Why they won
When a client explains an appointment, we record a one-sentence paraphrase in our own words and tag up to three themes. 238 client explanations so far. Themes are assigned by keyword rules over the quote and can be imperfect; follow the source link to read the original.
Reasons by theme
| Rk | Theme | Mentions | Share of quotes |
|---|---|---|---|
| 1 | partnership A collaborative way of working | 114 | 48% |
| 2 | strategic thinking Sharp strategy, insight and problem solving | 103 | 43% |
| 3 | creativity The ideas and the craft | 92 | 39% |
| 4 | people The team, its talent and seniority | 87 | 37% |
| 5 | effectiveness Commercial results and growth | 72 | 30% |
| 6 | audience understanding Knowing the customer and category | 67 | 28% |
| 7 | cultural fit Shared values and a matching culture | 50 | 21% |
| 8 | chemistry Energy and rapport in the room | 30 | 13% |
| 9 | data and technology Data, tech and platforms | 30 | 13% |
| 10 | value Value for money and efficiency | 9 | 4% |
| 11 | integration One joined-up offering | 4 | 2% |
By year % of quotes citing each theme
| Theme | 2024 55 quotes | 2025 89 quotes | 2026 94 quotes |
|---|---|---|---|
| partnership | 60% | 42% | 47% |
| strategic thinking | 35% | 45% | 47% |
| creativity | 31% | 46% | 36% |
| people | 45% | 31% | 36% |
| effectiveness | 22% | 29% | 36% |
| audience understanding | 20% | 26% | 35% |
| cultural fit | 22% | 22% | 19% |
| chemistry | 11% | 18% | 9% |
| data and technology | 15% | 10% | 14% |
| value | 4% | 6% | 2% |
| integration | 2% | 0% | 3% |
By discipline % of quotes citing each theme, top in gold
| Theme | creative 89 | media 65 | PR 37 | social 18 | digital 18 | unspecified 8 | experiential 2 | promotional 1 |
|---|---|---|---|---|---|---|---|---|
| partnership | 42% | 49% | 54% | 44% | 61% | 50% | 100% | 0% |
| strategic thinking | 49% | 46% | 30% | 33% | 39% | 63% | 0% | 0% |
| creativity | 60% | 18% | 38% | 39% | 11% | 50% | 0% | 0% |
| people | 27% | 35% | 51% | 39% | 50% | 38% | 50% | 100% |
| effectiveness | 19% | 54% | 22% | 17% | 44% | 13% | 0% | 0% |
| audience understanding | 31% | 20% | 27% | 33% | 39% | 13% | 50% | 100% |
| cultural fit | 19% | 17% | 32% | 39% | 6% | 13% | 50% | 0% |
| chemistry | 11% | 14% | 19% | 22% | 0% | 0% | 0% | 0% |
| data and technology | 8% | 15% | 8% | 11% | 33% | 25% | 0% | 0% |
| value | 4% | 5% | 3% | 0% | 0% | 0% | 50% | 0% |
| integration | 1% | 2% | 3% | 0% | 0% | 0% | 0% | 100% |
Latest explanations
WHY THEY WON Albuquerque pointed to strong chemistry with the client team, the quality of its people and sharp strategic thinking as the reasons for choosing We Are Different. George Albuquerque on Pirelli Australia · the move · via Campaign Brief, 14 Oct 2026 · paraphrased
WHY THEY WON How pointed to sharp strategic thinking, the strength of its creative ideas and a collaborative way of working as the reasons for choosing Noisy Beast. Emilie How on eeger · the move · via Campaign Brief, 14 Oct 2026 · paraphrased
WHY THEY WON Tsouris pointed to a record of commercial results, sharp strategic thinking and a collaborative way of working as the reasons for choosing Innocean Australia. Damian Tsouris on TaylorMade · the move · via B&T, 13 Oct 2026 · paraphrased
WHY THEY WON Thay said Jaywing stood out for a record of commercial results, a collaborative way of working and its data and technology capability. Bren Thay on Hairhouse · the move · via B&T, 13 Oct 2026 · paraphrased
WHY THEY WON Taylor said Match & Wood stood out for sharp strategic thinking, the quality of its people and a record of commercial results. Roshni Taylor on Defence Health · the move · via Campaign Brief, 12 Oct 2026 · paraphrased
WHY THEY WON Mikhael said G Squared stood out for sharp strategic thinking, a collaborative way of working and a clear grasp of the customer and category. Samantha Mikhael on ASUS · the move · via B&T, 6 Oct 2026 · paraphrased
WHY THEY WON Chadwick said PHD stood out for a record of commercial results, its data and technology capability and sharp strategic thinking. Sian Chadwick on ANZ · the move · via B&T, 2 Oct 2026 · paraphrased
WHY THEY WON Howie credited Wavemaker with sharp strategic thinking, its data and technology capability and the strength of its creative ideas. Renee Howie on Insignia Financial · the move · via Mumbrella, 29 Sept 2026 · paraphrased
WHY THEY WON Wilson said Bastion stood out for sharp strategic thinking, a clear grasp of the customer and category and the strength of its creative ideas. Sarah Wilson on bp Australia · the move · via Campaign Brief, 23 Sept 2026 · paraphrased
WHY THEY WON White pointed to a clear grasp of the customer and category, sharp strategic thinking and the strength of its creative ideas as the reasons for choosing OUTSIDE IN. Danielle White on Everlab · the move · via Campaign Brief, 22 Sept 2026 · paraphrased
WHY THEY WON Treacy credited Habitat M with a record of commercial results, the quality of its people and a collaborative way of working. Ionie Treacy on 1st Energy · the move · via Campaign Brief, 21 Sept 2026 · paraphrased
WHY THEY WON Luby credited Fourteen10 with a record of commercial results, the quality of its people and a collaborative way of working. Cam Luby on Lyka · the move · via Mumbrella, 15 Sept 2026 · paraphrased
WHY THEY WON Lawler credited Yango with a collaborative way of working, a clear grasp of the customer and category and sharp strategic thinking. Ava Lawler on Australian Wildlife Conservancy · the move · via Campaign Brief, 14 Sept 2026 · paraphrased
WHY THEY WON Deane pointed to the strength of its creative ideas and a clear grasp of the customer and category as the reasons for choosing It's Friday. Alysha Deane on B&D Garage Doors · the move · via B&T, 7 Sept 2026 · paraphrased
WHY THEY WON Graham pointed to a record of commercial results, sharp strategic thinking and the quality of its people as the reasons for choosing Three Are One. Chloe Graham on Send Payments · the move · via Campaign Brief, 2 Sept 2026 · paraphrased
WHY THEY WON Moon credited Nunn Media with a record of commercial results. Jee Moon on Australian Unity · the move · via B&T, 1 Sept 2026 · paraphrased
WHY THEY WON Hodgson pointed to the quality of its people, sharp strategic thinking and a collaborative way of working as the reasons for choosing Windsorborn. Rod Hodgson on Superlaw Claims · the move · via Campaign Brief, 31 Aug 2026 · paraphrased
WHY THEY WON Durand credited Havas Play with a clear grasp of the customer and category and a close cultural match. Maeva Durand on Moccona · the move · via Campaign Brief, 30 Aug 2026 · paraphrased
WHY THEY WON Fernandez credited DO. with sharp strategic thinking, the strength of its creative ideas and a record of commercial results. Cynthia Fernandez on myCar · the move · via B&T, 25 Aug 2026 · paraphrased
WHY THEY WON Colman said BMF stood out for sharp strategic thinking, a record of commercial results and a clear grasp of the customer and category. Ben Colman on Superloop · the move · via B&T, 20 Aug 2026 · paraphrased
WHY THEY WON Sullivan credited Of A Feather with strong chemistry with the client team, a collaborative way of working and its data and technology capability. Sian Sullivan on Rafferty's Garden · the move · via Campaign Brief, 14 Aug 2026 · paraphrased
WHY THEY WON Clark pointed to a clear grasp of the customer and category, sharp strategic thinking and the strength of its creative ideas as the reasons for choosing The Digital Picnic. Julia Clark on ReFil · the move · via B&T, 12 Aug 2026 · paraphrased
WHY THEY WON Boris pointed to the quality of its people, a record of commercial results and a collaborative way of working as the reasons for choosing The Thoughtful Agency. John Boris on Big Red Group · the move · via Campaign Brief, 11 Aug 2026 · paraphrased
WHY THEY WON Juric said AMPR stood out for the strength of its creative ideas, a close cultural match and the quality of its people. Danny Juric on Plus Studio · the move · via Campaign Brief, 10 Aug 2026 · paraphrased
WHY THEY WON Orrenius pointed to a record of commercial results, the strength of its creative ideas and a clear grasp of the customer and category as the reasons for choosing Dig. Petra Orrenius on Soul Origin · the move · via Campaign Brief, 10 Aug 2026 · paraphrased
WHY THEY WON Merrick pointed to a collaborative way of working, the quality of its people and sharp strategic thinking as the reasons for choosing Today the Brave. Jane Merrick on Law Partners · the move · via Campaign Brief, 9 Aug 2026 · paraphrased
WHY THEY WON Murphy credited Dentsu with sharp strategic thinking, a close cultural match and a record of commercial results. Chelsea Murphy on Preventive Health SA · the move · via Campaign Brief, 6 Aug 2026 · paraphrased
WHY THEY WON Kwijas pointed to a clear grasp of the customer and category as the reasons for choosing Think HQ. Stacey Kwijas on Melbourne Park · the move · via B&T, 4 Aug 2026 · paraphrased
WHY THEY WON Every pointed to a collaborative way of working, the strength of its creative ideas and a close cultural match as the reasons for choosing The Project Agency. Jill Every on Porter's Paints · the move · via B&T, 4 Aug 2026 · paraphrased
WHY THEY WON Tyrrell pointed to sharp strategic thinking, the strength of its creative ideas and the quality of its people as the reasons for choosing Howatson+Company. Antoinette Tyrrell on DuluxGroup · the move · via Campaign Brief, 4 Aug 2026 · paraphrased