Ad agency is in Melbourne; the creative director is in New Zealand

Melbourne-based ad agency The Surgery is experimenting with a radical new set up – its new creative director is based in New Zealand.  

Managing director Simon Hakim told Mumbrella: “Location isn’t as important as having the right person.”

The agency has hired Matt Gibbins, who founded the agency Albion London before moving to New Zealand with his Kiwi wife.

Hakim, who split with The Surgery’s previous creative director Vito Tassone before Christmas, said: “Matt is amazing. I wanted a creative director who understood who we were and what we are about and people kept pointing to Matt.

“Is there really any reason why someone should be in the office 24/7? We will fly him here when we need him, and the rest of the time we talk on Skype.”

Gibbins is the sixth member of staff at The Surgery, whose clients have included Pacific Brands, LeasePlan and Pacific Beverage’s beer brand Grolsch.

kesselkramer-displayMeanwhile, Hakim has organised an exhibition, to take place in Melbourne and Sydney, of the poster work of the famed European creative agency KesselsKramer.

It takes place in the Guildford Lane Gallery in Melbourne from June 4 to 14, and at Carriageworks in Sydney from June 18 to 28. it will include presentations from KesselKramer creative director Dave Bell.

Hakim said: “After hearing so much about the likes of KesselsKramer and Mother in London, I wanted to see it for myself what it was really like, so I visited. And I wanted to bring back that knowledge and experience to Australia. I thought it would be amazing to get them out here and show what they can do.”


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