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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
EXPERIENCED? Premutico: “When I arrived in each country I was prepared for the challenges of that new role. It was always a leap, just not an impossible one. For example by the time I arrived in London I kind of knew what to do not to fuck up. So at that stage I was ready to work with bigger budgets, directors and clients.” done better work overseas? I don’t know. I’m still trying to do my best work.” (Nott is one of only a hand- ful of creatives in the world with the full Can nes s et : hi s col lect ion includes one Grand Prix, two Gold Lions, a Silv er, a Bro nze and a Titanium.) “I’ve never been after the pre - dictably most coveted ad job roles as they tend to come with too much admin. I like being enabled to do my own exploratory creative thing and luckily the agencies and pro- duction companies I’ve worked for have mostly allowed me to do that,” Nott says. “But each time I get a buzz from thinking up some cre- at ive idea. The awards and jobs have a lot to do with luck and other people. The signposts for turning SEPTE MBE R/OCTOB E R 2 007 points in my career are ones that are only personally recognised by me. You’re only as good as your last idea anyway.” Leo Premutico, who has worked at Saatchi & Saatchi London and then New York for the last two years, is Aust ralia’ s fastest rising creative star - being elevated to co- executive creative director before he is 30. Premutico was ECD on the pr int campaig n for Proct er & Gamble’s Tide that won the print Grand Prix at Cannes this year and helped Saatchi’s New York pick up Cannes Agency of the Year. (Proof that it was no fluke, Premutico almost single-handedly got Saatchi New York into the top three at Cannes the year before). However, Premutico is loathe to Collins: “At the time I left, the agencies were all full of bloody expats. There seemed no real way to advance my career in the short term. As far as I was concerned they should all piss off back to that rock they call England. The ironic thing is, some young American kid is probably thinking the exact same thing about my fat arse.” say he ’s h ad be tter opp ortunities than he would have had back home in Australia or New Zealand, taking the a ttitude t here’s o pportunity wherever you go. He says: “Th e reason I got in to advert ising i n t he fi rst p la ce i s because I f elt it was o ne o f th e industries where you had some sort of control of your career, you didn’t need to w ork to a se t of p redeter- mined notions, i t was a l evel play- ing fi eld, t he b est id ea wins. The other thing to keep in mind is that an opportunity is only an opportu- nity i f you’re r eady to t ake advan- tage of i t. When I a rrived in e ach country I was prepared for the chal- leng es o f t hat n ew r ol e. I t wa s always a le ap, just not an impossi- ble one. For example by the time I arrived in London I k ind of knew what t o d o n ot t o f uck up. S o a t that stage I was ready to work with big ger budg ets, dir ector s and clients.” A r ising sta r at A mmirati Puri s Lintas, Sydney, Premutico’s f irst over seas posting was in New Zealand as a 2 2-year-old when he joined Colenso BBDO Auckland as a j unior c reative. He c hose New Zealand because he wanted to make as many mistakes as he could in the shortest amount of time possible. “So I went to N ew Zealand and began s hooting t hree TV s pots a day, and had three briefs going a t any one t ime. I f my ads sucked I wanted it t o b e be cause I d idn’t come up wi th a g ood enough i dea or I executed them badly, not CAM PA IGN B R I E F ? 41
November December 2007
July August 2007