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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
Stork margarine print ad Dulux print ad of The Palace? stop your w hining a nd solv e th e fucking brief’,” he says. On graduation Liebenberg joined Ogil vy Joh annesbu rg as a junior writer. Hig hlights inclu de winn ing his first two local awards, as well as being kicked in the head by a client service person as he slept under his desk one night. “She claimed she thought I’d had a hea rt a ttack a nd wa s tr ying to help me,” he says. Nea r t he end of his year, Liebenberg was offered a positi on by l egendary South Afric an adve r- tising e xec, Matthew Bull , a t Bull Calvert Pace in Cape Town (now Lowe B ull). The seven years he spent there were the happiest of his career, says Liebenberg. “It was the only agency I’ve eve r know n to put cre at ivity above everything else, including sa laries, which I’m embarrassed to admit is why I eventually le ft. High ligh ts inc lude twe nty-ei ght local an d international awards, creating a full two thirds of my portfolio, learning from the very best, and being part of s ome o f t he most outr age ous Christmas par ties in th e hi story of photocopiers,” says Liebenberg After Lowe, he did a brief st int at He rdbu oys Mc Cann- Erick son , before joining DraftFCB in 2004. Moving to a safer co untry with modern ame nities like e lectrici ty was part o f the app eal of l eaving South Africa, says Myburgh. “As a young democr acy, S outh Afri ca is g oing thr ough a few teething problems, but the outlook is generally positive. The economy has e xpl ode d over t he pas t f ew years and there are o pportunities everywhere, which has led to a very ent repr eneu ri al cult ure,” says Myburgh. On the downside, crime is a major issue, and nearly everyone has been affected i n one way o r ano ther, adds Liebenberg. Still, it ’s a market that allows the advertising industry to be risky and irreverent. “As a creative i n Sout h Afri ca, you’r e faced with some pr et ty diverse target markets, so you really have to consider how people t hink before you can c ommunicate with them. T hi s has r esu lted in an industry that’s very focused on find- ing consumer i nsight s, an d go od insights lead to good a dvertising,” says Liebenberg. They are excited about experienc- ing the Australian market after see- ing some amazing stuff coming out of Australia in th e a nnuals a nd a t the various award shows. “We’ve noticed that th at sort of work is on the increase. The general consensus from our friends working in Australia i s that the i ndustry is very similar to ours, but a bit more conservative,” says Myburgh. 7
Awards Dec 2008