Simon Veksner: "But it's not ownable"

57351137.jpgBy Simon Veksner
Creative Partner, DDB Sydney

One of the most common criticisms we Creatives get thrown is that an idea we've had is "not ownable."

And that's a very hard bomb to defuse.

Obviously an idea should be ownable, shouldn't it? So, oh dear, it looks like we've failed, and we'll have to start again. Bad creative.

Unless... could it be that this criticism is completely bullshit? READ ON...
Screen Shot 2014-12-19 at 1.02.58 pm.jpgTo illustrate AMI's positioning of people helping people, AMI Insurance and Colenso BBDO have launched a new light-hearted animated series based on real conversations about real customer claims.  

Says Steve Cochrane, ECD,  Colenso BBDO: "The old adage 'truth is stranger than fiction' is no more prevalent than in a list of insurance claims. These ads were pretty much written by punters."

AMI's recent award winning redesign of their stores featured wall-art created by Colenso, and it was this that provided the inspiration for the animation.

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Sonal Dabral B&W.jpgSonal Dabral, Chairman and Chief Creative Officer at DDB Mudra Group in India, has been named Jury President of the Direct Lotus category at AdFest 2015, which runs from 19th - 21st March in Pattaya, Thailand.

Dabral (left) has led three agencies to the No.1 creative position in three different markets across Asia. First, he joined Ogilvy Mumbai in 1991 and, in partnership with Piyush Pandey, drove the agency from creative anonymity to India's top creative agency. He moved to Ogilvy Kuala Lumpur in 1999, which soon became the most awarded agency in Malaysia. At Ogilvy Singapore, Dabral led the team to become the No.1 creative office in Asia, and the 3rd highest awarded office in the world at Cannes 2007.
RAPP0466 ACM Christmas BB 6x3 (1).jpgThis Christmas, RAPP has put its creative powers to good use in a bid to help Auckland City Mission reach its largest Christmas appeal target yet.

With a goal of $1.3 million to raise before Christmas to provide for those desperate for food, medical care and support, RAPP has created a campaign calling for Aucklanders to 'become someone's angel' this giving season.

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TUi.jpgCristal Festival has announced winners in the Media category.

Spark PHD has emerged as the only winner from New Zealand and has won a Sapphire for Tui 'Beer Plumber' in Best Use of Brand Content - Media.

Click here to see full list of winners - PL_MEDIA.PDF


lisa fedyszyn.jpgNew York Festivals has selected Whybin\TBWA Auckland creative director Lisa Fedyszyn to join the 2015 Executive Jury. This group, featuring some of the most awarded and accomplished chief creative officers in the industry, will gather for five rounds of live judging in New York in May.

After working in her hometown of Melbourne, Fedyszyn moved to New Zealand, to escape paying student loans. But lucky for her, she has found herself working in the country's finest advertising agencies - Colenso BBDO, DDB and currently Whybin\TBWA, where she is a creative director.

She has encouraged New Zealanders to 'Push Your Luck' with New Zealand Lotteries, had New Zealand's top creative leaders strapped to lie detectors for the Effie Awards, put 60 scenes in a 60" spot for Sky Television and got the public to 'Start Asking' with Westpac. She has also charged male politicians 10% more than women for their morning coffee to bring awareness to pay inequality, and has hidden novels in Word and PowerPoint documents so employees can read books at work.
MITSUYUKI NAKAMURA.jpgAdfest has announced that Dentsu Media Thailand's Mitsuyuki Nakamura will be jury president of Media Lotus and the inaugural Branded Content & Entertainment Lotus category at Adfest 2015.

As president of Dentsu Media South East Asia as well as chief executive officer of Dentsu Media Thailand, Nakamura has enhanced the presence of the Dentsu Media network in this region by raising the bar for its branded entertainment and content business, which is now a distinctive division of Dentsu Media.

Says Nakamura: "It's my honour and privilege to join Adfest 2015 as a Jury President. I'm especially excited to oversee the new Branded Content & Entertainment category, which will definitely bring another excitement to the festival."
10.jpgThe Marsden Inch Scholarship has been awarded to Julie Koch and Tania Menzies from the Adschool at the Media Design School. Marsden Inch has also awarded a second female team, Liz Henwood and Lowri Pountain,  with the new Inch Perfect Award for most improved team.

Koch and Menzies are already highly regarded and on their way to stardom as they've also won two International Crowbar Student Awards, The Student Newspaper Ad of the Year and are shortlisted for the 2015 Student Axis award.
91Ck33ILdML._SL1500_.jpgFCB New Zealand senior writer Peter Vegas has released a book about advertising and the story of how an advertising agency created Christianity nearly 2000 years ago.

The book, The Jesus Onion, is available on Kindle and as a Christmas gift is free until the end of the week.

Blurb: When the interoffice memos from a 2000-year-old advertising agency were found in a Cat Herders shed near the Dead Sea in the 80's, experts assumed they would gain valuable insights into the day-to-day, cut and thrust of the ancient ad industry. But the documents held much more. Page by page the story behind the story of the creation of one of the greatest brands of all time was uncovered. Dive into the pages of The Jesus Onion and step back 2000 years, into the office of Stigma & Associates. Meet the egos, the rabbits, the donkey wrestlers and the hummus behind the creation of Christianity.

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Screen Shot 2014-12-18 at 6.48.23 am.jpgNew York Festivals International Advertising Awards patented Matrix Judging System earns huge kudos within the international advertising community. This two-tier judging system, used exclusively by New York Festivals, brings together the efforts of two distinguished juries to ensure that all entries are judged thoroughly and fairly.

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FotorCreated.jpgLions Health, the global creative festival for the healthcare communications industry, has today announced that Rob Rogers (left) and Andrew Spurgeon (right) will lead the juries at next year's awards.

Rogers, chief creative officer and co-CEO, the Americas, Sudler, will lead the 2015 Pharma jury, judging communication campaigns that are solely for the attention of healthcare professionals and non-healthcare professionals. Spurgeon, executive creative director, Langland, will preside over the Health & Wellness jury, judging consumer products and education & services campaigns.
11128_10153052460505116_1546886917761787338_n.jpgMichael Faudet, ex-executive creative director, DDB Australia - and before that at DDB New Zealand - has been signed by literary giant, Writers House, New York. Home to multiple Noble Prize and Pulitzer Prize winners, plus best selling authors including Ken Follett, Neil Gaiman, John Green and Stephenie Meyer of the Twilight series.

Faudet, who now resides in New Zealand, decided to take a break from advertising 18 months ago to focus on building a literary brand with his partner, Lang Leav. During that relatively short time, Leav has written two books, Love & Misadventure and Lullabies, published in the US. Both books have topped best seller charts in bookstores around the world and she has just returned from a three country book tour in Asia; where she did multiple five hour signings for literally hundreds of devoted fans (see pic below).
jwt-the-future-100-1-638.jpgJWT has released The Future 100, featuring original analysis and insights on 100 key trends and cultural shifts to watch in the year ahead.

Says Lucie Greene, worldwide director of JWTIntelligence: "It's never been more important for brands to understand change, where it's headed and what it means. The fast-paced digital world, instantly accessible information, globalization and social media have accelerated the pace of trends exponentially. Meanwhile, the speed of innovation is requiring brands to take both a short-term and a long-term view, planning strategies not just for the next year but the next 20."
Screen Shot 2014-12-17 at 12.23.27 AM.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Peter van Leeuwen, Creative Business Partner, ETCETERA/DDB, Amsterdam.

BEST TV
What strikes me with this category, is that there's nothing under a minute. It makes me wonder, could they tell the story in less time, would it be better if it was shorter or are these commercials good as they are? Not one winner that stands out really. Apart from Wild Aid 'Last Days Film'. It's different. Different enough to keep my attention. Even though it feels too long it's well executed. The web site connects nicely with the film. READ MORE...
Screen Shot 2014-12-19 at 1.39.38 pm.jpgInspired by the season's spirit of gifting, Westpac has unveiled the Westpac Giving Tree in Takutai Square, Britomart; the first Christmas tree installation to be powered by public donations via DDB NZ and designed by Rawstorne studio.

The unique display has already dazzled thousands of Aucklanders, and will run until 21st December. It combines motion, sound and light whenever a contactless payment card is used to make a donation, with proceeds helping the For Everyone Foundation fund community-based projects throughout New Zealand in 2015.

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CB-Hot+Cold-Chart-NEW-ZEALAND-2014.jpgIt's soon time to pick CB NZ Agency of the Year and Australian Agency of the Year -- and also to work out the 2015 CB Creativity/Billings Index (or Hot+Cold Chart).

As far as most agency creative directors (and increasingly, more CEOs) on both sides of the Tasman are concerned, CB Agency of the Year is the most coveted of all trade mag titles to win - and where an agency is placed on our annual chart is critical to many agency's new business performance in the coming year (that's the bit of most interest to CEOs!).
Screen Shot 2014-12-16 at 9.58.36 am.jpgSKY is taking its audience on another epic journey with the launch of a stunning new TVC, created by DDB and directed by Steve Ayson of the Sweet Shop.
 
The 60" spot first aired on Monday and follows an unassuming young hero as she explores the power of freedom in her own hands.

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Shanan Goldring.jpgBelgiovane Williams Mackay (BWM) has further expanded its digital offering, announcing the appointment of Shanan Goldring (left) as digital creative director of BWM Group Sydney.

Taking up the position in the New Year, Goldring will work closely with newly appointed executive creative director Asheen Naidu, BWM Melbourne digital creative director Ed Carveth and chief creative officer of BWM Group, Rob Belgiovane. He will work across a range of clients including Jemena, NBN, News Limited, Medibank float, RACT and CarsGuide.
img_0642-EDIT.jpgCB Exclusive - Clemenger BBDO will close its Adelaide office and the majority of its staff and clients will move into local independent agency KWP.

Clemenger Group Chairman Robert Morgan said that whilst he was sad to see the Adelaide office close, he felt the acquisition by KWP represented the best outcome for his agency's staff and clients.

The new agency now combines the powerful resources of Adelaide's two leading ad agencies enabling it to further enhance its offering to existing and other South Australian based clients.

Heyday extends digital partnership with Z Energy

Z-energy.jpgHeyday has been reappointed as Z Energy's digital agency after a six way pitch.

The win confirms Z's commitment to digital as a key part of its future business, and is an endorsement of an incredibly strong working relationship with Heyday.

"We're delighted to have Heyday back on board as Z's digital agency." said Jane Anthony, head of marketing at Z Energy.  "We have big plans in this space across the business, so we ran a comprehensive process to select a partner - the breadth of Heyday's capability and their vision for digital at Z really shone through."
LeoBurnettSydney_AofY.jpgClemenger BBDO Wellington has been ranked #2 agency in the region with 13 acceptances in Campaign Brief's The Work 2014 annual while sister shop
Colenso BBDO Auckland was ranked third with 11 acceptances.

For the third year in a row Leo Burnett Sydney has taken out the Agency of The Work honour.

Leo Burnett Sydney had 17 acceptances making them the clear #1 this year.  Leo Burnett Sydney also topped the past two years of The Work with 18 and 17 acceptances respectively. (Leo Burnett Sydney ECD Andy DiLallo is pictured above on stage in New York at LB's internal awards with Mark Tutssel and Jarek Ziebinski).
BBDO_Spikes Network of the Year.jpgThe BBDO network has bounced back from last year's #3 placing in The Work 2013 to be the top performing network in Campaign Brief's The Work 2014. They notched up a total of 48 acceptances in The Work 2014 with their biggest performers being Clemenger BBDO Wellington (13 acceptances), Colenso BBDO Auckland (11), Clemenger BBDO Melbourne (7), BBDO Guerrero Philippines (6) and Clemenger BBDO Sydney (5).

Previously, BBDO had been The Work's top performing network in 2008, 2009, 2010 and equal #1 in 2011. (BBDO key regional executives are pictured above collecting the Spikes Asia Network of the Year title).

Last year's #1 network, Leo Burnett were placed second this year with 42 acceptances. Their top performing agencies were Leo Burnett Sydney (17), Leo Burnett Thailand (6) and Leo Burnett Melbourne (5).

Could a robot do your job?

ROBOT-JOB.jpgBy Simon Veksner,
creative director at DDB Sydney


We like to think that because advertising is a 'creative business'... we're immune from the march of automation.

But are we?

History would suggest the process is relentless. READ ON.....

Cannes Lions names 2015 jury presidents

davidlubars-new.jpgCannes Lions, the International Festival of Creativity, has announced the presidents that will lead juries at the 2015 edition of the awards.

Says Lions Festivals' chairman, Terry Savage: "We have always selected the most awarded, respected global creative leaders to guide our juries. This year, it is particularly exciting to see so many women numbered among that elite group. We are looking forward to a time when there is true gender balance in the industry and this will be unremarkable, but in the meantime the female representation is something that we are passionate about."

The 2015 jury presidents are:

Branded Content & Entertainment Jury President
David Lubars (left), Chief Creative Officer, BBDO Worldwide, Chairman, North America

David has won over 90 Lions, 4 Emmys and over 100 One Show pencils.  Under his leadership, BBDO is among the most awarded agency networks in the world and is currently ranked #1 for creativity in The Gunn Report.
"To me, it's the most exciting part of Cannes Lions right now and maybe the most important.  All these different areas are smashing up against each other really fast; the category helps give context and horizon lines."
Screen Shot 2013-10-26 at 10.46.50 AM.pngRankings-CB-APP.jpgThe Campaign Brief App and Bestads App - the two most popular advertising Apps in the world - are both available for iPhones and Android phones.

The CB App is in the Top Business Apps Charts on iTunes in 10 countries (including Australia and NZ), while the Bestads App is in Top Business Apps Chart in 45 countries (including Australia and NZ).

The Campaign Brief App includes CB Australia, CB New Zealand, CB Asia and CB WA - all on the one app.

With more of us living on iPhones or Android phones, now is the time to ensure you have both the Campaign Brief and Bestads Apps on your iPhone or Android phone (which can also be viewed on iPad, iPad Mini, and Android tablets) to ensure you get your creative news on the go - wherever you are. 

Keep up with what's happening in the business whenever you have a spare minute, and wherever you are. You can share CB news from Australia, NZ, WA and Asia on Twitter, Facebook or by email, direct from the app.

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Screen shot 2011-11-04 at 9.25.36 AM.jpg

A joint initiative of Bestads and Campaign Brief, TheBestAdJobs.com offers recruiters and agencies a fantastic low rate of $50 per job listing.

Or if you place 10 or more jobs per month the rate drops to only $45 per job listing.
 

TheBestAdJobs.com benefits the global advertising community by providing visibility of open industry positions, via the international audience of bestadsontv.com and the Australasian audience of campaignbriefasia.com, campaignbrief.com and campaignbrief.co.nz.

New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.

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Screen Shot 2014-08-29 at 10.38.36 AM.pngWe hope you, like over 119,000 other ad professionals registered on Bestadsontv.com throughout the world, enjoy visiting the site regularly to check out the very best and latest advertising in all mediums being produced worldwide.

BestadsPRO Membership is only US$30 per year (less than 60 cents per week)
* Full access to the bestads Members Directory - you can now view the profile pages of over 110,000 members throughout the world, and contact them directly via their email address. Great for contacting long lost colleagues!
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CB-COVER-DEC-2014.jpgThe bumper perfect bound Summer issue of Campaign Brief - which features the annual TVC Production + Content Report - is out now.

The mag includes profiles on the top commercials + content directors on both sides of the Tasman.

Also in this issue:
- How the DDB network is molding a creative powerhouse
- Why Michael Canning went to where it's 72andSunny
- Those clever boys and girls at M&C Saatchi
- Ad industry veteran Gawen Rudder reveals why most great creatives come in pairs


Subscribe Now @ only A$60 per year delivered anywhere in NZ. To get so much more than what's on the blog, make sure you are a subscriber to the print edition of Campaign Brief. CB is the only advertising creative magazine in the region, which celebrated its 30th anniversary in 2014.

Subscribe online (where you can also view and read current and past issues).
MIZONE_1.jpgMizone has launched a new campaign with the strapline 'More than water' via Colenso BBDO. The campaign aims to position Mizone as the modern man's hydration. The ads, both outdoor and radio, make drinking plain old water look like an out-dated way to hydrate.

Mizone launched in 2003 as a sports drink. Water with added B vitamins quickly found its way into the hands of active people the length and breadth of the country. But in the last decade the sports drink landscape in New Zealand has changed completely. With the launch of new sports drink and water brands Mizone found itself with an identity crisis. Was it a sports drink or a water brand? Partnering with Colenso BBDO, Frucor decided to reaffirm Mizone's place in the market with the resulting campaign.

Says Andy McLeish, head of planning at Colenso: "Since Mizone launched and dominated the sports water market, there's been a lot of change in sports related drinks. Mizone is quite a different offering to a lot of those sports drink products. We wanted to clearly position the brand as water plus benefits; a product you can drink all day to stay on top of your game."

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Cormac Van Den Hoofdakker - Marketing Manager - hydration
Natalie Johnson - Snr Brand Manager
 
Agency - Colenso BBDO, Auckland
Steve Cochran - Creative Director
Brett Colliver - Art Director
Simon Vicars - Copywriter
Andy McLeish - Planner
Nico Ainsworth - Senior Account Manager
Franklin Rd - Shane Taipari - Sound Design
OMD - Colleen Porath - Media Account Director

Noah Clark2.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Noah Clark, executive creative director at Victors and Spoils in Boulder, Colorado.

BEST TV
Winner: Kidsco. Holy crap. When did commercials get so long? And in what country do "TV" spots clock in at three minutes? But I digress already. This film out of London was one of the breeziest this week and also one of the most affecting. READ MORE...
Marian Salzman.jpgHavas is providing a preview of its forecast for the new year, "10 Trends for 2015," which debuts today. Most notably, while the report two years ago noted the coming rise in "co-" words (co-create, co-parent, copreneur), for 2015 Havas is calling out "self-" as the overriding idea.

Says Marian Salzman (left), CEO of Havas PR North America and an award-winning trendspotter, who authors the report: "We can't take much more turbulence, and maybe that's why despite craving the co-, we're all trying to save our individual selves. In a world of massive everything moving at warp speed, where individuals can easily feel overwhelmed and lost, focusing on what's small and local is a great strategy for finding a sense of self.
Screen Shot 2014-12-11 at 10.34.28 am.jpgThe 2015 International ANDY Awards' call for entries campaign, created by W+K under the leadership of 2015 ANDYs Chair Colleen DeCourcy, has launched. The deadline to submit entries is January 9, 2015.

For more than 50 years, the ANDYs have honored the brave process of creativity. As an industry, we can't solve clients' business problems or impact change by playing it safe; there are certainly no advertising awards for the mediocre. So this year, the ANDYs are using real-life examples of brave jobs (e.g. neurosurgeon, firefighter, astronaut, etc.) to remind the industry that we're in the business of marketing, not saving lives. The campaign aims to make bravery less daunting to the creative community and inspire agencies to submit their brave work.

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image005.jpgAir New Zealand has teamed up with the children of Portobello Primary School in New Zealand's South Island to create heart-felt Christmas content via Host Sydney and Two Bearded Men, showcasing the beauty of New Zealand as a summer destination.

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Warc cuts 2015 adspend growth forecast to 4.8%

Warc-logo-625x350.jpgWarc, the marketing intelligence service, is expecting global advertising spend (based on 12 major markets) to increase by 4.8% at current prices in 2015, according to its latest International Ad Forecast. This is a downgrade of 0.5pp from its previous report in June. It follows expected growth of 5.5% in 2014.
 
If inflation is taken into account, global adspend in real terms is expected to rise by 2.4% next year, following growth of 3.1% this year.
Screen Shot 2014-12-10 at 9.16.01 am.jpgThe Beacons is launching an entry writing workshop on Thursday, January 29, 2015 at Media Design School, 92 Albert Street, Auckland from 9am - 10:30am facilitated by Andrew Reinholds (OMD) and Rufus Chuter (FCB Media).

People can book themselves and their team into the writing workshop with their industry peers and learn how to get the best out of their entry.

Cost: $25 + GST per person (CAANZ members)
$35 + GST per person (non-members)

To book email: sasha@caanz.co.nz.

LA-based director Ben Quinn joins Robber's Dog

30299-square.jpgDirector Ben Quinn has signed with Robber's Dog For representation across Australasia.
 
Says George Mackenzie, managing director, Robber's Dog: "Ben is a clever director and a top bloke, he's a fabulous addition to our roster. We are chuffed he has chosen us to look after his interests in Australasia."

The LA based Australian expat director learned his trade, working for the BBC's documentary department in London.
 
Quinn's reel is an impressive collection of beautiful films with natural and extremely evocative performances at their heart.
Marae Tile2.jpgThree years ago, Curious Films director Robin Walters with accomplished artist wife Sam, and his father Muru Walters renowned carver, former Maori All Black and Anglican Bishop, embarked on a personal project to document Marae around New Zealand.

Over that time, they journeyed from the far north to the deep south of New Zealand visiting and photographing not only their own ancestral Marae, but also over 300 historically significant meetinghouses, and their local iwi (tribe). These often richly hand carved meetinghouses can be found throughout New Zealand and to Maori, they embody the history and spirit of their Aotearoa (New Zealand) Maori ancestors. Consequently Marae are considered important cultural touchstones for both Maori, and the nation.
Nativo-newsweek.jpgMarketers wanting to take advantage of innovative smart screen ad formats that move "beyond the banner" can now do so, following a new Snakk Media preferred partnership agreement which makes US company Nativo's world-class native advertising platform available in Australia and New Zealand.

Nativo's "True Native" advertising allows branded content to appear in the content feed of a website, social media network or mobile site in a way that blends in with the publisher's layout and design. This content is clearly marked as sponsored or branded content, with common examples of native ads including Promoted Tweets on Twitter and Sponsored Stories on Facebook.
Terry-headshot.jpgSaatchi & Saatchi ECDs Corey Chalmers and Guy Roberts have announced the appointment of Terry Williams-Willcock as digital creative director today, further strengthening digital capabilities across the agency.

He will lead a 22-strong digital department of coders, producers, UX designers and developers, alongside Lorraine Guerin, director of digital production.

Says Chalmers: "One of our first initiatives as new ECDs was to find the right kind of leadership for our digital offering. Terry's the perfect creative mind for the type of work we're developing these days, whether it be digital experiences with depth, innovative storytelling, or genuinely useful apps. He's a rare breed that can balance digital complexities with broader strategic thinking. He sees past a lot of surface 'digi-fizz' solutions and offers much more substance of thought and care for real business problems."
MICHAEL HILLIARD.jpgMichael Hilliard, executive producer at Finch, Sydney, is joining ADFEST 2015 to lead the Film Craft Lotus and New Director Lotus categories as jury president.

Says Hilliard: "Film as a medium was born out of innovation and advanced technology. Finch gets a lot of press for its innovations in the tech and experiential space, but not one of those jobs would have been noticed if it wasn't a good story, well told.  For us the really interesting tech work happens where innovation and film craft meet to create great stories.

"It is an honour to be asked to recognize the best works in the region at ADFEST, and to remind everyone that film craft is at the heart of so much of what we share on the internet, and can be applied to real world experiences with powerful results."

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