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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September 2010
17 SEPTEMBER/OCTOBER 2010 CAMPAIGNBRIEF THE INDUSTRY 16 CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2010 DESPITE THE PERCEPTION that there’s been a flood of high profile international appointments to Australia’s creative director ranks, the clear majority of creative direc- tors in the top jobs in Sydney and Melbourne are in fact Australian. However, the majority of Australian and New Zealand creative directors have clocked up time overseas, working in markets including the UK, Canada, the US, Singapore, Hong Kong, Vietnam and Prague. Imports from the UK used to dominate the Australian creative leadership ranks, especially in the 80s and 90s, but today British nationals hold a lesser proportion of the top jobs. The United States is the next most common import with four Americans in the top creative jobs, followed by the Kiwis with three and there’s one South African. In New Zealand, four of the top jobs are held by creatives from the UK, four by New Zealanders and the remaining two by Australians. Moving between markets doesn’t always work out as planned. In May, Lowe Sydney announced they’d recruited Mike Barnwell, a well respected and hugely awarded creative director from South Africa as its new ECD. Three months into the role they parted ways. Barnwell, who was born in England, but moved to South Africa when he was four, therefore classifying himself as a South African, and a staunch Springbok supporter, is hoping to stay in Australia. Despite Lowe’s chief creative offi- cer, Matthew Bull, being South African, locally there proved to be a clash of interests. “We had very different approach- es to the running of the creative department and the output of work and ultimately felt that we were very different in style,” he says. “As a result, we never managed to forge a close relationship and rather than let things deteriorate, we agreed to part ways.” He says the decision to move here certainly wasn’t made on a whim, but when he was presented with the opportunity, it wasn’t a very hard one to make. “I can’t speak for everyone but world-class creativity combined with a second-to-none lifestyle makes Australia a difficult prospect to turn down,” he says. “The irony though is that I’ve found many Australians to be incredibly hard on themselves with regard to the over- all standard of work produced here. And most of the young up and coming stars in this industry see a job in New York or London as the Holy Grail. But actually, Australia as well as New Zealand, have pro- duced some of the most memorable and highly awarded pieces of com- munication of all time.” He is loathe to make generaliza- tions about the Australian market- place, or put it down to a cultural clash, saying that all agencies oper- ate in vastly different ways to one another due to their style of man- agement and internal culture. “So inevitably, it makes it difficult and probably even unfair, to make general comparisons between entire countries,” says Barnwell. “Not to mention the fact that I’ve only been here for a few months and have only worked at one agency. I’d hate to pass comment on anyone based on a single experience.” He felt welcomed by the Australian advertising industry, say- ing that he found just about every- one here to be nothing but incredi- bly hospitable. “I definitely intend to stick around and won’t be going anywhere just yet,” says Barnwell. Also sticking around is South African born Julian Watt, who joined George Patterson Y&R, Sydney as ECD earlier this year. He first came to Australia in 2008 to join 303 Sydney as ECD from Net#work BBDO, Johannesburg. “This industry is not for sissies,” says Watt. “It’s more competitive and quicker turnaround, with cre- atives having to negotiate bigger client democracies and more rigor- ous research than in South Africa. Getting great work out deserves a slow clap, which strikes me as a shame so many people slay each other on the blogs. I think Australia is going to increase its presence in global creative rankings, especially in the new media space.” The other South African team put into creative leadership positions in recent years is Gerhard Myburgh and Brent Liebenberg who were joint CDs at The Campaign Palace Melbourne from November 2008 until May 2010 when they resigned. Robbie Brammall and Ant Hatton who they’d hired from Saatchi & Saatchi Auckland, replaced them. Until recently, there were also sev- eral South Africans in management – most notably Jacques Burger, who joined The Campaign Palace in September 2008 as its Sydney man- aging director and national CEO. Burger joined the agency following a decade at the Ogilvy South African group, where he was most recently managing director of Ogilvy Cape Town. However, he returned to South Africa in July to head up M&C Saatchi Abel’s new Johannesburg office. Connected to this, Mike Abel, the former managing director of the Ogilvy Cape Town Group of Companies, relocated to Sydney in October 2008 as CEO of M&C Saatchi Australia. Just over a year later when he had to return home for personal reasons M&C Saatchi charged him with launching M&C Saatchi in South Africa - M&C Saatchi Abel opened its doors in February 2010. American Chris Ford stepped into the ECD gig at Ogilvy Sydney in August this year after 11 years at Goodby, Silverstein & Partners, San Francisco, recruited by Ogilvy Sydney managing director Mike Daniels, who had previously worked at GS&P. He was attracted to Australia by the opportunity to take on more responsibility somewhere warm and to give his family the chance to live outside the US. However, leaving Goodby after such a long time was like leaving family, says Ford. “It’s emotional, and you only do it because you feel like there’s some- thing else you have to go out and do in the world,” says Ford. “For me, that something else is the opportunity to work with a guy I genuinely trust who wants to make his agency great, set in a country I have always had a tremendous curiosity for. Those two things, along with the agency’s list of great brands make a pretty compelling argument for change.” Fellow American, Andy DiLallo, ECD Leo Burnett Sydney, has spent the past six years working in Australia, three years as a creative and three years as an ECD. Until recently he was partnered with Jay Benjamin, who returned to New York in December 2009 to help establish the New York office of Leo Burnett. Why Australia? “It was as far away from America as I could get, and still speak American,” he says. DiLallo and Benjamin’s first job in Australia was at Saatchi & Saatchi Sydney, hired by then exec- utive creative director David Nobay, whom they’d worked with at Bozell New York. They then spent 18 months at Saatchi & Saatchi Auckland and soon after their return to Australia were made co- creative directors of JWT Sydney. To be a creative director in Australia and New Zealand it helps to be under 50, male, white, and come from Australia, New Zealand, the UK, USA or South Africa. A survey by Campaign Brief found these nationalities dominate the top creative jobs in the Trans-Tasman advertising scene. There’s only one female as the sole creative director - Melissa Peters at Lowe Sydney - and one part-Aboriginal - Monty Noble, creative director of The Brand Shop. Campaign Brief’s Heather Jacobs takes a closer look. THECDCLUB: ARE NEW MEMBERS WELCOME? David ‘Nobby’ Nobay Creative Chairman Droga5 Australia, Sydney Born in England. First four years of his career in London, fol- lowed by three in Hong Kong, a year in San Francisco. He came to Australia in 1995 for four years here before going to New York for four years. He returned in 2002 as ECD of Saatchi & Saatchi. Nick Worthington Executive Creative Director Colenso BBDO, Auckland Born in England. Began his career working at BBH London (1986- 1996), followed by AMV BBDO London (1996-2003). In 2003, he joined Publicis Mojo Auckland as ECD. In 2007, Worthington returned to BBDO to the ECD gig at Colenso BBDO, Auckland. Toby Talbot Executive Creative Director DDB New Zealand, Auckland Born in England. Talbot studied at the Chelsea School of Art in London and worked in advertising in London in the early 90s before moving to NZ in 1996. He spent eight years at Colenso BBDO Auckland, moving to the ECD gig at DDB Auckland in 2007. Andy Blood Executive Creative Director TBWA\Whybin\Tequila, Auckland Born in England. Blood worked in London for eight years, mainly at RKCR, then moved to NZ in 1998 to join Saatchi & Saatchi. After four and a half years there, Blood went to Singapore for 18 months, then back to NZ and work at TBWA for the last six years. Mike O’Sullivan Creative Chairman Droga5, Auckland Born in Northern Ireland. He moved to NZ 16 years ago from London where he was working at Y&R. After stints at Y&R and Mojo, O’Sullivan was appointed ECD of Colenso BBDO, then Clems Melbourne, then Saatchi’s NZ, then formed Droga5. Angus Wardlaw Creative Director Saatchi & Saatchi NZ, Auckland Born in England. Wardlaw moved to New Zealand in April this year after spending his career in the UK. He spent seven years at Euro RSCG London, followed by four years at WPP agency, Clemmow Hornby Inge (CHI) London. Paul Catmur Creative Chairman Barnes Catmur, Auckland Born in England. He started out at Y&R London for 10 years before coming out to New Zealand in 2000 to join DDB, where he rose to the ECD gig. He had a brief stint as ECD of GPY&R Melbourne before starting his own shop in Auckland in 2008. Ben Welsh Executive Creative Director M&C Saatchi, Sydney Born in England. Welsh relocated to Australia in 1989 from his native UK and will become an Australian citizen in October. He says he’s been here so long now he’s sort of in the middle. He has ben with M&C Saatchi since 2003. Jay Furby Executive Creative Director JayGrey, Sydney Born in England. Furby’s career started in the UK. He came to Australia to join Saatchi & Saatchi, Sydney following a stint at Saatchi’s in Singapore. He has been CD at DDB Sydney, followed by Brandhouse Arnold, then The Furnace, then JayGrey. Jonathan Kneebone Executive Creative Director The Glue Society, Sydney Born in England. Kneebone started his career in the UK and in 1996 was lured from HHCL, London to Y&R Sydney. In 1998 he co-founded The Glue Society, a creative collective based in Sydney and New York, with fellow UK creative Gary Freedman. Pete Ogden Creative Director JWT Auckland Born in England. Prior to taking up the Deputy CD role at JWT New Zealand, Ogden worked at DDB Sydney for over ten years. He started his career in the UK, spending ten years at Bates and BBDO. Ogden was promoted to CD of JWT Auckland in August. Garry Horner Executive Creative Director The Brand Agency, Perth Born in England. Horner spent the early part of his career in England at CDP and WCRS before heading to the ECD gig at DDB in 1996. 10 years later he joined Whybin\TBWA, Sydney as ECD. Last month he moved to The Brand Agency, Perth as ECD. Tom Spicer Co-National Creative Director The Furnace, Sydney Born in England. Spicer arrives to his new gig in Australia in October, fresh from a three year award-winning stint at WCRS, London. After eight years at M&C Saatchi in London and a brief stint at BBH, Spicer joined WCRS in 2007. Ron Mather Creative Partner It’s The Thought That Counts, Melb. Born in England. Started his legendary career at Saatchi’s London. He came to OZ in the 70s for the CD gig at The Campaign Palace. Then ECD at Saatchi’s Sydney, a period directing, then to The Palace Sydney, then Clems and Grey in Melbourne. Paul Fishlock Executive Creative Director The Campaign Palace, Sydney Born in England. Came out to Australia in 1988 from Saatchi’s London to join Saatchi’s Sydney. Then a stint at The Campaign Palace, Sydney before co-founding BMF in 1997. He rejoined The Campaign Palace Sydney as chairman and ECD in 2003. Duncan Marshall Executive Creative Director Droga5, Sydney Born in South Africa. Marshall relocated to Australia in June this year from Droga5 New York. He spent the early part of his career in the UK, most noticeably at Saatchi & Saatchi, London before moving to the ECD gig at Publicis New York in 2003. Michael O’Hare Executive Creative Director CHE, Melbourne Born in England. Has worked as an ECD at leading agencies around the world including Lowe in Hong Kong, China and Tokyo, Leo Burnett in Moscow and JWT in Bangkok. Started at DDB in NZ, followed by stints Sydney at Y&R Mattingly and DMB&B. Nigel Dawson Creative Director Grey, Melbourne Born in England. Started his long career at Ogilvy Benson & Mather, London in 1974 then came out to O&M Melbourne in 1977, followed by stints at Masius (including 2 years in HK), FCB, Mattingly, Box Emery, Sanford Vick, Mattingly and in 1996, Grey. THE BRITISH Damon O’Leary Joint Executive Creative Director Ogilvy New Zealand, Auckland Born in New Zealand. 12 years in NZ at Saatchis before the last three at Ogilvy). He did a stint at Colenso Wellington for two and a half years after nearly five years in London - firstly at Ted Bates then in an agency that was eventually bought by Publicis. Basil Christensen Joint Executive Creative Director Ogilvy New Zealand, Auckland Born in New Zealand. Christensen spent five years working in London, something he feels definitely helped him get a better job in New Zealand, where he has spent most of his career, mostly at Saatchi & Saatchi before the last three years at Ogilvy. Philip ‘Duster’ Andrew Executive Creative Director Clemenger BBDO, Wellington Born in New Zealand. Duster spent two years in London early in his career, but thinks it is more likely his charm and wit that got him a better job back home. Has spent most of his career at Clemenger BBDO in Wellington. Andrew Tinning Executive Creative Director Marketforce, Perth Born in New Zealand. Tinning has spent two thirds of his career in NZ, and one third in Australia. After 12 award-winning years at Saatchi & Saatchi, Auckland he was appointed group creative director of Marketforce, Perth in February 2004. James Mok Executive Creative Director DraftFCB, Auckland Born in New Zealand. A Kiwi Chinese, Mok has spent the majority of his career in New Zealand - most notably creative director at Generator and later as executive creative director at DraftFCB - apart from a year working in Australia. Angus Hennah Executive Creative Director JWT Sydney Born in New Zealand. Hennah worked in Sydney for seven years, returned to New Zealand for seven years and has been at JWT Sydney for the past 10 months. He’s worked at Clemenger BBDO in Sydney and Wellington, plus JWT Auckland and Sydney. Josh Moore Executive Creative Director US, Sydney Born in New Zealand. Moore has worked in New Zealand and Australia, starting at Generator Bates in 2000, followed by the CD role at Lowe, Auckland from 2005. He moved to Sydney in 2007 to join Razor, which became US the following year. Julian Watt Executive Creative Director George Patterson Y&R, Sydney Born in South Africa. Watt has spent the majority of his career in his native South Africa, working at Leo Burnett and then at Net#work BBDO. He relocated to Australia in 2007, working first at 303, Sydney and then at George Patterson Y&R Sydney. Mike Barnwell [Former] Exec. Creative Director Lowe, Sydney Born in South Africa. Barnwell has spent most of his career in South Africa, at Net#work BBDO and DraftFCB. In 2005, he joined Grey SA as ECD and was lured to the ECD gig at Lowe Sydney in May this year, but departed after only 3 months. Gerhard Myburgh [Former] Joint Creative Director The Campaign Palace, Melbourne Born in South Africa. The Palace recruited Myburgh from Draft FCB South Africa, where he served as executive creative direc- tor. He also has had stints at TBWA\Hunt\Lascaris and at Lowe Bull. Myburgh left The Palace in May this year. Brent Liebenberg [Former] Joint Creative Director The Campaign Palace, Melbourne Born in South Africa. The Palace recruited Liebenberg from Draft FCB South Africa, where he served as writer and creative direc- tor. With Myburgh, he has had stints at TBWA\Hunt\Lascaris and at Lowe Bull. Leibenberg left The Palace in May this year. THE NEW ZEALANDERS THE SOUTH AFRICANS Andy DiLallo Executive Creative Director Leo Burnett, Sydney Born in the USA. After three years working in New York at Bozell, DiLallo and creative partner Jay Benjamin were hired by Saatchi’s Sydney in 2003, followed by stints at Saatchi’s Auckland and JWT Sydney. Joined Leo Burnett as co ECD in 2008, sole ECD in 2010. Chris Ford Executive Creative Director Ogilvy & Mather, Sydney Born in the USA. Has spent his 20 year career working in the USA. Ford relocated to Australia in August this year to take the executive creative director role at Ogilvy & Mather Sydney, after 11 years at Goodby, Silverstein & Partners, San Francisco. Micah Walker Creative Director Mojo, Sydney Born in the USA. Walker started his career at Leo Burnett Chicago, then two years working in Asia before going to Warsaw. Then Leo Burnett Sydney for two years before Fallon London where he was joint CD before joining Mojo three years ago. Franklin Tipton Creative Director Mojo, Melbourne Born in the USA. Tipton has spent most of his career in the States, including Fallon, CP+B, and most recently at Goodby Silverstein. He also did a three year stint at Mother in London. He took up the CD gig at Mojo, Melbourne in January this year. THE AMERICANS v
May June 2010