The Dubs credentials

We market
financial brands
Company Credentials

Who We Are
The Dubs is a finance category marketing specialist
with experience working across retail & investment
banks, asset & fund managers, brokers & insurance,
financial planners & superannuation, private equity &
venture capitalists, and emerging markets.
We also work with media and broadcast brands such as
FremantleMedia and Google in multiple territories.
Our core team includes individuals with diverse
backgrounds such as journalism, television, branding,
social media, web design and technical.

25 2 16
People

Offices

Years

We work with in-house marketing, corporate affairs
and product teams to kickstart new initiatives and solve
business or creative problems in the digital space.
We’re also happy working alongside other providers
such as creative & media agencies and PR partners.

We market financial brands

contactus@thedubs.com | thedubs.com

Services
As an agency we play to the strengths of our people
and the accumulated experience of our agency
stretching back to 1996. Our people come together
from various disciplines including journalism, television,
branding, social media, web design and technical. With
these backgrounds it’s natural we’ve built our digital
capabilities across content marketing, social media,
digital marketing and web development.

Content Marketing

Social Media

Content strategy

Social media strategy

Audience research

Reactive governance guidelines

Competitor / sector audit

Proactive publishing strategy

Content and audience seeding

Format development and scriptwriting

Editorial and video production

Social monitoring
Social guidelines policy

Digital Marketing

Web Development

Online advertising production (Flash / HTML5)

Information Architecture

eDM and DM production and management

Interface design

Copy writing

HTML5 / CSS development

Campaign microsite development

SEO optimisation

Search Engine Marketing (SEM)

CMS development
Technical consultancy
Mobile / tablet app development



Our Clients
We are a finance category specialist with experience
working across retail & investment banks, asset & fund
managers, brokers & insurance, financial planners &
superannuation, private equity & venture capitalists,
and emerging markets.



Finance
Retail, Investment Banking, Asset Management,
Private Equity, Insurance



Commonwealth Bank
Content Marketing
Our brief was to create a content strategy to maintain
a relationship with Commonwealth Bank’s home loan
customers.
The solution was to develop a destination (named
Living Space) that would provide curated, sourced and
professionally produced content relating to the needs
of their home loan customers.
Key to the success of the project is to produce the
highest level of content. We have sourced journalists
and writers who currently write for mainstream
newspapers and magazines, thereby providing Living
Space a level of quality not traditionally associated to a
brand.
The future scope of the project is to, over time, reduce
the dependance on traditional advertising as this
project becomes a destination in its own right for the
audience to seek advice and information surrounding
their home.



Citibank Australia
Content Marketing
Citi Australia’s corporate communications department
approached us to oversee the launch of its social
media channels, create entertaining content and drive
audience engagement.
Using footage from Citi’s corporate film, our challenge
was to create bespoke video narrative that would
juxtapose both the human element of the restaurant
programme with Citi Australia’s involvement in the
scheme.
The result was a 4-part mini-series that played out
over Facebook. The video launches saw spikes of user
engagement and generated ongoing, positive PR for
the restaurant. This campaign marks the start of our
ongoing relationship with Citi Australia.



AMP Capital
Content Marketing
Given video is arguably the fastest growing media it
made perfect sense for one of Australia’s strongest
investment brands to showcase its knowledge to savvy
investors using online video.
And while AMP Capital would be speaking with a
sophisticated investor audience online, it was important
for these investor insights videos to have personality.
Hence the talent was important, picked from known
AMP Capital advisers who could speak engagingly
about the latest economic and investment trends and
how AMP Capital’s products and people manage
wealth creation.



Macquarie Bank
Content Marketing
Macquarie Bank approached The Dubs to develop the
website for their digital TV channel – Macquarie Digital.
Targeted at retail and institutional investors, the website
needed to provide an online location for an archive
database for re-broadcast of video content produced
on the broadcast channel.
The Dubs developed an IPTV (web based TV)
platform for the delivery of audiovisual content
that complemented and extended the reach of the
broadcast channel. Each week over 8 hours of new
video content is added to an archive of over 800 video
files allowing site users to view and search multiple
streams of content from Macquarie Bank.
In addition, the site has a full CRM system to allow
registered users to subscribe to email marketing, online
surveys and further communication with
Macquarie Bank.



ING Direct
Content Marketing
ING Direct adopted a new brand strap of “saving feels
good” to encapsulate their positioning in the cluttered
UK retail banking market.
It was felt by us and ING Direct’s other marketing
agencies this theme would adopt naturally to a raft of
“feel good” factor campaigns and so from us the “feel
good” microsite was born.
We wanted to build a two-way conversation between
ING Direct and its customers and potential customers
so daily good news stories and photos are pumped out
through the microsite while visitors can leave their own
posts on stories that make them feel good or submit
their own photos.



Google
Content Marketing
The Dubs works with Google across Europe, the
Middle East and Asia Pacific to provide strategic and
creative consultancy.
Working across a range of business verticals including
financial services, automotive, retail and FMCG, The
Dubs provides a 48-hour turnaround, creative solutions
service, producing innovative advertising and branded
content solutions, showcasing the potential of Search,
YouTube, Google+, Maps, Streetview, Google Display
Network, Mobile and Google Glass.



Citibank Australia
Social Media
The credit cards division of Citibank Australia asked us
to develop and run its inaugural Facebook acquisitionled campaign called ‘Financial Freedom’.
It plays to the aspirations of Citibank’s target market
whilst promoting a specific credit card offer. Marrying
the popular mechanic of a personality quiz with a
financial focus allowed us to entertain audience
members whilst driving them to enter a competition
and share it with their friends networks. Status updates
and Facebook Ads further bolstered campaign reach
and maximised engagement opportunities.
The result is a bank of extensive customer insights,
acquisition opportunities, positive word of mouth and
ongoing PR for Citibank Australia. The success can be
measured by Facebook statistics showing its fan base
increased nearly 400% in one month and averaged over
60% engagement (at the time the top 10 Australian
financial institutions averaged 10-20% engagement).



Bupa Australia
Social Media
Bupa in Australia and New Zealand are part of the
Bupa Group, a leading international healthcare
organisation that cares for more than 33 million people
in 190 countries.
Bupa first approached us in Mid-2012 with a brief to
help with creation, development and implementation
of a Facebook application to celebrate being a mum.
On every project we have now completed, we have
worked hand-in-hand with Bupa’s internal team and 3rd
party agencies to ensure their digital work marries with
their overall marketing and digital strategy.



ING Direct
Social Media
Following ING Direct Australia’s rebrand spearheaded
by the adoption of Charles the Orangutan as brand
ambassador, The Dubs moved the bank into its next
phase with social media.
The Dubs launched a conversation campaign under
the moniker of “Charles Writes” in Facebook to
create an emotive connection with people in social
media uncluttered by standard industry bank product
messaging.
The latest phase involved the roll out of the Charles’
Champions campaign that creatively rewarded loyal
customers with special gifts. Ever since its launch, the
Facebook page has been inundated with positive and
encouraging comments declaring ING DIRECT as
one of the most innovative banks displaying genuine
customer service.



ADCU
Social Media
Australian Defence Credit Union (ADCU) is a is a
member-owned financial cooperative which provides
banking services to Defence personnel, Defence
contractors and their families.
In November 2011, we were initially appointed to help
with the creation and development of social media
guidelines and a social media strategy for the business.
As part of our remit, we worked closely with multiple
stakeholders across the organisation (from the CEO
through to customer services personnel) to craft a
scalable and easily actionable social media plan for the
business.
After successfully delivering the social media guidelines
and strategy, we were then asked to provide our
thoughts on how best to refresh a campaign targeting
new military recruits across the Army, Navy and Airforce.



Eftpos Australia
Digital Marketing
Eftpos is is an electronic payment systems provider. In
2012, Australian consumers performed more than 2.2
billion eftpos transactions worth almost $135 billion at
504,000 merchants, using over 764,000 eftpos terminals.
We were first appointed by Eftpos to help maintain
and develop their web, digital marketing, print and
social media presence. After working closely with their
internal teams, we soon built a strong working rapport
and rolled out a series of digital campaigns to support
the above-the-line activity.
At the same time, we helped the business to showcase
their corporate social responsibility initiatives with
organisations such as Vision Australia.



ING Direct
Digital Marketing
Our relationship with the world’s largest online bank
ING Direct started early in 2003 when we helped launch
them into the United Kingdom and we’ve been their
strategic web agency ever since. This account went
international for us at the start of 2007 when ING Direct
Australia selected us as their digital agency after a
competitive pitch.
The heart of our remit is to ensure ING Direct’s
customers get the best experience online while from
a marketing standpoint, our strategic brief tasks us
with stitching digital into all available marketing and
communications channels.
As a snapshot at any point in time you’ll find us
evolving ING Direct’s website customer experience,
be crafting online advertising campaigns to promote
new products, or extending other channels such as
experiential and direct to include tactical microsites and
email marketing to maximise their reach.



ING Direct
Digital Marketing
The Dubs developed specific iPad advertising for the
new Fairfax newspaper tablet application. The adverts
were a first for ING Direct and Fairfax using custom
HTML5 to deliver an engaging experience.
As the dwell time on the Fairfax application was much
higher than across web channels (averaging over 30
minutes per user) the adverts were crafted to deliver
broader engagement than a traditional advert to
maximise this captive audience.
The adverts dynamically changed their content
dependant on time and day to ensure that the
messaging was both highly relevant and also provided
new content to a returning user enabling the advert to
remain in market for a longer period without needing
to renew the creative.



Colonial First State
Web Development
A full redevelopment of the global presence for
Colonial First State’s Global Asset Management
and First State Investments included discovery
and audience research across UK, Hong Kong and
Australian markets.
Following a User Centric Design approach The Dubs
developed the full Information Architecture, User
Experience and Interface Designs.
The Dubs also developed all the front end HTML
templates to enable cross platform compatibility.
In additon, the project included an ongoing
technical advisory role supporting Colonial’s internal
development teams in the UK and Australia, who built
the platform using the Ektron content management
system.



AMP Capital
Web Development
AMP Capital commissioned us to create a global
website presentation layer that could allow them to
maintain a consistent branding and content display
structure at a global level and then have this approach
mirrored at a local website level.
This approach has now been rolled out at a local level
for Australia, New Zealand and Japan.



Queensland Government
Web Development
In 2010 the Queensland Government and its
investment banking advisers turned to us when they
were undertaking the multibillion dollar privatisation of
the State’s coal and freight rail haulage network –
QR National.
Developing an integrated approach with all the
logistics and marketing providers meant we were best
armed to provide the joint lead managers with clear
advice when reporting into the various working streams
we covered across advertising, marketing and logistics
and online.
Results:
Delivered 6 million+ web pages to
650,000+ Australians. 240,000 online pre-registrations
being 97% of the total. Online prospectus viewed
45,000+ times while 72,000 copies were downloaded.
15,000 people requested a hardcopy prospectus to
be mailed out. 570,000+ emails were sent to potential
investors to promote the offer. 40,000+ shareholders
used the website to look up their shareholding once
allocated.



ING Direct
Web Development
Our relationship with the world’s largest online bank
ING Direct started early in 2003 when we helped launch
them into the United Kingdom and we’ve been their
strategic web agency ever since. This account went
international for us at the start of 2007 when ING Direct
Australia selected us as their digital agency after a
competitive pitch.
The heart of our remit is to ensure ING Direct’s
customers get the best experience online while from
a marketing standpoint our strategic brief tasks us
with stitching digital into all available marketing and
communications channels.
As a snapshot at any point in time you’ll find us
evolving ING Direct’s website customer experience,
be crafting online advertising campaigns to promote
new products, or extending other channels such as
experiential and direct to include tactical microsites and
email marketing to maximise their reach.



ING Direct
Web Development
We created an Apple accredited iPhone Home Loan
application so people could access mortgage and loan
information as they need it – for example, when they
are actually on the go viewing homes.
The application gives iPhone users the opportunity to
find out how much they can afford to borrow by using a
borrowing power calculator. Once they know their limits
they can look at which suburbs they can afford to live
in, as well as looking up the suburb on a map through a
link to the GPS Google Maps tool.
In addition, the mobile banking application offers
customers the opportunity to login to online banking,
access to current interest rates, secure login to
accounts, full account summaries, and the ability to
transfer money and pay vendors using BPay.



ING Direct
Web Development
Working closely with ING Direct UK’s internal technical
and customer experience teams, The Dubs developed
the information architecture and interface designs
for their new mobile banking experience. Key to the
project was to develop a simple ‘mobile’ experience
that allowed ING Direct the flexibility to manage and
update its mobile application moving forwards.
A web application was chosen over a native
application to remain flexible, responsive and cross
platform (iPhone, Android, etc) whilst still delivering a
comparable experience. The Dubs worked with
ING Direct to develop both the application and
supporting material in the form of video demos utilised
to explain the application functionality. These videos
were then used across the main website and social
media channels for customer education and support.



Corporate
Online, Investor Relations, Event Marketing



EnergyAustralia
Content Marketing
The Dubs utilised the latest in technologies to deliver
digitally lead corporate marketing materials for
EnergyAustralia for its shareholders, investors and
finance professionals.
Traditionally annual reports, sustainability reviews,
investor presentations and prospectuses have been
designed as print documents. However, investor and
finance professionals habits have likewise migrated
online just as consumers have done.
Therefore, we developed an interactive document for
EnergyAustralia’a Sustainability Report designed for
online and to move beyond print with the inclusion
of high impact support materials such as interactive
charts, video and social sharing.



ACMA
Social Media
The Australian Communications and Media Authority
(ACMA) is a statutory authority within the federal
government portfolio of Broadband, Communications
and the Digital Economy.
After approaching The Dubs in 2011, we have created,
developed and successfully delivered a series of digital
assets for ACMA’s Cybersmart program. Cybersmart
is a program designed to help children and whole
families find out how to use the Internet safely.
The digital assets shown to the right illustrate our work
on the Cybersmart ‘Dream On’ Project that have been
successfully rolled out to WCAG 2.0 AA standards.



BHP Billiton
Web Development
Given BHP Billiton is the world’s largest miner and
the offer for Rio Tinto was considered contentious
on a number of levels, we were given the task of best
representing BHP Billiton’s key messages digitally to
distinct and important stakeholder groups including:
· Rio Tinto shareholders
· BHP Billiton shareholders
· Government regulators
· Media
We also optimised the BHP Billiton’s web pages so
they were best placed to be organically ranked by key
search engines such as Google, Yahoo! and MSN.
Outside the online execution task, our executive team
provided ongoing advisory services to BHP Billiton’s
deal team and its key advisers including its lead banks,
legals and communications advisers.



Archer Capital
Web Development
Australian private equity house Archer Capital
approached us in 2005 when it was looking to rebrand
its main corporate website and provide online reporting
functionality.
Along with rolling out Archer Capital’s re-designed
corporate website (www.archercapital.com.au), we
implemented our Iposoft® Fund Manager platform.
Iposoft®’s Fund Manager facilitates Archer Capital
to communicate key information to its investors. This
highly secure application provides a central location for
investors to view personalised information such as fund
performance, calls, distributions, valuations and also
includes automated email messaging to alert investors
of relevant website updates. Archer Capital’s fund
managers have complete administrative access over
the system’s users, active investors and notices being
distributed while keeping an audit trail of all system
activity.



FremantleMedia
Web Development
The Dubs have an eight-plus year long relationship
with the FremantleMedia Group working to deliver its
portfolio of broadcast entertainment formats to the
wider cross-platform audience. Recently, however, we
were tasked with developing the company’s corporate
website for B2B audience engagement.
Powered by The Dubs’ very own proprietary CMS
platform, Isite®, The Dubs has delivered cost and time
efficiencies in perpetuity for all website publishing
activities. Additionally hosting and bandwidth is
provided through The Dubs’ secure data centre.



Press Association
Web Development
The Press Association is the UK’s leading multimedia
news and information agency and was undergoing a
complete corporate rebrand early in 2009.
As part of the rebranding process we undertook
an online requirements analysis across all Press
Association’s divisions. Interviews and workshops
were held with the various stakeholder groups and
documented to define Press Association’s user
audience needs moving forward.
From these findings we prepared the requirements and
functional spec documents, completed the information
architecture for the website, developed the web page
structural wireframes and crafted the creative interface
of the web pages.



Gunns Limited
Web Development
Gunns is one of the largest farmers of trees in Australia,
currently growing the equivalent of 460 trees for every
person in Tasmania on its plantation estate. We worked
with Gunns to develop an open and honest visual
identity to reflect their business and brand positioning.
It was key to develop a visual identity that reflected
their sustainable approach to forestry and avoided the
clichéd images often seen. The identity reflected the
full lifecycle from tree to wood to product, we also felt
the identity needed to reflect their modern methods to
differentiate them from other less reputable firms.
The website design was then an extension of this ethos,
the page design, colour palette and imagery showcase
this approach and offer a framework for future cost
effective extensions into their other brands.



Contacts
Australia

United Kingdom

Candice Rosenzweig

Tristan Fawley

Commercial Director
0412 971 394
candice.rosenzweig@thedubs.com

Executive Creative Director
07789 502 615
tristan.fawley@thedubs.com

Josh Frith

Barnaby Hobbs

Managing Director
0416 221 900
josh.frith@thedubs.com

General Manager
07760 485 706
barnaby.hobbs@thedubs.com



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