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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
SPOTLI GHT Granger: “John Orr Young and Raymond Rubicam were a partnership of the creative guy and the business guy and it was the first network to be started by this left brain/right brain collaboration.” Granger danger:Why other networks shouldbe worried Way back in 1923 when the agency began, Y&R co- founder Raymond Rubicam coined the catchphrase, ‘resist the usual’. The slogan now forms the cornerstone of the changes Tony Granger, who joined the agency as global chief creative officer in April, is rolling out globally across the network’s 184 offices. Y&R posted revenue of $US1.1bn in 2008, up from $US820m in 2006, making it the fourth biggest agency in the word according to AdAge. Granger wants to take it to number one and is working closely with Y&R’s global CEO and chairman, Hamish McLennan, to do just that. Heather Jacobs caught up with Granger in Sydney last month. 12 CAMP AI GN B RIEF SOUTH AFRICAN TONY GRANGER and Y&R’s Australian global CEO and chairman, Hamish McLen nan are close allies and h ave a lready formed the sort of solid partnership Granger wan ts to s ee emulated in other offices in the Y&R network. Says Granger: “ I starte d lo oking into the agency’s he ritage and di s- covered that John Orr Young and Raymond Rubicam were a partner- ship of the creat ive gu y a nd t he bus ines s guy and i t w as t he f irst network to be started by this lef t brain/right b rain co llaboration. In its DNA there’s collaboration. You need that these d ays be cause i t’s not just about the creative product, it’s about the business and i t’s not just about the business, it’s a bout the creative product.” Known for his Midas touc h af ter re-inventing Bozell New York [tak- ing them to #3 Agency a t Cannes in 2002] the South African native - who made his rep as the multi- awarded executive creat ive director of T BWA\Hu nt L ascar is in Joha nnes burg - t hen t urned t o Saatchi & Saatchi, fi rst in Lond on and then New Yor k. U nder h is lea der ship as exec utive cr eat ive director, Saatchi’s New Yo rk won the coveted Agency of the Year at Cannes in 2007 as we ll as deliver- ing Procter & Ga mble its first ever Grand Prix for a Tid e Ultra pri nt campaign. Granger f irst met the new man - agement te am at George Pa tterson Y&R Sydney in October on a flying visit to Sydney designed to impa rt the vision he and McLennan share for the agency. It’s been a rocky road of late with what was once Austr alia’s lar gest agency suffering a se ries o f c lient losses – most recently, Te lstra – resulting in a significant ro und of redundancies. Nigel Marsh, known for r eviving Leo Burnett Sydney, has taken over as head of Y&R Brands , with his predecessor Matt McGrath initially stepping into an executive chairman role. However, as most industry watchers expected, Mc Grath h as since l eft the agency. Ma rsh hired Julie Porter as managing director of George Patterson Y&R Sydney fol- lowed by James Procter as executive creativ e dir ector - wh o rep laced Michael Stanford. Granger is convinced Procter, the forme r ECD of Cu mminsNi tro Melbourne , and se nior write r a t Clemenger BBDO, Melbourne, has the talent, energy, an d attit ude to hel p turn the agen cy int o a to p office to rival GPY&R’s award-win- ning office in Melbourne. Says Granger: “Julie’s g ot r eally amazing energy and pa ssion. She’ s worked with Nigel before so there’s a good camaraderie there and then it was about finding h er th e r ight par tner , someone who b elie ved working at Patts could be the turn- ing point in thei r ca reer. Th is i s about taking over a n a gency t hat used to be big and great and kind of solid; I don’t think Patts was ever known for its brilliant creat ive, i t was known as being real ly smar t and really good.” Although he doesn’t have to go back quite so far as 1920: there are some pres tigious award s in the agency’s DNA – none more so than the 1977 Cannes Grand Prix - won for OTC’s ‘Memories’, an emotion- al classic that was merely a finalist at the inaugural AWARD Awards. George P at te rson Y&R Melb- ourne, wh ich i s run by chairman/ managing director Russel Howcroft and ECD, Ben Coulson, continues to enjoy a stronger creative reputa- tion, winning Austra lia its only Gold Lion in film at Cannes 2008 for Cadbury Schweppes ‘Burst’. Granger wants to introduce more alignment between the two offices so they are working closely togeth- er: “In our business it is possible to turn agencies around because it is all about what you do tomorrow, it doesn’t matter what you did today. The key is to get the right people in, the right chemistry, the right tal- ent,” h e says. “Ben’s done it in Melbourne – that agency was a dis- aster two years ag o and look at what he’s done.” Gran ger says comi ng fr om Saatchi, which was always such a great agency, and growing up envy- ing the work that came out of The Campai gn Pal ace, t he GPY&R of fi ce in Sydne y has to be hot: “And there’s no excuse. Of course Hamish and I will be there to he lp, and Nigel, James and Julie will ensure that’s achieved.” Granger says the new approach is already paying dividends across ? NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
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