Amy Bennett

Account Director

My Story

Developing a compelling and authentic brand story is the art of connecting, the art of cut-

through and getting noticed. So to connect, cut-through and get noticed by you, what’s my

brand story? A complete and absolute dedication to the client-agency relationship.

From the beginning and now over 8 years later, I am still the person who loves what I do and

is excited to tell people my role when they ask “So, do you come up with the ads, you know,

the creative idea for it?” Eagerly and happily, I say “no” and when their facial expression turns

to that well-known and expected apologetic/disappointed one, I tell them that without my

dedication to developing long-term relationships with my clients and colleagues; as well as my

commitment to effective strategy and smart creative work, the ‘ad’ you are asking about would not exist.

Let me ask you this, how many other Account Executives do you know developed a relationship so strong that a client followed

them to their next agency, and 8 years on (and with multiple changes in marketing) is still one of their clients? That’s me.

InvoCare (Australia’s largest funeral provider – also in US, NZ and Singapore) was one of my clients at Reed Miltiades Kaye for two

years. When I made the move to Banjo, InvoCare followed, and 5 years later they are still There.

What other ‘suits’ do you know, have been allocated to new and vulnerable relationship accounts, to establish and ensure retention,

and have achieved, to this date, a 100% retention rate for those clients? That’s me.

I was hired at Banjo to work on a small client service team of three. We launched a new brand positioning and more importantly

developed a long-lasting relationship with our foundation client, AMP. And, they are still here today, since 2009. This happened

again for the likes of Nestle Purina (since 2010); Crown Ltd, Melbourne, Perth, Macau and London (since 2011); Clubs Australia (since

2012), Australian Hotels Association (since 2012), I could go on…

Further to this, and without providing you with those key buzzwords everyone likes to say about themselves on a cover sheet, I

would like to finish with those buzzwords about me from someone else, Ryan Barlow, General Manager, Banjo:

I have had the pleasure of working with Amy Bennett for the past 5 years. She is without doubt the most trusted, respected and

treasured staff member we have.

Time and time again she has proven herself to be mature beyond her years and capable of achieving anything in the future, we hope

she stays with Banjo.

Her attitude is focused, no nonsense, and get the job done, while somehow ensuring the journey is enjoyed by all those around her.

The following pages are more of my story, they outline my experience, education, achievements and some key campaigns but what I

would really like is a chance to tell you my story in person. I look forward to it.

Regards,

Amy Bennett

Amy Bennett

Account Director

Experience

Havas Worldwide – July 2015 – Current

Current Position:

- Account Director (2015 – Current)

Clients (Current):

- Pernod Ricard

- Reckitt Benckiser

- Peugeot

- Citroen

- Sanofi

- Sony

- Lastminute.com

Skills and Responsibilities:

I am the owner of the client relationship at key levels, across a number of accounts. I aim to achieve a successful and long term

relationships via the following skills.

1. Provide Strategic and Creative Leadership

- I am a primary partner to planners, creatives and clients to develop and drive brand strategies from marketing plans right down to

the creative brief.

- I lead brand and campaign strategy development as well as creative presentations.

- I am a champion of smart and effective creative work and working with client to ensure we deliver on their objectives.

2. Build and Grow Client Relationships

- I add value to client relationships at a wider level, beyond the current brief. I do this by engraining myself in the client’s brand,

product, consumer, competitors and their environment.

- I constantly demonstrate the Havas’s strengths and new acquired skills/departments to ensure client is aware of our capabilities to

further grow our offering to them.

- I ensure client-agency satisfaction, not by always providing client with what they want but more of what they need to achieve

their objectives. This can only be done through bravery and dynamic thinking to see more than one solution, and also by building a

trusted relationship with client to allow them to be open to new ways of thinking.

3. Effective Management of Teams and Projects

- I currently manage 2 x Account Executives, 1 x Account Manager and 1 x Senior Account manager across a number of accounts

and provide an environment that encourages team work, creative thinking and a ‘get the job’ done attitude.

- Being part of a relatively flat structure means I lead projects in terms of strategic development, creative development, financial and

time management, right through to the production and final despatch.

4. Manage Financial Performance

- I am accountable and I manage my clients’ budgets and ensure that I am optimising both the agency and client profitability.

- I am accountable for the efficiency and profitability of my accounts to ensure I am not only maintaining but improving account

profitability. I review and report on the financial health of my accounts to agency management and clients.

5. Contribution to the Culture

- I balance client demands with participation in broader agency initiatives to ensure I am a key driver of our culture.

Amy Bennett

Account Director

Banjo Advertising December 2009 – July 2015

(Emerging Agency of the Year - Adnews 2010, Best Agency of the Year Marketing, Advertising & Sales Excellence Awards 2014)

Previous Positions:

- Account Director (2014 – Current)

- Account Executive – Senior Account Manager (2009 – 2014)

Clients (Past):

- Nando’s Australia (Brand, Loyalty and Grocery)

- Nestle Purina Australia (Masterbrand, Fancy Feast, Supercoat, Beneful, Felix, PetLife)

- Crown (Ltd, Melbourne, Perth, Macau and London)

- InvoCare (White Lady Funerals, Guardian/Contemporary Funerals, Simplicity Funerals)

- AMP (Brand, Capital and Shopping Centres)

- Australian Hotels Association

- Clubs Australia

- Australian Turf Club

- THINK Education Group

- Heaven Address (Online Memorial Site)

- Financial Planning Association Australia

- ACP Magazines (Cleo Magazine)

Reed Miltiades Kaye December 2007 – December 2009

Previous Positions:

- Account Coordinator - Account Executive (2007 – 2009)

Clients (Past):

- Taronga Conservation Society (Taronga Zoo and Taronga Western Plains Zoo)

- Australian Pork

- Gloria Jeans Coffees

- InvoCare

- ACP Magazines (Madison Magazine)

- Schering Plough (Animal Pharmaceuticals)

- Glenn Street Theatre

Education and Achievements

Education

Charles Sturt University (2004 – 2007)

Double Degree Bachelor of Business (Marketing)/Bachelor of Arts (Communication – Advertising)

Graduated with Distinction (6.0 Grade Point Average)

Achievements

George Paterson Y&R Award for Advertising Excellence

Induction into the Golden Key International Honour Society for Academic Excellence.

Amy Bennett

Account Director

Notable Campaigns

Jacob’s Creek

Within my first 6 months at Havas WW, I lead a global digital content campaign for Jacob’s Creek Sparkling. Experiencing a

reduction in growth in sparkling wine sales, the campaign aimed to provide women 30+ with an occasion for drinking JC sparkling,

that being whenever they got together with their friends. We found a group of 4 girl friends around the world and developed a digital

content series around their friendship and reunion. The campaign achieved 5.4M global reach, 3.1M video views, it was one of the

lowest CPV on FB for Jacob’s Creek globally, it was the strongest film engagement achieved on FB to date and 87% users of the

Sparkling hub (website) were NEW to the Jacobs Creek site.

The Reunion Junko’s Story (1 of 4 individual stories)

Nando’s

Whilst only I have only been on the account for 6 months, my team and I have achieved the first ongoing sales growth for the

company in two years. After the launch of two ads, Range and new product (Tear and Share), like for like sales were up 4.8%.

Nando’s Corolla (Tear & Share Platter

Nestle Purina – Fancy Feast

Being the first campaign for the relationship, the Fancy Feast brand campaign was a crucial building block for our long-term

relationship with Nestle. With a 14% growth in sales (YOY) and 9% increase in perceived variety, the integrated campaign (TV, press,

outdoor, POS and digital) was a brilliant beginning for the team.

Amy Bennett

Account Director

Nestle Purina – Supercoat

Our digital partner offering to Purina came 2 years after we were first appointed on the account. We had been given a chance to

demonstrate not only our digital strategy expertise but also our technical capability on Supercoat (Purina’s largest profit driver). We

implemented an entire overhaul of the digital strategy as well as the site itself, and achieved 7% increase in number of sessions, 41%

increase in number of pages viewed per session, and a 75% reduction in bounce rate (YOY).

InvoCare – Vision, Mission, Values and Philosophy International Staff Launch and Comms Plan

We were engaged by the HR department at InvoCare (a testament to our relationship with the marketing department) to not only

develop a launch campaign for the Vision and Values but also help them shape what these were. The result was a plan that not only

educated staff on ‘The InvoCare Way’ but also gave them a chance to actively engage with it.

Some feedback from the business leaders:

“I am a real cynic about this type of stuff, and I think this is outstanding.”

“I am going to enjoy rolling this out to my team.”

“Love the tea concept, the colours, and how the video was gentle- great cultural fit for us.”

“The attention to detail has been amazing- love the tea bags with the individual message on them.”

“We have obviously invested some money in this, and it shows- very professional.”

“I am really impressed with using tea to “infuse the values” and linking it with our stories from the field.”