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 : March April 2008
his neck out. The irony of an AWARDSchool dropout becoming the new chairman of AWARD is not lost on Richard Maddocks, who has taken on the momentous volunteer role for the next two years. Maddocks, 36, returned to his native Australia in December as ECD of Clemenger BBDO, Sydney, transferring across from Colenso BBDO Auckland. He started at Colenso in 1999, working his way up from writer, to joint creative director with Toby Talbot, and then ECD. Back in 1991 he was working as a dispatch boy at Mattingly Y&R, Melbourne, and doing AWARDSchool at night. He says: “I was so bad, I remember I used to rock up to the tutorials with the ad I’d done and they would say, ‘what else have you got?’ and I’d go, ‘what do you mean? I haven’t done anything else because this is so brilliant.’ They went, ‘no it’s not’, and after about six weeks of this I thought I can’t handle the rejection, so I left.” Were the ads brilliant? “No they were terrible.” Maddocks went back to delivering the mail and writing whimsical headlines for Myer catalogues when art director Rebecca Brideson suggested they get their book together. They landed a job with Sean Cummins at Mojo Sydney and soon after- wards Maddocks experienced the biggest turning point in his career. He was 22, and threw a wild party at the company apartment he was staying in, which ended with the apartment being completely trashed. Maddocks recalls Cummins presenting him with the bill for the damage and a stack of briefs for Qantas with the ultimatum: unless you crack them in the next two hours, you are fired. Cummins says he wasn’t really going to fire him for fun gone mad, but used it as leverage to get Maddocks to focus on the work, which he did from then on. “To me it was a small indiscretion but maybe to Richard it was symbolic that advertising wasn’t about rock ‘n’ roll and trashing apartments … he matured overnight when the reality hit. What’s most pleasing about Richard, for me, is that he’s gone from a junior writer to being absolutely at the top of the tree, and that’s great,” says Cummins. Maddocks was one of the young creatives Cummins mentored and when he was transferred to Mojo Wellington, in the mid- 1990s, and then the Auckland office, Maddocks went along too. Maddocks worked so hard that by 30, then at Colenso BBDO, he was burnt out and decided to leave advertising all together. He resigned to his ECD Mike O’Sullivan and chairman Roger MacDonnell, but they suggested he take a sabbatical instead. Quickly realising he didn’t know how to do anything but advertising, he returned to Colenso and says he felt so refreshed it was like he was starting his career all over again. He still doesn’t have an exit plan, but has developed a tougher skin and the confidence that comes with knowing he can rise another day to write another ad. And, perhaps more crucially in his new roles, the ability to recognise good work he sees it. PHOTOGRAPHY: DEREK HUGHES LOCATION: NORTH SYDNEY Maddocks sticks
January February 2008
May June 2008