Market research company Ipsos and UnLtd are launching a pro bono campaign competition that aims to deliver tangible benefits to UnLtd charity partners.
The charity and Ipsos, which is responsible for the Enhanced Media Metrics Australia (commonly known as Emma), have called the project Emma Strategic Thinker. The competition asks industry members to provide real-life insights to address complex issues for youth charities.
The concept was first piloted on GroupM agencies that were asked to help Musicians Making A Difference (MMAD) achieve financial sustainability for its programs.
Mindshare Sydney duo John Dawson (MFA Grand Prix winner 2015) and Jack Smyth (Cannes Gold Lion winner 2015) beat a field of 34 submissions with an idea that was regarded as so good it needed to be kept under wraps until launch this year. Dawson has enjoyed a meteoric rise in the media agency world.
“All we can say at this stage is that it’s very edgy, very aligned to the MMAD purpose and completely blew the judging panel away in terms of the research undertaken and leading insights,” GroupM’s business development and marketing officer Greg Graham says.
“A well-thought out media schedule or targeted campaign alone would not have been able solve this brief for MMAD. Our entrants had to really dig deep and get into the Australian public psyche and culture around giving to understand where the real opportunities existed – and that’s exactly what John and Jack did in creating this amazing concept.”
For their work, the pair have won a trip to the IAB Digital NewFronts in New York.
This year, UnLtd will work with GroupM’s winners and MMAD to roll out the winning fundraising idea wider.
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