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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
AW ARD SCHOOL 25TH A and internationally. It i s inspiring to see many of our earlier AWARD School g raduates, now senior cr eatives, as tutor s and so I’d like to thank you all for will- ingly sharing your gifts and making your pe rsonal investment in the future of our young tale nts. The ultimate beneficiaries of your efforts are our clients. It’s hard to find a senior, h ighly successful Australian creative direc- tor tod ay who is not an AWARD School graduate. Many g raduates are no w h eadi ng u p numb ers of multi-national a gencies as creati ve directors, execu tive crea tive direc- tors and the like. You could say it’s one of our be st intellectual exports. Alo ng i ts 25-year j our ney The AWARD School ha s c ontinued t o grow along i ts path of healthy evo- lution. AWARD Schools are now ope rat- ing in M elbour ne, Br isban e, Adela ide, Pert h and soon in Well ington, Singapore and Kuala Lumpur. This is not the time to l inger in the afterglow of success. As AWA RD School addresse d a challenging issue in 1982, so we are faced tod ay with an other per haps more challenging one, forced on the industry. When the Ad vertisin g industry wa s d eregu late d more t han a decade ago it r emoved the income derived fr om media commissions. This me dia income allow ed age n- cies to plan and hire w ith c onfi - NNI V ERSARY dence. The term ‘ag encies’ soon bec ame redundant b ecause th ey were no longer agencies that bought and pla ced med ia on behalf of clients; they needed to adapt quick- ly and become a source of ‘ideas’. Almost overnight ‘agencies’ had to surv ive mai nly on the income deri ved from the q ualit y an d saleab ility o f th eir ide as; and b y pro vid ing additiona l s peciali st, chargea ble servi ces . Ou t o f this need for income th e internal cr e- ative base was becoming wider. A handful of highly creative, new gen eratio n group s hav e a lready embraced this new reality with con- siderable success f or th eir cl ients and themselves. It also demonstrates size does not matter. Creativity can no longer be exclu- sive to art dire ctors a nd write rs because t oday ever yone in an ‘agency’ can and should contribute to the creative strength of that com- pany. Ideas d o not care f rom whe nce they come. Look at some of the experimental ‘new media’ concepts we a re s tart- ing to see. These a re ideas anyone in an ‘a gency’ cou ld h av e c on- ceived. Look at the increasing ef fi- ciency of websites and other activi- ties online, many of them produc ed by so called amateurs. At last count there have been over 8000 spoof a ds submi tted to th e ABC TV programme, The Grue n Transfer. No doubt most created by ‘amate urs ’, not by wor king art directors and writers. While s ome in the industry are Perhaps the next evolutionary step for AWARD School could be taken right now where ‘agency’ management encourages everyone in their ‘agency’ to enrol in AWARD School. Everyone can be shown how to release their own creative beast within for the benefit of their company and their clients. We could discover an untapped rich, broad idea resource already in place wanting to express itself free from those traditional boundaries. engaged in producing TV ads rely- ing on the seduction of expensive special effects instead of real ideas, mobile phones and other hand held digital devices are quickly maturing as l egitimate creative and media tools because they will stimulate experimentation. The advance of digital technology in its growing number of expressions is presenting an unlimited creative landscape and no one person is on top of all of it. Add to that radio and all forms of print media and you have abundant creative opportunities. The gorilla is now out of the cage and isn’t going back. What does that suggest for the future? Perhaps the next evolution- ary step for AWARD School could be taken r ight now where ‘agency’ management encourages everyone in t hei r ‘ag enc y’ t o enrol in AWARD School. Everyone can be shown how to releas e their own crea tive beast within for the benefit of their com- pany and their clients. We could discover an untapped rich, broad idea resource already in place want- ing to e xpress itself free from those traditional boundaries. Remember, from 1982 we started recruiting students from all back- grounds and experiences, many of whom are now our stars. Creativity should be the core of our culture and expected from everyone. Such new g eneration ‘agencies’ would be powerhouses of creativity. Fra z Kanto Frantzrantz Kantor Frantz Kantor excels in every facet of developing an animated character. His portfolio evolves faster than most people’s awareness of new media does. If you have a Next G Phone, scan the QR code box that sidetracked our hero above with your mobile phone camera and your phone will connect to his portfolio faster than Frantz can master another medium to express your idea with. Or you can use the traditional approach by brows 16 CAMP AI GN B RIEF wsing to Frantz’s folio at: www.drawingbook.com.au Give your idea its own image. The D The Drawing B P 02 9922 6811 JU L Y /AUGU g Book ST 2 0 08
May June 2008