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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
AGE NCIE S Land Transport NZ ‘Sleep before you drive’ campaign - Gold Press Lion at Cannes this year ahead. Whilst the media team have been separated out as its own divi - sion [within the Omnicom Media Group] we are not going to see any change in our philosophy of strong creative and media c ross po llina- tion. It ’s st ill jointly l ed by M att Bale and Nigel Keats and I’ve had many di scussions with the m about maintaining the close collaboration between the di sciplines and t hey have proven already they will work the same way. We are their biggest cre at ive partn er an d we shar e clients so it just makes sense.” Nagy dispels the perc eption from Australia that New Zealand is a bit of a fr ee-for-all , an d you can d o whateve r you lik e: “I loo k at th e work we do here and ou r bi gges t cl ien t, Land Tra nsport New Zea land, is the o ne we’ ve don e some of our be st work on. This is some of the most highly researched and scrutinised creative work I have ever worked on in my entire life and yet it is of Gold-Lion-winning qual- ity. One of th e stren gths of this agency is you don’t have to do scam work to wi n a Go ld Lion,” say s Nagy. “We ’ve go t won derful rela - tionships with all th e people we work wit h at Land Tr ansport an d they do trust us, but they also throw up a lo t of challenges. Th e dif fer- ence is th at within strict guidelines they a re an in credibly brave an d creative client.” 26 CAMP AI GN B RIEF LTNZ - Gold Direct Lion, Silver Media Lion in 2007 Something Duster has long been driving home is that advertising is about achieving the client’s objec- tives, not building your own awards portfolio. “I tell everyone in the agency, par- ticularly the creatives, to re view the brief and think, ‘do I personally, honestly think if thi s was my busi- ness this work is going to se ll more stuff or help my client?’ “I think the ad industry lost its way,” he says. “Hundreds of thou- sands of dollars ar e spent entering work at award shows and clients would be mortified to hear this, but I think the reality is that a lot of that work was being done only to win awards, not to create value for the client’s brand.” Duster offers up the example of the Air New Zealand work out of si ster ag ency Col enso BBDO, Auckland which he says by any measure is really lovely work for an airline, but just didn’t get anywhere at the award shows. “And you go, hang on a minute these guys have worked their arses off for a fantastic brand and its real- ly interesting, great work, but why isn’t it getting up there when the dog grooming ad or the shoe shine shop tha t no one has ever seen does? What’s all that about?” Might be time to send one of Omaka Aviation Heritage Centre - Silver Promo Lion at Cannes this year thos e car rier pi geon s back t o Wellington to explain. 7 NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
January February 2009