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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
CAMPAIGNBRIEF MAY/JUNE 2013 Why Andy Fackrell still IN AUGUST 2011 ANDY FACKRELL SIGNED the dotted line to become permanent ECD at DDB NZ, after eight months into his temporary 12- month contract taking over from his predecessor, Toby Talbot. In an earlier interview with CB, Fackrell said the move was a natur- al decision for him and that within a short amount of time he knew he'd landed in an agency striving for greatness: "DDB NZ is the equal of the best international agen- cies and I'm thrilled to be driving its creative output," he said at the time. Fast-forward a year-and-a-half later and Fackrell is just as pumped to be driving a creative department producing campaigns for a diverse range of national and international clients. Working alongside creative directors Chris Schofield (ex- DraftFCB) and Shane Bradley (ex- BMF), Fackrell has discovered his equilibrium, with two minds that equally share his appetite for dry humour. After a long stint away from the motherland, Fackrell says he is grateful for Schofield's keen efforts to realign his Kiwi sensibilities: "They are both great blokes and together we have a great exchange," he says. He admits that the change of pace in New Zealand is what first hit home, in comparison to his time in Europe and the United States -- including his nine year tenure as ECD at 180 Amsterdam. Here he produced global campaigns for adi- das and kept a close Kiwi connec- tion through his work for the All Blacks. Prior to 180, he worked as an art director for Wieden + Kennedy Portland primarily on Nike, where he created award-winning cam- paigns across all of its sports cate- gories, including Tag, the 2002 Cannes Grand Prix winning Nike campaign. Fackrell says that one New Zealand year is like dog years in Europe and the rapid progress in NZ was almost as much of a logistic exercise as it was a creative exercise. "I'm amazed that in my first three months clients were already shoot- ing commercials. I used to tell my teams not to worry about getting anything out in the first two years," he says. "That's a result of the A Kiwi who has spent much of his career abroad, Andy Fackrell returned home 18 months ago to take up the position of executive creative director at DDB New Zealand. Since his homecoming, the agency boasts the title of Effies Most Effective Agency of the Year and is producing category-changing work for the likes of McDonald's, Volkswagen and SKY TV, as Larissa Meikle reports. CREATIVITY bureaucracy, but also the complexi- ty of working on global businesses like adidas and Sony for campaigns that might be running in 50 coun- tries." Having championed ideas for global accounts in world-renowned agencies, Fackrell still believes New Zealand has a gutsier creative mar- ket than both Europe and the US. On a global scale, he says the coun- try is less risk adverse than its larger counterparts and that clients will "stick their necks out for great ideas" despite sizeably smaller pro- duction budgets. "In New Zealand it's tricky because you don't get the lead times that you get overseas, which of course has its positives and nega- tives. Less research groups get in the way of fresh work and ideas can get made a lot faster as there is less bureaucratic pressure to kill off them off. You also get the chance to engage more instantly with clients on a personal level." Fackrell says regardless of what country you're in; the best work always comes out when there's a direct relationship with the client and little else in-between. He believes that a lot of NZ creatives and clients use their gut instinct, which is less common in Europe. International insights Fackrell has happily brought home include 180 Amsterdam's mantra that insists: 'Your duty is to entertain'. He also reveals that Wieden + Kennedy had its own philosophy to make the work look as far removed from traditional advertising as pos- sible. "The belief at Wieden was there is so much advertising out there so why would you keep to a formula," he says. "Instead, try to find your own voice. There was no cookie-cutter style of work that came out of 180 or Wieden and both agencies encourage risk taking, which amounts to unique work." At present, Fackrell has been con- centrating on existing DDB NZ clients and embedding himself into the headspace of substantial brands. "A year is quite quick and I really wanted to come back and make my mark. The work is getting really interesting now and I believe that you need more than a year to get results; you need time to get the creative, strategy and production on Fackrell: "I'm amazed that in my first three months clients were already shooting commercials" 'Father Time' for SKY TV - another prime
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013