AJF - previously The AJF Partnership - is a leading creative agency in Melbourne, handling a small portfolio of important clients, including several units of retail giant Wesfarmers. It also handled for several years until its closure GM's local subsidiary, Holden automobiles. For a while it 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 Foote and Adam Francis remain in situ as executive creative directors, but Andrew Fabbro departed the business in 2020. 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 Trimantium GrowthOps, which then floated part of its equity in 2018. That group also purchased a collection of other diversified agencies across the Asia Pacific region, most of which gradually adopted the shared corporate name. Like AJF, Khemistry continues to operate under its own brand. However group performance was disappointing, prompting GrowthOps to delist its shares from the stock market in 2020 to take itself private again. Revenue for the year ending June 2020 was A$84m, and the GrowthOps group reported a second consecutive net loss.
Capsule checked 27th August 2021
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Adbrands Daily Update 28th Oct 2020: "A Better Way To Christmas". Would you look at that! It's not even Halloween yet and here comes the first Christmas ad. It's already looking like it will be a holiday season like no other in recent memory, so perhaps it's appropriate for the ad flood to commence ahead of time. AJF GrowthOps breaks a few moulds here for Australia's Target retail chain. (No relation to the US store of the same name, despite the similarity of the logo). One such AJF innovation is the repurposing of 'Christmas' as a verb. Why bother to Christmas with your own decorations when you can buy everything you need from Target?
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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