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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
THE BUSINESS 18 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 taking advantage of digital, social media, experiential, etc. More tra- ditional agencies without a strong digital reputation, for example, will face a huge challenge this year. NANCY HARTLEY Joint Creative Director SapientNitro, Brisbane It's fair to say 2009 was our most spectacular year yet. There was of co urse the thrill of the 'Best Job' juggernaut, and the momentum continued with profit, revenue growth, billings and staff numbers all up. We enjoyed six great new client wins and rounded off the year pitching Brand Australia and win- ning another exciting project for Tourism Queensland. Apart from 'Best Job', there were national and international awards for clients including Virgin Blue, Sanofi, Brisbane Marketing and PPQ. And as well as a Young Gun Gold for 'Best Job', we had Australia's only Young Gun Silver for Sanofi. We make the promise to people that if they join us, their career will go forward. And it's great to be able to keep that promise. Back-to-back Agency of the Year titles and winning New York Festival's Boutique Agency of the Year award added another layer. And beginning our next phase as SapientNitro and becoming a glob- al hub for creativity with the incred- ible Sapient world resource behind us is an exhilarating way to begin 2010. I think the advertising industry is providing greater and more wide- ranging solutions than ever before. So the great agencies should con- tinue to do well and there's room for new players to step up with game-changing ideas. Obviously, last year wasn't the year to cut back on entries for us. I'd like to think more people could benefit from attending the impor- tant shows this year. It's definitely mind-expanding, especially when things are moving so fast. Are we hiring again? Yes, we're hiring now! Please call. PAUL FENTON Joint National Creative Director The Furnace 2009 was a very tough year for a lot of industries, including ours. Money was tight, jobs were tighter and as a result people were behav- ing v ery conservatively across the board. When things are tight adver- tising and marketing budgets are sacrificed. The Furnace got (even more) aggressive in 2009, we were really hungry, we had to be. From a new business point of view, we had our Hartley: "I think the industry is providing more wide-ranging solutions than ever before. So the great agencies should continue to do well and there's room for new players to step up with game-changing ideas" Belgiovane: "Creativity is a powerful currency and clients -- naturally -- want as much bang from their buck as possible. Australia's performance at Cannes last year is an example of what can be achieved in difficult times. The big challenges for advertising creatives in 2010 will be understanding contemporary idea develop- ment; making ideas work holistically and 360-degree idea development will continue be paramount." best year ever, we also had a great year at awards shows. All indica- tions for 2010 so far are fairly posi- tive. Hopefully we're up for a stronger year as far as client's upping their advertising and mar- keting spends. We've already started the year off well, with some new business in the January, there's a definite sense of change and forward momentum within the agency, which is also probably, in part, to do with our internal restructuring. It's going to be a great year for The Furnace. Awards are obviously an impor- tant part of our business and we'll be supporting specific ones this year. Mark Ashley-Wilson, our head of digital was on the jury for Digital at Cannes last year, so we'll be sending at least one Furnace representative for sure. We are definitely hiring in a few key positions. Economies falter, money tightens, clients get conserv- ative. Hopefully this means that agencies get smarter about the work they do and how they execute ideas. Clients understand they have to maintain a brand position in an even tougher market. Hence there was still some great work produced last year, The Boag's 'Pure Waters' TVC was a fantastic example of this - big brand, simple idea and a beau- tifully crafted execution. Fenton: "Clients understand they have to maintain a brand position in an even tougher market. Hence there was still some great work produced last year"
May June 2010