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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
For us, it has been about proving you can bring creative culture into any place, and that it i s the people who work in an agency that define it. Not the other way around. In the end that was what made JWT the perfect next challenge for us.” The other bonus of the job is that it al lowed t hem to return to Austral ia. Aft er 18 mon ths in Auckland there was no question the y were ready to come back. According to Benjamin moving to New Zealand was the best thing they could have done to prepare for their new role. DiLallo puts it down to the can- do attitude o f the Kiwis. With so man y smal l budget s peopl e do whatever it takes to make stuff hap- pen. During their time at Saatchi’s Auckland they worked under Mike O’Sul livan, someone they credit greatly with helping them develop into CDs. They also learnt a great deal from w orking with people like Toby Talbot, Matty Burton, Dave Bowman, Steve Back, and Tom Eslinger; a ll of whom have since moved on to bigger roles. Now the guy s are hoping they have assembled an equally talented team at JWT bringing in a r aft of new t al ent. New hi res i nclude senior writer Jason Ross, who won a Silver Lion last year while freelanc- ing at another ag ency, Tom Hazledine – who also won a silver lion last year and they worked with at Saatchi Auckland - and his cre- at ive par tner P aul Spel man , Michaela Brown and Allie Buckle who went through DDB Launch pad and Chris Moreira and Mark Schöl ler , t he you ng cr eat ives behind Hoopernagel, who won the surprise Silver Lion for Olympus at Cannes. Then there’s Rob Kleckner and Dan Oliva, graduates of Miami Ad School who did work experience at the agency as part of their school program, during which time they creat ed the JWT ‘Womb’ and an integrated campaign for Kellogg’s Sustain. B en O ’Brien has al so recently join the team from DDB Sydney to be the sole creative group head on Kellogg. Rounding out the new talent is Blair Kimber, who moved from the agency’s studio after he finished third in last year’s AWARD School. Aside from all of the new hires over t he l as t year DiLal lo and Benjamin say they were “surprised to find so many talented people just waiting for the right guidance and opportunity”. John Lam, Laurie Geddes and Richard Apps are the senior guard who have worked very closely with DiLallo and Benjamin over the past year to he lp keep the turnaround moving in the right direction. Brendan Donnelly, Guy Futcher, Adam Fine and designer Jeffrey Oley round out “a very tal- ented, ambitious and ego free group of creative people”, says Benjamin. “It’s about having the right bal- ance, you need senior people you can depend on, as well as junior crea ti ve s who inspire and keep ever yon e on t hei r t oes ,” s ays DiLallo. MARCH /APRIL 2 008 Benjamin recognises it is getting easier to attract the best talen t because people are seeing that the work has improved. They’ve set plenty of objectives - a major goal is raising the creative bar on mai nstream br ands, whi ch means doing their best work for big clients. Another goal is for the staff to love working there. “It’s impor- tant to us that when people get up in the morning, the y want to c ome in to w ork, and that can only hap- pen i f we are all having fun,” says Benjamin. To hel p liven up t he cr eat ive department they’ve invited design- ers, illustrators, an experimental photographer, 3D animator s and musicians to share the office space and are looking for ways to work with them on client projects. “Our philosophy is simple, sur- round yourself with great people, and great things will happen,” says DiLallo. It’s a philosophy they will be tak- ing to their new challenge at Leo Burnett, Sydney - effective June. Says Leo Burnett Australia CEO Todd Sampson: “It was when they took on the role of co ECDs at JWT that their true talent as cre- ative directo rs came to the fore- front. In their time a t JWT, they took it from number #72 in the net- work to #1 and made one of the least creative agencies in Australia runner up Campaign Brief Agency of the Year. Many thought this was not possible but it is proof of the power of t hi s cr eati ve d uo. Ev eryo ne that has worked wi th Andy and Jay talk about their pas- sion and drive to be the best in the world and their ability to bring the entire agency with them.” Says Mark Tutssel, Leo Burnett worldwide creative director, who was in Sydney earlier this year judg- ing the Andy’s: “Andy and Jay have a proven ability to generate big ideas time and time again. Their award winni ng work speaks for itself. With Todd Sampson we now have a dynamic, new, creative man- agement team in place, with the tal- ent to take full advantage of the infinite creative opportunities that face our industry.” Says DiLallo: “Le o Burne tt is already a solid agency with creativi- ty firmly planted in its DNA and for that reas on i s a pl ace we have alway s had our eye on. Todd’ s unrelent ing drive toward big, cre- ative, problem solving ideas is very much in line with the way we work and where the industry is headed. When you combine that with Leo Burnett’s world class capabilities in the digi tal , di rec t and emerg ing media landscape and our experi- ence in these areas, there really is no limit to what the agency is capa- ble of achieving.” Adds Benjamin: “We believe that the best work comes from creating a vibrant, fun and rewarding agency culture , across all dep artments. We’re passionate about the people we work with and share the same philosophy as Todd. People first, then product, then profit.”7 Give your idea its own image Russell Tate takes words and turns them into pictures. His work spans a wide range of styles that can be tailored to your next idea. Like you and your ideas an illustrator’s style is the product of individual professional and personal experiences. Russell’s career ranges from graphic designer, typographer ??????????????????????????????????????????????????????????????? with tin robots and spaceships. This unique combination made him perfect for creating an image to demonstrate our illustrator’s ability to give your idea its own image. More of Russell’s work is posted at: www.drawingbook.com.au The Drawing Book P 02 9922 6811 Give your idea its own image. CAM PA IGN B R I E F 31
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