We are so thrilled to share that our work for IR received a graphite pencil overnight at the D&AD Awards.

Celebrating advertising and design, D&AD is known for being one of the toughest creative awards programs in the world – so this is a massive honour for us and a great way to end the week.

This is our third D&AD going, having been recognised in past years for our work on The Great Blandini and Darling Harbour.

Congratulations to all involved and all D&AD award winners for 2015.

See more of our work for IR here.




Pause Fest is “Australia’s premier digital event, aimed at supporting and showcasing the best in creative and tech from Australia and all over the world.”

We never baulk at an opportunity to discuss digital culture and its impacts on markets and brands. So when we heard Pause Fest was rolling into Melbourne for its 5th annual event, we threw our hat into the ring.


Preparing for Pause Fest

On Sunday February 15 we’ll be running an interactive workshop entitled “Technology Eats Brands” – exploring the challenges and opportunities for brands in the digital age.

Among the questions we will be asking are:

– How are technology and digital platforms changing the way consumers interact with, and get value from, brands?

– Has technology-led innovation displaced brand building as the most critical task for brand owners in 2015?

– Why is the strategic activity of ‘brand positioning’ becoming increasingly redundant – and why is there more value in defining a ‘purpose’ for your brand?

– What are the new philosophies and working practices that brand owners need to commit to in order to survive?

The workshop will be facilitated by Nick Davis (GM, Melbourne), Paul Hoskins (Strategy and Transformation Director), and include a guest panel. We’ll begin with a discussion around brands and technology, with examples from our own experience, and then move into a workshop on brand building in 2015- a hands-on session where everyone can participate and work together to imagine the digital brands of the future.

Limited tickets are available here. There are a few ticket options, each including access to a range of events running across the festival agenda (9-15 February).

We look forward to seeing you there.


Today Interbrand launched its 15th Best Global Brands Report.

Damian Borchok, CEO for Interbrand Australia and Steve Pozel, Director of Object: Australian Design Centre spoke to an audience of 80 senior marketers at Sydney Opera House. Sydney Opera House was the ideal venue for the launch: Apart from being a client, Sydney Opera House is one of Australia’s truly globally recognised brands.

In addition to presenting findings from the report, Damian looked at the impact of technology on how business and brands work.

Steve Pozel spoke about power of design thinking and its ability to find new answers to new challenges.


Best Global Brands 2014

Highlights from the Best Global Brands report include:

  • For the second year in a row Apple was the number one brand. It grew brand value by 21% to USD $118.8b
  • Google continued to strengthen its position at number two, growing 15% to USD $107.4b
  • For the first time in the history of Best Global Brands two global brands – Apple and Google – have each earned a brand value that exceeds USD $100 billion
  • Facebook was the top rising brand this year, growing in value by 86%. Other notable risers included Audi, Amazon, Nissan, Volkswagen and Starbucks
  • While the tech sector was a high growth sector, Nokia and Nintendo were the fastest declining brands for the second year running, dropping in value by 44% and 33% respectively
  • This year, the total value of all 100 Best Global Brands is USD $1.6 trillion — a 6.65% record increase over the total value of the 100 Best Global Brands in 2013.

Find more information on this year’s Best Global Brands Report here.


As part of the launch of our rebrand of SKY Movies we collaborated with digital agency Sixty40 to create 18 channel idents. Created to share SKY’s passion for film and inspired by some of the most loved movies, the idents cover the full range of genres and emotions you discover on the SKY Movies channel – from laugh out loud to couch-side cliffhangers. Each ident uses the the SKY angles we developed for the SKY NZ masterbrand and are loaded with energy, charm, and personality.

And we aren’t the only ones who think the idents are brilliant! They’ve been awarded a Gold in the Best Channel Identity category for the PromaxBDA New Zealand 2014 Awards. A massive achievement! Congratulations to the team at Sixty40, Rumble Studios, who were responsible for all of the sound design and original music compositions, and to the internal team at SKY NZ.


SKY Movies Idents win gold

The idents were a true collaboration. It was a pleasure working with the great teams at Sixty40, Rumble, and the internal team at SKY. We’re absolutely thrilled.

Read all about the SKY Movies rebrand and watch the idents here.

Mark from Sixty40 and Ben are pictured above with the trophy.


Recently we took part in Studio Access, opening up our Melbourne agency to design students and recent graduates.

A key part of the LookUpstairs conference and organised by agIdeas, Studio Access saw a dozen students from universities across the country join us at Interbrand for the evening, with Senior Designer Rob and Strategist Michael talking through some of our recent work and how we approach the making of world changing brands. This is the second time we’ve taken part, and it’s always an inspiring night.

The talk was followed by an extended Q&A session over pizza and drinks, covering all things design, branding, studio life, career, and everything in between.

Thank you to everyone who joined us. We had a great night!


Student Q&A Interbrand Melbourne


Yesterday marked the release of Interbrand’s Best Retail Brands 2014 (BRBs) report. In its fourth year, this is the first time our report covers all global regions and is fully digital, meaning that our readers will be able to follow real-time updates throughout the year on their favourite brands.

You can access the full report here to learn more about 2014’s biggest trends, challenges and opportunities. Or, keep reading!


Best Retail Brands 2014

Notably Woolworths and Coles supermarkets found themselves among Asia’s top retail brands, both showing strong growth, with Woolworths topping the list as the most valuable retail brand is Asia just shy of $5bn USD.

Harvey Norman, Myer, David Jones, and Target are all brands that have declined again in 2014 reflecting not just increased competition from overseas and a strong Australian dollar, but also that they have largely not kept pace with changing consumer expectations and desires.

This year was a mixed bag of results for Australia’s biggest retail brands, with several brands reflecting an upswing in consumer confidence, while others languish under outdated business models as they struggle to make sense of digital and a shrinking middle-market for many consumer goods.

Interbrand’s Australian CEO Damian Borchok summed up Australia’s department store’s continued under-performance by saying, “Myer and David Jones both showed declines in their ability to create value through their brands. Despite stated plans to reform and transform, too little change is making its mark with the customer.”

Accolades must go to Kmart and JB HiFi, by proving that focus and coherence across stores, product ranges and communications creates a compelling difference to customers, and by extension commercial performance.

You can also read the media exclusive story in Forbes, and local commentary from AdNews, B&T, Campaign Brief, and  Marketing Magazine.

We hope you enjoy reading! Tweet us with the hashtag #BestRetailBrands to let us know what you think.


The Brand New Awards celebrate the best brand identity work from around the world. Today, we’re incredibly excited to announce that we’ve been recognised in four categories, and have been awarded Best in Show.


Best in Show: Brand New Awards Win

Our brand identity for AGDA was awarded 4 Stars for logo (professional), and 4 Stars for Comprehensive Identity Program (professional).

Our brand identity for Darling Harbour was awarded the Salvage award.

Our brand identity for Opera Australia was awarded Best of Category for Comprehensive Identity Program (professional), and received the ultimate accolade of Best in Show.

We’re incredibly honoured and excited to have had our work and clients recognised by the world’s largest forum for new brand identity.  It’s awesome.

A huge congratulations goes to everyone at Interbrand Australia and to all the other winners celebrating across the globe.

Read more on the announcement here.

Darling Harbour Inflated Signage

We were thrilled to discover over the weekend that we’ve received our second D&AD gong, with In-Book recognition for our Darling Harbour signage.

Celebrating advertising and design, D&AD is known for being one of the toughest creative awards programs in the world – so this is a massive honour for us and a great way to start the week.

A lot of credit must go to our client, Sydney Harbour Foreshore Authority (SHFA), for their belief in our creative vision for the Darling Harbour brand and commitment to realising it. And a big thanks to Diadem and Fabric Structure Systems for turning our concepts into reality.

You can view the announcement here.
Congratulations to all involved and all D&AD award winners for 2014.

See all of our work for Darling Harbour here.


D&AD Award for Darling Harbour

ahm exchange 1

We love the challenge of giving life to the brands we create. And one thing that makes us even happier is when we see other agencies and marketers take the brand we created and run with it. Just like the latest campaign for health insurance brand, ahm – what a great example!


ahm brand keeps turning heads

With its newly cut-out role as the health insurer that stands up for people with a “waste not” mindset, ahm has been finding other ways to express this purpose. Specifically, the brand has turned its hand to hosting Fashion Exchange events across Australia.

What do these involve? Well, people are invited to bring their unwanted items of clothing and swap them for others brought by like-minded others. It’s a fantastic way to re-purpose your clothing without having to spend any money at all. And it’s a brilliant way to affirm ahm’s brand message, creating conversation and interaction with bargain hunters and savvy shoppers.

A fitting gesture that reinforces the brand’s intent has seen ahm partner with Nova 100 and the Australian Red Cross to ensure all leftovers are collected so that nothing goes to waste.

It’s great to see ahm turning heads. We look forward to seeing what it does next.


We were thrilled to discover over the holidays that our identity work for Opera Australia was named one of the Best Brand Identities of 2013 by two International branding sites, Brand New and Brandemia.

A division of Under Consideration and based out of Texas, Brand New is one of the best showcases of corporate and brand identity work, covering redesigns and new designs of companies, organisations and well-known products.

We came in at number 11 on the 2013 Best Reviewed Identities list, amongst some brilliant work from across the world. You can view the winners here.


Best Brand Identities 2013 for Opera Australia

Based in Madrid, Brandemia curate branding and corporate identity work for Spanish speaking audiences. In their 2013 Brandemia awards, we placed at number 9 for Best International Brand – wow! Our Interbrand Spain team were also recognised, placing at number 2 for the Best Agency in Spain or Latin America list.

We couldn’t be more honoured – or excited! Our biggest thanks goes out to Brand New and Brandemia, and congratulations to everyone who made either (or both!) of these lists.

VIP - Attracting, hiring and developing on brand

On June 12 we hosted our fourth Brands Under The Spotlight event at Griffin Theatre Company.

Our theme this year was Employee Engagement. And for us, this means focusing on the very important people who can make or break your brand:

Your employees.


VIP – Employee engagement panel session

We ran a series of presentations and panel discussions with speakers from Bain & Company, 8 Hotels,, RedBalloon, Telstra and Interbrand.

Over the course of the morning we spoke about the role of brand in inspiring and connecting your people, attracting and retaining talent, why internal communications should never be just an after-thought, and how your employees can best influence your Net Promoter Score (NPS).

We’ll be posting videos from the event over the next few weeks, beginning with the panel session, Attracting, hiring and developing on brand.

This session featured Roslyn Boughton from RedBalloon, Rowena Carter from 8 Hotels, and our own Adele Tarnawski, discussing why and how your brand can help you to stand apart (and ahead) from your competitors.

Follow us @InterbrandAusNZ and join the conversation on Twitter with #brandVIP, or give us a call if you’d like to know more!


We’re delighted to announce that Igloo has been awarded a Bronze Design Lion at Cannes. When we gave life to Igloo we knew he was something special, and it looks like the judges agree. He’s over in Cannes right now, mingling with the crowds and doing the party circuit. Well, he does live for entertainment after all! Congratulations Igloo, we love you!

If you’d like to learn more about our brand for Igloo, for Sky TV New Zealand, click here.


Igloo wins Bronze at Cannes


Wednesday 12 June 2013, 07:30 – 11:00am, Griffin Theatre Company
Next Wednesday morning, we are hosting our 4th annual Brands Under the Spotlight event.



This year we are focusing on the very important people you need to connect to your brand: your employees. Because your brand doesn’t write your policies, answer the phone, greet your customers or create your products. Your people do.
The half-day event features a series of presentations and panel discussions with speakers from Bain & Company, 8 Hotels,, RedBalloon, Telstra and Interbrand.
We”ll discuss how you can use your brand to attract and retain talent, debate the merits of employee value propositions, talk about why internal communications should never be just an after-thought, and share how your employees can best influence your Net Promoter Score. And we”ll also provide you with practical ways to engage your employees by inspiring and connecting them to your brand and your business.
We’re aiming to debate, challenge, present and engage with audience and presenters alike, and ultimately, we expect everyone will have a
point of view.
If you would like to join us on Wednesday 12 June, then contact us at for details. Please note that tickets are very limited.
Or follow us @InterbrandAusNZ and join the conversation on Twitter #brandVIP


Every year, Interbrand hosts the Best Work Awards, a celebration of only the most outstanding work from our network of more than 35 offices around the world.

And we’re pleased to say that we won 4 awards this year.

Best Brand Engagement for Telstra’s The Buzz, helping them embed Net Promoter Score at every level of the organisation.


Interbrand internal best work awards

Best Brand Introduction for Bookworld, one of the fastest growing online book retailers in Australia.

Best Innovation for Clients for Al Carbon, a relationship that has gone from strength to strength – creatively, strategically and commercially.

And, last but not least, Best OneFirm Collaboration for our involvement in the European pitch to retain the partnership with Deutsche Telekom.

We also picked up honourable mentions in 4 further categories – Best Brand Strategy for AHM, Best Packaging for Australia Post, Best Verbal Identity for St. Andrews Church and Best Brand Expression for New Theatre.

We’re thrilled to bits to have been recognised by our fellow Interbranders across the world, well done to all the team and all our clients.


Last week, AGDA gave us a call to let us know a group of TAFE students, from the Great Lakes TAFE campus in Worimi Aboriginal country, had secured funding to get more involved with AGDA’s current program. As this year is all about collaboration, and they were driving a long way for one event, we thought it would be a great idea to get them in to show them around Interbrand and our approach to design.


Show and tell

It was a really fun presentation headed up by Design Director Ben Miles. The session was a combination of Interbrand’s philosophy, tips on getting into the industry and how to use your passion for good. With a lot of laughs and good times along the way. We hope to make our way up to Tuncurry soon for another session.

Thanks to Tafe for getting involved with AGDA and supporting the creativity of NSW.


We had the pleasure of hosting B&T in our Sydney studio the other week, and you can now find out all the answers to their questions in B&T’s latest studio profile, Behind The Doors Of…Interbrand.

Click here to read all about how we got to where we are today, our history, work and philosophy – from rebuilding our own brand to changing the worlds of our clients and their customers.



Bookworld Logo

Brand New is one of the world’s fastest growing awards programs, and one of the few that can legitimately claim to ‘get branding’.


Brand New Awards

So, after last year’s Best of Show accolade for New Theatre, it’s a real honour to be the most awarded agency in Australia for IGLOO and Bookworld at this year’s awards. What’s more, we picked up our first award win for our motion design, let’s hope it’s the first of many.

Thanks Brand New, and congratulations to all the winners.

Best Retail Brands 2013

Some of Australia’s top retailers gathered at The European on Melbourne’s Spring Street this Wednesday for a breakfast briefing on Interbrand’s Best Retail Brands 2013.


Best Retail Brands 2013

An annual publication that highlights the world’s most valuable retail brands, this year’s report was notable as, for the first time since 2009, the Australian retail environment was analysed in depth. Beyond a ranking of the best performing retail players, the report pointed to significant shifts in the environment, not least the impact of ecommerce. Despite being repeatedly cited as costly and without sufficient evidence of return, it was noted that those who moved quickly and decisively in ecommerce were those that triumphed in 2012.

Following a warm welcome of coffees, pastries and hellos, Andy Wright, our GM and Head of Brand Experience, took us through the findings.

Andy spoke about the widening gap between the expectations of the Australian consumer and Australian retailers, with commentary around the lack of creativity and differentiation in the retail market. He warned of new competition from overseas that poses a serious challenge to homegrown retailers. This both in the form of traditional retailers acting with a responsiveness and entrepreneurialism seemingly absent from the Australian market, and digital innovators who are rapidly developing their customer service and supply chain models to deliver to the needs of the Australian consumer.

Andy’s presentation was followed by an opinion piece from Pete Williams, CEO of Deloitte’s Centre for the Edge. Pete argued that Australian retail needs to be far more responsive and nimble in the face of seismic change. He also challenged retailers to “get over their fear” of mobile and embrace it as an intrinsic part of the customer experience for now and the future.

For more information and a full copy of the report, click here.

2013 has got off to a great start with not 1 but 2 REBRAND 100 Global Awards – for Alzheimer’s Australia and QAGOMA – plus a Distinction for Griffin Theatre Company.


Rebrand Awards

The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands, and it is featured in such publications as The Wall Street Journal, CNN Money, and Bloomberg Businessweek. The awards focus on telling the complete story of a rebrand, from strategy to creative, including details of before and after, and the impact of the work in terms of commercial objectives.

Over the past 12 months, we’ve worked hard with both Alzheimer’s Australia and QAGOMA to help them reposition and change their world, and we couldn’t have done it without the unique combination of strategists, graphic designers, motion designers, writers and managers whom make up Interbrand.

What a great way to start the year!

Damian Business by Design 1

Last week Damian presented to a sell-out crowd at AGDA about the principles for building a successful branding firm.

Looking at the need for the design and branding industry to extend its influence in the business world, he spoke about the importance of industry growth, professionalism and innovation.


Business by Design

There weren’t any magic formulas for success. Instead, he took a look at the following themes:

• Deciding what kind of business you do and don’t want to be — and sticking to it
• Why your business model should be as creative as your work
• Having something interesting to say: The power of a fresh point of view
• Being uncompromising about finding BIG talent
• Treating new business as an extreme sport
• The importance of curating your portfolio
• How profits set you free