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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
IT ANYWAY? Nobay (left) and Droga: “It’s still about who has a great idea and who has empathy for brands,” says Droga atory The atr e and a commerc ial actor, says his s ketc h ex peri ence taught him how to di stil a j oke or get something fun ny ac ross pre tty quickly without a lot of set-up, cru- cial i n t his time-oriented business (at least TV and radio). “I’m also used to trying to think of how to do stu ff on a bu dget – meaning, how to pull off c reative, ‘sticky’ mar keting wi th next to no money. More often than not we’r e asked here to stretch our money or come up with low-cost online initia- tives. I also feel like Andrew and I come from a place where we try to get in sid e a character ’s h ead to write a scrip t, an d wr ite in their voice by adopting their voice. T his seems prett y actorly and not-that- common for wri ters or crea tives in advertising,” says Wolanske. For Susan Hoffm an, creat ive directo r at Wi eden + Ke nnedy Portland, it’s about tr ying to br ing extra d imensions in to adve rtising: “You don’t bring an architect in to be a wri ter, t hat’s not their fo rte, but t here is a st aff member at t he Portland office with an architectural background w ho add s interesting SE PT EMB E R/O CTO BER 2 008 insights and is on-target because of tha t s patial elemen t,” she s ays. Hoffman i s t alking about s tudi o artist Nicole Andren, who complet- ed a n under gr adua te deg ree in architecture from The University of Illinois in C hicago before spending a year at the e ’cole d’Architecture de Versailles in France. Say s A ndr en: “I believe t hat bringing in this mix of creative peo- ple, anywhere from photographers, artists, designers , illu strators, and even people with a f ashion b ack- ground, will only he lp u s u nder- stand our clients b etter a nd th eir modern needs t hat are t o c ome from advertising. Having this mix of people f rom different backgrounds collaborating together r eally a llows for some very diverse answer s to traditional briefs,” she says. Andren wasn’t s old on pu rsuing the traditional architecture route on graduation, but has done side archi- tecture projects, inte riors and stu - dio spaces, including designing and building a house that was f eatured in dwell magazine. Andren also has a M ast er’s in d esig n fr om t he Domus Academy in Mil an. Whe n Hoffman: “there is a staff member with an architectural background who adds interesting insights” she moved to Portland from I taly and began freelancing as a product and graphic designer, the opportu - nit y came up to interview at Wieden + Kennedy. Th e ag ency was in the process of p itching to a new client and it was tho ught her background in design and architec- ture would be a good fit. Andren has dealt with quite a few random requests for more than just advertising, including w orking on an out-of-home installment o r an extension of a traditional campaign. “Once we we re asked by Coke if we could design a lamp for their red room, which was a Coke sponsored room on the stage of American Idol. I was in the right place at the right time and n ot on ly d id I get to design the lamp b ut I a lso w ent down to LA to assemble i t on the American Idol stage,” says Andren. “Working on the Target account I have had many opportunities to use my arc hi tecture back ground. I spe cifi cally work on the Ba ck to College account, which has a huge focus on living in small s paces and for many of the students their f irst experience with design. I have done everything from bui lding models of dorm rooms to creating floor plans of their potential future living quar- ters. It has worked out really well and we have had a great response from the client.” If you want to bui ld something that h as a b igger footprint , you can’t just fish from the same pond over and over, says David Droga, chairman of Droga5. While his cre- ative de partment is dominated by advertising bluebloods, scattered throughout the agency are people with diverse backgrounds across publish ing, photog raphy, profes - sional sport , musi c, product ion, finance and law. For ex ampl e, An drew Es sex, CEO, worked in magazines for 20 years. As well as being founder and editor-in-chief of New York luxury publication Absolute, he was execu- tive editor of Details magazine, and held senior ed itorial posts on The New Yorker, Entertainment Weekly, Men’s He alth and wr itten t wo books . Another example is Van Studivant, print production artist, who wo rked as a gr aphic designer in magazines, freelanced at ? CAMP AIGN B RIE F 29
Awards Dec 2008