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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 AGENCIES JWT Perth assembles the new team WHEN THE RAC first appointed JWT to their account it left a few people in the Perth industry scratching their heads. How could one of Perth's largest and busiest accounts be run remotely out of a Sydney agency? It soon became apparent that part of their winning submission was a com- mitment to establish a Perth office to service RAC. In October last year this office was established and headed by Nicole Lennox Gray, who had previously worked in senior positions including general manager of Whybin TBWA Melbourne and group account di- rector with Publicis Mojo and DDB New Zealand. However, her depar- ture to join Marketforce in January this year, saw JWT reevaluate their plans and set the network down the road of establishing a senior man- agement team that could not only run the RAC business but also grow by attracting new business. John Gutteridge the chief executive officer at JWT Australasia eventually lured Doni Savvides as managing director and Dav Tabeshfar as crea- tive director. Savvides joined from Gatecrasher where he led the Crown Perth and The Sunday Times a c - counts. Before returning to Perth he worked on Pacific Brands at Clem- enger BBDO Melbourne. He also spent several years at BMF Sydney. Tabeshfar had a long and highly- awarded career with 303Lowe Perth, co-creating the Office of Road Safe- ty's 'Enjoy The Ride' campaign. Campaign Brief s p o k et oG u t - teridge, Savvides and Tabeshfar to find more on JWT's future in Perth. How long had you been considering a move west? Was it simply a case of the RAC opportunity becoming available, or was expansion here under consideration even before that? John Gutteridge: In all honesty, be- fore RAC approached us I hadn't considered a move out West. It was the interaction with the RAC early on in the tender that opened my eyes to not only the quality of clients in WA, but the broader opportunities that exist. It's a gutsy move to open a fully- fledged office here, as opposed to a 'satellite' office. Gutteridge: It is and it isn't. It is because we have taken this decision very seriously, by that I mean we made significant investment in the right talent and infrastructure, with a long-term plan in mind. And it isn't so gutsy because I'm confident we will succeed. I think we have a great proposition for Perth that sets us apart from any of the other agencies in town. Presumably you think there's more business to be picked up here. What do you see as the opportunity here? Gutteridge:Yes, I hope we'll get the chance to work with some of the great brands in WA. What can we offer? Firstly JWT Perth has two very contemporary thinkers leading the agency. They're two very talented, decent people without egos. The same can be said for the rest of the team. We also have a unique philosophy, developed to complement the Australian and NZ markets. It's a philosophy that's par- ticularly relevant to WA actually, and it touches every aspect of the busi- ness; from the way we behave as indi- viduals to the work we produce. Doni Savvides: JWT Perth is par t of a real network. Not only do we have amazing talent in Sydney and Mel- bourne that we can tap into, there's also a network of 10,000 people around the world. It works because everyone genuinely reaches out to one another for case studies, knowl- edge, resource, training etc. It means we in Perth are able to provide best-in-class standards at an international level. What gave both Doni and Dav the confidence to take on this gig? Savvides: I moved back to Perth because it's home and I love it. Of course the opportunity for Dav and I to lead an agency like JWT Perth was one that we knew wouldn't come along very often, but the thing that connected with me most was just how excited John and the Sydney team were about WA. There's a huge sense of optimism from the rest of JWT Australia about what we've got here and a real commitment to our office. It's great when you're sur- rounded by people who are as pas- sionate about something as you are. Dav Tabeshfar: Both John and Mark [Harricks] played a big role in my decision to get involved. John is one of those guys whose energy is infec- tious. He convinced me that JWT Perth could be whatever we want it to be. And in a pretty static market, we could actually offer a real alterna- tive; the kind of intellectual, creative and technical resources that clients currently leave town for. As for Mark, the guy is a legend. When I was working on the Office of Road Safety, his work for the New Zealand Transport Agency was al- ways there to set the bar. And taunt me. He has steered some of the most exciting creative agencies in Australia and New Zealand, so when he gives you advice, you write it down. In terms of career path and person- al development, JWT was the answer to a few big questions. Like how can I stay in Perth and continue to grow? Who has a culture I am comfortable with? And where will my particular skills be most valued? When John and Mark called to talk about JWT, everything fell into place; I can stay in the city I love, work with Perth's finest, and access some pretty formidable minds in Sydney, Melbourne and beyond. In terms of culture, I can help create one. It's bloody exciting. Here's an agency that has all the energy and chutzpah of a start-up, with the world's largest and oldest network to back it up. It feels like anything is possible. What's exciting about working with the RAC as your foundation client? Savvides: In one of my first meet- ings at the RAC, the brief was thrown down like a gauntlet: "Be bold. Blow us away." They don't just want big ideas, they're demanding them -- and we love that. It would be easy for a brand of the RAC's size to be conservative in their marketing, but they are just as hungry and ambitious as we are, they challenge us as much as we challenge them and that makes for a whole heap of potential. Plus they're good people. You can't ask for more than that. The Perth office currently has ten staff. What roles do they cover and how many more people do you think you'll need in the immediate term? Tabeshfar: We c u r r e n tly ha v ea team of four of the finest account management people, servicing a dozen or so equally excellent clients, a senior designer, a canny print producer, a (whip) cracking project manager, a devastatingly good freelance art director, a consulting planner with a dizzying intellect, a rather good creative director and giant of a man (literally and professionally) in the big leather chair at the end. We have no ambition to be a small agency and as we win business and grow, a greater proportion of our team will be based in Perth. How will the Perth office work with JWT nationally? What network resources will you call on? E.G. Planning? Digital? Tabeshfar: JWTPe rth a nd JWT Sydney and Melbourne operate as one agency. That's not tender docu- ment hyperbole, that's how we think and behave. I have the same access to Sydney planners, technologists, digital de- signers, producers and creatives as anyone in the Sydney office. I may not be able to wander over to someone's desk for a chat, but I do have a phone and we all text and talk constantly, plus there's always the permanently connected video conferencing room. When a conver- sation needs to be face-to-face, we travel. (left) Dav Tabeshfar and Doni Savvides
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013