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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
They were the only Australian agency to score gongs at all four of the top international award shows - D&AD, One Show, Clio and Cannes in 2007. As well as topping the Australian tally at The Work and Bestads. Matt Eastwood, now into his second year as national creative director and vice chairman of DDB, finished it all up with some big names hires, including Steve Back (now creative director at Saatchi & Saatchi) and 2007 Cannes Grand Prix winner Jonas Peterson. DDB is Campaign Brief’s Agency of the Year. OVER THE PAST YEAR EVERYTHING has certainly come together at DDB Syd ney. Eas twood ’s r elen tles s determination to lift the standard of the creative work has paid off with the agency turning out world-class work across big bra nd name clients that has been recognised at almost every award show. A far cry from two years back, when the agency went through a highly publicised leadership change with Mar ty O’Hal lor an coming acr os s fr om DDB Au ck land as chai rman/CEO of Australia and New Zeal and - r epl acin g Ni ck Cleaver, a 17 year veteran of DDB - and before that, Eastwood replac- ing Garry Horner - who had been ten years in the role. For O’Ha lloran and Eastwo od, the first year was about getting the agency back in shape and bedding down existing clients but the last year has been about returning DDB Sydney to its former position as one of the top creative agencies in the country (on Horner’s watch, DDB Sydney was CB Agency of the year in 1997 and 2002). But, despite the inve stmen t in tal ent, creat ivi ty hasn’t been at the expense of prof - itability with revenue and profit up on the back of new business wins in excess of $55million. O’Halloran, who works cl osely with both Eastwood and N ew Zealand ECD Toby Talbot, couldn’t b e ha ppier w ith DDB’s double - winning CB Agency of the Year on both sides of the Tasman. Says O’ Hallo ran: “Wh ile I h ave great managing d irectors in b oth Sydney with Chr is B rown a nd Auckland wi th Sandy Moore, both Toby and Matt r eport directly t o me. Creativity is one of my passions and t his is a st rong s ignal to the network tha t c reative ex cellence is DDB’s n umber on e f ocus. To o many CEO’s focus on profit at the expense of the creative product - we deliberately f ocus on cr eative ov er and above profit. Maybe that’s why we are so profitable.” For E astwood, t he j ob s aw h im return h ome in e arly 2 006 a fter working a s chief c reative officer of Y&R New York, and before that as ECD of M&C Saatchi in New York and London to re-join an agency he had worked at during the early 90s. Working with Steve Back, over the past twelve months the age ncy has launched c ampaigns for Wrigley’s, Hasbro, Vo lkswagen, McDonald’s and Clo rox. DDB Sydney’s NAP- CAN spot ‘Children See, Children Do’ w as t he 17 th m ost awarded TVC in the world in 2007 accord- ing to the Gunn Repor t. Hig hlig hting how thoug htless, aggressive, s elf-centred and v iolent behaviour b y adults is c opied a nd continued by children, the 90-sec- ond spot won multiple awar ds including g old at the London Inter natio nal Awards, b ronz e at Cannes an d One Show a nd w as accept ed in th e D&AD B ook. In The Wo rk 0 7, DDB S ydney wa s the hig hest rank ed ag ency in Australia an d week a fter week it s work has appeared on www.bestad- sontv.com making i t e qual t hird agency in the world a t the end of 2007. Fur ther, Eastwood wa s not only ranked Australia’s number one creative director by Bestads, he was the top ranked creative director on the planet (with BBDO New York’s David Lubars), ahe ad of Talbot at #3 an d other heavyweights like Tony Grainger and Eric Silver. Eastwood s aid h e i nherited a n agency that was quite dysfunctional with a l ot o f in fig hting at the t op and a cultur e that he says was counter-productive: “It was a bit of a drinking/lunching department. I wanted to focus on the work again, so it was about re-orienting ? Tonka - Caxton winner, Silver and Bronze at Young Guns, Featured in The Work ’07 Wrigley’s ‘Stash’ - Finalist at AWARD, gave the brand a whole new ‘cool’ McDonald’s - resulted in McDonalds’ best year in Australia ever JAN UARY /FEB RUARY 2 008 Wrigley’s ‘Creatures’ - the creatures are now starring in their 4th spot 25 CAM PA IGN B R I E F
AWARD Awards 2007
March April 2008