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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
Less than a year after Toby Talbot joined DDB Auckland as executive creative director the agency has got its confidence back and is once again a force to be reckoned with in the New Zealand market. Much of the work is yet to be tested in the international award shows, but Campaign Brief is betting the rest of the world will soon see why DDB deserves to be Campaign Brief’s NZ Agency of the Year. Saatchi & Saatchi Auckland, which continued to turn out its signature wor ld-cl as s i nnovat ive wor k; TBWA\Whybin Auckland with its impressive two Grand Prix wins at Cannes last year; and Publicis Mojo Auckland for taking on the interna- tional market and pushing the tradi- tional boundaries. But in the end DDB clinched it for its extraordi- narily rapid turnaround and consis- tent quality of work across such a wide array of clients. It’s been a prodigious year for the I agency with major branding cam- paigns for big name clients includ- ing McDonald’s, Volkswagen, Sky TV, Watti es, NZ Lot te rie s and Cadbury. Justin Watson, director of market- ing, McDonald’s Restaurants New Zealand, says the new senior team at DDB has brought a whole new level and passion and creativity to the account: “All clients can benefit from having fresh eyes on their business. As we continue to e volve as a brand we need an agency that can hel p lead that evol ution through outstanding strategic plan- T WAS AN EXTR AORDINA RILY CLOSE call. Other conte nders were reigning AOY title holders ning, wo rld cl ass cr eative a nd a slick account service team to ma ke it a ll happen . DDB have m anoeu- vered themselves into a strong posi- tion in all these areas.” To appreciate the job Ta lbot ha s done in rejuvenating the agency it’s important to go ba ck to 2006, the year t he a gency i s ca lling i ts v ery own ‘Annus Hor Campaig n B rief’s Creati ribilus’. I n ve Rankings of the hottest agencies in Australia and New Zealand i t was number thr ee in 2006 but had slipped b ack to num ber sev en by 2007 an d was in d anger of f alling further. In the New Zealand r ank- ings it slipped from second place in 2002 to fourth in 2006. This i s because of i ts poor award showing in 2 006. Not only did i t not win any metal at the AX IS Awards - delivering the worst result in the agenc y’s his tory - but there were only a handful of finalists from the major international shows. Morale was low. Cl ients weren’t happy. Th e a gency f elt s tagnant. There was instability at the top with CEO Marty O’Halloran moving to Sydney as chair man of DDB Austral ia and New Zea land an d long standing ECD Pa ul Ca tmur shifting to Geor ge Patterson Y&R Melbourne ( a role f rom which he has since resigned). Talbot admits things weren’t pret- ty when he arrived with the agency feeling s tale and rudderless: “Paul Catmur achieved much in his time here. The agency did win Campaign Brief Agency of the Year in 2003. But in his last year at DDB, Paul had spent a lot of t ime in Asia a s part of his e xpanded r egional role and my belief is that the work suf- fer ed as a consequence. Ther e wasn’t much of a buzz in the place. Many of the creatives had lost con- fidence in themselves. Advertising is such a confidence game and this department appeared to be running very low on i t,” says Talbot. “The best way to empower your people is to do g reat new work. Fancy new reception areas and big piss ups are all well and good, but what makes the most differ ence to ag ency morale i s the work you do. So we really g ot s tuck i nto t he c lients, starting wi th the harder one s l ike Cadbury. To win two Bronze pen- cils at AWARD last year for a client as tr aditional ly co nse rv ativ e as Cadbury felt pretty bloody good.” Talbot, who is the number ? Fresh TV - Integrated Bronze Pencil at AWARD Live science experiment billboards for Discovery Channel Sky TV - First he flies down a staircase.... then he holds up a building - Classy ambient for Superman Returns JAN UARY /FEB RUARY 2 008 CAM PA IGN B R I E F 37
AWARD Awards 2007
March April 2008