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 : March April 2008
UP FRONT CRE ATIVIT Y Hoffman, Credle andWaites: Lots of gimmicks, not enough attention to craft and redundant ideas was what held back the work that didn’t make the cut in the 2008 ANDY Awards, according to two of the judges, Susan Credle from BBDO, New York, and Susan Hoffman from Wieden + Kennedy, Portland. The two Susan’s were in Sydney late-February judging the international awards show and Campaign Brief caught up with them outside the judging room for a quick chat on industry trends. Mark Waites, partner and creative director from Mother, London, who was honorary chair of the awards, briefly joined in. Susan Credle (left) with Mark Waites and Susan Hoffman in Sydney during Andy’s judging SUSAN HOFFMAN HAS SPENT the past 25 years at Wieden + Kennedy and is a true legend of the business. She started in the Portl and o ffice before opening both the Amster- dam and London offices and is now back in Portland as creative director and le ads WK12, the a gency’s expe rimental ad school. Susan Cred le i s another loyalist -th e EVP/ECD of BBDO, New Yor k, and sits on the board. She’s worked at the agency since 1985 whe n she graduat ed f rom the Univer sity of North Carolina. Hoffman sa ys she was s urpris ed by th e r edundancy of conc epts i n the work submitted for the awar ds show, a prec ursor to C annes: “I t could be that we have n ever been more exposed to ideas in the course of ad vertising, and maybe ev ery- body i s s eeing the work and it ’s seeping into ideas. Another issue is that peo ple ar en’t paying enough attention to craft, possibly because 22 CAM PA I GN B RIE F they don’ t have the time, ” s ays Hoffman. Credle agrees that time is a limita- tion, with deadlines getting shorter in today’s frenetic advertising scene: “On the schedules people are under today, you have two weeks to come up with a n idea, a wee k t o g et a di re ctor, two weeks t o pu ll t he shoot together and two days to edit. At that speed the craft is getting lost and you probably sa crifice some - thing a t every s tage of the game - you don’t get quite the right people, you don’t get quite th e r ight c ast, you don’t get quite the right cut. Start adding up every ‘quite’ and it reflects in the work,” says Credle. Hoffman says execution is a huge part of the equation, ye t she gets the sense people think the ide a is great a nd kind of gi ve up at th at point, rather than see it as just the beginning. She suggests going back to concentrating on th e b ig ide a, working to get something inte rest- ing with depth and truth and then work out how to subdivide it across the different media. For Credle, the biggest challenge is the fragmente d ma rket – the more scattered the audience is, the more places you have t o go to t ry and reach them, which comes back to finding the focus and time. “If you have to execute against a lot of dif ferent channel s that is going to eat into the execution time and the thinking time, that’s a huge challenge, but it’s also what’s excit- ing. Right now, in our ind ustry I feel I am like a golden retriever and somebody has thrown six can s o f tennis balls out and we are all run- ning around the room going, ‘ I’ve got the yellow ball’, and someone else says, ‘no, I’ve got it over here’. We are chasin g all these things. They are all interesting, but I think Susan [Hoffman] is right, if we go back it’ s going to fo rce us no t to chase thirty yellow ba lls, but forc e us back into great, big ideas. If you start with pure insight, you’re going to own it, so the redundancy of a great creative idea is going to disap- pear a l itt le bit bec ause you are coming out of a p ure thought for the brand,” she says. Quest ioned about what BBDO has that W+K could do with, and vice-versa, Credle warns aga inst trying to tear down your competi- tors to get ahead and calls for more industry unity: “When I first got into the business there was a huge competition between individuals in the agency and I decided it was like being on a football team - you want to tear down your team so you look better? I’m trying to tell everybody the better we all look, the better we are,” she says. “Hopefully, that’s what we take out of these awards shows – that on our best day we are all doing work that we are proud of as an i ndustry. I’ve been voting against my competitive set and I’m MARCH /AP RIL 200 8
January February 2008
May June 2008