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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
Schick - ambient campaign at ice rinks Kellogg’s - an example of top creative for one of JWT’s more conservative clients Olympus ‘Mountain’ - a well regarded spot with a big idea Band-Aid - another striking print ad destined for success at the award shows Benjamin&DiLallo THE AUSTRALIAN INDUSTRY hasn’t been alone in noticing the change going on at JWT Sydney. Globally, the agency has been recognised as we ll . In the late st JWT Glob al Creative Challenge in which the network has its 270 offices around the world submit work, Sydney won ac ros s four of se ven cat egori es including; p rint/poster, media, direct and ambient. In recognition of the changed status of the Sydney of fice, it was chosen to host the Asia Pacific creative passion board back in March. JWT Sydney hired new staff and convinc ed clie nts to get excite d about the benefits of raising the bar creatively to implement the rejuve- nation of JWT we’ve been hearing about for so long. Soon after they star ted at JWT, DiLall o and Benjamin won a Silver Lion (the first ever for the office) at Cannes for an ou tdoor campai gn for Science Diet Dog Food, which was an important morale booster they say. “For us it was important to prove to our department that the MARCH /APRIL 2 008 name on the door had no thing to do with what is creatively possible,” says DiLallo. 2007 work recognised for the CB Creativity/Billings Index included the ‘Thrifty Thinking’ campaign which primarily focuses on non-tra- ditional media along with a televi- sion commerci al titled ‘Bi rthday Girl’(already a winner at Young Guns, The One Show, Andy’s and In B ook at D&AD) , Kel log g’s ‘Chan ging Rooms’, O lympu s ‘Mounta in’ and ‘Tumble’, plus pr int for List eri ne, Lis termints, Purell ‘Hand’ (already won at One Show and Clio), Lipton , Vespa, Schick Quattro ‘Ice Resurf acer’ , Olympus, Band-Aid and RSPCA. DiLal lo and Benjam in are the third creative leaders to take a crack at the agency since Simon Collins left in l ate 2005. Mick Hunter and Ian Morton were in the job for tw o mon ths , fol McKeon. It was McKeon who lur ed the American team across from Saatchi & Saatch i, Auckland, where they were wo rking under c reative chief Mik e O ’Sul livan a fter fo llowi ng their mentor David (Nobby) Nobay to Australia from Bozell, New York. Still in their early thirties, they have quickly garnere d a reputat ion o n both sides of the Tasman as a CD team to watc h an d a re cu rren tly rank ed 2 0th i n t he C B c reative rankings after coming 3rd in 2006. They ar e set to ro cket up the CD chart n ext y ear i f t he p redicted awards flow this year. Initially jo ining JWT as de puty cre ati ve dir ect ors in D ec ember 2006 they soon took over the day- to-day running of the creative department. This made the trans i- tion to ECDs easier when McKeon left to e stablish Bulldozer, the c re- ative con sultancy he’ d sta rted i n New York. Their pr omotion l ast Aug ust was lowed by Andy part of a complicated management reshuffle a t th e a gency which saw former DraftFCB managing direc- tor Noe l Magnus c oming i n a s Sydney CEO, re placi ng S ydn ey managing d irector Si mon F itch who shifte d ac ross to JWT N ew Zealand. Austr alia and New Zealand reg ional CEO Amy Smith said she’d a ssembled her dream t eam, but then in January this year she left to beco me CEO o f J enny Cr aig, which JWT p icked up a s a c lient last ye ar. Magnus has st epped up into her role. Other a ccount wins include Nokia, Sh eridan, Th rifty, Olympus, Band-Aid and Reach. For Magnus, t he p romot ion o f DiLallo and Benjamin was an influ- encing fa ctor i n him j oining the agency in the first place. “They are very t alented guys and a re highly respected by people I respect in the creative world a nd t he s trategic world,” he says. The t eam were a lso impressed with Magnus joining, s aying a s an ex-Saatchi & Saatchi and OMON exec he comes bearing the right cre- ative c redentials: “Noel is one of those r are breeds you fin d in this industry, a CEO who c ares just a s much about the work as the num- bers,” says DiLallo. ? CAM PA IGN B R I E F 27
January February 2008
May June 2008