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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
GL OBAL ISAT IO N the Commonwealth Bank did w ith its ap pointment of Goodby Silver- stein & Partners, San Francisco. “I see no reason for bigger compa- nies to appoint re gional agenc ies just for the sake of it. We had L’Oreal as a major c lient and they are bas ed in Paris, an d of all th e coun tri es you would th ink are invested in being regional, it would be the French,” he says. “ I’m sur- prised it ha sn’t happened more, I gues s the mode l has been l ocal arms of local agencies and I think a lot of t hose networks a re go ing to unravel in this new world. It’s easy enough t o work across coun tries, it’s really not that big a deal.” Law po ints to the cy ber work - which he helped judge - as the most democratic window on all of global- isation because it ca n be a ccessed from anywhere in the world. “We saw some inte resting work from al l sorts o f places, so e ven tho ugh it i s t he most glo ba l of medi ums, I can ty pe in an URL and get wor k from Mozambi que, but despite that i t is also the most regional. There are two l ayers of work n ow, there’s the big global work, which you might have a c am- paign that runs across a few c onti- nents and is comprehensible to al l sorts of cultu res, but if you g o beneath that and look at th e com- municat ions that i s happen ing acro ss very s pecific r egions, it is becoming more regional. So, there’s two voices, there’s the gl obal voice and t hen th ere ’s th e region al voice,” he says. Law says there was a lot of work across the cyber category that need- ed to be explained. “Who is thi s pers on in Bra zil ? What h appened in Bra zil a t t hat time to make it resonate with peo- ple? So , it makes it har d to judg e sometimes, we need to start trying to u nderstand Japanese humour. There is a regional texture to a lot of thi ngs, the Smirnoff Ice Tea work, ‘The Tea Party’, that’s com- prehensible to people in the N orth East of America, even if you go to the West Coast of America, people might no t unde rstand t hat, b ut where I am from in New Engl and it’s one of the funniest things I’ ve seen,” Law says. “I gave it a really high mark, but many ju dges didn’t because they didn’t get it. All they saw was more white pe ople t rying to rap. It was more than that, but it was a v ery regional th ing that re s- onated throughout th e r egion. I think Australians are good at that as well, picking up certain cultural ref- erences, par ticula rly in T V. Fo r exampl e, ‘Backyard Cri cke t’, I don’t think that would be unde r- stood by many South Americans.” For UK native David Jones, once CEO of Euro RSCG Sydney, now gl oba l chi ef of Eur o RSCG Wor ldwid e, where he leads th e agency’s 233 offices in 7 5 coun - tries, globalisation is a daily re ality. He’s successfully lead global pitches for the ag ency and s ees th is a s an import ant gr owth ar ea having picked up accoun ts including the global Reckitt Benckiser advertising Granger: “Two or three years ago you could say the best work was coming from fringe countries because they don’t have the biggest clients, but you can’t even say that anymore. It’s because we are all moving around, so you can export talent from one region to the other, our talent is very mobile.” Law: “I see no reason for bigger companies to appoint regional agencies just for the sake of it. We had L’Oreal as a major client and they are based in Paris, and of all the countries you would think are invested in being regional, it would be the French.” account, with es timated billings in excess of $1.5 billion annually, the ExxonMobil business globally, and the global Jaguar account. “It’s been a phen omen al 18 months and one of the reasons both Adverti sing A ge and Campaign named us as their global agency of the year was in recognition of that. And a lso some great work that we have been producing around the world,” he says. As a self-professed fan of the glob- al network approach as a way to get around the challenges of globalisa- tion, Jones gets the last word on the subject. He says: “The world today has lived through an era of the big glob- al process driven network, which are bril liant at growing business around the world but not great at coming up with cre ative ideas. Ther e’s been a f ive or six year obsession w ith t he small creative hot shop o r the micro network which is great at delivering brilliant ideas, but if you talk to the people who are running those and they tell the truth they’ll admit it’s a struggle and they can’t really run a business globally and be a lot to the clients. My belief is being big or being bril- liant or being global or being cre- ative are not mutually exclusive and our goal is to be one of the world’s biggest global agencies but also one of the world’s most brilliant creative agencies so that’s my passion. It’s not about going off and doing it on a smaller s cale, it’s about doing it on a massive scale.” J 18 CAM PA I GN B RIE F JU L Y /AU GUST 2007
September October 2007
May June 2007