communications

insightonionINTO TEAM

An

MARKETING / DESIGN / STRATEGY / PR

smart thinking

smart structureONION COMMuNICATIONs wAs CrEATEd TO fIll A gAp IN ThECOMMuNICATIONs MArkET ANd ThE NEEd fOr grEAT IdEAswIThOuT ThE bIg AgENCy bulls@#T, OvErhEAds ANd EgOs.

oNIoN coMMuNIcATIoNS MELBouRNE

Client Hub - Onion

Account Management

Supplier procurement

and coordination

Finance

Brand strategy

Onion

Direct Marketing

Onion

Consumer PR

Propeller

Graphic Hi End

design Chorus

Trade PR Globe

Broadcast production

Onion

Print production

Onion/Chorus

Online/Web

Onion

ouR experience is in some of the biggest agencies during some of their better days, so we know what it takes to be great. Onion Communications was created to fill a gap in the communications market and the need for great ideas without the big agency bulls@#t, overheads and egos. Strategic, agile, energetic and responsible. Onion Communications is a simply better way to provide clients with the services they want, need and value. We are experienced in B2B and B2C and we understand the importance of aligning the two strategies to deliver a result greater than the sum of its parts. Our model is a fully integrated including brand strategy, concept and creative development, high-end design, direct marketing, specialist trade PR, focussed consumer PR (including event management and experiential marketing), display construction and industrial design. All coordinated through a single communications point, with a simple single invoice process and a pay-as-you-need basis.

WHAT WE THINK

Find a great idea. Creativity is the last legal advantage a business can leverage. Creativity can be an idea for a new brand, an ad, a behavioural change strategy, corporate identity or a better way to manage a customer program.Onion’s guiding principles. •   Simplify don’t complicate•   Curiosity drives insight, understanding and engaging ideas•   Action is better than intention 

No BuLLS@#T:

•  You deal with senior staff•  We aim for 20 minute meetings•   We’re open and honest if we think it’s important tell you even 

if it may be hard to hear at times•   We’re  collaborative  and  consultative  –  you’re  involved 

throughout the process and get multiple creative options•   Simple and comprehensive financial systems•   We’re accountable – the buck stops with us

WHo WE ARE

Brendan van Maanen and Richard Patterson began their partnership over ten years ago. An award winning art director, Richard has over 20 years experience in the communications industry. In his 

brendan & richard

time he has been Regional Creative Director for JWT and worked at top multinational agencies in London, Hong Kong, Malaysia, Sydney and Melbourne. His client experience includes Commonwealth Bank, Qantas, STA Travel, Nestle, Unilever, Procter & Gamble, Shell, Kellogg’s, Johnson & Johnson, Ford and Honda.

Brendan has worked in both multinational and local agencies in Melbourne and Sydney. He has had senior management roles at agencies such as Saatchi & Saatchi, Euro RSCG, JWT, Lintas, George Patterson and Shannon’s Way. His client experience includes NAB, St George, Ansett, Honda, Air New Zealand, Toyota, Vodafone, Shell, Tip Top, Department of Human Services, Victorian WorkCover Authority, Department of  Infrastructure and the Department of Sustainability and Environment.

cASE STuDIES

AVIVA

ObjeCtIve: Implement a new online insurance underwriting program that would allow financial advisers to reduce a process currently taking weeks or months down to 20 minutes.

ChAllenge: Financial advisers are generally not It-literate and resist change to the way they do things.

StrAtegY: Help advisers understand the time saving benefits of the new RiskFirst underwriting program.

SOlutIOn: Send a watch to signify the time saving benefit with an invitation to call an Aviva Business Development Manager to visit and demo the product.

reSultS: The RiskFirst campaign led to an astonishing 65% uptake by advisors. Previous technology updates had only achieved an average uptake of 28% amongst advisors.

EssEntIAl sErVIcEs commIssIon

ObjeCtIve: Help Victorian households understand the gas market was about to be deregulated and they would need to actively choose a provider.

bArrIer: The cam paign needed to overcome people’s resistance to change as they were used to government-supplied utilities and had no experience in selecting their own.

StrAtegY: Make the utility the message

SOlutIOn: Create a simple graphic commercial to announce the change to gas provision and clear action that consumers needed to take.

reSultS: The TVC drove an unprecendented level on enquiries to both the website and call centre – to the point that the website crashed and the call centre had to put on additional staff.

30

ESSENT IAL SERV ICES COMMISS ION OF V ICTOR IA

Task: To announce the upcoming 'freedom to choose your own gas company' policy of theVictorian Government. Execution: To create a simple graphic device using a gas flame, that conveys all the details of the offer.

Results: Post campaign testing showed clear cut through the campaign and resonance with the targets.and investments through supers and life insurance through a dramatic – slightly Monty Python style – lobster falling

from the sky onto the main actor.

30

ESSENT IAL SERV ICES COMMISS ION OF V ICTOR IA

Task: To announce the upcoming 'freedom to choose your own gas company' policy of theVictorian Government. Execution: To create a simple graphic device using a gas flame, that conveys all the details of the offer.

Results: Post campaign testing showed clear cut through the campaign and resonance with the targets.and investments through supers and life insurance through a dramatic – slightly Monty Python style – lobster falling

from the sky onto the main actor.

30

ESSENT IAL SERV ICES COMMISS ION OF V ICTOR IA

Task: To announce the upcoming 'freedom to choose your own gas company' policy of theVictorian Government. Execution: To create a simple graphic device using a gas flame, that conveys all the details of the offer.

Results: Post campaign testing showed clear cut through the campaign and resonance with the targets.and investments through supers and life insurance through a dramatic – slightly Monty Python style – lobster falling

from the sky onto the main actor.

30

ESSENT IAL SERV ICES COMMISS ION OF V ICTOR IA

Task: To announce the upcoming 'freedom to choose your own gas company' policy of theVictorian Government. Execution: To create a simple graphic device using a gas flame, that conveys all the details of the offer.

Results: Post campaign testing showed clear cut through the campaign and resonance with the targets.and investments through supers and life insurance through a dramatic – slightly Monty Python style – lobster falling

from the sky onto the main actor.

EssEntIAl sErVIcEs commIssIon

AVIVA

“Control tower, we’d like

to report a UFO.”

At Hotham, you stay at the top of the mountain.

So there’s no need to travel up and down to the resort everyday.

This means you spend more time getting your pulse racing on the slopes, Kat Skiing,

Snow Kiting or in our Terrain Parks.

For more information go to hotham.com.au

hothAm

ObjeCtIve: To build the Hotham brand as Victorias premium ski destination.

ChAllenge: To get cut through with limited budgets (no money for original photography).

StrAtegY: To be engaging, cheeky and a little bit irreverent.

SOlutIOn: A strongly branded, distinctive campaign with photography which was more than happy smiling faces in the snow- the cliché for this category.

reSultS: Occupancy rates averaged at 76% for the season.

onIon pArtnErs – onE tEAm, mAny pArts

propEllEr – consumEr pr spEcIAlIsts

Propeller is a consumer-focussed public relations consultancy, run by two former journalists. Having both worked across all forms of media, the pair was tired of seeing clients waste their money on ineffectual public relations practitioners who weren’t au fait with how the media worked – in particular how to deliver key information to the media, in a usable format to get the best coverage for their client.

From their journalistic point of view, a glaring problem was public relations practitioners weren’t in a true partnership with their cli-ents’ businesses. They seemed to have no understanding of their overall business goals, direction or strategies. They saw a gap in the market for a small, nimble practice, run by senior media prac-titioners who have a grasp and understanding of wider business issues and the role truly great PR can play in that.

Propeller’s clients include Earth Hour, Farm Pride Eggs, Novartis Consumer Health and MAP Research.

“Control tower, we’d like

to report a UFO.”

At Hotham, you stay at the top of the mountain.

So there’s no need to travel up and down to the resort everyday.

This means you spend more time getting your pulse racing on the slopes, Kat Skiing,

Snow Kiting or in our Terrain Parks.

For more information go to hotham.com.au

hothAm

GlobE communIcAtIons – trAdE pr spEcIAlIsts

Globe has an extensive and long involvement in the design and construction industries.

Globe has designed, developed and printed architectural promo-tional products, including a coffee table book.

An extensive knowledge of the industry has also put Globe in constant contact with key magazines, e-zines and other com-munication vehicles digested by the building and construction industry. Globe has secured hundreds of articles and feature stories.

They have been working actively in architecture, construction and building media with a team of professionals that stretch back more  than 20 years. they have worked on national and international media campaigns for the internationally respected architectural firm Peddle Thorp gaining TV, radio, internet and newspaper coverage. Currently they are working with Peddle Thorp on a media campaign to highlight stadium development for the 2010 Commonwealth games in new Delhi.

They have also done work with the developer Stockland, re-searching community consultation for a major housing and resi-dential development in Queenscliff. They have also worked with one of the country’s largest developers, Lend Lease.

Globe re- launched the Chevron Hotel for Hampton Developments and obtained national TV and newspaper coverage, including a special feature in The Australian, The Age and it twice featured on Channel 7 nightly news.

bIGfIsh – IndustrIAl dEsIGn And constructIon

BiGfiSh is a design and construction company specialising in the generation, production and delivery of innovative fea-tures, signage, installations and public art. Since they began in 1991 they have developed a reputation for design excel-lence, creative innovation and skillful delivery.

They work on projects for public sector bodies including coun-cils, as well as private companies, architects and individuals. Their working style allows them to work in collaboration with architects, designers and artists.

They always strive to engage and delight and in exceeding the expectations of our clients.

GlobE communIcAtIons

Select a new home from the rangeBuilt for living and entertaining, Darnley offers a unique range of contemporary homes in a variety of sizes, in either single or double storey designs.

Something for everyone

The Darnley range has been developed to suit a diverse range of situations – from the professional couple who desire space and places to entertain, to the growing family who are seeking a functional environment to suit every member’s needs.

The priority is on the liveability of each home in the range, a quality which has been developed through experience. The range is available in three and four bedroom configurations with different options for casual and formal entertaining areas.

The individual difference

Clients can rest assured that their new investment will remain an individual statement in its location, because Darnley isn’t a mass market builder. The range has been developed by some of Melbourne’s leading, award winning architects and features innovative, emerging trends. Designed to reflect contemporary living and to withstand fashion changes, each home offers a level of luxury and functionality synonymous with the Darnley name.

Spaces for creating

Spaces for exploring

Feel secure with Darnley’s commitment to qualityThe way in which Darnley conducts business sets it apart from other building companies.

Experience

The Darnley Group has enjoyed over 30 years of successful operation thanks to the company’s emphasis on quality planning, design and construction. Although Darnley participates in a range of large and small scale development projects, its core business is the construction of prestige homes designed for the modern family.

The company has extensive experience with municipal planning procedures and enjoys good working relationships with local municipalities. By project managing the entire process Darnley takes the hard work out of planning and building a home, something its clients appreciate long after the project is completed.

Quality assurance

The solid reputation of this company is acknowledged by numerous memberships and accreditations which set it apart in its field. Darnley is a registered member of the Master Builders Association and Housing Industry Association and has received several building awards in recognition of outstanding achievement from the Housing Industry Association of Australia and the Urban Development Institute of Australia. It is also a registered Greensmart Builder and a member of the Urban Development Institute of Australia.

As part of the quality assurance promise all homes receive an Archicentre Certification as an additional guarantee of workmanship and quality. Archicentre is the building advisory service of the Royal Australian Institute of Architects. They come to inspect the home during the building process and then again at the end to provide a final report and certification.

Spaces for unwinding

In November 2006 we moved into a new Darnley ‘Metropolitan’ home built for us on the Cape Schanck golf course.

Overall our experience with Darnley was very positive. Our home is attractive from both the front and back, it is well designed for easy living, the build was a quality job and the completion was right on the time we wanted.

Throughout the build, the Darnley site supervisor kept us informed and responded quickly to any issues we raised.

Being on a golf course and looking down to the second tee is fabulous and it enhances the enjoyment of the al fresco dining and adjoining family room/meals/kitchen area.

Thanks Darnley for our wonderful new home.

Bill and Joyce Mansfield Cape Schanck

chorus studIo – hIGh End GrAphIc dEsIGn

They see their job as helping reduce the complexities of life.

Their people are versatile professionals who draw on a diverse portfolio of work experiences in Australia, the UK, Europe and North America.

And they help others make greater use of design.

They’ve designed a host of things for a variety of organisations. That’s because we are good at translating difficult, abstract ideas into understandable, graspable realities.

Our  experiences  include  work  for  AAMI,  Alfred  Dunhill,  City of Melbourne, Dept. of Sustainability and Environment, The Economist, Metlink Melbourne, Melbourne Museum, Monash University, Transport Accident Commission, Victorian State Government, WorkSafe Victoria and many others.

Skyspan

Skyspan produce structural membrane solutions for large-scale architectural projects around the world.

The product has the flexibility to be shaped and constructed completely in line with the architect’s intended vision.

For the creative mind, the sky’s the limit.

Museum Victoria

Museum Victoria needed to reposition its significant and varied venues as a ‘family’ of identities, and to specifically reintroduce the Melbourne Museum as an evolving and relevant entertainment experience to new audiences.

We helped to shift the perception from ‘collection of old things’, to ‘meaningful new experiences’.

Explore VictoriaDiscover the World Get closer to the real thing Serious fun! Moving stories Visitor Guide

March 2006

Spaces for growing

Spacesfor living

Darnley

Working specifically to their client’s requirements, Darnley creates contemporary homes which reflect individual taste and design choices.

Chorus created an identity that brings to life Darnley’s ‘spaces for living’ approach.