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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
H OT SH OT only get better. While DDB Sydney seems to be at the top of its game and has achieved many industry accolades over the past two years, including CB’s 2007 Agency of the Year, Mark Harricks believes that the agency has not yet reached its peak. “Good work breeds good work – so things will only get better,” he says and true to his word, he has already set a challenge to the creative teams; to come up with one career- defining piece of work a year, and preferably campaigns that expand the base beyond print and TVCs. Why one piece of career-defining work? “This is both a professional and personal goal which sets the highest boundary for the creative teams.” And Mark certainly practices what he preaches. His career defining moment was in 2007 at Cannes where his agency won an integrated Titanium and Promo Lion for the New Zealand Netherlands Foundation ‘World Press Photo Exhibition’ as well as NZ Effies Gold, Silver AWARD and a finalist in The One Show, to name a few. Harricks joined DDB Sydney last month as creative director after a seven year stint at Clemenger BBDO, Wellington. “New Zealand agencies really approach work as, ‘how do we solve this problem using whatever we can’,” says Harricks. “I think this philosophy is slowly appearing in Sydney. It feels like the next few years are going to be a really good time for Australian advertising.” His career has seen him work in the UK, Australia and New Zealand. Graduating from Randwick TAFE as a designer, he freelanced at various design and advertising agencies before moving to London. He spent two years at BST.BDDP (which merged twice while he was there to become TBWA Simons Palmer) as a typographer/designer under advertising greats including Paul Belford, Trevor Beattie and Ed Morris. Inspired, he became determined to work on his own ideas rather than design other people’s work. Family reasons forced him back to Sydney where he enrolled in AWARD School. On graduating in 1999, he spent a year at George Patterson Bates, then briefly returning to design, before joining FCB in the lead-up to the 2000 Olympic Games. “After that, I became disgruntled with advertising in Sydney and looked over at New Zealand thinking, ‘why is it so good over there?’ We had a new family and my wife was keen for a change as well, so when Wellington popped up we took it.” Harricks joined Clemenger BBDO Wellington in 2001 as an art director (later promoted to creative director), working on campaigns that won the agency six Cannes Lions in two years. At Cannes 08, the agency won Gold in print for Land Transport New Zealand (LTNZ) and a Silver Promo Lion for Omaka Aviation Heritage Centre. As excited as he is about his new role, leaving Wellington was hard. “I loved a lot of the people there and it was a place where they let me be the mad scientist,” he says. However, the chance to work at DDB was an opportunity Harricks couldn’t miss. He first met DDB national creative director/vice chairman Matt Eastwood at Cannes last year and knew of agency chairman Marty O’Halloran from New Zealand through the industry. “Colleagues in New Zealand said if Marty’s there you’ve got to go for it because he’s just brilliant,” he says. “Nothing beats having a strong leadership team and Marty, Matt and Chris Brown are second to none. For me, it’s really motivating when you know the people at the top are totally behind producing great work.” On his first day, Harricks was thrown into the deep end by helping on the Tourism Australia pitch. “I love big challenges and this account will bring DDB Sydney onto the global stage”, Mark added. “I am looking forward to working with Matt and the creative team here, and building a dynasty – a place that is on top for at least 10 to 15 years – with talented people with open minds who support unexpected ideas.” PHOTOGRAPHY: DEREK HUGHES WWW.DEREKHUGHESPHOTOGRAPHY.COM.AU LOCATION: BALMAIN Things will
May June 2008