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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
GL OBAL ISAT IO N Law - expat creative director of RG/A, New York Davis (right) with Saatchi & Saatchi CRIB CEO Jim O’Mahony at the CB Legendary Lunch at Cannes this year Jones - worldwide chief of Euro RSCG Worldwide THEWORLD’S THEIROYSTER The Cannes International Advertising Festival this year seemed the perfect time to explore the very big and complex issue of globalisation so Campaign Brief asked six players playing on the global stage - four of them Aussie expats - what globalisation means to them and how it’s affecting the advertising industry around the world. IT’S SAID THAT IN CANNES YOU CAN TELL where someone’s from by how they chose to spend the ir t ime a t the internat ional fest ival . The Australians are drinking th e b ars dry and letting the New Zealanders drink with them as long as they’re winning awards, the Americans are holding court at t he Carlton, the Thais are sitting in th e dark c ine- mas diligently studying the work , the French are nowhere to be seen, the Indians are try ing t o f ind a decent Indi an restau rant , t he Brazil ians are p ressur ing the jur y members to give them on e more Lion, the Brits are chasing the sun- shine. And the Romanians? They’re the happiest people in the South of France because they’ve j ust wo n their first ever Lion. But r acial s ter eotypes asid e, Cannes seemed the perfect time to explore the very big and complex issue of gl obalisation s o we aske d six executives playing on the global stage what globalisation means to them and how it ’s affecting the advertising industry. Australian Craig Davis, worldwide creative director of JWT, s ays the push towards global content is very real, but this doesn’t mean cooking stuff up in London or New Yor k and imposing i t on the re st o f the world. “Much more significant i s when you come back to this no tion o f diver sity. I think tha t go od i deas can c ome from anywhere a nd do of ten come from l ots of pl aces, 14 CAM PA I GN B RIE F places that would seem s urprising for a Londoner or a New Yorker and as a network I think we have to be rea lly good at spotting those ideas and developing them and re- deploying them in other markets,” Davis says. “What I say to our peo- ple everywhere is wherev er y ou touch these brands yo u s hould be doing world class wor k and ideally it should be export q ual ity. F or example, Kit-Kat in Au stralia has been doing great work and some of that work travels to other markets, I think part of the o pportuni ty f or our company is there a re l ots o f brands l ik e t hat to wor k on . Globalisation is not abou t ce ntral cont rol and command, it ’s much more about getting a network work- ing effic iently and g etting l ots of different skill-sets, sensibilities and cultures working on a problem and you’ ll end up in a much b ett er place.” Another famous Australian, Bob Isherwo od, wo rldwi de c re ative director, Saatchi & Saatchi [Saatchi New York won Agency of the Year at Cannes this year], says it’s at the heart of the new advertising model which is about attr act ion – the notion being that you have to create messages that attract the audience to them. He refers to a Quic ksilver viral ad Saatchi’s did out of Copen- hagen, which had 22 million hits. “That’s not you hi tting p eople over the head, it’s peop le wan ting to go and look at y our a dvert, t o look at your message, and that’s the future model for advertising. It’s about building communities with like-minded people, not by demo- graphic, not by social background or incomes, it’s by shared interests. Those interests might not always be the same, they’ll be communities and it’s not nationalities, it’s com- munity marketing,” he says. Isherwood identifies one of the other big impacts globalisation is having on advertising and creativity as the globalisation of talent search. “What happens is you have a bril- liant creative team who is sitting in New Zealand and the phone rings and i t’s s omeon e s itting i n Amsterdam, saying do y ou want to come and work with us and the next minute your team has gone off to work f or 180 Amsterdam,” he says. “So there is this massive trans- ference of talent r ight now that is total glob ali satio n and inte rnet based as p eople have their portfo- lios up on the internet.” Thi s g lobal isation of tal ent pr ompted Ishe rwood to hi re Michelle Daly as his global talent scout several years ago. He says: “From my perspecti ve the people I’m interested in hiring are my creative directors, after that it’s their responsibility to hire their teams. Finding the right creati ve director in the r ight continent in a very big part of my job, so i t’s a big deal but it’s also very time consum- ing and a lso onc e you’ ve hire d them, if they do get hit by a bus who can step in to help them? JU L Y /AU GUST 2007 (
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