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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
UP FRONT NEWSMAKE R HELLO GOODBY FIRST, SOME UNOFFICIAL NEWS: The Commonwealth Bank campaign should launch before the end of the year. That’s according to Jeff Goodby, co-chairman of Goodby Silverstein & Partners, the San Francisco based agency, which con- troversially won the account from Sydney’s STW earlier this year. However, under strict orders from the Bank, he wouldn’t be drawn on details during his first trip to Australia to give the keynote speech at the Caxtons in Byron Bay in late October. He says: “I think it will be before the end of the year, but I’m not really positive. There will be digital components because we always do that. What we think really works is something that comes at you from several directions, it’s not simply a television campaign or a print cam- paign. We believe that because we have seen it with other clients. What I can say about the campaign is that it will be very unexpected and hopefully likeable for them. And no, there will be no cows abducted by aliens, that’s the one thing I’m allowed to say about this campaign.” The latter comment refers to the agency’s latest Got Milk campaign for the California Milk Processors 8 C A M P A I G N B R I E F Board, built around the idea of an alien race who kidnapped America’s cows for this magical elixir called milk (www.cowabduction.com). This and the calibre of other work shown at the Caxtons, such as Hyundai’s ‘Thinkaboutit’ campaign (www.thinkaboutit.com), which didn’t feature a single shot of a car, Comcast, Sprint and Rolling Rock helped Goodby charm the cream of Australia’s creatives. “One of the nice things about coming here is that hopefully peo- ple will see that I’m not an ogre about this and our plan is to be a good member of the community as we work on it,” he told CB. This is why he opened his Caxtons speech by joking that he really hopes the Australian contin- gency doesn’t try to steal the Elizabeth Arden account - before giving out the number of the mar- keting director – especially not before the launch of the next Britney Spears perfume account. “I had to say something, I think there were some people in the room that weren’t necessarily happy about Comm Bank and I had to do it with humour. In the US we are used to this: take Levi’s, which was one of the sacred accounts of San Francisco - it’s at BBH London CB caught up with Jeff Goody, the creative head of Goodby Silverstein San Francisco on his recent er... goodwill visit to Sydney now. It’s a sign of the maturity of the market in a way, but it was probably a little shocking the first time,” says Goodby. “That said, I don’t think there will be a run of Australian accounts to the US, peo- ple haven’t been knocking our doors down with this idea.” Winning the Commonwealth Bank account was part of a new business bonanza for the agency which saw it awarded accounts worth $US2 billion in four weeks, the bulk of that amount going to Sprint and Hyundai. But the Commonwealth Bank is no small change. He estimates it is within GS&P’s top five accounts and it has been regularly reported as being worth $50m, although a fair chunk of that is the direct com- ponent, which was awarded to BMF Sydney. Goodby’s was interested in the account partly because the people at Comm Bank - particularly Mark Buckman, head of branding, mar- keting and advertising - who was also at the Caxtons - and group executive Barbara Chapman, clearly wanted a different perspective to what they had been getting. “At one point we went out and hired an Australian team working in the US and they weren’t going to be useful on the account, they really wanted a perspective that was a lit- tle bit different,” Goodby says. While Goodby admits there’s pressure to get it right, it’s no dif- ferent to the pressure he feels with any other client. “I want to get it right. It’s a big important account and it’s com- plex. And so yes, I feel some pres- sure to get it right and having been here I feel people are rooting for us,” he says. The agency has gone through a restructure to ensure it is relevant in an age where people can TiVo advertising right out of existence. Rather than having the digital ele- ment separated out from the main- stream advertising, the agency decided to integrate the two and thought it had done this successful- ly until Derek Robson joined as co- managing director and set about analyzing the business. Robson talked to everyone in the agency, pitch consultants, clients and studied the workload to deter- mine if the agency was working. In May of 2005 he found that 18% of its work was interactive and 82% was still traditional, but a year later more than 40% of it was non-tradi- tional and yet they had the wrong people on the staff with 20% on N O V E M B E R / D E C E M B E R 2 0 0 7 (
AWARD Awards 2007
September October 2007