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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
CRE ATIVIT Y Olympus - a new series of print ads that should win the odd gong or two Thrifty - cheeky, irreverent, ‘Thrifty Thinking’ is the start of a great campaign for this previously quiet car rental company While it may se em rare t o h ave two p eople sharing the top job, If you look overseas the trend has def- initely started to catch on. Not only in the US wi th teams s uch as L eo Pr emut ico (a n A ussie ) and Jan Jacobs, Ian Re ichenthal and S cott Vitrone but also in the UK and a t 180 Am sterdam with fam ed d uo Andy Fackrell (a Kiwi) and Richard Bullock (an Aussie). “To be honest the turn a round required when we got here wasn’t a job one person could handl e. Our biggest strength has really been the fact that there are two of us. I don’t think either of us would have even considered the r ole on o ur own ,” says Benjamin. 28 CAM PA I GN B RIE F “To be honest the turn around required when we got here wasn’t a job one person could handle. Our biggest strength has really been the fact that there are two of us. I don’t think either of us would have even considered the role on our own,” says Benjamin. In fac t, whe n they wer e fir st app roac hed a bout j oining JWT Sydney their first instinct was to say ‘no way’. But after being thorough- ly courted and believing they were in good hands unde r Austr alia’s Cra ig Davis, worldwide cr eative di re ctor (and ex S aatchi), th ey decided to give it a shot. As has been wel l documented, Davis has spent the past five ye ars working on lifting the creative stan- dard of the JWT networ k globally and bringing the monolith into the 21st Century. He’s ma de pro gress as shown in the 2006 Gunn Report where JWT came in at fourth p lace from 2005’s ninth place, the biggest jump ever seen in the top 10. There was also an increase in the number of JWT offices contributing to the score - from 13 to 22. When CB met up with Davis in Cannes last year, McKeon had only been at the agency for 10 months and DiLallo and Benjamin had been at the agency four months, so he didn’t want t o be too hard on them, but said already the work was getting better. “For the first time JWT Sydney has picked up a Silver Lion here in Cannes which I’m real ly pleased about. There’s be en an improve- ment on quite a few accounts. I’m going back a few years when people said JWT Australia will struggle to do anything interesting ever. I think MARCH /AP RIL 200 8
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