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Mr. Wolf wins Taylors Wines

Mr. Wolf wins Taylors Wines Leading Australian winery, Taylors Wines has appointed Mr. Wolf as it's lead creative partner following a competitive pitch against a number of undisclosed agencies. This marks an important step for the family-owned Clare Valley winery, which has a growing range of premium wines and more planned for the coming months and years. “It is our mission to become one of Australia’s favourite premium wine brands, so finding the right creative agency partner is obviously critical,” said Cameron Crowley, Chief Marketing Officer Taylors Wines. “After seeing some great presentations, the team at Mr. Wolf just stood out – they really got our brand and delivered exciting and fresh creative thinking. Their ideas went well beyond the brief and it was great to see an agency thinking about our whole business and not just our communications,” Crowley said. “We were looking for a creative partner that could analyse the challenges our brand faces and present interesting creative solutions to these. Mr. Wolf presented some really thought-provoking work,” added Miles Omodei, Senior Brand Manager Taylors Wines. Managing Partners of Mr. Wolf Richard Carr and Tony Singleton said they believed their alternative approach and bespoke senior team were the reasons behind the business win. “Taylors Wines is a progressive and ambitious business. We’re honoured to have the opportunity to partner with such an iconic Australian brand,” said Carr. “Finding out we were up against some agencies that we really respect was a little unsettling at first, but it just makes the win more meaningful,” added Singleton, also Head of Strategy at Mr. Wolf. Winning the Taylors Wines account tops off a great few months for Mr. Wolf, being the fifth new business win for the fledgling agency since it opened its doors mid-May....

1stAvailable calls in Mr. Wolf

Pioneering, healthcare technology start-up 1stAvailable.com.au, has appointed Mr. Wolf as its lead strategic and creative partner.  1stAvailable makes healthcare work more smoothly for both patients and practitioners alike through the application of technology. Their initial service is an online/mobile booking engine that allows patients to make appointments with health providers such as Doctors, Dentists, Allied and Specialists, 24/7. It simultaneously provides healthcare practitioners with a way to improve the customer experience for existing patients, find new patients, fill vacant appointment times and reduce the resource drain of booking appointments over the phone. “1stAvailable is exactly the type of Underdog business that great strategic and creative thinking can have a genuine impact on” said Tony Singleton, Managing Partner, Mr. Wolf.  “They’re progressive, on a high growth path, able to make rapid decisions and hungry for thinking that goes beyond traditional communications”. “I can’t say that my experience of the world of marketing agencies has always been that impressive – vague, self interested approaches and promises that are often not backed up by rigorous thinking or a commitment to results” said Klaus Bartosch, Managing Director, 1stAvailable.  “The team at Mr. Wolf are different.  They just get our business and are focused on helping us achieve our commercial - not just communication – challenges.  I also really like that they’re happy to back themselves by offering to put real skin-in-the-game.   It’s great to bring them on board”. This is one of a number of new business assignments that the fledgling agency has landed since it opened it’s doors in mid-May.  Details relating to these will be announced in the coming weeks.  “The client feedback on our Underdog proposition has been overwhelmingly positive”  adds Richard Carr, Managing Partner. ”There seems to be a genuine appetite for our new model and this appointment is testament to this.  We’re really looking forward to working with Klaus and the rest of the team at 1stAvailable.”...

Why Nike pulled the pin on Fuelband

Reproduced from Bud Cadell's post found here http://responsive.org/2014/04/nike-and-the-future-of-the-fuelband Late Friday, CNET reported that Nike had made the decision to turn away from wearable hardware: Nike is gearing up to shutter its wearable-hardware efforts, and the sportswear company this week fired the majority of the team responsible for the development of its FuelBand fitness tracker, a person familiar with the matter told CNET. Here’s why Nike did it: Wearable tech is innovating faster outside of the company than it ever will inside the company. Wearable sensors are making exponential leaps every month and Nike could be benefiting from those advances, not competing with them. Make no mistake, wearable sensors are the future of fashion, but Nike is right to have kickstarted the market and to now take a step back to use their brand and checkbook to shape the growing industry rather than build their own stagnant version of it. In contrast, we see 3D Printing as a much more strategic play for the organization as an internal capability because of the technology’s maturity and potential impact across their production and distribution systems. Only software can solve wearable fatigue. Wearable fatigue is a real thing. One research group found that “one-third of American consumers who have owned a wearable product stopped using it within six months.” These devices are only as useful as their network effects and feedback loops, which only software will offer. With collaboration, NikeFuel forms the basis of an Activity Graph. Your Social Graph is who you know. Your Interest Graph is how you’re connected to them. Your Activity Graph will be what you do with them (and how your individual activity connects you to your friends). Fuel will become a currency (they’ve already experimented with it as an actual currency) but the real promise is how it can knit you to your friends. If Nike does it right, they’ll be happily forced to build a global social network around NikeFuel. (h/t to Jake Mitchell for coining the term ‘Activity Graph’) The war for the wrist is a losing battle ground. As sensors continue to get smaller, they’ll become invisible and a part of everything around and on us – which means having one wrapped around your wrist will seem cumbersome when the...