undergo significant development over the next three years, with the brand looking to implement a range of new projects.

“We are investing heavily in our systems and customer data over the next 18 months and were looking for a direct partner that could go on a journey with us,” Griffiths said.

“RAA has a broad range of direct marketing activity. We will be looking to evolve all our current direct marketing activity with Lavender and will also need to implement some more revolutionary projects over the next three years that will be a significant departure from our current direct strategy.”

Lavender business director Louise Rathbone said: “We are pleased to be appointed by the RAA and we are looking forward to working on a truly iconic South Australian brand. Through the pitch process it became clear that the RAA were looking for a real partner to help them reinvigorate their one-to-one member marketing communications.”
 
06/12/2011

Lavender wins B&T Direct Marketing Agency of the Year

Happy news! At the annual B&T awards, Lavender picked up Direct Marketing Agency of the Year – pipping BMF, Wunderman and Clemenger Proximity at the post.

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Lavender wins B&T Direct Marketing Agency of the Year

6 December 2011

Released by Lavender

Happy news! At the annual B&T awards, Lavender picked up Direct Marketing Agency of the Year – pipping BMF, Wunderman and Clemenger Proximity at the post.

In one judge’s words, “we’re an Australian-based agency taking on the world.”

Here's what B&T said:

The Work
Lavender undertook the Ikea business this year fighting against the lack of consumer confidence and the faltering retail sector. The objective was to increase the average transaction value by 25%, increase the number of visits per year by 5% and acquire 353,000 Ikea Family members in 12 months. Ikea Family members now contribute 30% of all transactions and on average spend 48% more per transaction than non-members.

Other notable work this year has been the creation of EB World for EB Games, the reinvented communications for Westpac and the FlyBuys eDMs for Coles.

The Business
Lavender prides itself on behaving more like a technology start-up than a direct marketing agency. Technology is not relegated to a task at the end of the production line, it's smack bang in the heart of what the agency does.

There is no better proof of this technological vision than the creation of Loyalty 3.0 - an integrated loyalty platform developed entirely by Lavender and launched this year. It's a modular platform that makes it easy for clients to engage with their customers in a relevant and engaging way across multiple channels. The platform is currently being used for programs for tech giant Microsoft, Ikea and EB Games. It also drew new clients Coles and FlyBuys to Lavender and it has helped build tremendous momentum for the company with 12 new clients in the last 12 months.

The Judges
Lavender's technological nous and focus on direct marketing impressed the judges. They said the team were smart at bringing the back end systems and creative together and they are "all about the results". "The agency work with data day in, day out to provide creative solutions. All the other presentations focused on executions rather than the systems," said one judge.
03/11/2011

EB Games kicks off
loyalty grab

Retailer EB Games has launched a loyalty program called EB World in a bid to increase its share of the lucrative and growing gaming market.

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EB Games kicks off
loyalty grab

3 November 2011

Written by Wenlei Ma for AdNews

Retailer EB Games has launched a loyalty program called EB World in a bid to increase its share of the lucrative and growing gaming market.

The program has been in pilot phase but launched officially this week in Australia and New Zealand and is EB Games' primary marketing push. The retailer has ditched above-the-line advertising in favour of point-of-sale and direct marketing.

EB Games, which has 400 stores, appointed ad agency Lavender in May as its first retained creative partner to develop its loyalty program. It will run on Lavender's Loyalty 3.0 platform, which is also used by IKEA and Coles.

Members will have access to special offers, exclusive sales events, birthday offers and the EB World online portal.

EB Games national brand and marketing manager Debra McGrath said: "We believe that EB World is something completely unique to the Australian market and in that regard should set us apart from the whole Australian retail environment, not just the gaming market.

We believe that the way to consumers' hearts is about understanding their needs and wants, and as such, building a personal relationship."

An IBISWorld report placed EB Games and JB Hi Fi as the two most dominant players in the Australian interactive gaming market, accounting for almost 24% of industry revenue between them.

PricewaterhouseCooper's media outlook projected a compound annual growth rate of 9.5% in Australia to $2.5 billion in 2015 for the interactive gaming sector.

The popularity of 'family friendly' consoles including Nintendo Wii and Xbox Kinect has led to the broadening of the gamer market. Gaming consoles are increasingly used as entertainment hubs in the lounge room, with many of them featuring internet access and Blu-ray technology.

Bond University's Digital Australia 2012 report found 43% of Australian gamers still buy games from bricks and mortar retailers while 14% buy from online stores. Around 22% buy games from a download store such as Microsoft's Xbox LIVE or Sony's PlayStation Network.
03/11/2011

Lavender sponsors
students in
World Solar Challenge

For the first time, the University of New South Wales’ solar racing team, Sunswift, gave people chance to follow, in real time, the progress of their race across the country, during this year’s World Solar Challenge.

Continue reading »

Lavender sponsors
students in
World Solar Challenge

3 November 2011

Released by Lavender

For the first time, the University of New South Wales’ solar racing team, Sunswift, gave people the chance to follow, in real time, the progress of their race across the country, during this year’s World Solar Challenge. Cutting-edge satellite technology provided online, real-time updates on the team’s progress, including photos, tweets and detailed technical information, as the car sped from Darwin to Adelaide.

Lavender was proud to provide a sponsorship for the team as well as working with them to produce a graphical interface displaying the data transmitted from the vehicle in the desert.

Sunswift IV, known to the team as the IVy, is a three-wheeled carbon fibre machine which can reach speeds over 100 km/h using just 1,300 watts – the same amount of power it takes to toast two slices of bread.

IVy was one of 42 solar race teams from 21 countries making the 3000km trek from Darwin to Adelaide.
Despite the humble funding of this UNSW entrant compared to other countries such as the U.S., Japan and Europe, Sunswift managed a very respectable 6th place. A result that the team were ecstatic with.

The team sent real-time data back to Sydney via a server hosted by OrionVM, who provided the bandwidth for the Sunswift Live service. The data was transmitted over satellite link provided by Addcom and race-watchers could view the data through a user interface designed by Lavender.

Lavender’s Creative Director, Matt Cumming, travelled with the team on the race, to document the event and provide press images for sponsors.
23/09/2011

Coles pledges Loyalty to Lavender

The battle of the big two supermarkets is to heat up with Coles appointing its first loyalty scheme agency to manage a program that will rival Woolworths Everyday Rewards. Lavender will handle Coles’ customer relationship management (CRM) program, FlyBuys.

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Coles pledges Loyalty to Lavender

23 September 2011

Written by Wenlei Ma for AdNews

The battle of the big two supermarkets is to heat up with Coles appointing its first loyalty scheme agency to manage a program that will rival Woolworths Everyday Rewards.

Lavender will handle Coles’ customer relationship management (CRM) program, FlyBuys. It’s unclear if Coles will rebrand the program.

Earlier this year, Coles took full ownership of FlyBuys after buying out National Australia Bank’s 50% stake. FlyBuys was launched in 1994 and claims to be Australia’s oldest loyalty program, with more than 10 million members.

A Coles spokesperson confirmed the appointment to AdNews: “Coles has appointed Lavender to work with us on direct marketing activity for FlyBuys. We felt it made sense to engage a direct marketing agency to support us as we look to reinvigorate the program.”

Woolworths Everyday Rewards has six million members. However, social researcher Neer Korn told AdNews supermarkets find it tricky to engender loyalty from consumers, with most people driven by convenience and weekly specials. He said: “They’re seen by most consumers as undifferentiated. They’re coming from a negative perception with the sense of a duopoly between Woolworths and Coles.”


26/08/2011

Lavender lands in Melbourne

Lavender is setting up in Melbourne and has appointed Adam Posner as Managing Director to spearhead the operation.

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Lavender lands in Melbourne

26 August 2011

Released by Lavender

Lavender Communication Group is setting up in Melbourne and has appointed Adam Posner as Managing Director to spearhead the operation.

“There has been a good reaction to our Loyalty 3.0 offering particularly amongst retailers in Melbourne, and now seemed the right time to establish a presence to realise these opportunities” said Rebecca James, Lavender’s Managing Partner.

James said "In appointing Adam we set out to find the best direct marketer in Australia. I could not think of a better direct marketer than Adam Posner to head up Lavender Melbourne. Adam’s skills are incredible and he’s an inspiration to work with. Our aim is to build a powerful team in Melbourne.”

Prior to joining Lavender Adam ran his own Melbourne agency, Directivity, for four years. “Adam has nurtured some great clients and we welcome the opportunity to work with them.” said James.

Adam Posner said “I believe there are a number of opportunities in Melbourne for an agency structured like Lavender. It has strength in both communication and technology. Lavender has its heritage in direct marketing but its future focused in digital and social marketing. I believe it possesses an unrivalled offering in Australia.”

Posner said “Re-joining Lavender now is perfect timing. Lavender is investing heavily in its people and its own technology. I’m a big believer in its promise ‘we live the consumer world’. Lavender has the credentials, passion and technology to prove it.”

2011 is shaping up to be a big year for the independent agency with clients wins including AUSTAR, EB Games, Wendy’s and a Federal Government project.
15/07/2011

Matt Cumming to join Lavender as Executive Creative Director

Lavender has appointed Matt Cumming as Executive Creative Director.

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Matt Cumming to join Lavender as Executive Creative Director

15 July 2011

Released by Lavender

Lavender has appointed Matt Cumming as Executive Creative Director.

Matt's appointment comes on the back of a number of senior hires at Lavender, the result of several recent new business wins, including AUSTAR, EB Games and a Federal Government project.

Matt has been a Creative Director for the last 16 years, with experience spanning mainstream, digital and direct.

After spending 10 years working in traditional above the line roles at agencies such as Saatchi & Saatchi, Matt experimented early on with digital building a new media department at Euro RSCG Partnership Sydney. He was promoted to Executive Creative Director and Partner of Euro RSCG Sydney and established a strong integrated creative agency, well before it became the standard agency model.

In the following 6 years Matt founded a Digital department at M&C Saatchi and was a founding partner of Mark Agency, achieving agency of the year titles with both ventures.

He joins Lavender from marketing consultancy, Bienalto, where he has been building creative services and new business.

"I was very flattered when asked by Will and the managing partners at Lavender if I would be interested in taking the role" says Cumming, "Lavender has been a great brand in my mind for years. I admire their values as an agency and they have some exceptionally good people".

Rebecca James – Managing Partner at Lavender says "We’ve been searching for a great creative talent who will truly embrace the power of our technical capabilities. Someone who understands that marketing is increasingly about relationship. Establishing it and building it. Matt is that person".

Cumming says "A lot of the big agencies complain of the increasing fragmentation of media. An agency like Lavender instead sees the proliferation of rich targeting opportunities. By combining direct discipline with technical and data intelligence, strategic smarts and great creative Lavender is incredibly well placed to succeed well in this new era of marketing. Which is why I'm excited to be on board".

01/07/2011

Loyalty fix

Our Loyalty 3.0 is an integrated loyalty platform developed by Lavender. It's a modular platform that makes it easy for organisations to engage with their customers in a relevant and engaging way, across multiple channels.

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Loyalty fix

1 July 2011

Released by Lavender

Our Loyalty 3.0 solution will increase your customer spend and frequency. You'll know your customers better: what they buy, what to sell them next and how to keep them returning; and we have some case studies for some of Australia's largest brands to prove it.

Read more here.
06/05/2011

EB Games enlists Lavender

Gaming retailer EB Games has appointed direct marketing agency Lavender to its creative account, as the brand readies a “big project” later this year.

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EB Games enlists Lavender

6 May 2011

Written by Wenlei Ma for AdNews

Gaming retailer EB Games has appointed direct marketing agency Lavender to its creative account, as the brand readies a “big project” later this year.

Lavender becomes the retailer’s first retained agency, as it previously handled its creative duties in-house.

Lavender, which previously worked on SMS and email marketing projects for EB will commence work on a significant below-the-line project to launch in August.

EB Games national brand and marketing manager Debra McGrath said the retailer has not engaged in heavy above-the-line advertising, preferring to use its 371 Australian and 41 New Zealand storefronts as its main marketing platform. It also has an extensive customer database for DM communications.

Of Lavender’s appointment, McGrath said: “We have some really exciting projects in the works and we could not think of a better agency to engage with to bring these projects to life.”

Lavender managing director Rebecca James added: “This partnership is perfect for Lavender – leveraging our skills in design, messaging and systems development. We’re also incredibly excited to be marketing such a great brand.”

Lavender has also retained the retail and business side of Westpac’s creative account this week, and picked up accounts from ice cream retailer Wendy's and regional pay TV operator Austar earlier this year.


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10/03/2011

Austar appoints Lavender

Austar has appointed Sydney ad agency Lavender to its direct marketing account as the regional pay-TV operator looks to boost subscriber numbers following increased competition from free-to-air multichannels.

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Austar appoints Lavender

10 March 2011

Written by Wenlai Ma for AdNews

Austar has appointed Sydney ad agency Lavender to its direct marketing account as the regional pay-TV operator looks to boost subscriber numbers following increased competition from free-to-air multichannels.

Lavender nabbed the account following a pitch against three other agencies including Austar’s incumbent of nine years, Rapp Sydney. The agency has been tasked with driving growth for Austar, which posted a 3% increase year-on-year in subscriber numbers in 2010 to total 764,219, a net gain of 22,572.

Lavender will be responsible for direct marketing, electronic direct marketing, press ads for Austar’s custom magazine and other collateral.

Austar group director, product, sales and marketing Nikki Warburton, said: “Lavender’s passion, strategic insights and creativity will make them the perfect partner.

“We’ve had a very long and successful relationship with Rapp Sydney and I want to thank them for their commitment and loyalty to the partnership which has lasted for over nine years and resulted in many award-winning and highly effective campaigns for Austar.”

Lavender will assign six people to work on the account, a combination of existing staff and new hires. The first creative work from the agency is expected in April, at the same time the agency officially takes reins on the account.

Lavender managing director Rebecca James said the win came at an interesting time for the TV industry. “We’re looking forward to partnering with Austar in the next phase of its growth.”

The appointment comes as Austar confirmed buyout discussions had taken place between its largest shareholder Liberty Global and pay TV rival Foxtel.

Austar’s lead creative agency is Three Drunk Monkeys while media buying is handled by Foundation.


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