wayne jacobs

Managed the team that officially launched Heineken in Southern Africa. Worked with global head office marketing directors and and national senior marketing managers. Managed the entire presence of the global brand in a regional & national market setting. At a top level, collaborating in managing the strategic relevance and adaptation of global strategy to suit a specific local target consumer and local market dynamics. Specifically developing region-centric strategies to deliver on both brand and commercial growth objectives.

On an operational and implementational level:
Executed region-centric strategy in conjunction with multi-disciplinary agency teams - managed senior business and marketing relationships / internal creative teams, strategists, production ATL and BTL, execution and implementation in market / and externally with agency partners and suppliers covering PR, eventing, media planning, experiential, digital and social media. Planning and execution included internal stakeholder management with Heineken Brand in Amsterdam and Heineken marketing and commercial divisions on a national level.

Global Properties - managed the adaptation of global sponsorships (UEFA Champions League / Cape To Bahia Yacht Race / Rugby World Cup) for local implementation - ATL, BTL (on and off trade), promotions, activations and experiential.

Music channel - a key brand growth amplifier and consumer acquisition channel was Heineken's association with local and global music properties. On a local level we ran exclusive annual "Green Room Sessions" which featured surprise appearances by global stars such as Sean Kingston and Dr Dre. Additionally on a local level we sponsored the annual "Symphonic Rocks" event that brought local contemporary artists together with classical orchestras in performing fusion versions of popular music hits. In the international arena we were headline sponsors for The Killers and John Legend, and official drinks sponsor for U2. All events were leveraged for maximum brand awareness and commercial gain by developing and implementing full 360 TTL campaigns with an emphasis on strong activation tails.

Brand - additional to the large paid/owned properties, we had significant investment in brand advertising covering TV, print, outdoor, and radio.

Over the 4 years that I worked with Heineken we positioned the brand as the no1 premium beer regionally, and also grew the region to be the 9th largest Heineken market globally.

We achieved 3 " Global Best Practice Awards" during this time for:

- 3D Labels - was a brand campaign generated entirely on a local level - it was consequently added to the Heineken brand portal for use in other global markets

- 2009 UEFA Champions League

- 2011 Rugby World Cup 2011

Managed two of the portfolio brands - Spiced Gold and Black label.

Spiced Gold - managed implementation of the global strategy into the local market. Facilitating strategic adaptation, media planning and execution ATL in TV and print, with full strategic and creative latitude BTL where we activated in on and off trade with strong consumer focused promotions.

For Black Label we managed the entire brand presence in the region: being a powerful niche brand, we developed the strategy and implemented purely BTL in keeping with our "cult brand" strategy using a strong digital / CRM and social media backbone. We identified key interests and owned relevant events. 

Launched "Cpt & Cola" as a sub brand RTD offering, fulfilling on consumer demand for an occasion based ease of use solution - "Cpt & Cola" was constantly in demand due to a 100% sell out rate.

Launched the brand in Southern Africa. The launch strategy was researched and developed on a local level, and approved by global.

We launched Tanqueray to become the region's no1 Gin within 3 years with an aggressive mix of brand awareness advertising and a "liquid on lips" conversion strategy.

In mid 2010 there was a global repositioning including a regional update of the packaging (label and SKU). We managed the brand transition in market with a region specific sampling strategy. The "re-launch" campaign won a global best practice award from Diageo for emerging markets.
 

Led the team that repositioned the brand. Sales were sliding due to a hyper competitive  RTD landscape - new entrants were flooding the market as the RTD segment flourished. A fresh approach was needed to revive the brand.

Working with senior clients we took the brand through a complete overhaul - a new brand blueprint, new label design, a new bottle shape, a revised brand architecture, and a pipeline extension NPD to extend both brand and product appeal beyond a stereo-typical female profile. We adopted a two-phase launch strategy, firstly "re-launching" the "new" look and feel into the market and then shortly thereafter - within only 6 months - we brought the "new news" factor into play by launching the new brand extension focused at recruiting from a new male focused segment.

The campaign was a stunning success - the initial launch took the market by storm and our dwindling consumer based exploded with new consumers as we wrestled market share from both emerging and established brands.

Phase two was the cherry on top - we launched with a full TTL national campaign activated with huge launch parties in every major city, all pulled thematically together as the "Hold the Phone" campaign in which we were the first brand to give away the new H3 Hummer.

 An almost pure digital campaign, I managed the team that conceptualised and implemented the "Turkey 10" promotion. The campaign was run in partnership with TripleM.

The key insight was the strength of the male friendship, brought to life for the consumer by leveraging and by owning owning "club rugby" in Australia. It ran almost purely BTL with support radio, and was highlighted with really noteworthy large scale experiential events.

A socially activated recruitment phase was supported through the mass reach driver of radio, which drove community participation and content sharing into Facebook, and online on websites and on the YouTube channel.

Managed local retail newspaper advertising, ATL print, launch & sale promotions, and creation of support collateral for several major brands and dealerships in the automotive category: Ford, Nissan, Alfa Romeo, Pajero and Mazda.

Citadel Data Security - created the logo, look and feel and launched the brand.

Developed lead generation campaigns with Konica Minolta for their commercial level Multi-Function platforms.

Worked alongside the management team at COBA in producing strategic marketing and campaign solutions to drive public awareness for the organisation, and then to help COBA communicate key messaging for establishing the terms and references for the financial inquiry.

Managed the team that produced print advertising for NEC & New Holland.

Collaborated with senior leadership at Screenrights / enhanceTV to reposition and rejuvenate their brand in an ever evolving digital market.

Uniting Church / UnitingCare Ageing – managed the team that launched the UnitingCare brand into the Australian market and then executed their first annual awareness and fundraising event “ The BIG Move & Shake”.

Worked with the senior team at DefenceCare in developing their fundraising strategy, in addition to activating their 2 largest annual fundraising drives on Remembrance Day and ANZAC Day.

Bone Marrow Registry - pro bono client - created the logo and produced various support collateral materials and presentations in support of this very noteworthy NFP organisation.

Dept of Transport - South Africa - developed a highly successful pedestrian safety campaign aimed at awareness of road side behavior. Launched ATL on radio and in national and regional press. Activated at key transport hubs and on a local level at bars and shebeens.

Part of the pitch team that won the NSW Government Problem Gambling account. The key insight was reinforcing the positive stance of "you are stronger than you think".

Managed the development and implementation of the Rego App for RMS NSW.

Worked on the development and presentation of the communications strategy for NSW Transport OPAL Card.

Transport for NSW - Senior Manager Creative Services - General Management of the Creative Services department & network of suppliers to establish Creative Services as the core supplier of creative & production across the entire NSW Transport cluster.

Personally managed the launch of the Tomorrow’s Sydney campaign to introduce light rail to Sydney, and over 4 years managed the establishment and expansion of an internal creative department overseeing all aspects of creative origination and production for the entire NSW State.

Worked with several tourism companies and local hotels on the creation and production of visual materials across websites, brochures and support collateral.

On Qantas I supported the Head of Advertising and the broader marketing team in managing execution of brand strategy for The Recruit and The Voice sponsorship in TV, digital and print. Delivered the launch TVC and TV billboard stings for The Recruit teaser campaign. Assisted in implementing 3 retail campaigns across TV and digital.

Managed the team that launched Super 12 Rugby and the Vodacom sponsorship of the tournament in South Africa. Created what is arguably one of SA Ruby's most notable campaigns - "The Greatest Supporter of South African Supporters". The sponsorship was launched TTL on TV, on radio and in the press, with a substantial BTL component leveraged on TV live braodcasts, during TV sports shows and activated in the dealer network, and at live games.

Worked for 2 years in London in a specialist pharma advertising agency supporting the MD in managing senior clients and business relationships.

In addition to the normal workflow across the portfolio of brands, I assisted in establishing a digital platform for 3M Healthcare's asthma product range, enabling sharing of doctor specific and  doctor/patient information via their website and interactive CD-Roms. Additionally I worked with the Dept of Health (NHS) and Taylor Whitmore PR on the launch of the Elder Person's Care Framework campaign, and was the lead member of the team that worked on the European launch of Micardis (Boehringer Ingelheim).

Managed the IAG Insurance business (Community Grants Program and the SES Stormsafe Program) as the lead agency. I was the key point of contact, with my team being responsible for all interactions and coordination with the partner agencies, from the initial briefing through to execution and post campaign reporting. While LOUD Communications produced all strategic planning, creative output, social media management and managed production in partnership with Blue Star Print, we partnered with MediaCom for media strategy and implementation, with Columbus for Search and with Technocrat for digital.

The Community Grants Program and the SES Partnership are cornerstone projects for IAG Insurance's Community & Sustainability initiatives.

The "CommGrants" Program's ethos is "Supporting upstanding people with outstanding ideas" - a program dedicated to supporting individuals and their community groups who embody the spirit of genuine community values. The campaign runs over 2 phases over a period of approximately 8 months; phase 1 during which nominations are made, and phase 2 when selected nominees are voted for.

The SES Partnership is an initiative focused at storm/wind/flood damage prevention through education and awareness. The aim is to reduce the emergency call out burden placed on the SES by trying to help people help themselves in the very first instance through prevention.

IAG further supports the SES as official sponsor of the annual appreciation day - "WOW Day" - the Wear Orange Wednesday which is a specific day set aside as a chance for communities to step forward and show thanks for the tireless job performed by the SES organisation.

Personally managed Victa's "relaunch" campaign aimed at winning back consumers and their no1 garden hardware position through the development of an "extended range" campaign platform, thus refreshing an existing Australian cultural attachment to the brand while realising a supplier value beyond being solely the "summer lawnmower".

I have been lucky enough to work on quite a few TVCs, end-2-end from ideation through creative and into production, on brands such as Amstel, Heineken, Primus, Mutzig, Cpt Morgan, Spur Steak Ranches, Vodacom and Qantas.