Former Saatchi & Saatchi chief executive Simone Bartley has re-emerged with a new venture, called Seizmic, and has partnered with the ad agency’s former executive creative director Michael Newman.
The new company is this week pushing the campaign it has developed for National Swear Day, held tomorrow, a day for men to voice their commitment to stopping violence against women. Speaking to B&T Today, Bartley was reluctant to give details on the focus of her new company, but said more information on the company would be released soon.
Bartley left her role as CEO of Saatchi & Saatchi in January of this year, having taken the role in 2005 after a stint as Saatchi & Saatchi Singapore CEO. Her departure this year came as insiders claimed there had been increasing tension between Bartley and executive creative director Steve Back.
Newman has over 25 years experience in the ad industry including a spell as Australia’s most awarded creative director at Saatchi & Saatchi, where he also sat on the agency’s worldwide creative board. He also worked as ECD at M&C Saatchi Singapore and in 2005 became principal and creative director for DNA Agency Network. Since 2007 he has been creative director of Brandnewman. He is also a published author on advertising having written Creative Leaps and 22 Irrefutable Laws of Advertising.
Bartley said her efforts this week were focused on the campaign for the UNIFEM White Ribbon Campaign, rather than promoting her new venture, having been involved with UNIFEM since her days in Singapore. The concept is asking Aussie blokes to swear online at www.myoath.com.au not to commit, excuse or remain silent about violence against women. The campaign has signed up a number of prominent people and celebrities to say “I Swear” including Prime Minister, Keith Urban, Gerry Harvey, Rove, Hazem El Masri, Peter Garrett, Kochie, and Hamish and Andy.
Simone Bartley said: “Mike and I set out to find a way to engage all Australian men to help stop violence against women and the idea of Australians having their own National Swear Day just seems like a great way to do that.
“This idea is so powerful it made the job of recruiting the prominent personalities to inspire Aussie men and the industry talent we needed to bring the many facets of the campaign together seem easy.... well, not that easy”
Michael Newman added: “There are many important causes, but they can come across as being a little too ‘worthy’ in their ads - to be really successful, ideas need to get into the vernacular and people have to be comfortable to spread the word themselves. Swearing is very Australian. It makes the campaign approachable.”
