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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
go backa long way is right across digital creativity as well as the traditional models, as am I,” says Belgiovane including Procter & Gamble, Coca- Cola, General Mills and Starbucks. McCabe says he was attrac ted to Dubai because he considers it to be the br avest place o n e arth at the moment - a p lace t hat make s the Unite d S tate s l ook lik e th e old Soviet Union. “There’s nothing more con serva- tive than corporate America, which is o ld-s tyle capi tali sm,” McCabe say s. “To me , Dub ai is like California was a hundred years ago: California was going to run out of gold so the y c reated si x pri mary N OVE MB ER/DEC EMB ER 2 008 industries and irrigated a desert and that’s exactly what Dubai is do ing now. You can sit around and go it’s crazy, that’s the Middle East, it’s a trouble spot or next to one, and I’m like look at them, they are trying to make the most interesting place on the pl anet and who wouldn’t want to be part of that ideas generation?” He’s currently working on a pro - ject for the Abu Dhabi government, the third largest investment compa- ny in the world, whereby they’ll be developing from scratch an oil and gas exploration company. Other clients for the Dubai office include Etisalat, the telco company with 63 million mobile phone cus - tomers, Atlantis Hotel and Dubai World. “For Dubai in par ticular , we looked at a number o f people f or that role and having someone like John want to embrace it and take it on and see the opportunity in it was just really enjoyable fo r us ,” s ays Belgiovane. “Some Australians and New Zeal and ers we i nter viewed were really scared about going. We need somebody who’s got the expe- rience, the judgment, the skill set to just go for i t, because this is about creating a business.” Ranallo was similarly attracted to the cu lture of BWM, sayi ng i t reminds him of the Palace in the old days where they knew how to have fun and do some great work at the same time: “It’s absolute chaos, but almost controlled chaos, so you can do what you like as long as you get the work done. Gre at work speaks for itself. I’ve been havi ng the bes t time of my working l ife in the last year in this place,” he says. CAMP AIGN B RIE F 17
Awards Dec 2008
January February 2009