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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September 2010
HOT SHOT It takes two mates. Paul Nagy and Mike Spirkovski have been great mates for years, sharing similar ideas about what makes great work and a great agency, and since June they’ve been sharing the creative leadership of Clemenger BBDO, one of Australia’s biggest agencies. Replacing Richard Maddocks as executive creative directors, the creative duo reunited after a four-year break - they first worked together at Leo Burnett, Sydney from 2004-2006. “Because he’s part Macedonian and I’m half Hungarian, there’s a lot of hugging involved, there’s a lot of Euro love, and Hungarian wrestling when we disagree,” says Nagy. “You do love working with certain people, you get really inspired by them and we believe very clearly what makes a great agency and what makes a great creative culture and it’s really those two building blocks – if you agree on at least those, you can build a great partnership.” For Nagy the role means a return to his native Sydney after a stint at Clemenger BBDO Wellington. He’d joined the agency in 2006 as head of art and was promoted to creative director in 2008. While in New Zealand he opened and ran AWARD School there and was instrumental in Clems Wellington being named the most highly awarded agency in the most highly awarded network at Cannes in 2007, for work such as the Netherlands Foundation Photo Exhibition’s ‘World Press Photo’. Spirkovski came across from seven months at Droga5 Sydney where he was a creative consultant. He’d spent the early days of his career overseas, including a two-year stint in Canada working for Palmer Jarvis DDB and TBWA. On his return to Sydney he set up his own agency, Cassius Clay, with Mark Collis. When Collis became ECD of Leo Burnett Sydney, Spirkovski joined him, gaining a reputation for work such as McDonald’s ‘Nameitburger’ and WWF’s ‘Earth Hour’. He then went to Publicis Mojo Sydney, helping the agency win the AWARD 2009 Agency of the year title before reviving Cassius Clay as a creative consultancy. He thinks there’s been a big boost to the agency in having two people share the ECD role. Their approach to having two creative leaders is that if you are talking to one of them then it’s like you are talking to both of them with any disagreements taking place behind-the-scenes. “The fact that Paul can go fly overseas on a client project and I can be here manning the fort, and you find that the agency continues to kick no matter what, that makes a big difference,” says Spirkovski. While Clemenger Sydney has a reputation as a big business, process driven agency, Spirkovski says the reality is very different – he’s already seen some of the best briefs he’s ever worked on. Their goal is to align the work coming out of the Sydney office with that of sister agencies, Clemenger BBDO Melbourne and Colenso BBDO in Auckland, two of the leading creative agencies in the region. Nagy says Clemenger network’s motto is about “the work, the work, and the work” and that’s what they’ll be judged on. “It’s not about whether we hug a lot of people, or what culture we create here, or what people we put in, or anything like that, it’s about the product and what it does for our clients,” he says. PHOTOGRAPHY: DEREK HUGHES LOCATION: ULTIMO
May June 2010