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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
JANUARY/FEBRUARY 2013 CAMPAIGNBRIEF Pedigree Adoption Drive 'Underdogs' -- an 8 part documentary that aired on Channel 10 \TBWA Only a couple of years ago Whybin/TBWA, Sydney was a shop producing good solid work but the big award eluded them. In the last two years, the uniquely structured creative team, with Matty Burton and Dave Bowman at the helm, has seen the agency hurtle up the charts. Whybin\TBWA, Sydney is Campaign Brief's 2012 NSW Agency of the Year. SYDNEY creative leadership. Executive creative director Matty Burton says with such a busy year, there wasn't so much one stand out project but consistently challenging briefs with great potential. "We like to think of ourselves as not being a one trick pony," he says. Although some business elements were tough in 2012, a circumstance not unique to Whybin as the mar- ket volatility challenged many large and small agencies, Burton says the biggest challenge was to get all of the specialty divisions working as one machine. "All of our business have per- formed well, Eleven PR has been kicking goals, recently winning a place on the Telstra roster. Integer has been bringing in some very interesting new clients and so too has Digital Arts Network. And all of them have won an agency of the year accolade this year," he says. "But the real truth to getting these guys ticking has been our creatives. Russ Tucker and Pete Galmes have been waving the flag for us and pretty much everyone in the depart- ment is multi-disciplined. We have one creative department and our best work often spirals through many different mediums." Burton believes strongly that all of the companies, including Whybin\ TBWA, work best when working together. "We have one creative department to service all of them," he says. So it's a really interesting time for us. Our best work is usually the work that utilises all of these skill sets." Bowman believes the company has shifted considerably in terms of its culture over the past few years. "It was pretty divided and com- partmentalised when we arrived here, but a few walls knocked down and few new faces later and the whole company is working really collaboratively and getting into some new spaces," he says. New business won this year includes Taronga Zoo, Tourism New Zealand, EA Games, Australian Financial Review, Luxbet, Gatorade and Bendon. "It's an exciting time," concludes Bowman. "Plus, life's too short to work with dickheads, so being sur- rounded by a bunch of nice people whose creative chops scare you M.J Bale -- Making woolen suits from sheep who grazed on Australia's most sacred turf, the SCG Domain -- helping dominate in the primal need of shelter
CBAT NOV DEC 2012
Campaign Brief May-June 2013