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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Nov Dec 2010
NEWSMAKERS 26 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2010 Us fat b*******s. Round 3 winners for Hyundai A-League, Fan Made Stories, Chanting Dave: Dean ‘Tubby’ Hunt and Pauly ‘Five Bellies’ Bruce from BMF. Enter the Siren Awards for free at sirenawards.com.au for your chance to be in the running for a trip for two to Cannes and be entered into the 2011 Cannes Lions Radio Awards; and be in the running to pick up the $5000 Siren Client Award! The next round is now open! M&C Saatchi, both in Singapore and later, Auckland. “We always knew we would do it because we got on so well, created brilliantly together and most impor- tantly launched new campaigns together that have stood the test of time,” said Ross on teaming up with Cummins to start an agency. “We knew we couldn’t just get together as two creative guys because the industry has changed so much, which is why we have all these different offerings with digital, media and [eventually] PR.” This includes campaigns like Tourism Victoria which has run for 18 years, and the iconic NZ beer campaign Tui ‘Yeah Right’ which has run for 15 years. Despite leaving the security of a multinational, Ross is excited about opening his own agency with all the disciplines in one place and finds it exhilarating rather than frightening. “One of the frustrating things for clients is they go out and they have to brief the media, then brief the creative agency and I always felt that distinct creative opportunities and the best creative work comes from within – an insight that comes from a media planner or from someone in digital,” he says. “It’s about a new era in advertising that is more personal, more relevant, more global, operates in real time - that means faster and cheaper - and is powered by constantly evolving technology.” Knowing the agency couldn’t be based on two guys in a coffee shop they decided to go full service, a model Cummins refers to as the New Advertising, which is not just about digital, social media or all the “Of course people may say, it’s back to the future as a model. And in essence it is... that model worked. And advertising has been the poorer for the split up of these disciplines. And now, traditional agencies are scrambling to find ways to bring their various ‘brands’ back together. We can do it from day one,” says Cummins. journalese in the industry currently. Instead, it harks back to the days before media and creative were split. “The craft of advertising is still important. All these specialists within these categories is ruining advertising because they are special- izing in digital, but not really embracing the art and the craft of advertising,” says Cummins. “We are bringing back specialists in-house to work on advertising because advertising is collaborative and specialists by definition are not collaborative, they are specialists that want to work in one area. That’s why advertising has flattened over the last couple of years – advertising has been pushed to one side and become a very technically based narrow focused analytical business rather than the holistic ‘we are all in advertising’ approach so we wanted to bring them all back.” They’ll be up for working on pro- jects outside of the traditional advertising scope and Cummins expects to learn a lot about branded content from working on Asian reality TV show The AdBreak, which starts filming in February and will air on cable TV in Asia. It’s created and produced by Ice- TV whom Cummins first starting working with as a panelist and judge on HP Space. When they approached him about being involved in a show about advertising he jumped at the chance because it’s something he’s always wanted to do – he’s on the record as pitching a show about advertis- ing called Adlib about seven years before The Gruen Transfer. It was rejected by every network who said, ‘no thank you, who would want to watch it’. If the show works in Asia his vision is to be an executive produc- er on it and bring it to Australia. Cummins says they won’t be hir- ing traditional creative teams but people who work in the new para- digm – digital media, content cre- ation – for example, there may be a digital artist, or a digital art director who works as a trio with Cummins and Ross. They haven’t ruled out launching in Sydney, but it would have to be a client-led opportunity. However, there are plans to have offices in Asia starting with Singapore and Shanghai within 12 months. This will either come from their own investment, or an alliance with a network that shares similar ambi- tions. The partners will collectively make decisions about who run what office and will travel between differ- ent markets on an as-needed basis using the theory that you can be based anywhere. As a parting shot to big agencies, Cummins says they may face the Roman Empire or Mayan Dynasty complex, becoming so used to their way of life and their structure, that when they try to change, downsize or adapt, the people panic and the empire collapses. “Of course people may say, it’s back to the future as a model. And in essence it is... that model worked. And advertising has been the poorer for the split up of these disciplines. And now, traditional agencies are scrambling to find ways to bring their various ‘brands’ back together. We can do it from day one,” he says. Cummins: “We are bringing back specialists in-house to work on advertising because advertising is collaborative and specialists by definition are not collaborative, they are specialists that want to work in one area.” Ross: “It’s about a new era in advertising that is more personal, more relevant, more global, operates in real time - that means faster and cheaper - and is powered by constantly evolving technology.” %
CB NAT FEB 2011