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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
Prestige print idea - an ad that is a real magic trick Sky TV ‘kim Jong’, ‘Panda’, ‘Churchill’ – Popular posters for a popular client. Untested at the shows. Lotto ‘Old Flame’ - sure to win hearts and awards this year former ag enci es Col enso and Saatchi’s with every channel of DDB coming together for the pitch acros s Mango PR, Tribal DDB, Rapp Collins Limb Walker, DDB Retail and DDB Brand. Pegged as the unde rdog, DDB went on to w in the account, which instantly became t he ag ency’s biggest client. Says Talbot: “Lotteries was mas- sive for me . It was total baptism by fire! In hindsight, it was just what I needed. I got thrown in the deep end at DDB and they got thrown in with me. I got to see how incredibly integrated we can be as an agency, all these elements under one roof working together. I t was, and I’m sure always will be, the best pitch experience I’ve ever had.” Wendy Rayner, head of market- ing, New Zealand Lotteries, says DDB’s creative team has a relent- less drive for perfection: “But more importantly for us they have the ability to listen and to apply feed- back to new and improved creative solutions. DDB wants our business to suc cee d as much as we do,” Rayner says. Billings are up 18% on year-end and staff numbers are up to 123 and there hasn’t been a single client loss to DDB brand. JAN UARY /FEB RUARY 2 008 Talbot says the past year has been an amazing experi- ence, one that allowed him to prove something to him- self after working for so long with O’Sullivan. “When you work for someone as good as Mike ’O, y ou learn a lot about how to do the job – not just the ECD part, but getting the work/life balance right too. A job like this can be all consumin g. When I joined DDB I said to Marty I wanted to pick my daugh- ter up from school one day a week. Marty was totally cool with that . He knows how important family is. He has three kids himself. This year, I’ve managed to leave work early every Monday. Crucially, after eight years on and off of working under the same boss I’ve proved that I can do the job myself . But the reall y sat isfyin g thing for me is that I’ve done it on my terms.” How did Talbot feel about step- Sky TV ‘The Wrong Man’, starring the wrong man - Classic billboard ferent one,” he says. The Lotter ies win kick-started a r estruc- tur e of the cr eative department. Talbot says he likes to think he gave everyone a f air c rac k, but it was inevitable that some people had to move on so he could get new blood in the place. “It feels like a dynamic “What he has achieved in only a year in the job is truly remarkable, world class work across all our clients,” says O’Halloran (left) of Talbot (right) ping into Catmur’s shoes? “I’ve known Paul Catmur for years. He’s a great writer. The big guy/small guy Sky T V ads are his leg acy. Great work. I’d long admired the culture that he and Marty had cre- ated within this place. But a s they say, all good things come to an end. Paul g ot bo red a nd wa lked aw ay from here and the agency needed to move on . I t f elt da unting a t f irst, because our styles are very different and the creatives were used to seven years of a very different ECD. But we’ve got through the awkward bit and we’ve all adapted to one anoth- er. I wouldn’t ever be so arrogant to say that it’s a better creative depart- ment now. But it ’s ce rtainly a dif- department now, a lbeit one that l ives in a v ery cramped p lace - we’re moving to another floor soon. Everyone is super keen to pr ove them - selves. Everyone is ta l- ented. And, v itally, we now all wor k well togeth er. So me CD’s like their c reative te ams to s tay in teams. I h ave a more f ree-range approach. Quite often, we go offsite and work in groups of three, four, six, e ight; whoever we c an s pare. There are no egos so collaboration is e asy. Not e very job is a c luster- fuck; but we do mix it up a fair bit. A DDB philosophy is to hire talent- ed people and nice people. The two don’t have to be mutually exclusive. The department I have now, these are people I actually enjoy ? CAM PA IGN B R I E F 39
AWARD Awards 2007
March April 2008