AJF GrowthOps - previously The AJF Partnership - is a leading creative agency in Melbourne, handling a small portfolio of important clients, not least GM's local subsidiary, Holden automobiles, and several units of retail giant Wesfarmers. Though it remains entirely independent, AJF has since 2014 also managed the local interests of Interpublic's FCB network, which closed its doors in Australia following the loss of several key clients. The agency was originally launched in 2005 in Melbourne by three ad executives who - bizarrely - all happened to share the same initials. Andrew Fabbro is still managing partner, with Andrew Foote and Adam Francis as executive creative directors. AJF opened an office in Sydney in 2011, but sold it back to local managers five years later to resolve client conflicts. The Sydney agency is now Richards Rose. Towards the end of 2017, AJF accepted a buyout offer from newly created marketing services group GrowthOps, which floated part of its equity in 2018. That group has purchase a collection of other diversified agencies which are gradually adopting the shared corporate name. Other GrowthOps units include content creator Khemistry, management consultancy IECL and a collection of separate IT and tech development companies. Clint Cooper is CEO of GrowthOps. However performance has been poor since the launch of the group. Revenue for the year ending June 2019 was A$69m, but the GrowthOps group reported a net loss of A$65m.
Capsule checked 27th November 2019
Which clients does AJF Partnership handle? Find out more from the Adbrands Account Assignments database
Who are the competitors of AJF Partnership? See ranking of Australia's Leading Advertising Agencies
Adbrands Account Assignments is a database tracking account management for the world's leading brands and companies. In other words, which advertising agency handles which accounts in which countries.
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Adbrands Social Media 8th Aug 2018: Australia's AJF Partnership has this gorgeous spot out for local retailer Target, which despite its name and logo design is no relation whatsoever to the US retailer of the same name. (As was the case with Australia's local Woolworths chain, whose name was nicked not licensed, the Aussies probably originally thought they were far enough away from the US to evade a copyright claim). But take care! Those spectacular landscapes are in the Kimberley, an unspoilt region in the far north of Western Australia that is itself three times the size of England. Despite what the ad suggests, it's definitely not a place you might go for a casual jog.
Adbrands Social Media 23rd May 2018: "Wake Up To Sleep". Lovely night-time photography lifts this striking campaign from indie AJF Partnership for Australian bed retailer Forty Winks. In most countries, we're generally used to rather more hard-sell campaigns from bed manufacturers: all SALE NOW ON and pictures of identikit happy families relaxing at home on beds that mysteriously never have sheets on them. This comes as a breath of fresh air, not only for its generally tranquil vibe, but also a pretty important message about the power of sleep to improve our daily life. And not an actual bed in sight. We'd like to think all bed companies might follow suit, but they'll - Forty Winks included - probably be back to SALE NOW ON by next week.
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