Proud and honoured to be recognised for our People and Culture


Royals Frey Fest 2019

Culture has always been important to us here at The Royals. We believe it affects everything we do – from the ideas we generate for clients and the insights we uncover, to the final product we deliver and everything in between. It determines our success as a company and shapes how we are perceived in our industry and the broader business community.

We believe this emphasis on our culture was a significant factor in our awards success over the past 12 months, which saw us winning Independent Agency of the Year 2018 at both Mumbrella and AdNews awards, the People & Culture Award (Under 100 employees) at B&T Awards 2018 as well as being highly commended for the Culture award at Mumbrella.

For our people, these wins represent important industry-wide recognition of the commitment and hard work that goes into building a successful agency, and an opportunity to pause and acknowledge what we have achieved together.

The Royals’ culture, built around our desire to be “the most interested agency in the world” lives and dies by our people. It’s one of passion, revelry, audacity, inquisitiveness and camaraderie.

Over the past 12 months we’ve been more committed to cultivating Royals’ curiosity than ever before, delivering on this promise through the launch of The Royals Academy, our all-new Learning & Development Program, designed to enhance the personal and professional growth of every Royal.

We’ve also reinforced our commitment to working side by side – never in front or behind – with pay equality, flexible work, respecting different points of view and celebrating what makes us unique as well as what makes us the same.

We’ve run our third annual engagement survey through Culture Amp to listen to what matters most to Royals, sent some lucky Royals to SXSW, welcomed 45 new Royals (as well as four Royal babies into the world) and we are preparing to take the agency away on our fifth annual three-day Royal UNconference, to spend quality time together away from our daily jobs.

Above all else, we believe in a culture that is human – one that’s filled with humanity, empathy and compassion for each other.

Our flexible work options are available to all staff – to juggle family commitments, studies or passion projects. We have 100% return rate among Royal mums with positions tailored to their individual needs. We also celebrate significant life events together (birthdays, weddings, new babies) with personalised care packs from every Royal, and support each other through tough times, offering unlimited compassionate leave for grieving colleagues, sharing the workload until they’re ready to return to work.

Our AdNews, B&T and Mumbrella awards have taken centre stage in the trophy room (aka the boardroom) and they bring a smile to our face every day. With 2019 now well under way, our focus at The Royals remains on all the improvements we can make to ensure our culture continues to thrive and grow with our people.

Here’s “cheers” to that.

The Royals, AdNews People and Culture Award Finalist

This excerpt originally appeared in iknowho and has been shortened for length.

Kings Valley UnConference

Early 2018 saw in the AdNews People and Culture Award, founded by iknowho. We wanted to sit down with returning finalists The Royals and hear more about their consecutive nomination.

As Dan Beaumont, Managing Partner, says: ‘Culture is everything at The Royals, it’s genuinely at the centre of who we are.’ We caught up with Dan and Kristy Camarillo, Talent Manager at The Royals to discuss their motivations, challenges and initiative successes.

What motivated you to enter this year’s People and Culture Award?
Dan – Our culture is our number one priority in the business. We know that if we get that right, everything else flows from there. If you haven’t got that right, I would argue that it’s more difficult to do great work for clients, win business and build a great agency.
It’s important for us to establish a reputation of valuing our culture and our people. We need to signal to the market very clearly that The Royals is a great place to work and we value people, irrespective of ethnicity, gender or age. That’s why we enter culture awards.
Kristy – Ultimately, awards not only attract clients but also talent. I think being recognised for something we’re heavily invested in, which has been our People and Culture, has allowed us to attract the right talent and to retain those people.

Being finalists 2 years in a row has shown consistency from your People and Culture initiatives. How do you stay on top of your game?
Dan – It’s consistent because we haven’t changed our priorities. The way we manage the agency is like an operating system; a little bit like the operating system on your smartphone. We upgrade our OS constantly; we fix bugs, add functionality and make the system operate better – that’s how we approach The Royals. So when it comes to our culture, the way we have managed it evolves and we strive to ‘get better at getting better’.
Kristy – Our engagement surveys measure the strength of our culture & drive our our employee initiatives for the year ahead. These come from the bottom up, not the top down. We want to ensure that the voice of all of our Royals is represented, listened to and considered.

Which People & Culture initiative do you think has created the biggest impact to the business?
Dan – Lots of little things we do have a big impact on our business. We have an unwritten rule particularly with the five partners: we give before we take.

A Christmas draw
Every Christmas we throw a name in the hat for every year each person has worked at The Royals. We draw a name and that person gets and all-expenses paid trip to SXSW Festival in Austin; this is a real celebration of the staff.

The UNconference
The unconference is an away weekend, which is 3 days and 2 nights across both offices, Sydney and Melbourne. We have been to Hobart, Byron Bay and last year we all climbed to the top of Mount Kosciuszko, where we had our first values awards presentation. We have 3 values – Audacity, Camaraderie and Revelry. Nick, our Creative Partner, has created patches for each of these values, and we award them to people who demonstrate those values. The unconference is a chance for all of us to get away together and do something we have never done before. This year we went glamping in King Valley and enjoyed everything the vineyards there have to offer, and then some.

Mount Kosciuszko

Monday Morning Assembly
Every Monday morning we have an all-staff meeting with both offices connected across video conference, where we talk about the week ahead. It’s about transparency, where staff can ask questions about what is going on in the business, then we have a presentation on something that is inspiring and interesting – staff members are responsible for this. It’s a big part of kicking off a successful five-day sprint in the agency.

Most Interested Day
It’s easy to get caught up in our busy day-to-day work so each month we give one Royal the day off, to get out of the office and take part in an ‘interested’ activity – it might be an advanced driving course, trapeze lessons, how to manage a beehive. The aim is to change up people’s daily working days and stretch them a bit – get them out of their comfort zone.

So it’s not just one initiative but all the little things, and everything contributes to our daily working lives and the overall culture of the business.

The Royals are known for looking for talent from a range of backgrounds, what impact has this diversity had on the business?
Kristy – We do not have a separate diversity policy, it’s just ingrained in everything we do. A lack of diversity in our business is a lack of relevance. We have people from a range of backgrounds – a marine biologist, lawyers, accountants, military psychologists, individuals from 15 countries that speak 12 languages and span three generations. Bringing such diverse perspectives and experiences to our work allows us to create better, more effective work for our clients and it drives our business forward.

As The Royals have offices in Melbourne and Sydney, what challenges do you face for the culture spanning two locations? How do you overcome these challenges?
Dan – The rivalry between Sydney and Melbourne is very much alive, not just at The Royals. We move people around a lot as they work in projects in each office. This facilitates our single agency mindset; we called it ‘1 egg with 2 yolks’. We don’t enter NSW or Victorian Agency of the Year for that reason. Some publishers try and pull us apart, but we have one P&L and that’s how we manage the business across the board. Operating as one agency/ one culture means we don’t need to duplicate services in both cities.
Kristy – We share resources, we cast projects appropriately (based on skills and experience). We try to come together as much as possible – face to face, Hangouts, phone to maintain collaboration – which is a cornerstone of The Royals.

Thank you to The Royals for another great award entry. Check out what was discussed in last year’s interview here.

The new Royals VR Induction Experience

You’ve probably experienced multiple workplace inductions before; the introduction to the kitchen, location of the toilet, finance processes and latest office gossip. But what if you could be inducted in a fun, interactive virtual reality experience instead?

We recently set out to create just that – a virtual reality experience we could immerse new employees in. The objective was to steer clear of the conventional workplace induction training video, and create a sense of The Royals culture and values in a dynamic, engaging environment.

Using virtual reality provided an opportunity to create a highly immersive, interactive and other-worldly experience not possible on other mediums. We chose the HTC Vive as our virtual reality device, favouring its room-scale tracking and reliable controller interactions. Starting with a limited knowledge of Unity3D, I eventually implemented fun, unexpected interactions with 3D assets, created a large customisable terrain with a height map, and programmed the ability to teleport through the terrain. We also explored combining mediums within the experience; adding a two-dimensional video to be watched within the experience, and recording a radio piece to play in the background.

Creating the experience wasn’t without its challenges. Some aspects of Unity present a bit of an uphill battle, and designing for a virtual experience was complex and intertwined in many disciplines. Similarly, testing the experience constantly resulted in more testing, as it seems no two virtual reality tests are ever the same.

The final product is a polished, engaging virtual reality experience providing new employees a fresh, interesting start to life at The Royals. If there’s anything here for you, you might get to see it!

Sarah Jackson

Here’s are some more shots of the experience:

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My SXSW: An interview with Chrissie by Chrissie.

I’ve been asked a lot of questions about my recent trip to SXSW. Many involve just a fleeting “How was it?”, while others invest a little more with  “What’s the coolest tech you saw?”, while others get quite pointed “Did you find BBQ?”.

It’s tricky to give a decent response to these types of questions over the coffee machine. So, here is me breaking it down to be about the questions I wish I got asked about my trip to SXSW 2018 (self-tailored to be about my favourite sessions, gigs, comedy acts or masterclasses).

What was the idea that you wish you’d thought of?
Sickboy. It’s a podcast by three Canadian mates, one of whom looks like the lead singer of Maroon 5. That guy has cystic fibrosis. That guy is also very funny. So, he thought it would be a great idea to breakdown the complexities of serious illness and all the complex foreign terms that are thrusted at you when you’re diagnosed using humour and by removing all pretentiousness. On this day of recording they were interviewing the strongman Andrew Palmer who was suddenly diagnosed with very acute Leukemia. This recording was aptly names Leukemia Sucks:

Sickboy is just a really good idea stemmed from the insight to break taboos, raise hope and build a sense of community via the power of positive thinking.

What was the question(s) you wish you’d asked?
Sometimes a conversation, sometimes a talk, sometimes with presentations, sometimes without. Every time though, there was question time at the end. It’s incredible for these speakers to answer questions on the fly. Some hard hitting, some people just wanting to share their appreciation.

I snuck into the Spike Lee masterclass about appropriating film for a Netflix series. It was so interesting to hear from a community that had been so touched and influenced by his 1988 film ‘She’s Gotta Have It’. The most interesting Q&A was how he’s tweaking his original script to reflect today’s current dating/love/sex and young adult culture to ensure it is relevant, if not as provocative as his original was.

Esther Perel, the relationship therapist and successful podcaster of ‘Where shall we start’ was asked “how do I make sure I don’t lose my identity in a relationship?” A question that was instantly rewarded with an applause before Esther could even respond. SHe then referred back to what she had said all along, that “the quality of our relationships determines the quality of our lives.” These days we seem to put so much pressure on our partner to provide the emotional and physical resources that we actually need a community to provide. That community should include friends, colleagues, sports, arts, music ets so that we don’t need to rely solely on one.

Then there was a bright spark after a NASA panel (of 3 boss female scientists) who asked “Is there a risk that when you send anything to space that you are in fact contaminating the area in which you land?”. *Mind blown* why had I never thought of that? Of course the answer is that there is a very very slight risk that they may have free loading microorganisms that hitch-hike their way but to date they have not. It’s definitely something that they’re cautious of and very wary to avoid as best they possibly can before launching.

As you can imagine, no-one leaves when the questions begin as there’s potentially still so much to learn (or snigger at).

What was the wankiest term you heard over there?
LOCALVIST. It was on day one, in the first session I heard. I’d be lying if I said I wasn’t worried about what this whole thing was about. This term is not only painful to say, read and use… but most painful is that we should all become familiar with it.

The localvist is a community warrior. They believe in local activism, possess a distrust in large institutions, buy local goods and services because they want to make an impact in their world. They don’t believe in storytelling, want brands to stand-up for something and love (the idea of) cryptocurrencies because they can track the beginning to end of every transaction.

For me the advertiser, this audience is such a great challenge and makes us ask so many new questions like how can we create a genuine brand that stands-up for issues that affect them? How can we serve their community? How can we work with BitPay?

What was the most surprising talk?
To my surprise it wasn’t a NASA talk, or Spike Lee masterclass or hearing from the head of activations at Louis Vuitton or the Irish PM. For me, my mission for the trip was to not go to anything that I would find familiar. So I went along to hear Janet Echelman, an artist who I had never heard of. Janet specialises in turning public spaces into desirable places because “a public space is only a space without an engaging experience.” What is so interesting about her techniques are the materials she utilises which are the same fibres of NASA spacesuits which are weaved and knotted like Balinese fishing nets and are formed off data from within the local area for example on the movements of the wind or clouds or timely sunsets or foot traffic.

Plus, have you ever heard of a piece of art being able to withstand a tornado? She has one in Phoenix that can do just that and it’s called “Her Secret is Patience”. It was tested in a gravity and wind simulator! Of course it’s not just Janet, she works closely with a team of engineers, aeronautical engineers, sculptures, designers, steel engineers and more to create her visions. It was so inspiring to see data come to life in such a beautiful as well as tried & tested way.

What’s some new music I should listen to?
Definitely ShamirTry and get the live version because the intro’s to each song makes it so much better because of the angst. The few that I remember went a little something like “This song is about the friend you never want to introduce to your mother because you know your Mum will hate them”, “This one is called dead inside, it’s an autobiography” and “This one is called straight guys because if you’re straight and a man we don’t trust you”.

All my favourite gigs were at Mohawks. If you’re ever in Austin be sure to catch a gig there.

After a whole day in sessions, a few hours at Mohawk’s, and a burger stop-off we found ourselves heading to an amazing theatre just outside of downtown Austin. Here we queued, as you do, for Max Richter. A modern composer. I was about 4 people from the front when one of the volunteers stopped the line to say “sorry folks you’ve missed out the beds”. At the time, I thought I was okay with that. That was until I realised I had walked into an 8-hour overnight performance called “Sleep”. This must be how the filthy rich sleep, with Max Richter playing them about 6 chords on repeat for 8 hours straight. Whilst the performance wasn’t for me, I’m impressed with the dedication to his art.

What was the security like?
The most dialled-up security I saw was for the politicians. The Irish PM and Senator Bernie Sanders. Leo Varadkar, Taoiseach, is one of the most progressive leaders in the European Union, if not the world. He’s a 39 year-old, half-Indian half-Irish Catholic man who is openly gay and is a medical doctor, with experience in that field. He thinks that career politicians are in trouble because of ongoing distrust from communities. Bernie Sanders touched on that too. Bernie’s number one mission ahead of the 2018 election is to get more people registered to vote because he believes that Americans are disgusted with the current political climate. Thankfully each time, the high level security wasn’t needed.

Can you riff some tidbits for me?

  • 17% of the Irish population were not born in Ireland.
  • Twitter isn’t dead.
  • Matte black,vegetarian meat, multitasking mirrors, animal alternatives (pineapple leather) will all be trending within the next 6-12 months.
  • The quality of our relationships determines the quality of our lives.
  • Ireland will stop using coal by 2025.

Would you go to SXSW again, and again?
Absolutely. This is the most inspiring and exciting festival I have been to. It brings people from all over the world who are so excited to be part of something with such scale and that is reflective of those that speak, present, act, perform and cook for all the attendees. The whole event is what you make of it and I think me and my crew (Zoe, Lee, Kenny, Antuong and the ring-ins along the way) covered some ground that helped fulfil my mind, soothe my itchy feet and renew my level of excitement to be #mostinterested.

By Chrissie Malloch and Chrissie Malloch.


Facebook is making major changes to the News Feed

You’re probably aware of the recent announcements about shifts in the way Facebook prioritises newsfeed content. Here we break down what it might mean for you, your brand and your brand’s social voice..

What’s happening?

After Facebook fake news seemingly had a very real effect on the 2016 Election and other recent political and cultural contexts, Mark Zuckerberg recently announced a shift in the distribution of content in your Facebook Feed. The platform is now encouraging users to share their personal stories and feelings to stem a decline in original writing/user posted content, and a gradual upswing in shared publisher content.

What it means?

Zuckerberg has announced that he will endeavour to ‘fix’ Facebook for both brands and users. How long will this policy remain in place? Facebook has been known to solve problems by discarding policies altogether. It will be interesting to see if after a drop-off in spend, Facebook persists with its new algorithmic priorities.

How it might affect your brand?

  • Measurement metrics will shift as we soon discover which audiences are most affected and how the new conversation-centric content resonates best.
  • Some brands will move their focus from a reach/awareness strategy to engagement heavy approach in an effort to spark conversations and move to the top of the feed as a trending topic (Remember: this means more than a ‘like’).
  • Tone of voice: more than ever, it will be important for our brands to appeal to their audiences on a personal level in language, content and formats.
  • Increase in use of Facebook as an ecosystem will rise. We anticipate brands to increase their utilisation of features where the conversation already exists including Messenger and Groups.
  • Formats: remember to play to the formats that Facebook favours. As an example, you might consider optimising stills with a slight animation to take advantage of a potential organic boost from motion.

Our opinion.

More than ever, it’s important for our brands to appeal to their audiences on a personal level. This generates amazing new creative opportunities to connect with individual accounts and spark conversation, media, and awareness of the voice behind the brand.

These changes also allow us to take advantage of Facebook Messenger to reach the public. We will continue to optimise video and other proven organic reach methods that are promoted by Facebook. We’re big on Facebook Groups and there is still a great opportunity for brands to speak to their audiences through influencers, crowd-sourced content and moderators.

We’re interested in the opinion of our community, let us know if you want to chat about any of the above.

Katie Morris & Chrissie Malloch.

Say No to No

I love our industry

We are a bunch of thinkers, makers, hackers, and misfits with the occasional genius sitting quietly in the corner. If you meet someone from our industry there is more often than not an instantaneous connection. Somehow we are all trying to achieve the same thing. We all fight the same battles and often have very similar beliefs. 

And that is why the Royals have been having such great success with our new Say No to No campaign.

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Vivid Ideas 2017: My Impressions

I was recently lucky enough to escape the Melbourne Winter and head to Sydney for Vivid Ideas 2017. On top of some incredible light shows and witnessing one of the best live performances I’ve ever seen from French music duo, Air, I had the opportunity to attend a number of thought-provoking events as part of Vivid Ideas.

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