Under the cover with the Bachelor

Under the cover with the Bachelor

The office was all atwitter to see our new Allan Gray owl ad in the latest Fitness First magazine, sharing the limelight with none other than current Bachelor heartthrob Matty J.

The ad is just part of our new brand campaign to build awareness of Allan Gray and position them as top performers in the Australian investment management space.

It’s the first locally developed campaign for Allan Gray Australia. The creative brings to life the way Allan Gray helps investors achieve greater potential through their long-term investment approach.

The stunning black and white visuals feature majestic animals of prey fulfilling their potential to suggest strength, agility and performance. Animals featured include an owl, wolf and cheetah.

The campaign is being rolled out to target our affluent 40+ investors across online video content, press and out-of-home executions in key outdoor transit locations airports and gyms nationally.

5 minutes with our new Creative Director Kylie Suttor

5 minutes with our new Creative Director Kylie Suttor

Tell us about your career to date. Over the past 20 years, I’ve experienced it all – standing on the podium holding shiny things, working on my goth-tan by spending endless hours in edit suites, speaking at conferences, running ADMA Idols for a few years, and coming up with cut-through campaigns. Highlights include creating a life-size augmented reality Audi Q5, surprising CEOs with a custom-made surfboard for Tourism Australia and channelling Kanye West for the gritty NRL launch TVC last year.

Industry wide, what work has excited you recently? The “Like a girl” campaign, which delivers a fundamental truth in a surprising way. Love that our industry has the power to create social change as well as delivering real results for businesses and their products.

Who or what inspires you? I’m inspired by Japanese Shokunin and their dedication to their craft and pride in creating even the smallest piece of sushi. They’re always striving for perfection, searching for the right ingredients and honing their mastery through constant practice. The same goes for creative – the ingredients may be different and customers’ tastes vary, but a quality product never fails to impress.

How do you stay up to date with the industry’s best work, trends and culturally relevant news? I’m a prolific Instagrammer, social follower and blog reader. And of course, I spend a significant amount of pub time catching up with my adver-buddies.

What do you think the major challenges are going to be for agencies in the next 2-5 years? The big challenge is keeping true to the core idea when campaigns stretch across multiple touchpoints. It’s also about being able to create a bigger impact with smaller budgets.

In what ways do you think the industry can change for the better? The industry is always evolving. When I first hit the ad world, the internet was in the early stages, and print and TV were king. Now the diverse way we connect has opened up endless opportunities for innovation and cut-through. The industry needs to keep evolving and move into more of a collaboration model where creative hubs take briefs into new and surprising places.


Campaign Brief: http://www.campaignbrief.com/2017/07/former-archibaldwilliams-creat.html

Mumbrella: https://mumbrella.com.au/kylie-suttor-joins-the-pure-agency-as-creative-director-461121



The Financial Industry Community Aid Program (FICAP) was established in 2006 by a committee of finance professionals to provide a way for the industry to could give back to the community. 

Since inception the program has supported three youth focused charities and the aim is to raise as much money as possible to benefit young disadvantaged Aussies and their families. The money is raised through sponsorship and an annual industry event ‘Who wants to be a Rockstar’. Singers from the sponsored companies battle it out for the Rockstar title. The event has grown year on year and it’s no surprise that since inception FICAP has raised over $1 million for their charities. 

PURE is proud to be a pro-bono partner and contribute to this great organisation. In 2016, we refreshed FICAP's branding and built a new website to mark their 10 year anniversary and bring to life the positive contribution FICAP is making to the community. The new look and tag line ‘Raising a brighter future’ was unveiled at a sponsors event earlier this year.

2016 has been FICAP's biggest year of sponsorship and PURE are very proud to have contributed to the success and look forward to successful years to come.