Ad Agency's 'write' stuff
AFTER escaping the Sydney rat race to found the Ad Agency in Lismore 24 years ago, David Kavanagh didn’t chase the lucrative multi-million accounts with the likes of tobacco companies and political campaigns.
Instead, he targeted local organisations like the Lismore Lantern Parade, regional universities and credit unions, explaining he wanted his agency to have a “bit of heart”.
“We are a traditional full service agency, but when I started it I wanted to make sure I could sleep at night,” Mr Kavanagh said.
“It’s literally not all about money for us. It’s about working with positive groups in the community. We want work that inspires us.”
So when it came to pitching for the rebranding of the Byron Writers’ Festival with the brief of “passion”, the Ad Agency already exemplified what the word meant.
Festival director Candy Baker said the result was exactly what she was hoping for.
“I’m very used to working with visual people and I was really impressed with the way they responded to the brief – they were quite intuitive about what I wanted,” she said.
The Ad Agency has designed and promoted the festival since 2007, but had to re-pitch for the contract this year.
“We were quite happy with that. A few organisations came up with concepts with the new theme of ‘passion’, but we were successful,” Mr Kavanagh said.
“We came up with a fresh design to reflect this year’s passion theme and something that was sophisticated while also being quirky.
“The design has a retro feel, but we still wanted a contemporary look.”
The result was the fountain pen, typewriter and heart, with lots of red, to represent the writers’ passion.
In addition to the now ubiquitous red posters and program guides, the company did a television commercial and also developed a new website for the festival that features innovative social media channels.
“As well as being a vehicle for ticket sales, the website can feed its content like the program to other relevant sites,” he said.
“This is something I am really proud of. We combined the functionality of websites to sell things and integrated it with the new branding.”