The Dubs - credentials 2011

Digital engagement to inspire audiences

For more details, contact Toby Sharpe on +44 (0) 7843 377 337 | www.thedubs.com

Contents

About Us

Fostering Industry Knowledge

What We Do

Where We Fit In

Our Process

Client Overview

Case Studies

Profiles

Contacts


15

About Us

The Dubs is a digital engagement agency. We create environments that inspire audiences to interact with brands by connecting them with the brand’s story.

Through working at the heart of the digital world we understand not only how best to reach

audiences on behalf of our clients but how to create the “glue” between brand interaction and

ROI in terms of consumer spend. By working closely with our clients throughout their strategic

development process, we offer the highest levels of expertise and experience within digital and

social media and aim to add value at every stage from concept through to management.

“Great agency, passionate about what they do and what we do – perfect! Very much appreciate their honesty and creativity.” - ING DIRECT UK

382

people

years

offices


Fostering Industry Knowledge

Our area of the media is very much an evolving space spanning social media platforms such as Facebook, Twitter, YouTube, Skype, LinkedIn and so it goes on.

Media entities, brand managers and marketers are undoubtedly attracted to the promise of

engaging with consumers in social media but unfortunately given the limited knowledge within

creative agencies and the proliferation of so called social media “experts” we believe poor advice

is rife and the number of social media disasters covered in trade press highlights this.

We believe at The Dubs our people have to be proven individuals professionally in this space and

genuinely immersed personally in social media. We also believe it’s our responsibility to engage

with the media, finance and consumer marketing industries by speaking at leading events to

promote knowledge and dialogue client side.


What We DoBranded ContentStrategy Format DevelopmentScriptwritingContent / Video production

DigitalStrategyDesignMarketing & BrandingCopy WritingAnimationDevelopmentCMS / Tech IPWidgetsHostingAd Unit ProductionVideo ProductionEDMGamesE-CommerceExtranets, Intranets& Data Rooms

Social MediaStrategyContentCampaignsManagementMeasurement

MobileStrategyDesignDevelopmentMobile SitesMobile Apps

Insight &PlanningBuzz MonitoringAudience InsightMarket ResearchCampaign / Content Seeding


Where We Fit In

Through working closely with

media, creative, direct marketing

and other digital agencies we

have created an approach where

we can work with our clients at a

global strategy level but we also

have the knowledge of how to

implement these objectives at a

local level. By being part of the

bigger picture from the start,

we can offer guidance on how

best to approach a multitude

of channels including retail, TV,

radio, experiential and PR from a

social media perspective.

aTl/creative

BTl/DM

Digital

client

Media


Our Process

To consistently deliver great

work, we believe that projects

should last well beyond a launch

date and strapline and that

your audience should be able

to repeat your story as if it was

their own.

By starting our projects from an

insight perspective, we build

content that your consumers

want to share, become part of

and make their own. Through

making this as relevant to them

as possible we find brand

advocacy forms inherently.

Brands which continue to put

their products first will remain

flat in social media, and it is

underlying brand stories that will

shape the future.

content engagementTraditional campaign

product find your audience

create campaign /Message

Build your audience / story

customers Make the story relevant /Build followers & advocates


Client Overview

Over the years, we have

completed projects across the

globe. With offices in both

Sydney and London, we’re able

to provide our clients with the

latest information on changes

in their market. We have also

found by locating ourselves

in these fast-moving markets

we maintain diversity in our

portfolio, which keeps our ideas

and thinking fresh.

The following case studies

represent our latest work.


Digital insightsclieNT: aMp capiTal iNVesTors

Given video is arguably the fastest growing media with adults online it made perfect sense for one of Australia’s strongest investment brands to showcase its knowledge to savvy investors using online video.

And while AMP Capital would be speaking with a sophisticated investor audience online it was important for these investor insights videos to have personality. Hence the talent was important, picked from known AMP Capital advisers who could speak engagingly about latest economic and investment trends and how AMP Capital’s products and people manage wealth creation.


social Media campaignsclieNT: iNG DirecT

Following ING Direct Australia’s rebrand spearheaded by the adoption of Charles the Orangutan as brand ambassador digital engagement agency The Dubs has moved the bank into its next phase with social media.

The Dubs has launched a conversation campaign under the moniker of “Charles Writes” in Facebook to create an emotive connection with people in social media uncluttered by standard industry bank product messaging.

The latest phase involves the roll out of the Charles’ Champions campaign that creatively rewards loyal customers with special gifts. Ever since its launch, the Facebook page has been inundated with positive and encouraging comments declaring ING DIRECT as one of the most innovative banks displaying genuine customer service.


Wedding BlogclieNT: JoHN leWis

We introduced UK retailer John Lewis into social media to promote the retailer’s wedding services by seeding content into a dedicated blog and reaching out to a wider audience viaTwitter posts .

The premise is that we are following the path of a real couple - Claire & Stuart - as they move towards their wedding day.

Social media is being tapped with progressive video interviews of the couple being placed online while our couple are also maintaining an ongoing blog and sending out Twitter posts of their own experience.


The apprenticeclieNT: freMaNTle MeDia

The Apprentice Series 5: FremantleMedia commissioned The Dubs to develop the online property for the hugely popular television series: The Apprentice (series 5) for the BBC. The website development was underpinned with the Isite® CMS to attract production time and cost efficiencies within its Rapid Application Development (RAD) architecture. The Isite® CMS also provided from its feature set a highly evolved tagging engine to dynamically create related content groupings to deliver a truly user centric online experience.The programme support engages beyond the broadcast reach with interaction delivered through message boards and the use of exclusive video content (requiring integration with the BBC’s iPlayer).


Doha Tribeca filmfestclieNT: QaTar GoVerNMeNT

The Qatar government made contact with us to create a broadband website to promote the inaugural ‘Doha Tribeca Film Festival’ being held in October 2009.

Their brief to us spanned a number of tricky facets. We were tasked with promoting the festival to Qataris’ locally but also to film fans internationally given the association with the renowned Tribeca Film Festival out of New York.


Tony fergusonclieNT: ToNy ferGUsoN

Tony Ferguson run a very successful business in Australia with over 600,000 people having undertaken a weight loss program with them. They teamed up with pharmacist chains in a number of countries to launch their brand globally. Our task was to roll out their brand platform online to coincide with the launch of the program through in-store and online channels. Users could purchase products online and then sign up to the ongoing weightloss program through the Tony Ferguson website.


The BuddiesclieNT: ToNy ferGUsoN

The Dubs has launched a branded conversation campaign for Tony Ferguson which sees two ‘Buddies’ share their weight loss stories in real time via Facebook.

The Buddies were chosen from a global recruitment drive across the Tony Ferguson Facebook channel - they are 100% real people with an eight week period in which to reach their respective weight loss goals. They will be sharing their daily experiences, no matter what occurs...


Goa Hippy TribeclieNT: sBs / screeN aUsTralia

“Goa Hippy Tribe” follows a young Australian film maker Darius Devas as he uncovers the story behind the global hippy mecca that Goa was in the 70’s given there’s a big reunion of that scene that’s just happened there.

Expanded out over March and April 2010 with a series of video vignettes being released through a Facebook group. This is a new way of story telling that is taking broadcast into new environments where it hasn’t be tested before. For this project it is a documentary format. Traditionally in documentaries there would be a whole lead up research gathering and interview process that would never be seen by an audience. Then this material would all be culled and gathered up into a half hour or hour of television for people to passively experience.


pierre cardinclieNT: pierre carDiN

The iconic fashion house Pierre Cardin approached us to lift awarenessof the luxury brand in the pacific region.

Online proved a natural avenue where we could create stylish websites focussing onAustralia and New Zealand reflecting Pierre Cardin’s brand ethos. We also timed the launch of the websites as a lead into promoting the depth of Pierre Cardin’s new Spring /Summer product range.


The X factorclieNT: freMaNTle MeDia

Our relationship is strengthened each time we collaborate on a project and we continue to support Talkback THAMES Digital (part of the FremantleMedia Group) augmenting development activity with, technical, multiplatform and social media advice and strategy. In 2009 we produced the 6th series for The X Factor online and tasked to increase site traffic from the 100m unique visitors benchmark our previous efforts have delivered (The Dubs has now launched the previous five series roll outs).


Britain’s Got TalentclieNT: freMaNTle MeDia

Talkback THAMES Digital (part of the FremantleMedia Group) retains The Dubs for the development of their keynote entertainment brands. Most recent of commissions is the roll-out of the 2010 series of Britain’s Got Talent. The now completed website launched April 2010 within the ITV portal. Redesign activity ranged across new branding & interface elements, IA and redesigned administrative back end to more effectively drive efficiencies across all content publishing activities.


Baytril Vet resourceclieNT: Bayer aNiMal HealTH aUsTralia

The Dubs have created a social media campaign based completely on content rather than traditional advertising that aims to provide people working within the veterinary industry with a place to discuss topical issues, trade ideas and swap advice.

A 24 part interview series has been solely produced by The Dubs which features interviews conducted by Technical Service Veterinarian for Bayer Health, Bob Rees with key opinion leaders from the veterinarian industry discussing topical issues affecting the industry.


Wse social MediaclieNT: THe BiG issUe

The Big Issue Australia has set up a highly commendable, for-profit, self-sustaining social venture - The Women’s Subscription Enterprise - to offer practical help and opportunity to the 40,000 women who sleep rough in Australia every night. The enterprise will provide work and training pathways, promoting individual skills and experience so they can start to rebuild their lives.

The Dubs helped spread the word by defining Social Media strategies to be implemented on the client’s existing Facebook and Twitter accounts.


comedy DemonclieNT: rDf MeDia

The Dubs defined an online portal called Comedy Demon – which would be a central hub for people to find only high quality content of known comedians but with mainstream appeal.

We delivered a broadband video centric website providing a TV viewing experience and powered by a relevancy engine with the smarts to monitor a user’s viewing habits over time to better refine the comedy offered to the user. Commerce feeds into the mix through online advertising and with people buying full length downloads or ordering DVDs from Comedy Demon.


iphone applicationsclieNT: iNG DirecT

We created an Apple accredited iPhone Home Loan application so people could access mortgage and loan information as they need it – for example, when they are actually on the go viewing homes. The application gives iPhone users the opportunity to find out how much they can afford to borrow by using a borrowing power calculator. Once they know their limits they can look at which suburbs they can afford to live in as well as looking up the suburb on a map through a link to a GPS Google maps tool. In addition, the mobile banking application offers customers the opportunity to login to online banking, access to current interest rates, secure login to accounts, full account summaries, and the ability to transfer money and pay vendors using BPay.


online BookstoreclieNT: alleN & UNWiN

Allen & Unwin is Australia’s leading independent publisher and has been voted “Publisher of the Year” nine times including the inaugural award in 1992 and seven times since 2000 including 2010.

Allen & Unwin’s online presence is established with an e-commerce engine offering thousands of books, audiobooks and eBooks. The homepage serves as a retail visual display promoting the latest and most popular books via Top Ten lists and a promo carousel.

Sharing tools are also integrated throughout the site, allowing users to share and post their comments about their latest literary find. This generates peer-reviewed recommendations marketed to multitudes of potential customers.


fashion aggregatorclieNT: coVeTisH

Launched in Spring 2010, Covetish collates the best Australian e-retailers in one site. With an emphasis on local fashion, Covetish.com enables shoppers to seek what they covet like never before - searching across hundreds of fashion retail sites in a single click.

An advanced search engine has been employed to efficiently search through thousands of products based on categories, designers, colours and price ranges.

Site membership offers weekly newsletter on new arrivals and designers, exclusive promotions, and the “Wishlist” functionality - allowing users to save their fabulous finds and post them on social media channels.


online rebrandingclieNT: press associaTioN

The Press Association is the UK’s leading multimedia news and information agency and was undergoing a complete corporate rebrand early in 2009.

As part of the rebranding process we undertook an online requirements analysis across all Press Association’s divisions. Interviews and workshops were held with the various stakeholder groups and documented to define Press Association’s user audience needs moving forward.

From these findings we prepared the requirements and functional spec documents, completed the information architecture for the website, developed the web page structural wireframes and crafted the creative interface of the web pages.


online BankingclieNT: iNG DirecT aU & UK

Our relationship with the world’s largest online bank ING Direct started early in 2003 when we helped launch them into the United Kingdom and we’ve been their strategic web agency ever since. This account went international for us at the start of 2007 when ING Direct Australia selected us as their digital agency after a competitive pitch.

The heart of our remit is to ensure ING Direct’s customers get the best experience online while from a marketing standpoint our strategic brief tasks us with stitching digital into all available marketing and communications channels.

As a snapshot at any point in time you’ll find us evolving ING Direct’s website customer experience, be crafting online advertising campaigns to promote new products, or extending other channels such as experiential and direct to include tactical microsites and email marketing to maximise their reach.


Macquarie DigitalclieNT: Macquarie Bank

Macquarie Bank approached The Dubs to develop the website for their digital TV channel – Macquarie Digital. Targeted at retail and institutional investors, the website needed to provide an online location for an archive database for re-broadcast of video content produced on the broadcast channel.

The Dubs developed an IPTV (web based TV) platform for the delivery of audiovisual content that complemented and extended the reach of the broadcast channel. Each week over 8 hours of new video content is added to an archive of over 800 video files allowing site users to view and search multiple streams of content from Macquarie Bank.

In addition, the website also delivers audio content from a third party feed of web-radio interviews and presentations from ASX top 100 CEOs. The site has a full CRM system to allow registered users to subscribe to email marketing, online surveys and further communication with Macquarie Bank.


Josh has led The Dubs since co-founding the agency in 1996 and has overseen the output of its work for top-tier clients internationally and the growth of its offices in London & Sydney.

In this time he has built an independent agency staffed only with experienced digital specialists across a spectrum of skills to provide our clients with a boutique level of advice but with an execution capability rivaling any large agency.

The proof is in the pudding as they say and Josh believes our client list and our portfolio of work confirms the ethos of the business.

For the past 6 years Andrew has been developing social media content and strategies for a wide range of clients.

Andrew’s career has spanned five continents and with over twenty years experience in the digital media fields, he has been associated with many of the pioneers of the internet and maintains a network of experts and leaders within these fields.

He has pioneered content in traditional and digital projects globally for clients including ING Direct, Associated Press, Disney films, MTV, Hewlett-Packard, Macromedia, NHK-TV (Tokyo) and Sony.

Tristan joined The Dubs as the Australian Creative Director in 2003. In 2011 he has also taken on the role of Group General Manager overseeing the group business across Australia and the UK.

He has lead the creative process across a number of major brands in Australia including ING DIRECT, BHP Billiton, Seven Group, Tony Ferguson, SBS and Bayer Healhcare.

Tristan’s hands on approach with clients provides the strategic advice necessary to achieve creative excellence whilst being strongly tied to defined commercial objectives.

Siobhan joined The Dubs in the summer of 2009 and heads up the creative department in the UK, working across all client portfolios.

She began her career as a copy writer in the 90s before spending seven years in the broadcast industry, working as a Producer and Commissioner for both the BBC and ITV.

During this time, Siobhan developed, commissioned and produced many multiplatform propositions, going on to win a BAFTA in 2006.

Joshua frith andrew frithTristan fawley siobhan MulhollandMaNaGiNG DirecTor social MeDia DirecTorGroUp GeNeral MaNaGer

& creaTiVe DirecTorUK creaTiVe DirecTor

Profiles


Contacts

Toby Sharpe | New Business Development Manager

T +44 (0) 20 7749 8660M +44 (0) 7843 377 337E [email protected]

Barnaby Hobbs | General Manager


Siobhan Mulholland | creative Director


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The Dubs - credentials 2011

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