Title | THE BOOK OF CAKE |
Brand | THE HALLWAY |
Product / Service | FULL SERVICE CREATIVE AGENCY |
Category | B01. Corporate Image & Information |
Entrant | THE HALLWAY Sydney, AUSTRALIA |
Entrant Company | THE HALLWAY Sydney, AUSTRALIA |
Advertising Agency | THE HALLWAY Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Simon Lee | The Hallway | Executive Creative Director |
Dave Lidster | The Hallway | Illustrator/Head Of Art |
Francis Loh | The Hallway | Illustrator/Head Of Design |
Ilya Aronovich | The Hallway | Illustrator/Designer |
Dylan Soopramania | The Hallway | Illustrator/Art Director |
Josh Aitken | The Hallway | Illustrator/Senior Copywriter |
Clara Vincent | The Hallway | Illustrator/Planner |
Holly Mooney | The Hallway | Illustrator/Designer |
Samantha Teoh | The Hallway | Illustrator/Project Director |
Paul Battye | The Hallway | Illustrator/Senior Art Director |
Jomuel Mananquil | The Hallway | Illustrator/Digital Art Director |
Emily Hahn | The Hallway | Illustrator/Senior Project Manager |
Simon Lesch | The Hallway | Project Manager |
Jules Hall | The Hallway | Managing Partner |
We’re an independent advertising agency in the very competitive Australian market. Our objective was simple: start conversations with marketing directors and win new business. Marketing directors are very busy people with no shortage of agencies touting for their business. We knew that a typical “why us?” new-business mailer telling them why they should work with us would get lost in the sea of agency propaganda. We opted instead to demonstrate our creativity, strategic ability and importantly, our culture by creating something marketing directors could actually enjoy. And we extended a mouth watering invitation – after all, who doesn’t like cake?!
The Book of Cake succeeds because it’s an honest and genuine expression of the creativity, imagination, sense of humour and passion of the great bunch of people who work at our agency. And ultimately, that’s what great clients want – to work with great people.
We created “The Book of Cake” – a book inspired by a pillar of our agency culture: “Cake Club”. Every Monday a different member of the agency bakes a cake for the whole team. In a strategic and creative twist, the baker must offer a strategic rationale that connects their cake to 1950s French film director Jacques Tati. So to woo prospective clients, we compiled our cake recipes and Tati-inspired rationales into a book, adorned it with awesome illustrations by a variety of staff members, then sent it to marketing directors with an invitation to come and join us for cake.
The Book of Cake has already proved to be our most successful new business tool ever: We first sent it out in late 2013 and have already seen a 70% increase in new business meetings in the first three months of 2014. We have won four new clients, two without having to pitch. The corresponding revenue sees The Book of Cake already delivering 13:1 ROI. At the time of writing, a leading Australian curator is exhibiting The Book of Cake and will auction art from The Book of Cake to raise money for charity.