Whybin\TBWA’s incoming ECDs talk talent, reputation and why limited budgets are a good thing
In August two of the most decorated and celebrated creatives in Australia, Dave Bowman and Matty Burton, announced they were leaving Whybin\TBWA Sydney, the agency they had helped to turn around, for a startup. The two men tasked with replacing them sat down with Miranda Ward on a visit to Australia last week to talk about their ambitions for the agency, and their views on Australian creativity.
With the departure of acclaimed creative duo Dave Bowman and Matty Burton to Lindsey Evans’ The Special Group Sydney Whybin\TBWA boss Paul Bradbury knew he had big boots to fill. His answer was to look abroad, and bring in an established creative duo from one of the most revered agencies in the world as executive creative directors.
Gary McCreadie and Wesley Hawes are returning for their second stint with Whybins, having spent six months there in the latter half of 2009 under then ECD Garry Horder, before departing to spend two years at Host in January 2010, and then heading off to BBH London.
There is no doubt that having fun in a relaxed atmosphere is the right approach and environment for effective creative work.
Pressure and tight deadlines so often lead to bad decisions and knee jerk reactions.
Low budget has never meant low grade creative, it means that there is greater need for human input, and a greater requirement for the simplest effective approach.
When it comes to true creative, it is surprising how little money can buy.
Low budget has never meant low grade creative……….simplest effective approach????
Translation – no portfolio job here, delegate to a junior team.
NRMA versus David Jones?Know which agency won.DJ’s will be in house within a year.
You’re right. And NRMA will pitch in three – like they do everytime the contract comes up – CEO calls it.
How many times do they mention Dave and Matty?
Is that not a bit weird?
More Miss Krabappel, less waffle.
They may be talented, but the Australian market is a different beast.
This was a waffle of extreme proportions, I hope they live up to the hot air.
I’m not sure S Whybin would agree with “limited budgets are a good thing”