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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
CALLBY THE BANK? your overall c apabili ties and onc e we’ve picked an a gency then we’ ll work c los ely w ith y ou o ver t he appro pria te amount o f time a nd work together to direct the strategy and the right creative approach.” Sogard s ays ‘s atelli te offi ce’ i s probably a little bit too glorified a description for the pr esence i t will have here, instead Goodby will hire a couple of local peo ple – an accounts person and a planner – to be on the g round in Sydney. The bulk of the work will be done out of its office in San Francisco and it is activel y searchin g for on e o r two creative teams from Australia to be based there. When the ne ws of the move was Brown: “They have fired their own agency and created 360, which despite its best intentions didn’t survive very long, they’ve tried a village approach with Singo’s and that hasn’t lasted very long either and now they are trying to see what their chances are overseas. They keep trying things but they haven’t managed to make anything work for any length of time as yet.” Masterton: “There have been quite a number of high profile local commercials shot by international directors. Everyone’s doing it, so I don’t feel we can be outraged by this. It’s a very international business that we are in. I don’t know how it will work with having an agency in San Francisco and a client in Sydney and it will be interesting to see how Goodby deals with the Australian cultural nuances.” posted on the Campaign Brief blog [www.campai gnbri ef.com], com - ments we re mixed. On e blo gger suggested t he y br ing ba ck P hi l Gough and Vic Waterhouse’s popu- lar ‘Which Bank?’ c ampaign e ffec- tively retired in the 1990s when the account le ft S aatchi & S aatchi, Sydney to go t o Lintas [ some s ay the first mistake the Bank made, the second being the formation of 360 and t he t hird, t he move in to t he STW Village concept]; one suggest- ed t he bank consider they ar e the ones buying /rej ecting ideas so rather than hold an agency account- able they loo k i nternally; a nothe r said t hey a re l ooking f orward t o seeing Goodby’s wor ld-class i deas being mercilessly shot down. One went so f ar a s to suggest the ma r- keting he avies a t th e Ba nk simply wanted lots of free shopp ing trips - and o ther div ersio ns - th at Sa n Francisco offered. Bloggers d efending t he b ank’ s deci sio n p ointed o ut i t we nt t o Goodby b ecause th ere’s so much mediocre a dvertising on TV h ere and the US does much better r eal work on big c lients wi th r eal bud- gets; that people sh ould f ocus on exporting wo rk t o the gl obal mar- ketplace a nd t hat th e marketing department of t he Commonwealth Bank is the closest mo st people reading the blog will get to working with an agency as great as Goodby. Sogard, who read the bl og, say s Outgoing chairman of the AFA Russel Howcroft (above) says this move is all about competing on the world stage. “That’s good for all of us, it’s good for Australian clients; that’s one of the great things about ideas, they are borderless,” he says, adding he considers it a signal that Australian agencies are operating in a global marketplace, which conversely may result in more international accounts coming to Australia. MAY/JUN E 2007 that in putting himself in the shoes of t he Au stralian i ndustry h e c an understand p eople g etting i rate about an account moving offshore, but poi nts o ut decisions a re often made g lobally t hese d ays a nd he fully e xpects to o ne da y l ose a n account to an Australian agency. “One person there told me it was a wake-up c all and t hat it will be good for the industry. Competition is always g ood thing for ever ybody and I hope us getting this ac count wi ll s omehow make i t b etter f or everybody. I don’t know how to say this without putting my foot totally in my mou th – but we don’t p er- sonally see i t as any type of ref lec- tion on th e Aust ralian ad vertis ing industry, there’s a g lobal ad com- munity an d we happen ed t o wi n this account. We’ll lose accounts to Australian agencies, just as we will lose accounts to European agencies, but it is a fact of life now that it is a global business.” The blog gers got distr acted ar gu- ing about Goodby’s credenti als, whic h CB t hinks is m issing th e point – there’s no doubt they are a world-class agency with an enviable handle on digital. La st ye ar it wa s awarded Adweek’s A gency of th e Year; Ad Age’s Digital Agency of the Year; Creativity’s Agency of the Year; and Ad Age’s Campaign o f the Year. And a t Cannes l ast y ear Goodby Sil verstein p icked up fi ve Cyber Lions. Still, i t was notably absent f rom the 2006 Gunn Repor t of the world’s most awarded a gencies (after b eing r anked = 25th with Saatchi & Saatchi, Sydney in 2005) while se veral Austral ian age ncies were, including George Patt erson Y&R Melbourne at number 14, Saatchi & Saatchi Sydney at 35 and Publicis Mojo at 45. None of which have a Big 4 ba nk a ccount. Then there’s former Comm Bank agency Lowe Hunt, Sydney whi ch c reated Unil ever’s bl ockbust er ‘L ynxJet’ campaign - one of the top 3 most awarded c ampaigns i n t he world last y ear, a nd The Glue S ociety Sydney which c reated t he world- class, multi award winning Virgin Mobile and Ax e ‘Gamekillers’ ( via BBH, New York) campaigns. Australia ha s l ots of wonderful agencies, s ays Russell Howcroft, manag ing dir ector of Geor ge Patterson Y&R Melbour ne, the agency that also creates world class wor k - none mor e so than the Carl ton D raught ‘Big Ad ’ - the third most awarded commercial in the world in 2006 - which narrowly missed out on the Cannes Grand Prix l ast y ear. However, Howcroft is also the outgoing chairman of the AFA, and he s ays this move i s a ll about competing on the wor ld stage. “That’s good for all of us, it’s good for Au stralian c lient s; th at’s one of the great things about ideas, they ar e bor der less,” he says, adding he considers it a signal that Australian a gencies a re operat- ? CAM P A I G N B R I E F 21
July August 2007