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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
NE WSM AKER S global trend: “You are seein g it al l over the w orld: big global brands - Fortu ne 500 bran ds - ar e now wanting t o eng age in par tnerships where it is about the quality of the people at the table . If you deliver the work, at the end of the day you will only be judged by what you do, and the real value you inject into a brand, Hav ing an o ffice in Ku ala Lumpur doesn’t make you a be tter bet for a bran d i n that m arket,” Droga says. “Obviously, there are som e great agencies in Austra lia , which are long-esta blishe d and have track records. On VB, we were always the wildcard and I suspe ct we will b e on the ne xt pitch. But, eq ually, I don’t think clients pick on size any- more, they pick on output, and I couldn’ t have prayed for a mo re iconic or f lattering brand for which to create our first work. Ultimately, we are trying to align ourselves with clients t hat have big, a dventurous mandates. We are not about perpet- uating what someone was doing last year - we are a bout re-establishing, force-correcting and igni ting some- thing utterly new.” Nobby is even more blunt: “Thi s busine ss isn’t as compli cated as some would have you thi nk. Doing great work means worki ng with great brands and most importantly, with cl ients wh o have real balls. The VB guys h ave p roved to me that the y wil l buy brave wor k, because th eir very first de cision – hi ring u s – is a seriously ballsy move. It’ s our job to rew ard the ir faith wit h s ome very speci al out - put,” says Nobay. was c oaxed int o l ife by direc tor Paul Middleditch. Nobby says they chose Su rry Hills by focus ing on their favourite pubs in Syd ney and working back from t here. (B oard- room 5 will be the Cricketer’s Arms!) Majority owned by Droga5, the I 16 three foundi ng partners of Drog a5 Aust ralia - c reati ve chai rman Nobby, managin g d irect or Marianne Bess and planning direc- tor Sude ep Gohil - all hold eq uity in the new venture. Other founding staffers are o ff ice manager Liza Deabel and you ng creative s Be n Smith a nd Nei l McGuirk from Lowe Hunt Sydney, winners of the Global Yahoo ThinkTank Pro ject. Says N obay: “For me , it’ s a bout working with mates you re spec t. Period. T here’ s simply too muc h pre ssure i n t oo small a s pace t o work with anyone else. I’m lucky in that both my partners ar e amazing talents, but also knock-about guys who are more than happy to roll up their sleeves and muck in.” Those ta lents include Gohi l’s most recent stint as global planning dire ctor for Wieden & K ennedy, ove rse ein g the ir i conic Nike CAM PA I GN B RIE F “You are seeing it all over the world: big global brands - Fortune 500 brands - are now wanting to engage in partnerships where it is about the quality of the people at the table. If you deliver the work, at the end of the day you will only be judged by what you do, and the real value you inject into a brand, Having an office in Kuala Lumpur doesn’t make you a better bet for a brand in that market,” says Droga. account, and b efore th at r unning st rat egy for Le vi’s t hr oughou t Europe and laun chin g BBH’s Tok yo ag ency. Mar ian ne Bess worked with Nobby at Saatchi’s, following her role of ove rseeing the entire Toyot a Nor th America account via Saatchi’s in LA . Most recently, she worked on t he cl ient side at Toyota Australia. Droga clearly sees his n ew part- ners as a real asset to his New York operation: “Australia is n ot a fr an- chise and never will be. It’s a gen- uine extension of our Droga5 idea. So, New York is an e xtension of Sydney and Sydney is an extension of New York,” says Droga, who has no expectations of it being easier to break into the Austra lian ma rket than it was into New York. “Sure, I’m aware of the cynics. We have to earn our respect and our stripes. Our expectations are very grand. No apologies there - but, at the same time, the y are underpinned by realising we have to work phenomenally hard for them.” Nobby is also acutely aware there ar e a l ot of mag nifyi ng g las ses directed at the venture: “This next twelve months is going to absolute- ly define us. Which means our core choice of c lients will too. Tha t cre- ates something of a challenge when it comes to new business, because a lot of people in my position would be focused more than anything on getting some revenue in, and mov- ing on from there. For us, bad work will sink us much faster than a low bank balance. We’ve already ? J ANU ARY /FE BRU ARY 2 008 F WE ARE LOOKING FOR OMENS, thi s month Drog a5 moves into its new office - the for- mer Plaza Films headquarters in Surry Hills, where th eir new Fo st ers clien t’s most famous TVC e ver - t he Carl ton Draught ‘Big A d’ -
AWARD Awards 2007
March April 2008