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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Nov Dec 2010
TEAMWORK 22 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2010 WHEN DID YOU FIRST MEET? WHAT WAS YOUR FIRST IMPRESSION OF EACH OTHER? Hennah 2006 at a restaurant in Auckland’s viaduct where John seduced me into joining JWT – I thought, ‘You smooth bugger’. Gutteridge In Auckland in 2006. He was dressed in black, which I thought was unusual for a Kiwi. THIS IS THE SECOND TIME YOU’VE WORKED TOGETHER – HAVE THE DYNAMICS CHANGED SINCE YOU FIRST WORKED TOGETHER AT JWT AUCKLAND? Hennah We’re both a hell of a lot busier so we spend less time plotting the rise and rise of JWT than we did in Auckland. The good thing is that because we’ve already worked together we can just get on with it rather than having any first date jitters. Gutteridge No, not between Angus and I. The main difference being that now I have a greater remit and relationship with Richard in Melbourne and Pete Ogden in New Zealand. WHAT MAKES THE PARTNERSHIP WORK? Hennah Trust – whether it’s our relationship with each other, or our relationships with our clients, if you don’t have it you can’t move forward. Gutteridge Trust, respect and a mutual hunger for success. WHAT’S YOUR FAVOURITE WORK TO COME OUT OF JWT AUSTRALIA IN THE PAST YEAR? Hennah Smarties because its subject matter is creativity and it speaks to Mums in a way they haven’t been spoken to before. Gutteridge We designed, produced and promoted an iPhone app for Vicroads (in Melbourne) to communicate the dangers of driving whilst on the mobile phone. The idea was conceived before anything like it and launched at Federation Square on the big screen. It was brilliantly pioneering in its execution and importantly the overall campaign was enormously effective. ARE YOU HAPPY WITH THE OVERALL STANDARD OF THE CREATIVE WORK COMING OUT OF THE AGENCY? Hennah No, I think the work can always be better. If you feel satisfied you’re more than likely complacent. Gutteridge Never completely happy, because that could breed complacency, and complacency is the beginning of the end. But I do think we’re producing some of the most interesting work right now. We should constantly be looking to try new things, and that applies to the creative output and to the business as a whole. IS ANGUS ONE OF THOSE ECCENTRIC CREATIVE TYPES? IS JOHN A BUTTONED UP SUIT? Hennah No, thank goodness. John is a very relaxed and enthusiastic character. If you have a CEO with those qualities it flows throughout the entire agency. Gutteridge Not an eccentric no, but his drive for perfection can bring out some endearing character traits at times. He cares very much about the work and genuinely takes accountability for its effectiveness. IS THERE A PARTICULAR CULTURE THAT DEFINES JWT SYDNEY UNDER YOUR JOINT MANAGEMENT? Hennah Passionate people that strive to make a difference. Gutteridge I characterize the type of people I want working at JWT using three simple adjectives: Curious, Obsessive Browsers. Curious, because we’re always opening new doors and pioneering new things. Obsessive about ideas, and overcoming any obstacles along the way, and Browsers in WHEN JOHN GUTTERIDGE RELOCATED TO SYDNEY in August this year as CEO of JWT Australasia, from JWT Melbourne, he picked up where he’d left off with Sydney ECD, Angus Hennah, whom he’d previously worked with at JWT New Zealand. Gutteridge was MD of JWT Auckland when he hired Hennah to come on board as ECD in 2006. They worked together for two years before Gutteridge relocated to JWT Melbourne as MD, teaming with ECD, Richard Muntz, who still reports to him along with Pete Ogden, who replaced Hennah in New Zealand when he came across to JWT Sydney in October 2009. They spill the beans on their working relationship to Campaign Brief. that I believe knowledge should reside in every one of us. As James Webb Young once said, ‘for it is with the advertising man as with the cow: No Browsing, No Milk’. HOW DO YOU APPROACH A PROBLEM? Hennah Once you’ve defined the problem it’s best to let it sit in your subconscious for a while, if at all possible. If you try and solve it too quickly you often come up with the obvious answer. If you allow it to percolate for a while you will always come up with a more interesting solution. Gutteridge Collaboratively, cautiously and decisively. WHAT DO YOU ARGUE ABOUT? Hennah Either the ability of the Black Caps or the lack of ability of the English rugby team. Fortunately, we don’t argue about work. Gutteridge Whether or not the All Blacks will choke in their own back yard next year. DESCRIBE A GREAT DAY? Hennah I avoid being taken out by a bus while crossing the Harbour Bridge on my Vespa, discover those fires that were burning yesterday have been put out by John, see a range of great ideas from my teams, sell one of them, have lunch with a kick-ass creative who wants to join the agency, win a local client, get a global brief that makes the hair on the back of my neck stand up, somehow find some time to work on that brief and make it home in time to bath Oscar. Gutteridge Wake up with my wife, have breakfast with the family. Fly to the moon, go for a leisurely stroll on the moon. Fly down to England just in time to watch Spurs beat Arsenal at White Heart Lane. Grab a bite to eat in Soho, and wind up the night in the pub with some mates over a few beers. WHERE WOULD YOU GO FOR LUNCH AND WHAT WOULD YOU ORDER? Hennah On a good day the Sri Lankan prawn curry at Flying Fish. On most days a lemongrass chicken baguette from Taste. Gutteridge Bistro Thierry, Hawksburn Melbourne. Sauté de calmars, followed by Le Steak-Frites. WHAT IS YOUR MOST MEMORABLE EXPERIENCE OF WORKING TOGETHER? Hennah Coming up with, selling and creating the Giant Rugby Ball that toured the world for Tourism New Zealand. It was a big idea that was way more ambitious than the brief and it seemed impossible to achieve within the time frame. Yet somehow thanks to Kiwi ingenuity and pure passion all the obstacles seemed to fade away and we got the bloody thing up in Paris for the 2007 Rugby World Cup. Gutteridge Working on a certain Telco pitch in NZ, Angus did a fantastic job, less said about the process the better though. DESCRIBE EACH OTHER’S OFFICES? Hennah Exactly the same – except a bomb packed with briefs, layouts and receipts seems to have gone off in mine. Gutteridge Fairly nondescript really, and much like mine, we sit next to each other. But in the space of two months I’ve managed to get something on my walls, after a year his are still bare. Not sure what that implies! WHAT DO YOU MOST ADMIRE ABOUT EACH OTHER? Hennah His Panerai watch, but I did get mine first. That, and I don’t think I’ve ever heard him swear, apart from when I bought my Panerai watch. Gutteridge His passion for big ideas and his determinedness to make them happen. EACH ISSUE, CB REVEALS CEO/ECD PARTNERSHIPS THAT ARE MAKING A DIFFERENCE GUTTERIDGE+HENNAH
CB NAT FEB 2011