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iPRIMUS APPOINTS THE FUEL AGENCY

iPrimus has appointed The Fuel Agency to its advertising account following a recent pitch process.

"It was a very competitive pitch and we were delighted that iPrimus felt that both our strategy and creative was superior” Says Paul Cooke, Business Development Director of Fuel.

Fuel beat other contenders, including The Foundry, Activist, Bruni Dunn and Davidson Design.

Fuel will be working closely with iPrimus to help establish its brand in the highly competitive telco sector. iPrimus is the residential services division of Primus Telecom, one of Australia’s largest Telecommunications carriers and part of the global Primus Telecommunications Group.

With expertise in both creative and strategic communication solutions, Fuel CEO Tim Kidman says Fuel will be working closely with iPrimus to help establish its brand in the highly competitive telco sector.

"iPrimus are a fantastic ISP. With over 15 years in the Australian market, they are one of the few full range service providers offering home and mobile phone, broadband, mobile broadband and VOIP. And with a fully staffed Australian call centre they are the logical choice for any unhappy Telstra or Optus customers. We will be working closely with the team to promote their great service, product range and competitive pricing."

iPrimus is one of three recent wins, including Melbourne Storm and Designed Blinds Australia. The Fuel Agency is an outcome driven, full service advertising agency with offices in both Melbourne and Sydney.

THE FUEL AGENCY SCORES MELBOURNE STORM

Melbourne Storm has appointed The Fuel Agency as its creative agency for 2010 and beyond. This appointment will see Fuel working closely with Melbourne Storm in building on the ever increasing local support base.

"With the move in 2010 to their new home ground, this is a really exciting period to be partnering Melbourne Storm", says Paul Cooke, Business Development Director of Fuel.

Fuel Agency CEO Tim Kidman said the whole team was excited to be working with Australia's most successful Rugby League team.

"Storm is arguably the most successful football team in Australia over the last 10 years and are now world cup champions. This is a great time to be involved with such a strong brand and we look forward to working together with the mighty Melbourne Storm."

Melbourne Storm is one of three recent wins for the Melbourne office, including iPrimus and Designed Blinds Australia. The Fuel Agency is an outcome driven, full service advertising agency with offices in both Melbourne and Sydney.

FUEL WINS DESIGN BLINDS AUSTRALIA (DBA)

The Fuel Agency has recently been appointed to the Designed Blinds Australia account. Having established itself as a supplier of quality designed blind solutions, Fuel Business Development Director Paul Cooke said his organisation was looking forward to working with them. "This is a unique opportunity for Fuel to work with a true design icon”.

Designed Blinds Australia is a leading high-end designer and manufacturer of unique and innovative blinds. Founded in 1980 by current director, Kevin Clarke, and now part of the Hunter Douglas group, Designed Blinds Australia has a current distributorship that encompasses Australia, New Zealand and South Asia.

“This is another great brand win for Fuel and a great opportunity for us to partner this leading brand.” So says Tim Kidman, CEO of The Fuel Agency.

Designed Blinds Australia is one of three recent wins for the Melbourne office, including Melbourne Storm and iPrimus. The Fuel Agency is an outcome driven, full service advertising agency with offices in both Melbourne and Sydney.

BRINGING THE REALITY OF WAR HOME

According to a recent survey commissioned by the Australian Red Cross, 40% of Australians believe it is okay to torture captured enemy soldiers, while 90% think the international laws of war need to be strengthened.

As part of the Australian Red Cross' mandate to promote and educate the Australian public about the laws of war, better known as International Humanitarian Law, an integrated campaign 'Even Wars Have Laws' has been launched across Australia.

Together with an online component (redcross.org.au/evenwarshavelaws) where Australians can have their say, cities around Australia have been adorned with an 'in your face' ambient campaign, bringing the reality of these laws closer to home by encouraging people to learn more about International Humanitarian Law.

Says Fuel Agency CEO, Tim Kidman: "With war being broadcast into our family homes, we've become desensitised to issues which were once much more in our face. This campaign was created to challenge people's perceptions and remind us of the importance and value of the Red Cross in protecting humanity."

Campaign elements include the use of fake land mine fields in busy city streets, reminding people that weapons such as these are banned. Life size cardboard cut-out school children carrying AK47 Assault Rifles have also been strategically placed around city locations, communicating the illegality of using children to fight a war. Completing these elements, torture chairs have also been created, complete with fake blood and bindings, to reaffirm that it's illegal to torture prisoners of war (or indeed anyone) under any circumstances.

The 'Even Wars Have Laws' campaign consists of a number of elements that reinforce the set of rules which aim to limit suffering and protect the vulnerable during times of armed conflict. These Geneva Conventions are championed by the Red Cross, which are universal and remind us of our common humanity.

Produced by The Fuel Agency, Rod Clausen (Executive Creative Director) says, "Our aim was to bring the reality of war and the importance of these laws a little closer to home.... we wanted to get people talking. This meant using a form of communication that was more noticeable and engaged people in an active and confronting manner."

The 'Even Wars Have Laws' campaign will run this week only, from Monday 15 February until Friday 19 February, 2010.

AUSTRALIAN RED CROSS: THE POWER OF HUMANITY

We have worked strategically with the Red Cross Communications team to deliver key initiatives to build awareness, acquire new donors and increase the profile of Red Cross in the Australian market.

Fuel created 15, 30 and 45 second TVCs to raise awareness, as well as developed the ‘Wall of Humanity’ for the Red Cross website. Participants were asked to ‘make a statement for humanity’ by uploading their picture to the ‘Wall of Humanity’. The interactive platform was designed to encourage participation and engage the public.

To drive more Australians online, radio personalities Merrick and Rosso gave live reads supporting the campaign and promoting online participation.

CPA PROGRAM RELAUNCH

Fuel recently launched the enhanced CPA Program and Pathways globally, by demonstrating how CPA Program opens a world of opportunities. The brief was to drive traffic to the site for more information and to register.

Aimed at business leaders of tomorrow, media includes press, brochures, DM, posters, ambient, banners, presenters and an engaging microsite. Traffic has already exceeded 70,000 hits and 185,000 page views, with  average visits over two minutes.

WELCOME TO OUR NEW SITE

Well, as you’ve probably noticed, our website has undergone a major makeover. That’s because we’ve been busy tinkering with the engine to make Fuel a more powerful vehicle. Earlier in 2009, we asked our clients what they want – their unequivocal answer: outcomes. We’re all about creatively delivering outcomes, so it made sense that our website demonstrated how our entire universe revolved around this foundation of thought.

Make sure you take a stroll around our new site, and check back regularly to see what new outcomes we’re delivering for our clients.

As we enter our 10th year, I’d also like to take this opportunity to thank all of the Fuel family and our partners for the great work and support provided.

Tim Kidman
CEO
The Fuel Agency