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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
12 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 TEAMWORK WHEN DID YOU FIRST MEET? Lambert We chewed the fat during a Korean lunch at the end of 2012. Morrison Like Scotty said a hastily convened lunch before I headed to Seoul for an interview. WHAT STATE WAS THE AGENCY IN WHEN YOU BOTH TOOK THE HELM? WHAT’S THE BIGGEST CHALLENGE YOU’VE FACED TOGETHER AT INNOCEAN? Lambert I’d been at the creative helm for over two years when Mike joined, so creatively the agency was starting to kick some goals. Business wise though we needed a major shake up. Morrison Stable but in need of redesign. A solid period of growth had taken place but our data and content capability needed building. DESCRIBE YOUR TIME WORKING TOGETHER Lambert With the changes needed in the Agency, it has been challenging, but also refreshing. Morrison Too much work and not enough discussion about the agency. WHAT’S YOUR FAVOURITE WORK PRODUCED SINCE TEAMING UP? Lambert Our ‘Never an uncomfortable moment’ campaign for the Kia Cerato, has by far been the best and most integrated campaign thus far. A lot of love and laughter went into it. Morrison The Kia work is brave and I also like our most recent work on Hyundai ix35 which is a beautifully produced piece. HOW HARD IS IT WINNING NEW BUSINESS WHEN INNOCEAN IS PERCEIVED AS THE IN-HOUSE HYUNDAI/KIA AGENCY? Lambert It’s challenging, but both Mike and I thrive on a tough challenge. Morrison Very is the short answer, but our work does help a lot with generating conversations about how we have turned Hyundai and Kia into household names. WHAT OTHER BUSINESS HAVE YOU GOT? Lambert Watch this space. Morrison We consult on several undisclosed B2B projects and have a good pipeline we are happy with. HAVE YOU LIFTED THE CREATIVE STANDARD TO THE LEVEL YOU WISHED? Lambert I am extremely proud of the work we have produced over the last three years. As anyone will ASPARTOFA REGULAR SERIES, CB REVEALS PARTNERSHIPS THAT ARE MAKING A DIFFERENCE LAMBERT+ Innocean is perceived by the industry as the in-house Hyundai/Kia agency - albeit known for some great work that has turned both brands into household names. Which is true, but it’s a situation that may change under the leadership of MD Mike Morrison and CD Scott Lambert. CB takes a closer look at their working relationship. MORRISON CBNAT NOV-DEC2013_MASTER_CB-FEBRUARY-2007 19/11/13 5:25 PM Page 12
CBNAT SEPTEMBER 2013
CBNAT FEBRUARY 2014