2014 Annual: The 10 best quotes of the year

Among the many hundreds of interviews we have conducted, conferences we have attended and stories we have written over the past 12 months, some remarks stand out from the rest. Steve Jones goes in search of the year’s 10 best quotes.

Mat-Baxter-UM“If you had marketers on boards they could put procurement back in their box which is where procurement really belongs.

“It’s in everyone’s interest to see that happen because procurement will be just part of the process rather than the dominant part of the process which is what we have at the moment.”

UM chief executive Mat Baxter makes himself popular with procurement departments during a panel discussion at the Publish conference

“There is no way Ten’s 2015 line-up can be described as ‘frugal’, ‘lean’ and ‘minimalist’.­­”

Neil Shoebridge director of corporate & public communications, Network Ten, in response to a comment by Mumbrella editor Alex Hayes. The response drew a sharp reaction from readers.

“The ferocity of the complaints has been quite upsetting. They are abusive, and the young ladies handling the complaints for me have been offended. That has rocked our socks off. I don’t think people are too sensitive, that’s not for me to judge, but it is incredibly difficult to do anything in society in a public forum that does not get a complaint.

“If everything was taken off air that we got a complaint about then there would be a lot of white noise out there.”

MyPlates CEO Daryl Head responding to a barrage of complaints to the ASB over its ad campaign showing one man breaking wind and another picking his nose.

“Most, if not all of you, are factory workers, producing the collateral that goes into the media and marketplace, and then you decry the fact that people want to lower the cost of the factory. They can get someone overseas in the global market to produce what you produce for a tenth of the price.

“So many agencies are purely here to create collateral, create crap, and create more advertising.”

Darren Woolley endearing himself to an agency dominated audience at the Secrets of Agency Excellence masterclass



“Sometimes we even view, oddly enough, that while something may not be real, it still may be very innovative and so we sort of give it a break…If it’s really innovative, and it might have a bed of scam connected to it, we sort of let it pass. It’s still showing the way forward.”

R/GA co-founder Bob Greenberg shares his view on scam during a live Mumbrella hangout

“With this current set of issues raised by Mumbrella we have spoken to agencies and marketers and have been satisfied that the intent of the work was legitimate. The world is not black and white and strategies that are adopted to test and break new boundaries should be accepted if all parties concur that they were genuine and legitimate. Super Bowl ads run once.”

Cannes Lions Festival of Creativity chairman Terry Savage asked by Mumbrella what he makes of the number of ‘one-off’ executions which have been entered into the Press category of the Lions

“It is not something we would go again because of the negativity. In hindsight, I don’t think it was a bad idea but if we did it again then we would give more thought to the nature of the awards.”

Monica Rosenfeld, founder of PR agency Wordstorm, reacting to a deluge of criticism after dishing out awards to its favourite journalists

presto foxtel and seven“It will be an inferior local service because of the rights that currently sit with Seven, Nine, Ten, ABC, Foxtel and, you know, they have looked at this market and they’ve seen that.”

Presto director Shaun James offers his view on its US rival at the ASTRA conference. We’ll soon find out if he’s right, Netflix will launch in Australia in March

“Soon, the genuine work that helped oil the machines of client economies would recede from the stage, the blogs and the annuals. We’d all be winning awards for pet projects. Hobbies. Flights of fancy.

“And everybody could play. Not just people in our profession, but anyone in the world who has an idea. Plumbers, bankers, bus drivers. And yes, even clients. They could show us that they’re as good at making up shit as we are. But that’s fair. It’s an open economy all devised to celebrate creativity, right?

“We’d be artists. Making whatever the fuck we wanted and getting awarded for doing so.

“Sound good? Then fuck off and be an artist.”

Awards jury veteran Matt Batten, a former ECD of Wunderman Australia, isn’t overly impressed with scam and offers some kindly advice for those keen to enter scam ads

Lachlan_9“We can’t give up on print. It is a very good business and will be for years to come but the industry hasn’t led in the past. Some of our competitors were talking it down, actively talking it down in their own products, and that’s just crazy.

“That’s a lack of leadership which is frankly irresponsible and it’s got to stop. We have not done a good enough job in recent years of explaining the strength of our business and that’s what we have to do better.”

Lachlan Murdoch has a pop at rivals after insisting print will remain a core part of News Corp during an interview at the  Mumbrella360 conference.


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