The Breeding Ground For Australia's Best Marketers

Results

The past 12 months have been the most exciting and effective period in the Meat & Livestock Australia (MLA) marketing team’s 17-year history. Across the portfolio, activities included five award-winning brand campaigns, a brand-funded TV series, and two new world-class mobile apps as well as the production of five monthly and quarterly print titles.

Its campaigns are some of the most recognised and loved by Australians, particularly its Australia Day work, which this year featured the late Richie Benaud. Refusing to be restricted by limited budgets versus other categories of a similar size, MLA needs to think its way out of creative problems rather than spend its way out. For that reason, a huge emphasis is put on creative thinking. It regularly opens briefs up to all its partner agencies to respond to, regardless of discipline and they’re paid for their time because that’s the right thing to do.

Striving for best in class creative, PR and media, the MLA marketing team, led by Andrew Howie, pushes its partners and suppliers to do things that haven’t been done before, working hard but having fun along the way. MLA actively follows the fundamental principle of marketing - having people who are invested and passionate about the brand. Understanding the product and wider business challenges is critical to producing truly integrated work, and to this end, each year MLA embarks on a three-day paddock-to-plate tour with its agency partners. This covers all elements of the supply chain, from paddock to sale yard, feed lot, abattoir and supermarket, culminating in a dinner. Hailed as a major success since inception, the trip helps to foster collaborative behaviour between agency partners to achieve one shared vision and objective. Looking to the future, MLA wants to be the breeding ground for the best marketers in the country. To do this, the marketing team has committed to three strategies to ensure its future vision becomes a reality. These are to develop blue ribbon briefs so its partners can explore, ideate and create from the best possible springboard; establish a high level of trust among its partners so responses can be built upon and worked on collaboratively to ensure the best product and culture; and to nurture all good ideas and turn them into great work.

Judges Comments

MLA has created a great, long term sustainable culture, putting bravery and innovation at the forefront. As one of the judges put it, “finally someone who seems to think lower budgets are an opportunity for innovation and creativity”.

They truly value their agency relationship, making them an extension of their marketing team. Their culture, vision and approach will ensure longevity for many years to come.