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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
U SPO FTRILONG TH T Bob’s job:isit the bestin the world? DDB’s Australia and NZ offices are among the most creative in the entire network. But how’s the rest of the world doing? CB caught up with DDB global chief creative officer Bob Scarpelli to find out. AFTER 30 YEARS AT DDB, BOB SCARPELLI has a few staunch opinions about creativity. He believes clients should embrace creativity in all their business decisions. He believes cre- ative ide as can t rans cen d adve rt is ing to become part of popular culture. He believes mediocre people breed mediocre work. And he believes DDB can be the best creatively – i n every single market. Of cou rs e, despit e DDB ’s successes in Sydney and Aucklan d, there’s still a l ot of work to be done. DDB’s Asian offices are only just gaining momentum a fter years of hard work, and DDB’s flagship office in New Y ork is flailing behind its counterparts in Chicago, San Franci sco and Canada. Even withi n Australia, DDB’s Melbourne office has a lot of catching up to do with Sydney. So does Scarpelli – who is famous for h is work on Budwei ser in the ’80 s and ’9 0s, including ‘Gimme a Light’, ‘Whassup’ and ‘Real Men of Genius’ – have a plan? To find out, Campaign Brief recently caught up with Scarpelli, DDB’s chairman and global chief creative officer; John Zeigler, president and C EO As ia P acifi c/ Japan ; and M att Eastwood, ECD Australia. What are you doing in Sydney? ScarpelliWe do what we call ‘The Rising Tide’, which is our focus on the As ia Pacific. I t’s a chance to get all our CEOs a nd CDs together and see where we’re strong, where we need to improve, and who’s doing what. Every year you say DDB in Asia needs to improve creatively, but it hasn’t happened. Zeigler The good news is we’ve made progress. The better news is that we’re moving just out- side of top 5 [agency rankings], and I can tell you within 12 months we’ll be within top 5. Scarpelli I thought your l ine today was gre at: ‘Be impatient’. We’re not going to be patient anymore. John has put the urgency t o ou r offices in Asia. It’s not easy. But fortunately we’ve got Australia and New Zealand leading the way. Our new Tourism Australi a client Nick Baker came into DDB today and John asked, ‘Why did you pick DDB?’ And he really gave a very thorough and thoughtful answer, and one of the things he said was consistency. He said, ‘In every DDB office we saw consis- tency in terms of t he passion, i n t erms o f desire for the business, in terms of the creativi- ty.’ He said, ‘Your offices actually talk to each other,’ which I guess is unusual. Zeigler His words were, ‘You did not have one single hole’, which is a wonderful testament to the fact that we’ve built a network. And we’ve probably been a bit quiet about that because you yell too quickly in this country and you get your head chopped off. We’ve got to s top being a secret – we’re growing at plus 30% and we’re looking to increase that. ? 8 CAMP AI GN B RIEF NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
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