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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
NE TWO RKS recent restructure. It sees Colenso BBDO Auckland executive creative director Richard Maddocks take up the ECD role at Clemenger BBDO Sydney, replaced by Auckland based Nick Worthington who has been lured from the regional cre- ative director role at Publicis Mojo Auckland. They join a network that has had James McGrath as ECD of Clemenger BBDO Melbourne since February and Philip Andrew (Duster) as ECD and CEO of Clemenger BBDO Wellington - backed by recently promoted Wellington CD, Mark Harricks. Then there’s Andrew Knagge at C Clemenger BBDO Adelaide and Andrew Tinning at the partly BBDO owned Marketforce, Perth. In the 2007 Campaign Brief Creative Rankings, BBDO is the hottest network in Australasia, with Colenso BBDO the hottest agency in New Zealand. Meanwhile, on the CB hot creative director rankings Maddocks is in third place, Worthington sixth, McGrath sev- enth and Duster thirteenth. Morgan threw down the gauntlet to his competitors, saying he chal- lenges anybody to put forward a creative leadership with the depth of talent now working for BBDO: “There’s no other network that comes near it. It’s deliberate, it’s fundamental for us to have the best creative network that we can and to do that you have to have the best people and we think we can have the best people by making them all major shareholders. In that we are unique - James, Nick, Richard and Duster are all major shareholders,” he says. Putting the major shareholding in the hands of the network’s creative leaders is important because it ensures they have a real commit- ment to the business and it enables them to leave the business with some money. “A lot of creative directors have big salaries, probably big lifestyles to go with it and when the music stops they don’t have a lot to show for it, so I think it’s fantastic that we are able to get real significant wealth creating equity into the hands of the most important people in our company,” Morgan says. He admits it was hard getting all the pieces in place. The shake-up started with Danny Searle transferring from Clemenger Sydney to take up a regional role based out of BBDO Singapore. The immediate thought was would Maddocks consider returning to his native Australia? But initially Morgan resisted this because he believes you don’t fix one problem by creating another. “We literally went around the world, we spoke to a dozen people we considered good enough to do 22 C A M P A I G N B R I E F LEMENGER BBDO GROUP executive chairman, Robert Morgan, insists there’s more than hyper- bole in his claims to have the best creative line up in Australia and New Zealand following the that job – we spoke to some fantas- tic people, particularly in London, names that are in the very top eche- lon of creative people in the world, all of whom were interested because the Clemenger/BBDO brand is very highly regarded. I was staggered at the regard and knowledge of our brand in the UK and beyond,” says Morgan. Worthington’s name also came up and while it seems more logical to have him move to Sydney, he want- ed to stay in Auckland for personal reasons. So it was decided if Worthington could take the Colenso job then Maddocks could come to Australia without destabil- ising the agency. “We talked to Richard and Nick jointly and were delighted that we could get Richard to come to Sydney, but equally delighted that we could get Nick to come to Colenso. It worked out brilliantly, I couldn’t be happier, it took a long time but we wanted to have the best in each of those markets, and this is exactly where you start and we ended up being able to do it,” says Morgan. He resisted bringing in someone who wanted to be group regional creative chief because it would have stopped BBDO getting the best people in each of the other offices. “The great thing is the cultural fit of Richard, Nick, James and Duster who are absolutely Clemenger/ BBDO people, which is why I’m so delighted. James was helping to encourage Richard to take the Sydney gig, who in turn was encouraging Nick, and in the end they all wanted to work with each other so all we did was let them loose on each other,” Morgan says. For Maddocks it felt like it was time to move on to a new opportu- nity after eight years with Colenso. He started his career in Australia at Mattingly and Mojo, before moving to Mojo New Zealand in the mid 90s. He joined Colenso BBDO in 1999 as a writer and was promoted to creative director in 2004. Asked about objectives, he says that anyone who works at BBDO knows it’s about the work, the work and the work: “It’s about making sure we produce great work for all our clients in all channels. I need to get to know the clients here, I need to get to know the agency as well, but at the end of the day it comes down to the work, that’s all that the consumer sees and that’s how we judge ourselves,” he says He doesn’t see Clemenger BBDO Sydney as a bigger challenge than any other agency, saying that while Colenso has been successful, as soon as you finish a piece of work you start again at zero. “On every project and everything you do you need to do the best you can and it will be as difficult as it is anywhere because you are trying to do world class advertising, so no I don’t think it’s going to be particu- larly harder than anywhere else. It’s just a matter of making sure you have got the right people, people on the same page, people with the McGrath: “I think it’s good to know you are part of an organisation that is pretty unified across a lot of offices and that’s pretty unusual. Normally you get quite a lot of irregularities across the different offices, but the really nice thing about the way it is all shaping up is I know I’m part of something pretty special.” Maddocks: “It’s about making sure we produce great work for all our clients in all channels. I need to get to know the clients here, I need to get to know the agency as well, but at the end of the day it comes down to the work, that’s all that the consumer sees and that’s how we judge ourselves.” same vision working closely in col- laboration with our clients and establishing great relationships and then the great work should come,” he says. “At Clemenger we are working closer together as a net- work which is fantastic and I think it will continue to be that way. We can push each other, grow and learn from each other and grow the network as well as the individual agencies.” He’s proud to have helped win the Vodafone business from Lowe at the start of the year. He also played a key role in winning the $100m+ regional Fonterra business. “Vodafone was fantastic because New Zealand is a small market and big pieces of business don’t often come up for pitch. That was a huge opportunity for us and we were delighted we won it and they are a fantastic client,” Maddocks says. During his tenure the most high profile work was for Air New Zealand, Sky Television and Monaco. Under Maddocks’ cre- ative leadership the agency has won at Cannes, The One Show, Clio and AWARD. Starting his new gig on December 1, he says he won’t be poaching the staff from Colenso, saying the cre- ative department is really excited about Worthington joining, so even if he asked them they probably wouldn’t budge. “I’m really keen to work with the team that’s here in Sydney, meet the team and see what they can do. It’s exciting to work with people you haven’t worked with before so that’s an opportunity both for the people at Colenso to work with new creative leadership and to work with someone as fantastic as Nick and for me to work with the team here,” says Maddocks. As for Worthington, his new role reunites him with several creatives he previously worked with at Publicis Mojo who have gone to Colenso over the years, and it also takes him back to the BBDO net- work. His long relationship with BBDO was a deciding factor in tak- ing the job – before relocating to New Zealand he was a star creative at AMV BBDO, London and has 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