making money easier to understand
In the third quarter of 1999 Publishing & Broadcasting Limited was in an expansionary investment mode and wanted to raise a further A$200 to A$300 million dollars for new ventures. United Notions was briefed to come up with a visual direction to explain a new investment instrument entitled a "PBL Perpetual Adjusting Rate Security (PARS)". 48 hours later we had an approved concept that demonstrated the major advantage of this investment instrument... subscribers earned 2% above the "floating" prevailing 90 day bill market rate. The giant +2% floating on a pond of ripples demonstrated it clearly to experienced, as well as novice investors, and it became the front of the Prospectus document.

But what about media? The associated merchant bank for the product had recommended, via a large global agency, a media support campaign of A$300,000 to sell it into the market. We were asked what we thought. Our proposal of $84,000 in a media spend for small ads in financial media had the product oversubscribed within 10 days. The ads ran in The Australain Financial Review and business pages of major capital city newspapers, including a Saturday edition of the Sydney Morning Herald as a 2-colour advert.

United Notions believes focussed campaigns that are strategically placed outperform the shot gun approach of many so called media strategists.

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EFIC - Collex - Ansett Cargo - - Sydney Gas Company
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