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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
SPOTLI GHT BWM’sthree amigos As BWM expands into two new markets it has shored up its creative leadership team with John McCabe as creative director of its fledgling Dubai office and Rocky Ranallo as creative director of BWM Melbourne. Both will work closely with founding partner/executive creative director Rob Belgiovane to ramp up the level of creative coming out of the three offices with Belgiovane likening it to getting the band back together. The three creatives have been friends for twenty years and the three of them have worked together at various stages of their careers. Most notably, McCabe and Ranallo worked at The Campaign Palace, Sydney at the same time and Belgiovane and McCabe worked together at BAM. Campaign Brief’s Heather Jacobs takes a closer look. BWM, WHOSE CLIENTS INCLUD E BigPond, Telstra Bus iness, San it- arium Health Food Company, Alfa Romeo, Citroe n, Vi rgin Mone y, Guinness, nib and GIO, expanded its presence in Melbourne in April this year after picking up the $12m Simpl ot a ccount - w hich Ra nallo was instrumental in winning. Ranallo joined BWM in February this year as associate creative direc- tor after three years as deputy cre - ative director at Clemenger BBDO, Sydney. Prior to Clemenger, he was at The Campaign Pa lace f or 1 9 years where he c o-created awarded work i ncluding the AMLC ‘Tom and Nicole’ lamb roast spot and the ‘Butcher’s Window’ spot, co ntro- versial c ampaigns f or Cl eo mag a- zine, and, together wi th McCabe, created the infamous 1988 Thredbo ‘Wankers’ TVC. McCabe moved to Dubai in May fol lowing a st int freel anc ing at BWM Sydney last ye ar aft er fi ve years in New York. In New York, he co-founded Saatchi & Sa atchi’s innovations consultancy, Fahrenheit 212, before setting up branded con- tent shop, Einstein’s Hairdresser. Prior to moving to the US he was CD at Saatchi & Saatchi, Auckland (CB’s New Zealand Agency of the Year in 2000), and has wor ked at The Campaign Pa lace Sydney and BBH Lond on. Cred it s inclu de award-wi nning campaig ns for Le vi’s , Lan d R over , T AB an d Australian Meat & Livestock. Belgio vane , who has ov ersee n awarded campaigns such as Telstra BigPon d’s ‘Rabb its’, the seq uel ‘Australia Day’, and Virgin Home Loans ‘Everlasting Love’, says they set out to pull together a team they know and trusted: “We looked at a lot o f people for these r oles, but ultimately what be came a pparent was that if you can find people that are like-minded, that you know well and trust, that have enjoyed work- ing to gether in the past a nd you pull them together now when they are as experienced a s we ar e, w e shou ld t heoret ical ly get a more enjoy abl e wor k proc ess,” says Belgiovane. He expects it will ma ke working toge ther a cross t he t hre e of fices mor e seamle ss b eca use they all come fr om the same school of advertising but are immersed in the new world of multi-ch annel ideas development. “John is heavily involved in c on- tent development , Roc ky i s ri ght across digital c reativity a s well a s the traditional models, as am I. We also wanted to make sure tha t the 16 CAMP AI GN B RIEF Still time for the odd lunch: Ranallo, McCabe and Belgiovane. “John is heavily involved in content development, Rocky people we were working with no w and choosing for seni or r oles, ar e highly awarded in th eir own ri ght and have already done well within the industry,” says Belgiovane. BWM has adapt ed the Hub model, breaking d own t he t radi- tional creative, accou nt man age- ment, planning and digita l depart- ments, teaming i ts most se nior people from each skill set into client hubs. Each Hub reports into the core management team of founding partners Belgiovane, Paul Wil liams and Jamie Mackay, su pported b y Ran allo a nd bus iness direc tors Katie Molloy and Simon Hadfield. McCabe says there was a level of comfort in taking the gig because he knows the people he’ll be working with. Before relocating to Dubai he completed two projects out of the BWM Sydney office, working with the ag ency ’s h ead of ar t Bobbi Gassy and Naked Amsterdam on the channel planning. Fahr enhei t 212 was par t of a move by Saatchi’s worldwide boss, Kevin Roberts, to encourage the value of ideas and attracted clients NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
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