Bob Price

Managing Partner/Creative

Bob Price

30 years ago Bob walked into his first job as a 19 year old copywriter – in a six person agency above a Chinese restaurant in outer Melbourne, Australia. The clients: local car dealers and real estate agencies. It was here that he learned the value of ideas that do actually move people to action. 

Fast forward: in 2001 he joined Leo Burnett in global HQ in Chicago as a creative leader, initially as Chief Creative Officer of iLeo (the first integrated digital and database marketing group inside Leo Burnett), and later as an Executive Creative Director leading global marketing platforms for clients including Samsung, Coca-Cola and Starbucks. 

In 2010 he took on the role of Executive Vice President and EEMA Regional/Executive Creative Director in Moscow, working exclusively with global clients including Phillip Morris, Diageo and Ferrero Rocher.

During his time in Moscow Bob supervised the development of new kind of integrated studio offering from the agency. Building a group that offered innovative solutions spanning digital, consumer engagement, retail, packaging and environmental design, they delivered major new product and experiential platforms.  

Prior to joining Leo, Bob was lucky enough to be at Clemenger Direct during their heyday as one of the world’s leading direct marketing agencies, and M&C Saatchi just they opened for business in Australia. Here he helped to build a direct and digital group that was eventually recognized as one of the most creative BTL shops in the world, and working with names like BMW, Hewlett Packard and ANZ Bank to create award-winning, business-changing campaigns. 

In 2017 Bob returned to Melbourne, where he partnered with Dom in the reinvention of Cowan in Australia focusing on strategic innovation projects for clients including Petbarn, Sanofi and Masterfoods.

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Projects

CREATING CORPORATE RESPONSIBILITY

What we did

Developed the first internal and external Corporate Responsibility platform for the world’s leading beverage brand.

Why it’s smart

Built to address both product and environmental issues, Make Every Drop Count delivered a program which enabled their people to tell their stories world-wide from Atlanta to Africa.

PUTTING AN ICONIC BRAND IN YOUR WALLET

What we did

Launched the first co-branded Credit Card for a global entertainment giant.

Why it’s smart

The challenge was finding a way to keep the values of the brand intact as it presented its fans with a first ever credit card. The answer was building a new banking paradigm where the emotional rules.

GLOBAL BREAKTHROUGH IN CUSTOMER EXPERIENCES

What we did

Working over a decade on the development and launch of the world's first truly global tobacco alternative product.

Why it’s smart

A major behaviour change requires and entirely new approach to all facets of the experience. From designing entirely new retail outlets from scratch to building new forms of consumer engagement, packaging 
and digital experiences.

A NEW PARADIGM IN TECHNOLOGY

What we did

The re-invention of this household name over 3 years began the process of moving from a budget electronics maker to an iconic global brand.

Why it’s smart

The creation of the first platform to explore and expand the brand's personality, we helped create a platform built on personalities (Ozzy Osbourne as a spokesperson!) and partnerships with event like the NFL and Olympics.

CREATING AN APPETITE FOR PREMIUM

What we did

Create the first truly super-premium dog food brand for a major retailer

Why it’s smart

A new brand built on a deep understanding of pet owners. Through in-depth research every facet of this new kind of protein-rich food was designed to appeal to the most discerning people (and their dogs).

INNOVATING BEYOND SUPPLEMENTS

What we did

Launched a new vitamins range to re-energize a category that had been stagnant for decades.

Why it’s smart

In a category that has consumers overwhelmed with the paradox of choice we made complex simple and re-defined the category language.

CRAFTING A NEW IMAGE IN SPORTS

What we did

Launched a viral video and TV campaign to change the image of professional golfers.

Why it’s smart

Instead of talking about millionaire professionals we changed the conversation to focus on the club pros who give back to their communities. They became the heroes of a campaign that spoke directly to a whole new audience.

HELPING MAKE CHRISTMAS SWEETER

What we did

Built an entirely new pop-up platform to help a major confectionary brand own the Christmas gifting occasion in Eastern Europe.

Why it’s smart

Designing custom retail pop-ups for major malls was the start - but adding video messaging centres to allow people to share their wishes with loved-ones meant a simple a box of chocolate became a must-share event.

REINVENTING THE FUTURE OF B2B

What we did

Found a new way to connect with IT leaders, through the next generation of inventors.

Why it’s smart

To reach Australia's IT leaders we developed a new kind of science education platform for elementary schools to find the next generation of inventors - inviting senior execs around the country to join us in judging the competition online.

CREATING CULTURAL RELEVANCE

What we did

Re-inventing a classic spirits brand and identity to make it relevant for a new generation.

Why it’s smart

Designing a new identity and positioning meant going beyond the visual to find a deeper cultural understanding of the culture and a radical new positioning based on local heritage and modern values.

Dominic Walsh

Dominic Walsh

Managing Partner/Business

Read more about Dominic  Right arrow

SMART is ready.

We love a good business problem. If you'd like us to take a look at yours, 
you can ping us anytime at innovation@smart.com.au

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