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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2010
THE BUSINESS 18 CAMPAIGNBRIEF MAY/JUNE 2010 and London and Wieden + Kennedy Portland and a brief stint at Saatchi & Saatchi Sydney. Despite the leap of faith required to go from a network agency to a start-up, the reputation of Droga5 in New York and Los Angeles helped a lot at the beginning because they were having bigger conversations with bigger clients. The agency has grown fast -- it now has over 45 staff and clients includ- ing Carlton United Brewing on VB, Crown and Cascade, Telstra and Virgin Blue. "IfeltifIwasgoingtomakeabig difference to the work I was doing the only thing was to step out of my comfort zone and basically go, look, you can't blame anyone else if you jump out on your own and decide this is our thing now," says Gohil. "We are the three or four people around the desk that are responsi- ble for this. We can't point our fin- ger and say it's not our fault, it's the global guys or that's the way this agency always does stuff. The com- bination of an entrepreneurial spirit and going I need to be the master of my own destiny is what really motivated me to join a start-up." There are longer hours now -- Gohil says Wieden was very laid- back with only the occasional all- nighter. "If you work for a big company there's a shit load of support staff to help get stuff done," says Gohil. "We do everything ourselves, when we were doing our initial presenta- tion to CUB it was literally me, Marianne, Nobby, our assistant, and my dog. That's it, things aren't going to appear miraculously, things aren't going to get written, when it comes to that aspect of it definitely, you work harder. The other thing is when you work for yourself you want to work harder anyway because you are motivated in a different way. A different part of your brain lights up." Before joining BBH, Gohil ran his own planning consultancy called Vertigo Communications Group, and says if you work at a big agency the thing you forget is how difficult it is in real terms to actually make money -- and not just to make money, but run a business. "It is harder working for yourself but it is only harder because your field of vision opens up 180- degrees. When you are working at a multinational you have a very clear- ly defined role -- you submit an expenses claim and it disappears down a hole somewhere and the money comes back, you don't really understand necessarily how it all works." Although, he was given $800,000 by Dan Wieden to throw a party for From left: O'Sullivan, Droga and Stone in New York earlier this year inking the deal. Former Saatchi & Saatchi New Zealand ECD O'Sullivan spent about three years thinking about everything he would miss about working for a large multinational but decided to start Droga5 in New Zealand, convinced the independent agency is the right model for the current climate. Despite the leap of faith required to go from a network agency to a start-up, the reputation of Droga5 in New York and Los Angeles helped a lot at the beginning because they were having bigger conversations with bigger clients. Droga5 Australia has grown fast -- it now has over 45 staff and clients including Carlton United Brewing on VB, Crown and Cascade, Telstra and Virgin Blue. Wieden + Kennedy's 25th anniver- sary for 600 guests, something he concedes isn't going to happen again anytime soon. He rented a warehouse in Portland and con- vinced the Beastie Boys to do their first, and probably only ever, pri- vate gig. "What made it absolutely brilliant was Dan Wieden turned to me and said, 'Gohil, this is awesome, this is the best night of my entire life'." Former Saatchi & Saatchi New Zealand ECD Mike O'Sullivan spent about three years thinking about everything he would miss about working for a large multina- tional but decided to start Droga5 in New Zealand anyway, convinced the independent agency is the right model for the current climate. "It wouldn't happen overnight because it does take you a long time to start thinking around the impli- cations of suddenly going into this whole new world," says O'Sullivan. "But the longer in the tooth you get and the more you realise what you actually do and what value you add to clients, the more you realise that there's an awful lot of the system you don't need to bring with you. That you can stand in front of somebody and add value and a little bit of that is just around confi- dence. A lot of the guys just need to get the confidence up and get out
January February 2010