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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
tune the culture of the agency and getting the work where they want it. “We’ve spent a lot of time redefin- ing the culture and telling people what we do and what the culture expects of them and that has been a big point to get right. I’m at the first day of a four day planning ses- sion for the agency and we are extraordinarily focused on the cul- ture of the place. What motivates us and what needs to drive us and what builds on what already exists, which is really successful anyway, but how we can create a more per- sonalised version of the Clemenger culture in Melbourne,” he says. Pointing out that it’s the very beginning of the journey and they are yet to achieve the ultimate benchmark, so far he’s most proud of NAB’s ‘Climb every Mountain’ and Pure Blonde’s ‘Brewtopia’. He says that the NAB work has been a long process but one where the client has been brave in embracing something that research is showing is a transformational campaign in terms of people’s per- ception of the bank. The other is the Foster’s Pure Blonde campaign that broke in October. “While Ant and Grant have worked on Foster’s before, Emma and Cam were both in the agency before I got here and they were the creative directors on that campaign - so it’s nice to see the account is not just beholden to a couple of creative people and me, it’s a client that can have any per- son in the agency working on it.” McGrath says he’s at Clemenger BBDO for the long haul and that good things takes time. “I think it’s going to be a gradual process, it’s not going to be instan- taneous. Having said that I think the NAB and Pure Blonde work, apart from all the other stuff we are doing, is hopefully a good sign that we are making progress,” says McGrath. Grand Prix for Snickers ‘Hoedown’ while Clemenger Wellington won a rare Integrated Lion for The New Zealand Netherlands Foundation ‘World Press Photo Exhibition’. The agency also won three Gold and one Silver, the best perfor- mance of any agency in the region. “We are the most southern BBDO agency in the world and it gives all 87 of us great pride that this year’s Cannes Lion, awarded to BBDO for Network of the year, resides in the Wellington office, a gift of recognition to this little agency’s success, from [global CEO and president] Andrew Robertson,” says Duster, ECD of Clemenger BBDO, Wellington. He welcomes there being four T centres of the Clemenger group that are creatively lead: “I think it N O V E M B E R / D E C E M B E R 2 0 0 7 OGETHER, CLEMENGER BBDO Melbourne and Clemenger Wellington played a significant role in BBDO winning network of the year at Cannes this year. Clems Melbourne won the coveted Radio really is a pretty formidable offering on both sides of the Tasman. Richard is the absolutely right per- son to go to Sydney, it needs some generous and good creative leader- ship and I think he’s really going to provide that,” he says. Duster admits they will be com- petitive with each other to an extent, but that’s just the creative life: “You are competitive with yourself, you are never quite happy with what you have done and the minute you are happy is when you start going backwards. So, yes I think there will be competition and I think it’s a good thing but I can tell you that – and I can’t speak for Nick because I haven’t been work- ing with him – but certainly with the three of us we do get on very very well, there’s a healthy rivalry but it would never get in the way of business relationships and what we need to do as a group. It is a very mature group of guys, they are all really talented,” he says. Duster was appointed creative director and deputy MD in 1998 and set the task of merging two Wellington agencies, HKM and Colenso into Clemenger BBDO and was promoted to chief execu- tive in January 2006. His dual roles of ECD and CEO means there’s an awful lot more to consider than just the creative prod- uct, although that remains the most important thing: “My next chal- lenge? A lifetime training to fit an argument into thirty seconds has left me preferring a short meeting, a short conversation and getting to the point in short order. I’ve had to get a lot better at listening and am coming to terms with the slower pace of the board room, and putting off until tomorrow what should have been finished yester- day. I am the head of a creatively led agency, but more importantly I am one senior head of a creatively led network. BBDO’s mantra of The Work, The Work, The Work, comes right from the top.” Robert Morgan recognises the value of teaming the best creative leaders with the best management partners, ones who recognise that developing the best creative work is what it is all about. McGrath teams with Clemenger Melbourne MD Peter Biggs, Maddocks with Clemenger Sydney MD Jim Moser, Worthington with Colenso MD Brent Smart and Duster with Wellington MD Lesley Brown. Morgan says that having the best creative leaders means the network can also attract the best talent: “If you have great leadership matched with really good clients and a real commitment to doing good work then you are going to get the best creative people. Because they want to work on the best brands knowing the leadership is committed to doing great work,” he says. “So it is a very virtuous circle – get the best leaders, get the best talent, get the best management, lock them in and match them with the best client list and we can catch the best talent.” J C A M P A I G N B R I E F 29
AWARD Awards 2007
September October 2007