The Works Sydney

First time entrant to the Agency Report Card, The Works has been slowly munching on account wins and staff hires for most of the last year. The indie has come a long way since the days of Damian Pincus and Kevin Macmillan and the office inside the van.

It picked up Woolworths Everyday Rewards, Thomas Dux and most impressively, Jim Beam, in a partnership with international agencies Jung von Matt and Strawberry Frog. The partnership, dubbed FutureWorks, will produce the first ever global marketing campaign for the whisky.

The client wins have been supplemented with staff hires as well. In January, Whybin’s Cassie Sacks moved across to lead staff development, while late last year Naked Communications managing partner Paul Swann jumped ship to become creative partner.

Bait was good for hooking awards, most impressively a Global Effie. But a few hires, new clients and some trophies are no reason to rest on one’s laurels.

It’s crunch time now for The Works to see if it can become a serious challenger to the likes of The Monkeys and push the boundaries of independent creatives. The direction is there – 2013 needs to be the year of execution.
Sourced from AdNews Agency Report Card, May 31 2013 edition.

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