Welcome back: How the global agencies are coming back from the dead in Australia
We are, I think, about to hit a very interesting period for Australia’s creative agencies.
Intriguing things are happening in what even a couple of years ago would have been unexpected places.
And by unexpected places, I mean the local offices of some of the big but previously moribund global brands. In particular I’m thinking of Havas Worldwide, Saatchi & Saatchi, McCann and Ogilvy.
Often such agencies can get by on being the local outlet for a global alignment where the client would struggle to fire them if they wanted to.
You can’t serious about Saatchi& Saatchi. They just don’t get that people have moved on from clumsy and insulting attempts at emotionally manipulative advertising. Their stuff -Joyville included- all has an 80’s whiff about it.
Not surprising on the renewed focus here of global agencies on Australia. The high AUD vs most other currencies at the moment translates to better margins when considered in a global context for winning work in this country. If I was a global agency boss, I’d certainly be focussing on Australia and deploying some good talent here to drive group profitability.
In light of recent correspondence on this site, I hope none of these revitalising people turn out to be be British…
Tim i dont get it
on the one hand you’re lamenting the heavy-handed way in which Havas cynically manipulates gullible journalists into advertising their clients’ brands
but on the other hand you’re claiming this makes them better at PR than many PRs
is this how you think PRs should behave?
Blimey, who let the Campaign Brief commenters in?
The best advertising proposition has always, and likely will always, be based in emotion.
Otherwise it’s simply about features or price. And that’s what sales folk do.
An agency that was extremely strong for the better part of a decade, which had a few off years when all their key staff left.
Hardly where it was, but certainly not a ‘turn-around’ – just a transition from scam work to real work that’s happening in the broader industry.
Agree about emotion-based propositions. Problem is most planners write very shit or generic ones (fun, fair, feel smarter), hence why creatives try and steer them towards feature-led propositions.
Fundawear has been done so many times… Remote control underwear – google it.
The other stuff, great, but please don’t hold fundawear up as a shining example of creativity.