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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2010
issue will find it so. When that's the start point, not having a pre-con- ceived media plan gives you more freedom, and I believe a greater chance of achieving what you're actually out to achieve." The biggest shift has been in terms to the process; Premutico says they are more exposed, more engaged, and more responsible for creating work to solve a particular business issue. He works harder as owner of an agency, but in a differ- ent way. Now more than ever before, those couple of hours a day where he gets to let his mind wan- der are sacred. There are certain things he misses about working in a multinational -- it's human nature not to appreciate what you have until you no longer have it. "So I'd be lying if I said there weren't times when I wished we had that army of people we could call on," he says. "Looking back, the biggest disadvantages of work- ing for a multinational is behaving like you're in one when you're in one. All clients, no matter how big they or their agency is, surely must have realised they need to be as progressive and responsive as the consumers around them." Premutico doesn't think it's fair to say that ambitious creatives can't exceed in a multinational structure but he's interested to see when we come out of the recession (whenev- er that may be) how much things will have been reassessed. "Both on a technological and eco- nomic front we've been forced to change the way we go about things. And sometimes the only way change happens is when there isn't any choice," he says. Premutico suggests that for the multinationals to keep their most talented creatives they need to pro- duce the industry's best work. "At the end of the day, us cre- atives are quite simple folk -- just give us the opportunity to make something we're proud of and, it doesn't really matter where that is," he says. "Now how they go about doing that is another question entirely, and a much lengthier one." Sudeep Gohil concurs, saying that if you are genuinely motivated by doing great creative work the only thing you want to do is better work. In January 2008, the planning director joined David 'Nobby' Nobay and Marianne Bess as the third partner in Droga5 Sydney hav- ing worked at BBH in Tokyo 17 MAY/JUNE 2010 CAMPAIGNBRIEF ON THEIR OWN projects that would never have happened if they'd stayed with a mainstream agency and My Family Feast on SBS and they are currently working on a third TV series. levels for approval," says Drape. Clients are increasingly acknowl- edging that what they need is the right minds on their business, not a large amount of minds, says Leo Premutico. Appointed ECD of Saatchi & Saatchi New York at aged 28, he was enjoying a golden run when he and fellow ECD Jan Jacobs left to open their own shop, Johannes Leonardo, in a Tribeca warehouse in 2007. Opening a new agency in New York, without a CEO or a suit, must have taken a level of fearless- ness, but for Premutico it was a business decision. "We felt that more and more cre- ativity was becoming the most important marketing tool, so it was important for us to have a creative company, not just a company with creative people, " he says. "When there's a whole population out there who could be endorsing your brand with the right idea, why should the size of the agency matter?" It certainly hasn't done their careers any harm -- Jacobs and Premutico were included in the 2010 Creativity 50, an annual list of the most influential and inspiring creative personalities in the world of the last year, as voted by US online ad site Creativity. Says Premutico: "I remember when I would walk to the office across West 4th Street there was a faded chalk scribble that would always catch me out. It simply said, 'where are you going?' Every time I read it, it made me think: where was I going? To another meeting? To a corner office? Over time, with- out me realising it, I think these four words embedded themselves into my subconscious. For me lov- ing and, to an extent, being out of your depth are the most important ingredients to producing the work you're really capable of producing. So Jan and I began directing a cou- ple of things and really enjoyed that as a distraction. But we knew there was a bigger issue on the table. We felt the world around us was chang- ing quicker than the big agency model could." He thinks we've only seen the beginning of the changes about to occur in how we will ultimately communicate with consumers. In terms of the thinking required, Premutico found the transition from multinational to start-up quite natural. "Anyone who uses creativity as the best way to solve a strategic
January February 2010