Sponge Agency

102 George Street
The Rocks, NSW 2000
Australia

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Shirley Brown - Strategic Director

shirley@spongeagency.com.au

Cec Parnell - Creative Director

cec@spongeagency.com.au

Mark Sykes - Creative Director

mark@spongeagency.com.au

Phone

61 2 9250 1600

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Sponge Agency

Our philosophy

Brands want to connect with consumers. Problem is, there are so many options available.

What is right for your brand and why?

Where and when?

Communication opportunities may have changed, however the principles remain the same irrespective of the platform or medium.

Our philosophy is that brands need to deliver campaigns that provide a strong strategic platform from which to create distinct creative ideas, irrespective of the platform or media.

We listen, learn and absorb.

We uncover what makes a brand different and appealing.

We make brands more relevant and engaging to their customers.

Sponge

An ad agency,
a design house,
an ideas factory.

Our work is strategically disciplined, inspired and original, and delivers results.

We're successful, unique and highly cost effective, combining the personal appeal of a smaller agency with the expertise and experience of a larger one.

Our team has experience with some of Australia's largest brands. We aim to surprise, satisfy and delight our clients with unexpected ideas, unique strategies, and effective solutions.

Advertising

Effective and unique creative solutions for mainstream media.

Strategy

Brand Development; audits, positioning, strategic and marketing planning.

Design

High level design for corporate identity, websites, packaging, brochures and collateral, POS, annual reports, and environmental design.

Digital

We work with specialists in digital strategy, SEM and SEO, website development, EDMs, social media, social content, and viral campaigns.

Work

Our work is strategically disciplined, inspired and original, and delivers results.

We're successful, unique and highly cost effective, combining the personal appeal of a smaller agency with the expertise and experience of a larger one.

Our team has experience with some of Australia's largest brands. We aim to surprise, satisfy and delight our clients with enexpected ideas, unique strategies, and effective solutions.

Advertising

Effective and unique creative solutions for mainstream media.

Strategy

Brand Development; audits, positioning, strategic and marketing planning.

Design

High level design for corporate identity, websites, packaging, brochures and collateral, POS, annual reports, and environmental design.

Digital

We work with specialists in digital strategy, SEM and SEO, website development, EDMs, social media, social content, and viral campaigns.

A lot of preparation went into this glossy new paint launch.

Solver

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  • Integrated launch strategy
  • Name development
  • Pack design
  • Marketing support tools
  • Instore POS
  • Promotional collateral
  • Web design

Solver has a strong reputation amongst trade painters. We harnessed this following to create a trade only range with packaging that reflects what the users want: Performance backed by technology. The benefits were clearly and simply stated on pack and in icons. To avoid mix ups in store, we used colour coding across all variants.

The relaunch campaign for this well known bath brand needed a clean, fresh approach.

Caroma

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  • Integrated launch strategy
  • National magazine advertising campaign
  • POS
  • Brochure
  • Website design

For consumers, most bathtubs and spas look the same. When planning the relaunch of the Caroma brand our focus was on the consumer benefit: the promise of a luxurious soak. We further enhanced the emotive appeal of the baths and spas by categorising them as either 'still or sparkling'.

We gave the
Australian Valuation
Office something
very valuable.
Their Identity.

Australian Valuation Office

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  • Corporate ID
  • Website design
  • Collateral

The Australian Valuation Office performs a valuable function for federal government departments, putting a price on government assets. The AVO commissioned Sponge to develop a distinct corporate ID; until recently they were a division of the Australian Taxation Office without a logo or collateral material that reflects their distinct role. Following the adoption of the new logo, Sponge was commissioned to develop their website and support collateral.

A dramatic new
look for Sydney's
most vibrant
theatre company.

Darlinghust Theatre Co.

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  • New identity
  • Season marketing
  • Website
  • Collateral

To celebrate the move to the new Eternity Playhouse in the magnificently restored Burton St Tabernacle in late 2013, the Darlinghurst Theatre Company engaged Sponge to develop a new corporate ID, as well as core ideas for the 2013-2014 program. The new logo incorporates an icon device which reflects the name as well as dynamic new shape of the theatre space.

Australia's coolest mens shoe brand gets some attitude.

Antoine + Stanley

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  • Print and OOH
  • Online

Established in 2005, Antoine + Stanley quickly got a toehold in the market as a result of the unique look and craftsmanship of the shoes. Sponge created a series of brand messages designed to give the brand personality and appeal to a broad male target audience.

To boost sales we suggested the brand needed more international flavour.

Scanpan

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  • Print and OOH
  • Strategy
  • National and international TV campaign
  • National magazine campaign
  • POS

Premium Danish cooking brand Scanpan were victims of their own success. Known for classic non-stick pans, consumers were largely unaware that Scanpan has an extensive range suitable for all cooktops, gas, electric and induction. Our strategy invoked Australian's love of international food, using diverse food cultures to broaden the awareness of Scanpan's range.

Our approach turned
bricks and mortar
into dreams
and aspirations.

Meriton

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  • Strategies
  • Brochures
  • Signage
  • Name development for proposed sites
  • Logo design

Australia's leading residential construction firm brings to market several new large scale developments every year and our responsibility has been to develop distinct creative strategies for each new development.

Our involvement has also included developing creative support materials for Meriton's million dollar sponsorship of Wests Tigers rugby league team.

It was a classic case of when you've seen one, you've seen them all.

Hotels Combined

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  • Strategy
  • National TV campaign

HotelsCombined is an aggregator, allowing users to find the best hotel room price from a range of leading accommodation websites. It called for a simple, yet memorable, demonstration. We used twins to graphically demonstrate that what seems the same on the surface can lead to very different outcomes.

Our brand audit uncovered a distinct Australian accent.

Staywell

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  • Launch strategy
  • National and international magazine campaign
  • Collateral design

Staywell Hotel Group includes the Park Regis and Leisure Inn hotel brands. Australian owned and operated, Park Regis managers are trained in Australia, and 'export' their skills to train staff in Park Regis hotels worldwide. The creative approach for their first ever print campaign turned the brand's Australian heritage into unique and tangible emotional benefits for home grown travellers.

These speakers had to make a very big noise with a very small budget.

Bush

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  • Facebook advertising
  • Print campaign
  • Social media campaign
  • Online banners

iLuv make speaker docks for iPad, iPhone and other devices. In a cluttered market and with a very small budget, we were tasked to launch the brand to a young target audience using mainstream and online social media.

The original and still the best.

St. George

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  • National magazine campaign
  • Online recipe videos

For many years St George has invested in legendary Australian foodie icon Margaret Fulton as brand ambassador. This long term involvement continues with now 3 generations of the Fulton family - Margaret, daughter Susan and grand daughter Louise.

We suggested the last thing anyone would do in a sink that looks this good, are the dishes.

Epure

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  • Launch strategy
  • National magazine campaign
  • POS
  • Brochure
  • Packaging
  • Website design

Today the kitchen sink is expected to perform a different range of tasks than in the past. With more homes possessing dishwashers, washing up is no longer the sink's main duty. Our growing interest in cooking, reflected in the popularity of programs such as MasterChef, has propelled the sink firmly into the role of food preparation zone. The launch of Epure, which included built in accessories, called for a radical rethink of how to market the kitchen sink.

International campaigns, translated into 5 languages across TV,
inflight media, OOH,
press, magazines
and radio.

Travel

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  • Pan Pacific Hotel Group
  • QantasLink
  • Etihad Airways
  • S.A. Tourism Commission
  • Creative Holidays, Trafalgar Tours and Insight Vacations. 
Grew at over 3½ times the category growth and become the number 2 CCA brand, behind Coke.

FMCG

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  • Nestle
  • Kellog's
  • Unilever
  • Peppercorn Foods Co
  • Ayam Foods
  • Morgan's Coffee
Repositioned, rebranded and relaunched Westfield Gift Cards focusing on indulgent experiences.

Retail & Fashion

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  • Nike
  • Spence & Lyda
  • Missoni Home
  • Aika Jeans
  • Goldmark Jewellers
  • Freedom Furniture
The first campaign to raise awareness of Australia's oldest and largest corporate foundation.

Financial Services

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  • Macquarie Group Foundation
  • National Australia Bank
  • Commonwealth Bank
  • Travel Insurance Direct
  • Manchester Unity
Print and POS focussed on the technological advantage of the brand and the French heritage.

Homewares

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  • Haier
  • Beefeater barbecues
  • Kensington Computer Products
  • Caroma Dorf
  • Scanpan
A series of informative campaigns about the introduction of building energy ratings in selected industries.

B2B

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  • Knight Frank
  • CBRE
  • Smith Family Industries
  • Sodexo
  • Carbon Trade Exchange
Online Branded Content: A social media campaign supporting Meriton's sponsorship of the Wests Tigers NRL team.

Arts & Lifestyle

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  • Spanish Film Festival
  • Surf Lifesaving Association
  • Fashion Targets Breast Cancer
  • Bell Shakespeare Co.
  • Arts on Tour
  • Open Air Cinema
An educational campaign that showed in a graphic and memorable way how to enjoy Campari.

Alcohol

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  • Cockatoo Ridge wines
  • Grolsch
  • Grand Marnier
  • Grandin
  • Heineken
  • Smirnoff

People

Our work is strategically disciplined, inspired and original, and delivers results.

We're successful, unique and highly cost effective, combining the personal appeal of a smaller agency with the expertise and experience of a larger one.

Our team has experience with some of Australia's largest brands. We aim to surprise, satisfy and delight our clients with enexpected ideas, unique strategies, and effective solutions.

Advertising

Effective and unique creative solutions for mainstream media.

Strategy

Brand Development; audits, positioning, strategic and marketing planning.

Design

High level design for corporate identity, websites, packaging, brochures and collateral, POS, annual reports, and environmental design.

Digital

We work with specialists in digital strategy, SEM and SEO, website development, EDMs, social media, social content, and viral campaigns.

Shirley Brown

Strategic Director

As former Woman's Marketing Manager for Nike in Europe, Asia Pacific and Global Events Manager for the 2000 Olympics, Shirley understands a clients needs better than most.

Shirley offers our clients a depth of experience in strategic planning & marketing across a broad range of categories from FMCG, Financial to Tourism - including Tourism NSW and Tourism Sydney. She has the ability to 'put herself in their shoes', working closely with brand managers to develop effective, relevant strategic approaches.

As the agency 'custodian' of the brand values, Shirley ensures that the work we present is always on track, is integrated across all touchpoints, satisfies the brief and is both exciting and compelling.

Cec Parnell

Creative Director

With over 20 years experience as a copywriter, Cec has worked on some of the largest advertising accounts in some of the largest agencies around the world. His brand experience includes such household names as Kellogg's, Kraft, Nestlé, Philips, Qantas and Unilever. His extensive industry experience gives him the ability to understand tone of voice and deliver creative that's in keeping with a brand's personality, adds dimension yet still has the ability to delight and excite.

His work has been recognised both in Australia and internationally with awards including Gold Lion Cannes, Clio, FACTS and London International.

Mark Sykes

Creative Director

Mark is the founder of sponge with a career in advertising spanning more than 17 years. Mark's extensive industry experience includes Audi, Heineken, American Express, Freedom Furniture, BHP, Kimberly Clark, Thai Airways, NSW Health Department, Sydney Morning Herald, Decoré and Watties Foods.

His work has been acknowledged by AWARD and the New York Type Directors Club. Mark offers our clients a keen and experienced eye, a strong understanding of the value of strategic planning and an enthusiasm for outstanding creative.