MYOB looks out for small business owners in new campaign via M&C Saatchi Group
Business management solution MYOB and M&C Saatchi Group are celebrating the business owners that are integral to their respective communities in a fresh campaign.
The platform’s creative strategy was crafted to showcase small business owners and their teams, along with the surrounding communities that are connected to them, in a more playful light, rather than relying on the run-of-the-mill business depictions.
By doing so, the ‘Everyone’s Business’ campaign explains how MYOB can offer small business owners the tools they need to more efficiently manage their operations.
“‘Everyone’s Business’ is about recognising and celebrating the vital role SMEs play in the Australian way of life. Their success has a phenomenal impact, not only on a macroeconomic level, but on a very personal level, for the communities they operate in,” said MYOB’s chief marketing officer, Dean Chadwick.
“There’s a ripple effect that’s activated by how smoothly a business runs. When local business thrives, communities thrive. That’s what we sought to highlight with this first campaign.”
The platform is the first piece of work to come under M&C Saatchi Group and MYOB’s NMBL partnership – a working solution introduced in June 2024 that sees external expertise from M&C Saatchi Group mix with talent from MYOB “to deliver a people-first approach that resonates with small business owners”.
“With nearly two-thirds of Australians employed by small to medium businesses, their success can have a huge effect,” Scott Dettrick, M&C Saatchi’s national executive creative director, said.
“This campaign highlights how MYOB empowers business owners to seamlessly manage everything from payroll to expenses, benefiting not just the businesses themselves but the entire community around them. Ultimately, it really is everyone’s business.”
The retail platform has rolled out on BVOD and out-of-home (OOH) channels using “an integrated media buy” approach from iProspect. The campaign is also being upheld by Search, Social and Display work from Sparro by Brainlabs.
Other assets:
Credits:
MYOB
Dean Chadwick – CMO
Gabrielle McKenzie – GM Marketing Activation
Estrella Finney – Senior Integrated Marketing Manager
Aldi Oosterman – Integrated Marketing Manager
Natasha Connor – GM SME Marketing
Julia Mengoni – Senior Growth Marketing Manager (SME)
Kyle Tickell – Creative Lead
Angus Leech – Creative Lead
Gonzalo Alboreca – Digital Marketing Manager
Avril Charles – Digital Marketing Team Leader
M&C Saatchi Group
Chief Creative Officer: Steve Coll
Ben Harrison: Managing Director
Executive Creative Director: Scott Dettrick
Senior Copywriter: Daniel Borghesi
Art Director: Jake Rowland
Chief Strategy Officer: Nick Jacobs
Senior Strategist: Lachlan Reid
Head of Account Management: Charlie Elliott
Senior Account Director: Arianne Catacutan
Head of TV Production: Loren August
Senior Producer: Francesco Piazzoni
James Jamias – Design Director
Dutchy Baart – Design Director
Chantelle Galaz – Integrated Designer
Joan Nakazono – Digital Designer
Ilan Galanti – Integrated Designer
Matthew Cox – Senior Retoucher
Production company: GoodOil
Director: Taylor Ferguson
Director of Photography: Alex Serafina
Producer: Henry Richardson
Post-production: Arc Edit and RES
Sound Studio: Massive Music
Photographer: Chris Searl
iProspect
Client Partner – Sam Bremner
Client Director – Matt Grimmond
Client Manager – Sebastiano Zanre
Client Executive – Nathan Martins
Client Associate – Mia Mergler
Strategy Director – Ed Heaney
Group Investment Director – Vera Manalac
Investment Manager – Amanda Bodagh
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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