by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
UP FRONT NZ A GENC Y OF T HE YEAR Lotto ‘Classic Car’ - much loved TVC DVD Unlimited - Movies in your mailbox National Foundation for the Deaf - Talbot’s favourite print campaign of the year spending disproportionate amounts of my life with, which is just as well really.” New h ires inc lud e Emmanue l Bougneres from Publicis Mojo Auc kland; top writ Hankinson who moved back to NZ fr om Sydne y; Karen Maur er Paul ice O’Leary and V eri ty Bu tt from TBWA\ Whybin Aucklan d; Joe Hawkins an d Bret t Colliver f rom 303 in Pe rth; Simon Vi cars and James Tucker from Revolution and James C onnor fr om One D esign. Furthermore, Gavin Siakimotu r e- joined the agency after four years at DDB London. They joined existing depu ty cre - ative d irectors Bridget Shor t an d Regan Gra fton, “who have really risen to the challenge of run ning a big piece of business like Lotteries,” says Tal bot. A nd Dami an Galvin and Carlos Savage, Chr ist ie Cooper , long t ime DDB’ er Pe te Thompson, c reative se rvices man - ager Van essa Eustace and a c raft dep artment led by hea d of ar t, Mike Davi son and his assistan t, Karla Burke. “For me, one of the most exciting aspects of t his department is the culture that we created by sim ply knocking a wall down and bringing three juni or teams togeth er. It’s bee n c hri st ene d t he ‘Six Cock Ranch’. The guys made th eir own soap opera e very week ca lled ‘ Just the Six of Us’, which was posted on YouTube. Tricky thing now is that a wo man, Christie Coo per, h as joined th e group. Now w e don’t know what to call it,” says Talbot. The footage c an b e seen at http://n z.youtube.com/watch?v=rIr3K 8svI2c Beyond DDB’s cr eative d epart- ment, a n ew planning dep artment has be en created heade d u p by Lucinda Sherbourne from Saatchi’s and there has been an influx of tal- ent across the entire DDB g roup. People like Wayne Pick, who along with his creative part ner and wif e Kim, are one of t he cou nt ry’s hottest d irect teams has r ecently joined Rapp Col lins, DDB’ s DM 40 CAM PA I GN B RIE F arm. Toby has a gre at relationship with Sandy Moore, DDB ’s CEO . “He’s a real godfather to this place. The go-to guy with a pr oblem. Marty heads up the place from Oz, but Sandy’s the guy on the ground.” The agen cy ended the year by toppi ng C B’s New Zealan d Creative Circle (a record 18 points, double next placed Publicis Mojo). It came 2nd in acceptances in The Work ’07 and 4th in the Bes t Ads World Agency Rankings. Stand out work for NZ Lotteries includes ‘Mon ey Bag s’, t he Powerball branded ye llow g arbage bags with the line, “Mo re mo ney than you k now what t o d o wi th” that lined th e streets o n g arbage day. Then there’s TVCs suc h a s ‘Ol d Flame’, which follows a Lotter ies-winning di gger o n hi s journey to f ind a for - mer lover from his war years. The overtly sen- timenta l j our ney quickl y changes tack when a toot hless, wrink led ol d l ady answers the door and the di gger quick ly scurries away, moving on to the next photo- graph in his journal. Unat tra ct ive old Fresh TV – Sexual innuendos galore AGENCY OF THE YEAR Honour Roll paign for the Discovery Channel; and an ambi ent campaig n for Superman Returns on the Sky Movie Channel, which uses a visual tric k to makes i t look like Superman is holding up the bu ild ing . T hen there’s the launch campaign for the Crime & Investigation Channel, whi ch uses a beautifully cr af ted typog raphy pi ece filled wit h unsavoury facts about the minds of criminals and the sexual innuendo- laden ‘Think Filthy’ c ampaign t o launch the adult channel Fresh TV. “Fifty five channels gives us heaps of opportunities. The edgiest thing we’ve done all year for Sky was the covert launch of an adult entertain- ment channel, Fresh TV . Br idget and Regan, who wrote it, taught us all lots of new sexual ex press ions too like ‘space docking’. You don’t wan t t o k now what that me ans,” says Talbot. Mike Watson, direc- 1999 Colenso BBDO Auckland 2000 Saatchi & Saatchi NZ 2001 Colenso BBDO Auckland 2002 Colenso BBDO Auckland 2003 DDB Auckland 2004 Publicis Mojo Auckland 2005 Saatchi & Saatchi NZ 2006 Saatchi & Saatchi NZ 2007 DDB Auckland ladies al so fe atu re prominently in a Durex campaign, which is among the wo rk that has got the most attention in the la st few months. “We sometimes h ave such pitiful budgets in NZ that I love it when we mak e something out of nothing. So to produce some promotional pillowcases for Durex featuring obscenely ugl y women’s faces on them to st op men from coming too quick was a c areer first for me,” he says. The clever work has continued on its long-term award-winning clien t Sky TV. Stand outs i ncl ude th e CNN tactical print advert promot- ing a Lar ry King interview with Pa ris Hi lton by showing her Chihuahua visiting her in jail; a live science experiment bil lboard c am- tor of marke ting for Sky TV, says the ne t- work views its relation- ship with DDB as one of the most important par tnerships it has. “The recrui tment of Toby as ECD and the talented people he has brought wit h him to the agency has signalled the dawn of what I predict will be a another golden era for both Sky’s advertis- ing and DDB,” says Watson. While the turnaround has t aken less time than Talbot expected - he was giving himself at least two years to g et where the a gency i s n ow, maybe even three - from the outset he liked the i dea o f wo rking f or DDB. “As a brand, it’s built on the found ation s o f the most f amous creative adman of al l-t ime, Bill Bern bach. He and Da vid Ogi lvy were the first people in advertising I ever read about. If I’m p erfectly hones t I t hough t Ogilvy al ways sou nde d like a pompous twat - there goes my glitt erin g future car eer at Ogi lvy,” he s ays. “Bu t Bernbach, now he was a visionary. As an agency, DDB Auckland has Bernbach quotes on the walls. I like tha t. We never forget where we come f rom. Plus we have the best clients in the country and the best leader in t he reg ion in Mar ty O’Halloran. For me, swapping the lovemarks of Saatchi & Saatchi for the Bernbachs of DDB was a no brainer.” Part of the credit for DDB’s trans- Tasman transformation must go to Marty O’Hallorhan. “It’s been an absolute delight to partner with Toby and watch how he has attract- ed some of the region’s best talent and successfully re-energised the creative department. ‘I like Toby’s attitude and focus, it’s a fact that he is one of the best tal ents in the reg ion, but more importantly, he’s one of the nicest blokes I’ve ever worked with. What he has achieved in only a year in the job is truly remarkable, world-class work across all our clients. Adds O’Hallorhan; “While I have great managing director s in both Syd ney (Chri s Brown ) an d Auckland (Sandy Moore), both Toby and Matt (Eastwood, national ECD of Australia) report directly to me. Creativity is one of my passions and this is a strong signal in the net- work tha t crea tive excellence is DDB’s number one focus. Too many CEO’s focus on profit at the expense of the creative product. We deliberately focus on creative over and above profit. Maybe that’s why we’re so profitable!” Looking forward, there’s plenty of challenges yet, including continuing to grow the integrated offering. “We have an amazing array of tal- ent in this building,” says Talbot. “I don’t think any of our clients have experienced the full potential of what we can offer them. This year they will. We want to be doing some really transformational stuff. It’s a s cary thought, but I reckon we’re going to be even more busy than we were last year,” Talbot says before getting back to work.7 J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008