Boutique Northern Beaches Agency BlueMelon Design, in the Mumbrella Asia Awards 2019 Shortlist.

Posted by Cath 09/09/19

Manly Beach, Sydney: BlueMelon Design is a quiet achiever doing big things. Never more has this been recognised than with Thursday’s announcement of the APAC Mumbrella Awards shortlist. The small beach-based creative agency has been shortlisted as one of five contenders in the “Best Localisation of a Global Strategy” category, for their work with global online giant LinkedIn, for their “LinkedIn Pages” relaunch. The campaign received global press coverage, thousands of downloads and an estimated 10 fold return on investment.

BlueMelon Design’s nomination sits proudly nestled among revered names in the advertising world such as McCann Worldgroup for their work on the Coca-Cola “Share a Coke” Campaign. But it’s not rubbing shoulders with these big Ad-agency names which makes BlueMelon founder and Director Juan Pablo Gutierrez so proud:

“The core of what we do at BlueMelon is about building long lasting relationships with our clients while providing the value they need. All in the most human friendly environment you can possibly imagine. We are small, nimble and humble with the experience and “know how” in rolling out complex campaigns. We are not a big Ad-agency and here we are talking about awards!” He says,

“Of course, we are delighted to get this nomination – will we win? I doubt it! But it shows all the small businesses out there that it’s possible to do great things, in your own way.”

More about the LinkedIn Pages Campaign

With over 650 million users worldwide, LinkedIn is the world’s largest professional network. When LinkedIn completely overhauled their Company Pages product, they needed to persuade their community to use it, then to teach them how. As an official partner agency, BlueMelon Design were briefed to execute the campaign for APAC.

APAC is a hugely diverse region, so the localisation strategy was to create a unique toolkit for each country within the region. All content was carefully designed to be digestible to the reader of that region, including interactive checklists & guides, process flows, infographics, explainer videos, one sheets and guides. The toolkits could then be downloaded as bespoke packages from landing pages specific to each country in APAC. To activate localised toolkits, a series of real life events were designed to educate LinkedIn’s company contacts on how to use the new Pages products. The campaign was so successful that other LinkedIn regions also rolled it out, including NAMER.

For more information on this project read full case study here  LinkedIn Pages Case Study

About BlueMelon Design:
BlueMelon Design are a small full service creative and content agency founded in 2013 based in Manly. BlueMelon are an official LinkedIn Content Partner Agency who work with LinkedIn teams globally, predominantly in APAC and NAMER. BlueMelon are passionate about creativity and run the biennial Art Exhibition “PorqueNo”, the fourth of which takes place at the end of September at Gaffa Gallery, Sydney.

For more information on BlueMelon’s design work visit

For more information on the PorqueNo art exhibition visit

For more information on The Mumbrella Asia Awards visit the Mumbrella site here and here

Juan Pablo Gutierrez:

Jacs Wallace: