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
TE AMW OR K PUBLICIS MOJO’S AUSTRALASIAN CHAIRMAN GRAEME WILLS AND national creative director Darren Spiller have been working together for the past 1 2 ye ars c reating memorable c ampaigns for Nik e, Victoria Touri sm and Drumstick. They may fight about why Wills’ ‘brilliant’ ideas have not found their way into Spiller’s rec- ommendations but Wills assures us that underneath the bravado, Spiller really is a wonderful human being. WHEN DID YOU FIRST MEET? SpillerWe first met at O&M Melbourne back in 1988, it seems a lifetime ago. I was straight out of uni and Graeme was managing director. We resumed working together 12 years ago at Mojo New Zealand. DESCRIBE WORKING TOGETHER Wills Honest, uncomplicated. Spiller Even though we are very different, we just seem to understand each other. So when we come together we achieve a lot in a short amount of time. I suppose that comes from working together over a long period, you don’t waste words and you get to the point much quicker. WHAT’S YOUR FAVOURITE WORK PRODUCED IN THAT TIME? Wills Victoria Tourism, Nike ‘Stuff History’, Hertz. Spiller I would also have to throw in some of the Nestlé work of recent times like Drumstick and Maggi (it’s a tough category). There is nothing like making big brands exciting again. It’s a much harder task but the rewards are greater. Well-established brands give you the ability to interact with such a wide array of people across a range of mediums and that’s what makes this industry so exciting to work in. HOW DO YOU APPROACH A PROBLEM? WILLS As an opportunity. SpillerWith open arms. YOU’RE GIVING THE BEST MAN’S SPEECH AT HIS WEDDING. WHAT’S YOUR OPENING LINE? Wills Underneath the bravado, Darren is a wonderful human being. Spiller To the lucky woman, your life will never be dull, something we know about first-hand at Mojo. You never know where you are sitting from one day to the next, what city you are supposed to be in or what country you may wake up in tomorrow. Thanks to him, that is the way each week unfolds - the excitement of the unknown. WHAT DO YOU ARGUE ABOUT? WillsWhy my brilliant ideas have not found a way into Darren’s recommendations. Spiller Nothing, Graeme hates conflict. I think because he’s very controlled and thinks before he speaks that he is able to rationalise just about anything and avoid just about anything. DESCRIBE A GREAT DAY Wills Hired someone amazing, convinced someone to do something amazing, reflecting with an amazing reel. SpillerMy wife and kids’ faces in the morning, my wife and kids’ faces in the evening, simple really. In regards to work, the sound of those three magic words: ‘we cracked it’ are hard to beat. WHERE WOULD YOU GO FOR LUNCH AND WHAT WOULD YOU ORDER? Wills Italy and Italian. SpillerMi piace mangiare Italiano molto. Primo piato vorrebe una pasta simplice e dopo la anatra opure la cotoletta con spinacci e limone. Bevo una bottiglia di vino rosso Australiano. Italian always sounds good enough to eat! WHAT IS YOUR MOST MEMORABLE EXPERIENCE OF WORKING TOGETHER? WillsWinning Nike, winning at Cannes, winning Creative Agency of the Year. Williams The relief of winning Nike and the client announcing it, there and then, on the day (instead of the usual, long, agonising wait). On that day, the whole place exploded in celebration and relief. When you work hard, you get to play hard, and play hard we did. It’s a piece of business that enables us to take our brand of creativity to the world and reinforce Mojo’s creative reputation. WHAT’S THE BIGGEST CHALLENGE YOU’VE FACED AT PUBLICIS MOJO? Wills The change of culture required to produce world class work, convincing clients of the importance of outstanding ideas. The need to keep restless, energetic and motivated. Spiller I would have to agree. For some strange reason, clients have to be convinced that great creative makes a positive difference to their business. DESCRIBE EACH OTHER’S OFFICE Wills Darren doesn’t have one – he needs to see everything, otherwise he panics. Spiller Graeme has the only office (it’s neat like him). I cannot sit still so I migrate around the building and split my time between Melbourne and Sydney. I think most people in the agency are comfortable working just about anywhere, in fact we encourage it. It’s part of our culture. WHAT DO YOU MOST ADMIRE ABOUT EACH OTHER? Wills His talent and his values. Spiller His uncanny knack for predicting where businesses and consumers are heading. Whether it’s the latest technology, brand architecture or con- sumer trends, he seems to know what’s going on and when you’re close by, you get to absorb that knowledge and apply it to the work. I would also add his unwavering commitment to search for the best in someone; that is why there are so many people here that have been around for years. HOW WOULD YOUR RECEPTIONIST DESCRIBE HIM? Wills Explosive. Spiller Calm and quiet with occasional bursts of madness. Thrives on chaos! SPILLER& 42 CAM PA I GN B RIE F J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008