
Challenge
Further research has evinced the unjustly low proportion of Aboriginal and Torres Strait Islander representation within the creative sector, so much so that Roy Morgan Data as labelled it as "not statistically significant". Even more troubling is the fact that creativity and storytelling lie at the core of Indigenous culture, and it shows in their high representation in other artistic sectors (fashion, music, dance, and film). It was made evident that our industry has not been generous to the Aboriginal demographic.
Solution
Thus, a RAP committee was assembled in order to tackle this problem. It was composed of six DAN agencies, all of which spanned three locations. Working in collaboration with Reconciliation Australia and Cox Inall Ridgeway, BWM Dentsu was determined to comprehend what was required for RAP. The document outlines a 365 day awareness, knowledge, and engagement plan. Team leaders were assigned to each pillar of activity, and weekly WIP meetings were held to keep everyone updated.
Results
Many successes were attained, such as having developed "Indigenous Student Internship" in partnership with Swinburne University; organised a panel discussion on "60,000 Years of Story-telling"; diverted 3% of commercial spend to Indigenous-owned and run enterprises; offered agency skills pro bono to Indigenous enterprises; and achieved significant media coverage (specifically, The Australian).
Above all, they established their support for others on the development of their own RAPs; including Nando's, McCann, and our own network.
BWM Dentsu's RAP is a first for the creative sector. The team has truly paved the way for us as a Network and been a key motivator to develop a DAN-wide RAP in 2019.Hannah Cheale
ACARA (Australian Curriculum Assessment and Reporting Aut...
Securing the future by digitising the Australian curriculum.
Asahi Beverages
ANZ’s largest drinks company partners with Merkle to develop a Salesforce solution to unify customer experience and support future growth.
Canon Production Printing
Merkle partners with Canon Production Printing Australia Pty Ltd to build a future-proofed technology stack using Salesforce.
Canon Production Printing Australia creates innovative techno...
Mighty Craft
Merkle partners with Mighty Craft to build a unique Salesforce-driven B2B2C solution that simplifies and improves the B2B customer experience and enables their portfolio of brands to grow their ...
True Alliance
Global brand distributor True Alliance pivots to digital in response to COVID-19, supported by Salesforce and Merkle.
Since 1982, True Alliance has helped more than 20 of the world’s most...
CHOICE – Personalisation with privacy
Consumer advocacy group CHOICE partnered with Merkle Australia and Salesforce to create a unified view of its members, enabling it to better understand their needs and deliver more value for the...
Tourism Tropical North Queensland - Transformation throug...
Merkle Australia worked with Tourism Tropical North Queensland to create a chatbot, "Locals of Tropical North Queensland", which communicates with tourists via Facebook Messenger to provide info...
Tabcorp - Betting on digital experiences
Tabcorp has partnered with Merkle to overhaul its data environment and marketing technology stack to support exceptional customer experiences.
Garvan Institute
Confronting the public with the Disease Dilemmas of real people to accelerate donations
PayPal
We helped PayPal maintain its leading position in the market - and now entering the BNPL space - with an awareness and consideration campaign. We leveraged highly targeted audience tactics to nu...
Polestar
Our team drove significant awareness from a base of zero and primed the market for Polestar’s Australian launch of its first all-electric car, the Polestar 2; reaching 300% of their test drive t...
Subway
SUBtember
Mountain Dew
Call of Duty: Fuel up for Battle
Footlocker
The Hunt
Moving Out
Original Game Development: The Chaotic Co-op Moving Simulator!
KFC Gaming Bucket
Connecting gaming to commerce
Powerball Powerballad
A digital partnership breaking the rules of the category
Jaguar Kicking Goals
Using the power and culture of sport to drive brand growth and sell cars in a consistent declining luxury car market with tiny budget: Jaguar, Dentsu X, MKTG and Melbourne Football club score bi...
Big4 Digital Experience
Partnering with BIG4, Isobar produced a digital content platform to elevate your experience booking a local getaway.
If it’s not genuine, it could be from anywhere - Toyota
Imitation and fraudulent car parts are a significant problem. This campaign warns that unless you demand the genuine article, who knows what you’ll get.