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 : November December 2008
SPOTLI GHT Procter - challenge for new ECD of GPY&R Sydney Julie Porter with Y&R Brands CEO Nigel Marsh Coulson - star ECD of GPY&R Melbourne Howcroft - CEO of GPY&R Melbourne Rebeschini- new regional CD of Y&R in Asia McLennan with Granger in New York - won five out of six new business pitches across North America in the past five months representing $US250 million in billings North America where the network has wo n five out o f t he s ix n ew busin ess pi tches they’ve been inv olve d wit h in the p ast five months, representing $US250 mil- lion in bi ll ings . This in clu des Dou ble Tre e, G iant Eagle, Rubbermaid, Cel lula r So uth a nd Office Depot. New business billings in North America for the past year are $US300m. Global new business wins include LG, worth $US350 million with the agency wi nning the bra nd i n 35 markets in the first quarter of 2008. In the pas t five mon ths wins include Danone, which consolidat- ed its wate rs gl oba lly ( except Ev ian ), worth $80 million an d Bacardi Rums has con soli dated, bringing in new billings of $20 mil - lion, repre senting a t otal as sign- ment of $120 million. Awards will be one measure of the turnaround in the creative product, but Gr anger s tresses th ey a re not the e nd goal: “If y ou ar e t oo obsessed by awar ds and the whole purpose in life is to create work for awards then it is a very shallo w existence,” he says. “Of course my dream would be for Y&R to be con- sist ent ly up ther e in t he G unn Report, and top t hree in Can nes 14 CAMP AI GN B RIEF consistently. I think it shows a re al- ly hot creative pedigree, but it’s not a focus, the focus is to sort the busi- ness out, t he focus i s to b ring i n great people, the focus is to do the great work. If they win, yes, I’d love Gold Lions or a Grand Prix, but I don’t wak e up going I’d love a Grand Prix or a Gold Lion.” Granger says he always goes into an agency with an open mind and some o f hi s f avo uri te teams ar e teams he inherited when h e joined Bozell and Saatchi’s. “There are certain p eople when you take a business into a diffe rent direction that buy into it, believe in it and want to do it. And those are the people who stay and thos e ar e the people who grow and bec ome really great. There are other people that don’t and those are the people who move on,” says Granger. He’s a lready managed t o a ttract some significant creative talent to the New York office. He raided the talen t store a t TBWA\Chiat\ Day taking on Scott Vitr one and Ian Re ichenthal as ECDs, Lor a Schulson and Nathy A vi ram as executive directors of con tent pro- duction, and Kerry Keenan as glob- al dire ctor of creat ive c onten t. Additio nally , t hree new cr eative Granger: “Look at the way kids are interacting with technology, my kids watch what they want when they want, not when the networks tell them to watch it. So if you have that as a point-of-view then you need to create a brand that’s irresistible. We’re anti- usualists and our purpose is to make our advertised brands more visible, that’s a good thing.” Reichenthal and Vitrone - to Y&R New York directors have been appointed: Dan Mor al es , who has wor ked at Mother London, Taxi New York, and Cl iff Freeman and Partners New Yor k, whe re he won the Grand Prix for hi s Fox Sports TV campaign, Guill ermo Vega, who lea ves his pos t as ECD of Y&R Buenos Aires, a 2006 top 10 Gunn Repor t agency, and Icaro Doria from Saatchi New York. In A sia Marcus Rebeschini, an Australian, who was poached from TBWA\Chiat\Day, New York has been a ppoin ted r egional creative director. Granger says a couple of years ago it was all about how you could push your way through, now that tech- nology has given people the ability to white hop anything t hey don’t want t o wat ch, the rules have changed. Says Gr anger: “Look at the way kids are interacting with technolo- gy, my kids watch what they want when they want, not when the net- works tell them to watch it. So if you have that as a point-of-view then you need to create brands that attract. Were anti-usualists and our purpose is to create content that make s our c lients’ brands irre- sistible” 7 NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
January February 2009