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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
AGE NCIE S The New Zealand Netherlands Foundation World Press Photo Exhibition - a very rare Integrated Lion and a Promo Lion in 2007 contributed significantly to BBDO being crowned Cannes 2007 Network of the Year letters were sent to 74 world leaders inviting them to attend. W hen 1 3 leaders ac tually wrote bac k declin - ing, these were shown in metrolites around Wellington with the tagline: “See the exhibition they should be seeing”. Follow-up phone calls to leader s such as G eorge Bush were reco rd- ed, and the conversat ions us ed as viral radio ads, generating word-of- mouth publicity. At tendance was up 30 per cent on every other year, with 21,479 visitors. “We conv inced our client to tak e a huge ri sk and i t paid of f in wa ys we never would h ave ima gined at the time. Not bad for a job we had a hell of a lot of fun pulling together – that’ s the secr et I sup pose,” says Harricks. The t hing he mis ses mo st afte r returning home is the people: “Wellingtonians are the most real , down-to-earth people in the world, Clems itself is completely devoid of egos. Kiwis in general are a natural- ly creat ive bunch; resou rcefulness and in genuity are br ed into th em. They hav e a c an-do attitude and like to have fun. I’m su re th is is what k eeps them competing a t the top of th e wo rld sta ge. I ’ll miss working with my clever friends over there.” 24 CAMP AI GN B RIEF His succ esso r Paul Nagy, who joined the agency in July 2006 from Leo Burnett, Sydney, i s also a f an of the more relaxed lifestyle you get in Wellington. Initially attracted to New Zealand for it s f ly-fishing, he soon found more to love in this part of the world: “I didn’t really wa nt to leave Sydney but whe n I c ame over here, this place just has e very- thing. There’s a really won derful community feel to Wellington.” One of the thi ngs Du ster has always stressed to the y oung c re- atives coming through the agency is to make sure they are selfish about leaving with a reall y go od b ook. Case in point is Jamie Standen and Mark Fo rgan, a yo ung su perstar team who worked really hard at the agency for five years and then left – wi th t he bl ess ing of the whole agency – to try their luck overseas. They got a job at Y&R Paris. “The y were a r eal loss to t he agency when they left, but we have set the agency up to have those peo- ple come through and then leave and be replaced by t he nex t one s coming up. They now work in Paris and they have such good books that they were able to go t o Paris with - out a job,” says Duster. Most creatives who have don e a stint in New Ze aland l eave wi th a pretty substantial book because of the amount of work they do – at Clemenger BBDO Wellington cre- atives are typically working on five or six campaigns at a time. The smaller market means clients CEO and ECD Philip ‘Duster’ Andrew are a little more op en to chatting directly with the creatives and not going through t oo many layer s. This was evident on Fly Buys with an effort ma de to streamli ne the process. Rather than question s abou t t he wor k goi ng thr ough account management, the market- ing director Chris Lamers, who had worked with them previously on the Posi tive ly Welli ngton Tourism account, dealt directly with the cre- atives. Every meeting was held in Duster’s office. “The first time we presented work former CD Mark Harricks (now at DDB Sydney) to Chris, he said, ‘I really like it, but I don’t feel uncomfortable, so it’s not pushing me enough’, which was wonderful,” says Nagy. Earlier this year the media team was separa ted out of the agency where it had always resided. Says Duster: “Clearly the media New CD Paul Nagy (ex Leo Burnett, Sydney) world is changing, and it was obvi- ous we needed to restructure the med ia op eration to continue to deliver a world class product out of Wellington, whilst structuri ng the media operation for the future ? NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
January February 2009