Marketing directors are very busy people, constantly assailed with advances from agencies touting for their business. We needed to find a way to rise above the flood of agency propaganda.

We’re an independent advertising agency in the very competitive Australian market. Our objective was simple: start conversations with marketing directors and win new business.

Great clients want to work with great people. So rather than create a typical new-business mailer, we opted for a genuine expression of the creativity, imagination, sense of humour and passion of the great bunch of people who work at our agency.

Every Monday, as part of our “Cake Club”, a different staff member bakes a cake for the team. In a strategic and creative twist, the baker must strategically link their cake to 1950s French film director Jacques Tati. The Book of Cake brings together our best cake recipes and rationales with illustrations from all departments of the agency.

The Book of Cake has already proved to be our most successful new business tool ever:

We first sent it out in late 2013 and have already seen a 70% increase in new business meetings in the first three months of 2014.

We have won four new clients, two without having to pitch. The corresponding revenue sees The Book of Cake already delivering 13:1 return on investment.

And later this year a leading Australian curator is turning The Book of Cake into an exhibition and will auction art from The Book of Cake to raise money for charity.