Regional Strategy & Innovations Director, APAC at Iris Worldwide
Youth marketing expert
Charged with developing world class participation brands for clients across the APAC region including adidas (Adidas football, Originals, Super Rugby, All Blacks, Team Messi, NEO), Smirnoff youth festival activations, Johnnie Walker F1 sponsorship, Lonely Planet, Shell, UNICEF, Christchurch Tourism, MINI & Heineken.
I’m a brand strategist obsessed with interactive storytelling that creates commercial and cultural value. My three category passion points are youth, luxury and automotive.
Previous to my role at Iris I was Deputy Planning Director/Head of Digital Strategy at M&C Saatchi Sydney running the Google and YouTube accounts. I was the strategist behind Australia’s most awarded digital campaign of 2012 – Google’s ‘Build with Chrome’ a collaboration between Google Chrome and LEGO. Recently it was voted B&T and Adnews 2012 Digital campaign of Year, won a Yellow pencil at D& AD for Digital Advertising, Spikes Silver, OneShow Gold for Websites/SIlver for Integrated Branding, CLIO Silver for Mobile, Caples Gold for Interactive Websites and the David Ogilvy Creative Awards at the 2012 ADMA Awards.
One of my passions is youth marketing and how brands connect with digital natives in the dynamic world of social media. Whilst at Iris, I’ve been pioneering thinking around the principles of ‘Participation Branding’ as the new way brands connect with consumers in the digital age. I recently presented at Spikes Asia and mumbrella 360 on the topic of Participation branding.
I’ve spent the last 15 years sharing the love around some great communication agencies in Sydney (Saatchi & Saatchi, Naked and DDB), London (Euro RSCG Fuel ) and New York (BBH New York). I’ve been lucky enough to work on some great brands including Axe/Lynx, Levi’s ,Gatorade, McDonald’s, Telstra, 5 Gum, Sony, Sega, Doritos, Pepsi Max, Samedi, Lexus, Jaguar, Volvo, Rexona, BMW, Pilsner Urquell, Fox Sports, RTA, Toyota, Northern Territory Tourism and a few others.
I’ve won 6 Effies, two Gold and two silver for McDonald’s campaigns and two Bronze in 2013 for Christchurch Tourism well as a Gold APG Planning award for my work on Telstra.
Some of the ideas I’ve helped create:
adidas Messi Speed of Light
adidas F50 Hunt for Fast digital scouting system
adidas Play the Messi Way
adidas NEO Find My Golden Shoes: Bieber
Johnnie Walker Step Inside Ultimate Walk with Jenson Button
Xperia Lounge & Swedish House Mafia #together
Christchurch Tourism Bob thinks Big
J&B Launch Party
Adidas Super Rugby campaign Supersounds
Axe ‘Gamekillers‘ Season 2, ‘Millions‘, ‘Bom Chicka Wah Wah’, Axe Bullet, Axe Dry Focus
Levi’s 501 ‘News Story’ which won a Silver Film Lion at Cannes 2007.
Sega ‘Offset the Evil’ which won a Cyber Bronze Lion at Cannes 2009
Samedi energy drink – ‘Samedi Says’- world’s 1st campaign created by a voodoo spirit
Guzman Y Gomez ‘This is Mexico’
My favourite brands are Adidas, Google, Red Bull, Kjus, Cannondale and Deus Ex Machina. I’m a sports nut spending my spare time playing tennis tournaments, football for Mosman FC. I also love returning to my spiritual roots in Austria annually for a skiing pilgrimmage.
I’m a regular speaker at youth marketing /digital & social media conferences having spoken at Spikes Asia 2013 in Singapore, Nielsens ‘Consumer 360′ conference in Jakarta and regular appearances at AIMIA ‘ Future of Gen Y’. I also guest lecture at AFA Adschool, ADMA’s digital marketing course the University of Technology Sydney (UTS) and Charles Sturt University on brand planning and digital marketing strategies. Feel free to contact me for any conference speaking requests.
Email me at email@example.com, follow me @danpankraz on Twitter