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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
38 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 NZ AGENCY OF THE YEAR Bridget Taylor left after ten years when her husband Dean got the job as managing director at Saatchi & Saatchi Singapore. Karen Maurice- O'Leary also left for personal rea- sons while Carlos Savage went to work with Paul Catmur. Adam Kanzer from BBDO New York stepped in as creative director. He'd started at Cliff Freeman, then went to Fallon and ended up in Eric Silver's group at BBDO New York. Art director Matt Swinburne came across from Saatchi's and a promising young team, Tim Yates and Ashwin Gopal, were hired from Blackwood. Rory McKechnie, a young writer from FCB also joined. Mango's Steve Kane was promot- ed to the newly created position of creativ e dir ector -- experiential, a first for a New Zealand agency. He'd worked on Air New Zealand 'Cranial Billboards' campaign, which called for volunteers to have their heads shaved and inked with a henna tattoo for two weeks that read, 'The end of the domestic check-in queue is coming'. The six creatives directors across the group are now crammed in on the same floor which has had an positive effect, both on a symbolic and a practical level. "With all of these disciplines now truly working together, it's interest- ing to see what's starting to hap- pen," says Talbot. "Everyone is becoming far less blinkered by their own disciplines and borrowing from others. For me our business is changing and evolv- ing so rapidly that we need to be in a position where we can hardly be labelled a fumbling old advertising agency." Talbot likens his role as creative director to that of a football man- ager and has adapted a youth policy with the hopes of having the best youth team. "New Zealand is a transient place, some- thing like twenty per cent of Kiwis are out of the country at any one time -- and I've learnt a fair bit from [former ECD of Saatchi & Saatchi NZ] Mike O'Sullivan during this process and that is you hire really good people or people who show some form of potential and you mould them and you shape them and bring that tal- ent out," says Talbot. "A lot of our best work in the last year like the Mexican for Instant Kiwi, the recent Sky 'Happy Place' campaign and Pascall's Fruit Burst has come from some of our youngest teams. Because junior teams work right next to senior teams they learn from more experi- enced creatives. We have no egos and have a great culture of sharing ideas. That means every team is also sharing in this AoY success." The record awards haul included two Gold Promo Lions at Cannes 2009 and a Bronze at the Direct Lions for Pascall's 'When will the fruit burst' and for ANZ Tertiary Banking 'GettingUThru'. At the Effies there were two Gold and two Bronze for McDonald's 'My Greatest Feat', silver for My Sky HDI's 'Everything's in here' and bronze for Rock Stars -- NZ Cricket India Tour. Then there was Silver and Bronze for Telecom XT's Network launch. AXIS awards included fours Gold for Throaties 'Burning', SSL New Zealand 'Lube', The Warehouse 'Singstar Rocks' and Fatso's 'No Country for Old Men'. There were eight silvers to New Zealand Lotteries MyLotto 'Bath', Pascall Fruit Burst 'When will the Fruit Burst', SKY Television 'Tadpoles', NFD's 'Ear', NZ Lotteries Instant Kiwi 'Doug', Fatso.co.nz Mailbox DVD Player and NFD's 'Loud lit- tle things'. At the Echo awards there was Gold for ANZ Tertiary Banking 'GettingUThru' and Bronze for Telecom's 'No one will know you are gone'. While at the John Caples there was Gold and Silver for Telecom's 'No one will know you are gone' and Silver for McDonald's 'My Greatest Feat'. Talbot says when DDB won the Campaign Brief New Zealand Agency of the Year award two years ago it was an acknowledgment that the work had got better - but he felt the culture needed to change, which it now has: "2009 has been a fantastic year, the fact that we've had a record year financially while all around us everyone is going to the wall is testament to the fact that we are a great business as well as culturally a great agency," says Talbot. What's next for DDB? Talbot is focused on keeping the momentum going, saying the agency is poised to really dominate in New Zealand but also to continue to make its mark internationally. He says: "For us the Advertising Age and Bestadsontv.com acco- lades were really important because it prov es that we are c onsistently producing world-class work. My plan for the next year is to make sure every part of DDB New Zealand is capable of doing world- class work, so again it is about get- ting the right people and tinkering with what we have." 1999 Colenso BBDO Auckland 2000 Saatchi & Saatchi NZ 2001 Colenso BBDO Auckland 2002 Colenso BBDO Auckland 2003 DDB New Zealand 2004 Publicis Mojo Auckland 2005 Saatchi & Saatchi NZ 2006 Saatchi & Saatchi NZ 2007 DDB New Zealand 2008 Colenso BBDO Auckland 2009 DDB New Zealand NZ AGENCY OF THE YEAR Honour Roll Happy hunting in 2009 - Sandy Moore with Talbot and O'Halloran. "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.
May June 2010