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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
21 JANUARY/FEBRUARY 2010 CAMPAIGNBRIEF Ski Yoghurt 'Just Can't get enough' -- reinventing an 80s classic snack Mercedes Benz 'Let's Talk' -- the hugely successful sales promo M&Ms 'Colour Break-Up' -- changed the product at the production line Carlton Dry 'Dry Dreams' -- "Have you had a dry dream?" - the new catch-cry for crazy ideas guys have while downing a beer ERBBDO MELBOURNE with our cr eative dir ectors across the country to improve our prod- uct, work better together, manage our creative resources and position us in the creative community. "Whilst James will still be based at Clemenger BBDO Melbourne, as a result of his promotion, Ant Keogh will step up as executive creative director - a role he richly deserves," added Morgan. "We're extremely lucky to have amassed such creative might in one place so a great deal of thinking and planning has gone into harnessing it in the best way possible," said McGrath. "Which is why we've cre- ated a structure that allows our cre- ative directors, Emma Hill, Josh Robbins, Damian Royce - and now Peter Bidenko (who joins the agency as the CD of Clemenger Proximity, as well as BBDO) - to be both creative leaders and extraordi- nary working creatives." The centre of this structure demanded the creation of 'The Room', a collaborative office space where McGrath and Keogh sit with the four agency leaders at one large table. Having the creative manage- ment sitting together during the year has had a huge influence on how they've worked. "The new seating arrangement is actually a physical manifestation of the large scale integration of disci- plines that's going on through out the entire agency, " said Keogh. And by being in each other's con- stant presence and overhearing each other's conversations, the opportu- nity is there to offer up insights that lead to what the agency calls 'extra- ordinary moments of truth'; defined as an idea or an insight that changes the way you view something to the point where your perspective shifts on it forever. According to figures supplied by Peter Biggs, managing director of Clemenger BBDO Melbourne, the agency won over $52m in new billings, with $43m of this coming from new projects, assignments and brands from existing clients. In 2009 the agency billed $282m, up 16 per cent from 2008. Revenue was up 11 per cent and profit was up 16 per cent, says Biggs. As well as Ski Yoghurt from Fonterra, it pitched against BMF for all the BUPA business, adding MBF to its existing portfolio of
May June 2010