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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
UP FRONT AG ENCY O F T HE YEAR the work looked beautiful. Eastwood says Back leaving hasn’t stopped the momentum, but Back’s spir it and sense of e nthusiasm is missed around the agency, particu- larly by the y oung creativ es who really looked up to him an d were disappointed when he left. “Steve was a grea t mate, and s till is. I’ve k nown him for over 1 5 years, since t he Perth days. When he le ft I h ad a meeting w ith the department and talked it th rough. It was a bout making th em unde r- stand that it was actually them that had ha d a ll the g reat ideas and worked hard. They would continue on. I wa nted th em to have con fi- dence in themselves and their own abilities,” says Eastwood. The cr eative team i s a tigh t-knit group that was graduall y res truc- tured a fter Ea stwood arriv ed with about 70% of the department new hires in the past two years. The lat- est big-n ame hire was Jonas Peterson, who co-created the 2006 Cannes Radio Grand Prix-winning Snicker s ‘Hoedown’ spot whil e at Clemenger BBDO, Melbourne. Rather than b ring in supe rstars from the inte rnati onal m ar ke t, Eas twoo d has mad e a co ncer ted effort to nurture and mentor young local t alent, throwing hi s support behind DDB’ s Launch Pad pr o- gram, a three-month pa id intern- ship for young creatives in associa- tion wi th FB I Recrui tment - which was started by Horner in the late 90s. Eastwood has since ex tende d Launch Pad t o t he Melbourne and New Zea land offices. DDB is also a global s ponsor of Portfolio Night where senior creatives review portfolios on a one -to-one basi s wit h ju nior creatives and s tudents to pro - vide insi ght and cons truct ive feedback. Seeing t he younger creatives at the agency go on to win major awards in 2 007 has been particularly gratifying, says Eastwood. Four DDB Sydney creativ es were the Australian wi nners of the Fairfax Can nes You ng Creative Compet it ion - Tim Cairns, Thorsten Hay er, Ig gy Rodriguez and Justin Ca rew - who went up against the world’s best young creative sta rs a t the Cannes You ng Cr Eastwood (right) and O’Halloran: “I couldn’t have done it without Marty’s conviction. The two of us were like evangelists. We had this phenomenal twelve months and as we started to win more, people got a real taste for it and wanted to keep winning.” eat ive Competition. Rodriguez and Carew came home with Sil ver , t he best performance by a young A ustralian team in the history of t he competi- tion. Also, Tim Green was one of only 12 creatives worldwide chosen to compe te in the Clio Awa rds Future Gold competition in Miami where he came second. At the 2007 Young Guns Awards, DDB Sydney was Australia’s leading agency with Green and Cairns the s ixth ranked creat ive te am in t he world . Furthermo re, Rodrig uez won th e Bob Isherwood Encourageme nt Award for 2007, which r ecognises the brigh test new talent in the Australian industry. Eastwood says there’s also a l ot of healthy rivalry between the teams as they vie for the top spot each week on www.bestadsontv.com. Campai gns recognis ed o n t he worldwide site include the Brother Printers’ ‘Nightmare’ commercial, the tale o f a dysfunctio nal staf fer with an obsession with paper jams, Cycling Aus tralia’s ‘Vegetables’, which uses a cauliflower, broccol i and cabbage to illustrate the dan- gers of cycl ing without a helmet; and Tonka’s ‘S andpit’ print cam- paign which was also awarded a t the Caxtons. Then there’s multiple campaigns for Wrigley’s including Hubba Bubba’s ‘Long live the bub- bl e’ s pot s howi ng t he ex treme lengths a child might go to in keep- Bubba Bubba - Turning people into artists rather than litterbugs Right to Play - Silver at Cannes Young Creative competition Wrigley’s ‘Goodbye Awkward’ - Next award hopeful for Wrigley’s 28 CAM PA I GN B RIE F AWARDSchool - chosen in The Work 07 J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008