M&C Saatchi Group and MYOB Launch Retail Campaign ‘Everyone’s Business’

M&C Saatchi Group and MYOB have released a retail campaign under ‘Everyone’s Business’, which demonstrates how each business owner is at the heart of the community connected to them — from employees to customers, to suppliers and their families and friends.

Dean Chadwick, chief marketing officer at MYOB, said, “‘Everyone’s Business’ is about recognising and celebrating the vital role SMEs play in the Australian way of life. Their success has a phenomenal impact, not only on a macroeconomic level, but on a very personal level, for the communities they operate in.

“There’s a ripple effect that’s activated by how smoothly a business runs. When local business thrives, communities thrive. That’s what we sought to highlight with this first campaign.”

The creative strategy behind the campaign is focused on moving beyond the typical depiction of businesses and highlighting the people in business—the small business owners, their teams, and the broader communities that rely on them, in a light-hearted, playful way. MYOB’s platform delivers the tools to make managing a small business easier, less stressful, and more efficient, enabling small businesses to focus on what really matters.

"With nearly two-thirds of Australians employed by small to medium businesses, their success can have a huge effect," said Scott Dettrick, national executive creative director at M&C Saatchi. "This campaign highlights how MYOB empowers business owners to seamlessly manage everything from payroll to expenses, benefiting not just the businesses themselves but the entire community around them. Ultimately, it really is everyone's business."

The retail campaign has launched across OOH and BVOD through an integrated media buy via iProspect, supported by social, display, and search via Sparro by Brainlabs.

This campaign is the first project to be executed under the NMBL model, a new collaborative approach that brings together MYOB’s internal talent and M&C Saatchi Group’s external expertise. NMBL unites specialists from Data, CX, Creative, Design, and PR, all working as one connected team to deliver a people-first approach that resonates with small business owners.