Proof that patience pays: we've won an Effie
Eight years of consistent brand building for Original Tasmanian Timber has been recognised at the 2026 Australian Effie Awards, the country's premier award for marketing effectiveness.
On Friday 9 October in Sydney, our work for Original Tasmanian Timber won an Effie in the Long-Term Effects – Product category at the 2026 Australian Effie Awards.
The Effies are recognised globally as the benchmark for marketing effectiveness, running across more than 125 markets. They don't reward the cleverest idea. They reward proof: hard evidence that marketing grew a business, and that the growth came from the marketing rather than anything else happening in the market.
This year drew a record 144 finalists, and just 32 agencies were recognised. As a small independent agency, we shared the winners list with some of the world's biggest agency networks. We were one of only two winners in our category.
The campaign
The challenge. Eight years ago, Tasmanian Oak was a commodity. Architects, designers and builders saw it as one hardwood among many, and it competed largely on price against imported timbers and other Australian species.
The strategy. Funded by a voluntary levy from Tasmanian timber producers and matched by the Tasmanian Government, we set out to build a brand, not run a campaign. We chose four ideas for Tasmanian Oak to own in specifiers' minds (Australian, beautiful, sustainable and available) and backed them consistently, year after year, across content, advertising, research and a dedicated specifier helpline.
When a major shift in hardwood supply left many specifiers believing Tasmanian Oak was no longer available, we didn't change course. We doubled down on availability. By 2025, "easily available, consistent supply" was its highest-scoring attribute against every competitor.
The results. Independent brand tracking since 2018 shows what consistency delivers:
Between 2018 and 2025, awareness among timber specifiers rose from 79% to 99%, consideration from 71% to 96%, and the share who use Tasmanian Oak most often more than doubled, from 21% to 55%.
And the commercial result that matters most: the price of Tasmanian Oak standard grade flooring rose 66% over the five years to December 2025, outpacing Blackbutt (46%) and Spotted Gum (37%). Sources: brand tracking 2018–2025; Indufor Timber Market Survey.
Three lessons for any business
By Claire Bennett, Founder
1. Consistency beats bursts. Most marketing chases short-term sales, then goes quiet. Brands are built in people's memories, and memories fade. Eight years of saying the same few things, well and often, is what moved Tasmanian Oak from commodity to category leader.
2. The smaller your budget, the harder every dollar has to work. You don't need a massive budget to grow. You need a clear strategy, a few ideas you can own, and the discipline not to chase every new tactic. Focus is the small business advantage.
3. Measure what matters. We tracked awareness, consideration and preference from day one, so we always knew whether the brand was growing, and could prove it. If you can't show what your marketing is doing, you can't defend the budget, or win an Effie.
Thank you
To our phenomenal UK-based creative team, Creative Director Tim McAllister and copywriter Mike Fleming: this is your work as much as anyone's.
To The Tasmanian Timber Promotion Board, the campaign Steering Committee, Technical Manager Mick Lee, every contributor to the levy and the Tasmanian Government: thank you for backing a long-term vision. It's rare, and this award shows what it delivers.
The Effie is the campaign's seventh national award.
Want marketing that works this hard?
Whether you're a large organisation or a small business with a modest budget, we'd love to show you how a consistent, measured brand strategy can grow yours. Get in touch for a 30-minute effectiveness review.