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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
FOR THE RECO RD ture, yet to be revealed. In a memo to al l s taff at Saatchi & Saat chi Syd ney, ECD Steve Bac k said: “Between the two of them they’ve been here at Saatchi ’s fo r a lmos t two decades and in that time have cranked out some of the ag ency’s best wo rk , winn ing numerou s awards on all our major clients and been a dri ving force be hind our three Campaign Brief Agency of the Year wins. It really is the end of an era. Pl ease join me in wishing the lads al l the best in their f utur e endeavours.” A former creative director of Grey Sydney, Andrew Cox join ed Love Communications, Sydney to bolster the a gency’ s creative ran ks. Cox, who among st oth er thing, b rought the Bun dy Bear to TV, will wor k alo ngside creat ive direc tor Scot ‘Skip’ Waterhouse playing a s enior role on ke y accounts. “Asi de from being a great bloke to have around, Coxy’s th e so rt of blo ke wh o c an not on ly w rite a grea t ad, he can ensure tha t i t’s sold thr ough. He started hi s advertising car eer as a suit back in the mid 80’s, so he has a great understanding of a cl ient’s needs,” said Waterhouse. BWM appoint ed mult i-awar d winner John McCabe to take the cre- ative helm at its burgeoning Dubai opera tion. M cCabe will work al ongside m anaging d irector Anthony Dalton, who set up th e age ncy’s s hop there last year. McCabe be gan working out of BWM’s Sydney office last week and will join the team in Dubai in May. Since l ast year McCabe h as b een freelancing as creative direc tor in Sydney, fol lowing a f ive-year sti nt in New York . During his time in New York, he co -founded Saatch i & Saatc hi’s idea-l ed inn ovatio n consultancy, Fahrenheit 212. Then Cox - joined Love, Sydney Vester - to CD gig at de Pasquale, Brisbane in 2005 he set up a small br anded content consultancy focused o n content delivery to n ew convergent media such as 3G phones. Lowe Sydney bolstered its creative ranks by appointing senior cr eative team Matt Cramp and Sesh Moodley to work across all communication channels, f rom traditional advertis- ing t o digital to exper iential. Th e pair was previously a t Leo Burne tt Sydney for four years, where th ey worked on high-profile c ampaigns for Virgin C redit Card, NRMA, Canon and Colonial First State. 7 It’s a practical ‘how to’ guide in unlocking and understanding ideas and the power they contain Using creativityto solve problems Review by Mark Collis, ECD of Ogilvy Tokyo My brain hurts! I consider myself to be a creative person (of sorts) and until now had pretty much consid- ered the ‘pr ocess’ as so mething instinctive and not at all predictive. But for the first t ime we h ave a glimpse of the workings of the cre- ative mind and a whole bunch of prac tical t ool s an d ex er cises desi gned to help an y o f u s (ye s, that’s right, we ALL have c reative potential) to t ap into the cre ative brain or, as Nick Souter explains it, ‘cerebral software’. Nick Souter [like myself, a former executive c reative director of Le o Burnett Australia] po sitions ‘c re- ativity’ as no longer a nice to have but a must have. And in my opin- ion his reckoning i s ba ng on. The book is part of a series u nder the banner ‘creative business solutions’ and is targeted at anyone interested in being part of the 21st c entury, where the power of cr eative think- ing could be THE determining fac- tor in success. The book is well written and easy McCabe - to creative director of BWM Dubai CAMPAIGNBRIEF Cramp (left) and Moodley - join Lowe Rivet Sydney for numbskul ls to ge t. It ’s f ill ed with simple and graphic diag rams that make clear some v ery compli- PUBLISHED 10 TIMES PER YEAR BY CAMPAIGN BRIEF PTY LTD 24 HICKSON ROAD, WALSH BAY NSW AUSTRALIA. POSTAL ADDRESS: LOCKED BAG 2, MILLERS POINT NSW AUSTRALIA 2000. PUBLISHERSMICHAEL LYNCH, KIM SHAW EDITORMICHAEL LYNCH. CONSULTANT EDITORHEATHER JACOBS (0409 030 129) BUSINESS DEVELOPMENT DIRECTOR MIKE MORRIS (0421 391 501). SUBSCRIPTIONS MINA SCARFO (+618 9380 9044). CB AUSTRALIA/NZ SUBSCRIPTIONS: A$64+GST (AUSTRALIA) A$80 (NEW ZEALAND) A$100 (ASIA) A$130 (REST OF THE WORLD). CB ASIA SUBSCRIPTIONS: A$50+GST (AUSTRALIA) A$50 (NEW ZEALAND +ASIA) A$80 (REST OF THE WORLD). ‘THE WORK’ 2007 ANNUAL: A$120 inc. GST (AUSTRALIA), A$120 (NEW ZEALAND + ASIA), A$140 (REST OF THE WORLD). RING TO SUBSCRIBE. ALL THE DAILY NEWS @ WWW.CAMPAIGNBRIEF.COM and CREATIVE WWW.BESTADSONTV.COM TEL +612 9247 4933 BLOGWWW.CAMPAIGNBRIEF.COM CREATIVEWWW.BESTADSONTV.COM 4 CAM PA I GN B RIE F MAY /JUN E 2 008 cated issues. Souter has managed to cram an incredibly complex subject matter into easy-t o-digest slice s. From the evolut ion of thinking to how we get out o f the box, includ- ing a great description of the box itself! He describes the fragility of the early process and how the shrug of the shoulder, the tiniest piece of negative body language can crush a potentially brilliant idea. The book started out in life with the t itle “Right brain thinking for left brain people” but transferre d into a metaphor as the software program for the internal computer. It’s a practical ‘how to’ guide in unlocking and understanding ideas and the power they contain. The book will take you through the barriers that a re innate in mos t of us when it comes to solving pr obl ems . Fear , compl acency, assumption and habit are just a few of the bogeymen that Souter shines a light on. Admittedly, many of the themes if not all of them have been debated for millennia, but Nick Souter man- ages to put a current lens on the big picture of Creativity (with the aid of some big pictures) into a concise and practical guide. SUBSCRIBE TO CAMPAIGN BRIEF ASIA THE WORK 07 ANNUAL OUT NOW
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