MOSS Group’s core competency is creative concept and development.

MOSS Group recently developed the entire creative concept for the 2014 Victorian State Election for the Victorian Labor Party both for the positive advertising messages featuring Daniel Andrews and for the negative messages that centred around criticisms of the policies of the then Napthine Government.

The project included; developing the “Daniel Andrews Labor. Putting People First” and “Under the Liberals, You’re On Your Own” positioning lines and visuals, attendance at market research groups, development of a strategic marketing approach based on that research, production of TV commercials, radio commercials, outdoor commercials, photography, online and social media commercials, as well as general marketing advice.

Many of the TV and radio commercials were also directed by MOSS Group creative director; Darren Moss including the commercials that featured Daniel Andrews himself.

The task included putting together messages that worked for different target audiences in different regions across Victoria.

Messages were also crafted for over 50 different languages.

Beyond this project MOSS Group and its principals have worked on creative concepts for numerous other major advertising clients including Federal and State Government Departments, Automotive, Fast Moving Consumer Goods, Fashion, Finances & Services and Food.

MOSS Group have won creative awards including Cannes and a prestigious Webby award (presented by the International Academy of Digital Arts and Sciences — a 1,000+ member judging body that includes actor Kevin Spacey, musician David Bowie, Internet Co-inventor Vint Cerf, Arianna Huffington, President and Editor-in-Chief of Huffington Post Media Group, Twitter Co-founder Biz Stone).

MOSS has the capacity and experience to either work from a brief that has been developed from our clients or work in conjunction with our clients to develop strategically sound creative briefs.

Our creative executions are always market research driven and we pride ourselves on judging the merit of a creative execution by whether it helps to achieve our clients marketing objectives as the key measure.