Trifecta of Wins for The Works, Sydney

A trifecta of client wins for The Works have followed the agency’s boost in its strategy offering, spearheaded earlier this year by the appointment of Tom Donald, who joined partner Douglas Nicol who handles digital and direct strategy. Carsguide in print and online, consumer advocacy organisation Choice, and Daikin air conditioning have all appointed The Works, with strategy projects for all three currently underway.

Damian Pincus (pictured), partner at The Works, said the agency’s approach to strategy with creative outcomes – not just fat strategy documents that sit around gathering dust – was the winning factor for the new clients.

“We don’t allow strategy to work in isolation, our creatives areinvolved in the whole process. There’s nothing worse that ending upwith a strategy you can’t execute creatively, or that’s not creativelyfertile.

“Our creatives have accompanied Tom to interview each client, so theyinherently understand the brand before they get the brief.”

At Carsguide, Sue Klose said: “”Smart business strategy requirescreative thinking throughout our organisation, from how we approacheditorial, to how we innovate, to how we advertise. Having seen the wayThe Works involves creatives at key stages of strategy development, weknew we’d end up in a productive place for both the business and thebrand”.