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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
THE BUSINESS 16 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 RICHARD MADDOCKS Executive Creative Director Clemenger BBDO, Sydney At the start of 2009 there was so much gloom -- I don't think it was necessarily as bad as was predicted but all round it was still a pretty tough year. But we got through. Everyone is really positive things are picking up, something that started late last year, and there was certainly a feeling -- not necessarily just from our agency but from peo- ple I've been talking to -- that clients seem to be more optimistic. There seems to be a lot more confi- dence in the industry. Every time there's a recession those cuts to awards budgets get made and funnily enough it never ends up where it was originally. I think from an AWARD point-of- view entries were down 30 per cent and I do think creativity was affect- ed last year so one is a by-product of the other in that agencies didn't have as much to enter. They kind of went hand in hand. We didn't have a freelance freeze on last year, we took a horses for courses approach, if we had the work and needed the resources then we would take people on. We are hiring this year. Was there a decrease in the quali- ty of the work last year? From my point-of-view I didn't think it was a great year last year. There were a few really great pieces but overall the standard may have been down a little bit. This year seems to be a better year for most so hopefully we'll see some great work coming out this year. JUSTIN DRAPE Executive Creative Director, Three Drunk Monkeys, Sydney At the risk of sounding like the guy at a funeral who says, 'Instead of being all gloomy, why don't we celebrate Ronald's life ... that's what he would've wanted' , 2009 was a great year for us. Nine busi- ness wins increased our revenue by more than 300 per cent and staff numbers grew from 25 to 55. On top of this, we also created a lot of work that we're proud of. There's a general feeling through- out the industry that 2010 will be more prosperous than last year. The work tends to become more conservative during periods like the GFC so now that it's behind us agencies will start presenting more innovative (potentially risky) work, and hopefully their clients will feel VOX POP: IS THE Many agencies started last year fretting that the GFC would annihilate the local ad industry with expectations of budgets being cut, mass redundancies, freezes on wages and the hiring of freelancers and the tightening of award budgets. While things didn't turn out to be quite so bad after all, agencies are quietly confident this will be a better year with early signs indicating the market is picking up. Campaign Brief gauges the mood of the market for 2010. Drape: "The work tends to become more conservative during periods like the GFC so now that it's behind us agencies will start presenting more innovative (potentially risky) work" Maddocks: "Everyone is really positive things are picking up, something that started late last year, and there was certainly a feeling that clients seem to be more optimistic."
May June 2010