“The Best Advertising Is Always In Conflict”: Tony Hale

“The Best Advertising Is Always In Conflict”: Tony Hale
SHARE
THIS



Advertising is one hell of a drug – just ask anyone in the industry. And that’s exactly what we did. B&T sat down exclusively with The Communications Council CEO Tony Hale to talk about what makes Adland such a fantastic place to be.

“It’s a strange world, advertising. It’s unpredictable and you go into areas that you could never dream of and you could never plan for, which is one of the reasons it’s so fascinating,” Hale said.

“You go into advertising in the morning and know that you might be talking about banks, then talking about chicken, then do something for McDonalds or something else, and you know it’s going to change half a dozen times a day but you don’t know where those paths are going to take you.

“You get on a journey where you don’t know where it’s going to take you. Most industries, you’re on a journey, and you know you’re on the tracks, you know where the stations are, you know where the platforms are, but advertising is much more of a rollercoaster and you never quite know.

“There’s a lot of sharps turns, twists, climbs, drops, and you’ve got to enjoy it along the way because you’ve got to take a lot of good with the bad.

“When you’re in an agency, you were only successful if you were a tightly knit team. When you’re in a team you’re in a situation of contest. You know that over the road you’ve got DDB or you’ve got Saatchi & Saatchi, or you’ve got JWT or you’ve got the McCanns or you’ve got the great independents like Mojo, and you knew you had to be at your best to beat them.

“Advertising comes out of a conflict of ideas and viewpoints. The best advertising is always in conflict, don’t think it’s smooth. It’s not. It’s a conflicting process and you need passionate people expressing a viewpoint of how they see things in a passionate way. And there’s an undercurrent of tension in all good campaigns.

“I’ve always thought, and I still think, that advertising collects the most immensely talented people that you could ever find anywhere. I’d put up the advertising intellect against any industry intellect anywhere. I just think we’d leave them for dead.”

And if you’re keen to see what else Hale has to say, or any of his ‘Industry Elder’ peers for that matter, check out the latest issue of B&T , brimming with industry insights and pearls of wisdom.

Latest News

Australia Welcomes The Meerkats To The Neighbourhood With Open Paws
  • Campaigns

Australia Welcomes The Meerkats To The Neighbourhood With Open Paws

Leading comparison service Compare the Market launched its ‘Simplesness’ philosophy to the nation on Sunday night via its latest TVC, announcing the meerkats’ big move to the Land Down Under to spread their important message. The TVC – ‘BBQ’ – sees our favourite Russian meerkats move in next door, to introduce their new neighbours to […]

Bashful Group Launches Specialist Creative Agency
  • Advertising

Bashful Group Launches Specialist Creative Agency

Bashful Group has unveiled a new specialist creative agency that provides 360-degree services across the luxury, fashion, beauty and lifestyle sectors. Smile Agency was launched by Bashful Group CEO and co-founder Simon Bookallil, along with co-founder and creative director Emil Vrisakis and business director Jolene Cornford. It will offer services such as strategy, creative, production, […]

Apple Unveils ‘Better You’ Campaign For Launch Of The Latest Apple Watch
  • Advertising
  • Campaigns

Apple Unveils ‘Better You’ Campaign For Launch Of The Latest Apple Watch

They haven’t exactly taken the world by storm as Apple would’ve hoped, but it appears the planet’s first trillion dollar company is persevering with its Apple watches all the same. Cue latest campaign to promote the new Apple Watch Series 4. The campaign, titled ‘Better You’, shows a young bearded man morph into multiples of himself as he […]

by B&T Magazine

B&T Magazine
oOh! Taps Virgin Mobile CEO As Chief Customer Officer
  • Media

oOh! Taps Virgin Mobile CEO As Chief Customer Officer

oOh!Media has appointed former Virgin Mobile chief executive officer David Scribner as its chief customer officer, a new role to support the company’s strategy to deliver on its vision of being a new out of home media company. Scribner, one of the few former chief marketing officers who was elevated to CEO, brings proven experience in […]

Sunday TV Wrap: The Project’s Serena Williams Coup Fails To Rate As Ten’s Share Hits Worrying Low
  • Media

Sunday TV Wrap: The Project’s Serena Williams Coup Fails To Rate As Ten’s Share Hits Worrying Low

It was arguably The Sunday Project’s coup of the year – a one-on-one interview between star recruit Lisa Wilkinson and tennis ace Serena Williams, yet once again the show failed to pull an audience last night. Despite Williams’ reluctance to answer any questions about her recent US Open meltdown and Wilkinson’s admirable persistence, last night’s episode struggled to […]

by B&T Magazine

B&T Magazine
Officeworks & Initiative Renew Media Contract
  • Media

Officeworks & Initiative Renew Media Contract

After a closed review, Initiative has successfully renewed its national media planning and buying communications contract with one of Australia’s leading every-channel retailers, Officeworks. The renewal continues a partnership that started in 2008. Initiative drew heavily on its knowledge and experience in the review period to forecast tangible efficiencies and effectiveness for future Officeworks media investments. […]

Study: 93% Of Aussie Parents Want Water Marketed To Their Children
  • Marketing

Study: 93% Of Aussie Parents Want Water Marketed To Their Children

A new study by parent advocacy group Parents’ Voice has found that 93 per cent of Australian parents agree that water should be the default option in kids’ meals and have labelled the fast food outlets as main culprits for promoting sugary drinks. The advocacy group is increasing the pressure on fast food companies with a new […]

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine