Fonts that Matter

Fonts that Matter

The appearance of the font on any marketing collateral is, or should not be a matter of coincidence.

Just as a picture paints a thousand words, a font projects its own emotions.

Fonts also project the personality of the brands they represent.

So think of fonts as your company and brand’s ambassadors!

How you feel about fonts?

It is hence important to craft your messages using suitable fonts for the greatest impact.


At LINs.AD, we work with fonts every day. We know fonts. We know their significance.

And yes, we’d love to help you use fonts, to project your brand even further.


We see ourselves as your strategic branding partner, providing you with the essential marketing tools and insights that ensure your brand’s longevity, no matter the economic conditions that may come.

So contact us today for an obligation-free consultation at 03-9221 3388 (ask for Mickie, Shirly or Bernard), or drop us an email at or visit /



Evaluating Great Ads: A Definitive Guide for SME/SMI Owners

Evaluating Great Ads: A Definitive Guide for SME/SMI Owners

What distinguishes an ad from the rest?

As Marketers, we’re bombarded with tonnes of information overload, resulting in potential Information Obesity. This same predicament is also shared by our customers, the very people we’re trying to reach!

Basic Statistics

Information Overload

Information Overload

In order to stand out from the crowd, we need to be able to create, collate and communicate the intended message to our audience’s mind.

The benefits of knowing how to evaluate great ads include:

  • The increased ability to create and deliver marketing messages that are well-suited to the audience’s taste
  • The increased ability to improve the quality of ads produced
  • The ability to achieve better ROI on your branding efforts
  • An increase in your company’s brand value, using a simple ad or a series of integrated ads
  • Great, memorable ads that actually boost sales

What makes an ad great?

The questions one should always bear in mind are:

  • What is the ad trying to say?

Always deliver one, consistent message throughout, with only one objective in mind – the product / service in the ad has to be the centrepiece of attention, after all

  • Who are they talking to?

The more specific the target audience, the better! Ads that speak to the heart are usually the ones that win hearts. But it also needs to address the issue faced by the audience

  • Why would the target audience listen? Why should they care?

The more concrete the idea behind the ad, the more resonance the audience has with the brand. After all, an ad is a medium to deliver solutions to the needs and wants of your audience.

Example of a great ad “How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

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The objective of the ad is to promote rail safety and to educate and remind people to appreciate their lives. Accidents and deaths on Melbourne’s train system had been on the rise for years, but public safety messages didn’t seem to be working, especially with young people. The authorities hence looked for another way to drive this message home, turning to entertainment and branded content to engage the target market. So, instead of placing multiple safety messages across the board, which were effectively useless, the public safety message was delivered in a sarcastic way by depicting multiple scenarios of some of the dumbest ways to die. Results:

  • It convinced 1 million young people to pledge to be safer around trains, which resulted in a 21% reduction in accidents and deaths.
  • It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 28 million times. As of June 2014 the video has had over 81 million views.


Dumb Ways to Die – Metro Trains Australia Results

“How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

Awards & Accolades Garnered

  • Awards London International Awards 2013 – 29 Prizes ADMA Awards 2013 – 15 Prizes
  • Cresta Awards 2013 – 2 Prizes
  • National Safety Council Award

Spikes Asia 2013

  • Agency of the Year
  • 7 Grand Prix (Branded Content, Integrated, Promo & Activation, Digital, Radio, Film, Film Craft)
  • 11 Gold Spikes
  • 5 Silver Spikes
  • 4 Bronze Spike

The Australian Effie Awards 2013

  • 1 Silver Effie
  • 2 Bronze Effies

Cannes Lions 2013

  • 5 Grand Prix (Film, Integrated, Radio, Direct, PR)
  • 18 Gold Lions
  • 3 Silver Lions
  • 2 Bronze Lions

D&AD 2013

  • 1 Black Pencil
  • 5 Yellow Pencils
  • 3 Pencil Nominations
  • 5 in-books
  • Agency of the Year Most awarded campaign ever in D&AD’s history

Webbys 2013

  • 7 Webbys (in 4 categories)
  • Most awarded campaign of 2013

The One Show 2013

  • 3 Gold Pencils
  • 1 Bronze Pencil
  • 4 Merit awards
  • Best of Show 3rd ranked global agency, Metro Trains top ranked client.

One Show Interactive 2013

  • 1 Gold Pencil
  • 1 Merit award

One Show Entertainment 2013

  • 2 Gold Pencils

New York Festivals 2013

  • 1 Grand Award
  • 1 Gold Award
  • 1 Silver Award
  • 1 Bronze Award

Clio Awards 2013

  • 3 Gold
  • 1 Silver
  • Top ranked Australian agency
  • Mumbrella Awards 2013
  • Mumbrella Award for Bravery
  • Australia’s Favourite TV Ad of the Year
  • Ad Campaign of the Year
  • Thinker of the Year (John Mescall)

AdNews Awards (held in Feb 2013)

  • 2012 Ad Campaign of the year
  • 2012 Ad of the Year


  • Selected among TED’s top 10 Ads Worth Spreading 2013, the only Australian advertisement ever to have been so recognised.

AdFest 2013

  • Grand Lotus for Film
  • 2 Gold Integrated Lotus awards
  • 1 Gold Lotus in Interactive
  • 1 Silver Outdoor Lotus
  • 1 Bronze Lotus in Interactive
  • Second ranked Australian agency

Sirens 2013

  • Gold Siren – Overall category winner
  • Silver Siren – Single category winner
  • Campaign of the Year
  • Siren Client Awards (voted by judging panel of clients)

Mumbrella Ad of the Month

  • November 2012

ACES 2013

  • Best Australian Television and Cinema Commercial

2013 Asian Marketing Effectiveness Awards

  • 4 Gold (in categories: Most Effective Use of Branded Content; Charities, Public Health & Safety & Public Awareness Messages; Most Effective Use of Social Media Marketing; Best Integrated Marketing Campaign) Shortlisted in Best Non-traditional Thinking / Non-advertising Idea

WARC Prize for Innovation 2013

  • Finalist

Very Short International Film Festival 2013

  • Prize of the people – runner up

Annecy International Animated Film Festival 2013

  • Winner – Best Commissioned Film

International Music & Sound Awards 2013

  • Best original composition in non-broadcast or viral advertising/shortlisted


  • Finalist, best non-traditional thinking non advertising idea



Gunn Report 2013 Results

Gunn Report 2013 Results

Gunn Report 2013

Honouring the best agencies globally

The Gunn Report, created in 1999, is based on a simple idea.  It combines the winners’ lists from all of the world’s most important award contests, thereby establishing the annual worldwide league tables for the Advertising industry. Put simply, it’s pretty much ad industry’s “Oscars”!

Gunn Report

Gunn Report 2013


The Most Awarded Commercials in The World in 2013

Metro TrainsDumb Ways to Die (McCann Melbourne) triumphs in the Film table and also takes first place in Digital, second place in All Gunns Blazing and third equal place in Print. The most awarded campaign in the history of The Gunn Report.

Southern Comfort • Whatever’s Comfortable – Beach (Wieden+Kennedy, New York)


Carlton Draught • Beer Chase (Clemenger BBDO (Melbourne)

Joint 4th 

Axe • Susan Glenn (BBH, New York)

Leica M Monochrom Camera • Soul (F/Nazca Saatchi & Saatchi, São Paulo)



The Most Awarded Print Ads & Campaigns in The World in 2013

Expedia Travel • Luggage Labels campaign (Ogilvy & Mather, London)


Harvey Nichols Sale • Pelicans (Y&R Dubai)

Joint 3rd

Coca-Cola • #Cokehands (Ogilvy & Mather, Shanghai)
Metro Trains • Dumb Ways to Die (McCann Melbourne)
The Sunday Times Rich List • Rich List 2013 pool (CHI & Partners, London)



The Most Awarded Digital in The World in 2013

Metro Trains • Dumb Ways to Die (McCann Melbourne)


Nike+ Fuelband • Nike+ Fuelband (R/GA, New York)


Adidas Neo • Window Shopping (TBWA\Helsinki)

Joint 4th

Google / Lego • Build With Chrome (M&C Saatchi/Mark, Sydney)
The JFK Presidential Library & Museum • Clouds Over Cuba (The Martin Agency, Richmond VA)



The Most Awarded All Gunns Blazing in The World in 2013

Hemoba/Vitoria FC • My Blood Is Red & Black (Leo Burnett Tailor Made, São Paulo) – the most awarded campaign ever in All Gunns Blazing.


Metro Trains • Dumb Ways to Die (McCann Melbourne)


Nike+ Fuelband • Nike+ Fuelband (R/GA, New York)


Sports Clube de Recife • Immortal Fans (Ogilvy Brasil, São Paulo)


Samsung Life Insurance • The Bridge of Life (Cheil Worldwide, Seoul)



Most Awarded Campaigns Across Tables 1 – 4 in 2013

Metro Trains • Dumb Ways To Die


Hemoba/Vitoria FC • My Blood Is Red & Black


Nike+ Fuelband • Nike+ Fuelband

Dove • Real Beauty Sketches


Australian Defence Force • Mobile Medic



The Most Awarded Countries in The World in 2013
1st. USA
2nd. Australia break the 1 – 2 stranglehold that USA and UK have had for last 14 years.
3rd. UK
4th. Brazil
5th. France



The Most Awarded Advertisers in The World in 2013

Nike or Volkswagen has topped the table every one of The Gunn Report’s 15 years. This year it was Nike’s turn.




Axe / Lynx







The Most Awarded Production Companies in The World in 2013

First time at the top of the Table for Biscuit Filmworks (London, New York, LA)


Paranoid (Los Angeles, São Paulo)


MJZ (London, LA, New York)


Rattling Stick (London, Los Angeles)


Henry de Czar (Paris)

The Most Awarded Director in The World in 2013

Southern Comfort “Beach” (amongst many others) Director, Tim Godsall, is a clear winner.


Ringan Ledwidge (UK, USA)

Joint 3rd 

Julian Frost (Australia)
Tom Kuntz (USA)

Joint 5th 

Steve Ayson (Australia, NZ, Thailand)
Marcos Kothar (Brazil)



The Most Awarded Agency in The World in 2013

A first time tie for first place – Wieden+Kennedy (Portland, New York) (who topped the table last year) and McCann (Melbourne) (first time in Top 50 table)


Almap BBDO (São Paulo)


Ogilvy Brasil (São Paulo) (highest ever ranking)

Joint 5th

BBH (London)
Clemenger BBDO (Melbourne & Sydney) (highest ever ranking)



The Most Awarded Agency in Digital in The World in 2013

Second time at top for R/GA (New York)


Forsman & Bodenfors (Gothenburg)


McCann (Melbourne)

Joint 4th

AlmapBBDO (São Paulo)
Wieden+Kennedy (Portland, New York)



The Most Awarded Agency Network in The World in 2013
Rankings 1 to 4 are the same for the fourth year in a row but in a slightly different order.


BBDO top the table for the eighth year straight.






Leo Burnett 


McCann (highest ever ranking)


Award winning advertisement and campaigns are built on the foundation of understanding customers, gaining insights of their problems and offering solutions. Other than reach, these advertisement focuses on impact that it does to the community.

Talk to us to bring new life and new direction to your upcoming marketing campaign!

LINs.AD honoured with the 12th Asia Pacific International Honesty Enterprise’s Keris Award!

Keris Award 1

Described as “…an excellent platform to recognize and reward outstanding Asia Pacific entrepreneurs” by the Honourable Prime Minister of Malaysia, YAB Dato’ Sri Mohd Najib Tun Razak, the 12th Asia Pacific International Honesty Enterprise – Keris Award was held amidst much splendour, at the Berjaya Times Square Hotel & Convention Centre in Kuala Lumpur, on February 23rd.

What’s more, LINs.AD was one of the proud recipients of the Keris Award, which is held to:

  • Promote the reformation, renovation and computerization of pioneering enterprises, so as to encourage the development and progress of other enterprises, and
  • Enhance and promote collaboration, information exchange and cooperation among enterprises within the Asia Pacific region.

In other words, LINs.AD was honoured with the Keris Award, in recognition of the company’s commitment to innovation and quality, as well as its steadfastness in providing only the best and most honest level of services possible, to its clients.

Keris Award 2

Present to receive the Award from guests-of-honor YB Datuk Halimah Mohamed Sadique (Deputy Minister of Housing & Local Government Malaysia) and YB Dato’ Dr. James Dawos Mamit (Deputy Minister of Natural Resources & Environment Malaysia) were LINs.AD Directors, Mickie Teo and Shirley Tan.

The evening ended with a Chinese set dinner, followed by entertainment and a lucky draw.

We’d like to thank our valued clients for your trust and faith in us, and wish to continue assuring you that we’ll continue giving you only our very best; for when you win, we win too.

“Everybody Wins!”

LINs.AD honored at international awards event!

LINs.AD honored at international awards event!


Company inducted into “Book of Legends” at the 12th Asia Pacific International Entrepreneur Excellence Award 2013

  • Putrajaya Marriott Hotel, 18th August 2013

At one of Malaysia and the ASEAN region’s biggest international awards presentation, LINs.AD was formally and publicly inducted into the Award’s “Book of Legends” – a coffee table style publication, which pays tribute to all award winners.

Winners were selected via a stringent selection process, with factors including leadership, business and organizational development, and financial and operational results, considered.

Asia Pacific International Entrepreneur Excellence Award - Visual 2

LINs.AD Executive Director, Mickie Teo, receiving the award from Minister in the PM’s Department, YB Datuk Joseph Entulu Anak Belaun

This year’s guests of honor were Malaysian Minister of Finance II, YB Dato’ Seri Ahmad Husni bin Mohamad Hanadzlah, Malaysian Minister in the Prime Minister’s Department, YB Datuk Joseph Entulu Anak Belaun, and Cambodia’s Senator Chhit Kim Yeat and Senator Keo Maly.

Asia Pacific International Entrepreneur Excellence Award - Visual 3

LINs.AD Directors and employees posing with internationally-acclaimed fashion designer, Dato’ Jimmy Choo (4th from right)

For more details of the Award, visit