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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 TEAMWORK THERE'S A CONTINUING DEBATE ON MULTINATIONALS VERSUS INDIES -- WHAT ARE YOUR THOUGHTS? Gregorio It's a self-serving debate that doesn't help the industry. The best agencies are the ones that have the best thinkers. This can be a multinational or an independent depending on how it's man- aged. There's no evidence to suggest this is the exclusive domain of either. IS THERE A PARTICULAR CULTURE THAT DEFINES HAVAS? Johnston If I had to put one word to it, it would be decency. Decency is about how you treat people, how you work together and the respect and care that you show to the people you work with. It's not just a bit of warm and fuzzy. The sort of work we're doing requires collaboration with a lot of other companies and if you're not decent to people that style of working just won't succeed. HAVAS HAS WON A LOAD OF AWARDS OVER THE PAST 2 YEARS. HAS THIS ENERGISED THE AGENCY? Coll I would say we are more energised by the work. We have a lot of smart creative thinkers who aren't afraid to work with exciting talent in tech, fashion and PR. This often takes us beyond what we'd expect to be doing as an advertising agency, even when we are responding to a traditional brief. That's really what energises the entire agency. In terms of awards, we've been aiming to win the more coveted awards more consistently. From that point of view, the most satisfying result has been 11 Lions over the last two years at Cannes. HAS YOUR PHILOSOPHY FOR LEADING THE CREATIVE IN AN AGENCY CHANGED OVER THE PAST FEW YEARS? Coll My philosophy for our creative work hasn't changed. We all believe that, today, no single agency can have all the answers. So to produce truly integrated campaigns, we try to be collaborative both inside and outside the agency. Sometimes it's an insight from our account management department. On 'Sponsor the White House', we worked with a heavyweight Washington DC lobby firm to help shape that campaign for Vanish Napisan. And once we'd sold the concept for Durex 'Fundawear', our partnership with Snepo was an exciting part of the campaign. WHAT'S YOUR FAVOURITE WORK TO COME OUT OF THE AGENCY IN THE PAST 12 MONTHS? Coll Fundawear. I think to invent such a tech-led product for a client and develop it to the kind of pre-manufacturing stage was a massive creative challenge. It also gave us the opportunity to ASPARTOFA REGULAR SERIES, CB REVEALS PARTNERSHIPS THAT ARE MAKING A DIFFERENCE TEAM Havas was set up with PR, digital and tradi- tional creative skills at the heart of the busi- ness while most multi-nationals spend inordinate energy trying to undo legacy ways of working. Havas fortunately doesn't need to. It can concentrate on producing modern, shareable, compelling work. CB spills the beans on their unique way of working in this interview with key players Anthony Gregorio, Steve Coll, Alex Carr and Phil Johnston. HAVAS
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013