Even If Good Creative Doesn’t Get Results, It Should Still Be Acknowledged: DDB’s David Brown

Even If Good Creative Doesn’t Get Results, It Should Still Be Acknowledged: DDB’s David Brown
SHARE
THIS



The concept of ‘good creative’ within the ad industry is subjective, however both David Brown, managing director at DDB Melbourne and Darren Spiller, chief creative officer at DDB Melbourne, believe you just know when creative will blow some socks off. But sometimes that creative doesn’t always get results.

“My view is,” said Brown, speaking to B&T when he and Spiller were in Sydney a few weeks ago, “is that you generally have a feeling you just know when something is good.” He added you can also look at the post-campaign results, whether it shifted the brand score, sales and the like to see if the creative worked.

However, even if the creative hasn’t delivered the projected expectations for clients, Brown said it should still be recognised.

“We talk about creativity being the most powerful force in business,” he said. “But we then get into that issue where we think good creative is good creative, but it hasn’t worked and it gets awarded.

“I sit back and I’m okay with that, because I think good work that’s still well crafted and well written should be acknowledged.”

That’s not to say agencies should only write creative to win awards though. Spiller said he would be bored senseless if that was the only reason he created creative.

“I do not wake up every morning and think ‘what award-winning work can I write today’,” said Spiller. “That would bore the shit out of me.”

Rather, Spiller said he gets butterflies in his stomach when people are talking about a campaign he’d been involved in.

“The greatest form of advertising is word-of-mouth,” he said. “Whether you’re sending something digitally… or the old word-of-mouth around the dining table, that’s so exciting. And that to me is what makes great work.”

Referencing advertising veteran Ted Horton and his comments around awards destroying the creative industry, Brown believed this was quite closed-minded.

“If you get out of bed every day wanting to win an award, then that will destroy it.

“But if you want to get out of bed and make a difference to your clients, and then do it in a way that enables you to attract better talent – I think that was quite narrow-minded view,” he said, adding though that he’s not dissing Horton’s work as he firmly has the results to back up his genius creative.

Please login with linkedin to comment

Latest News

TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]