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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
35 JANUARY/FEBRUARY 2010 CAMPAIGNBRIEF Despite the GFC wreaking havoc on the advertising industry, one agency had one of its best years on record - both financially and creatively. This stellar performance coupled with a stable management team, key creative hires, consolidation between different divisions and exceptional creative work - as loved by New Zealanders as it was by the award juries - gave it the edge over its rivals. DDB is Campaign Brief's 2009 NZ Agency of the Year. AS THE MOST AWARDED AGENCY at New Zealand's AXIS Awards, win- ner of two gold and two bronze at Cannes, DDB New Zealand ranked in the top 50 in the Gunn Report for the very first time in 2009. DDB Auckland eme rged 2nd in Campaign Brief's The Work with 14 pieces of work accepted and was the number two agency for 2009 on bestadsontv.com and topped CB's 2009 NZ Creative League table. DDB Auckland also won The National Business Review's Agency of the Year and was shortlisted as one of the four agencies in the run- ning for Advertising Age's 2009 International Agency of the Year. AdAge said: "[DDB Auckland] is a master at mobilising Kiwis to par- ticipate enthusiastically in ad efforts aimed at them, from shaving their heads to become cranial billboards to guessing when a giant strawberry will explode". Marty O'Halloran, chairman of DDB Australia and New Zealand, says that DDB NZ practices what he preaches: get the best people, focus on the product and the profit will come. Over the past decade it has consistently been considered one of the network's best perform- ing agencies, something reflected in DDB's global management choos- ing the New Zealand office when AdAge approached them to nomi- nate the best performing office out of the 200-plus in the network. In 2009 DDB Group employed 185 staff, up 22% on the previous year, and saw increased business from existing clients and new busi- ness wins. By year end the group had achieved a record profit result -- the largest in the company's history -- even surpassing the record result of 2008 and making it the biggest and fastest growing agency group in New Zealand. On the new business front, it became the lead creative agency for ANZ Bank, formerly with M&C Saatchi. New business across the group included Rapp picking up Yellow, The National Bank and a bigger slice of Telecom while Mango won Courier Post, Volkswagen, AV Jennings and POM Wonderful. Sandy Moore, CEO, DDB Group, says DDB NZ's record year was made more meritorious in that it followed on from a record year in 2008: "The recession which bit deep in NZ last year did not affect our ability to retain all clients and grow new business. On the con- trary, we lost no clients, had record revenue growth, record profit growth, new business growth of ten per cent, not counting winning ANZ Bank late in 2009 which will positively impact in 2010 and staff numbers increased seven per cent." O'Halloran credits the close part- nership of Moore and Talbot for the agency's success: "Sandy runs a brilliant business and invests in the talent that Toby needs to fuel our creative efforts. Whether it is in design or digital he's invested in creative over and above what the ratios tell you to and that's enabled Toby to build a world-class team," says O'Halloran. "Sandy's been in the business for forty-five years and his operational and business savvy combined with Toby's creative drive is formidable. Toby is also very focused on the business - for him it's not just about the creative product that comes out of the end of it. Most importantly they also both enjoy a good knife and fork and a fine Pinot! Perhaps that's the real reason they are so successful." Talbot follows a philosophy from his Saatchi days that your ads should strike a chord with the mother of four in middle Instant Kiwi 'Get a Perm' - now part of the kiwi vernacular 'Que Sera Sera' for MySky - a musical with a sick twist Aliens Vs Predator - dominated at the Caxtons One of the funnier 'Moments' for McDonald's 'Father & Son' for Starship Kids Hospital
May June 2010