Facebook Creative Shop’s Global Creative Director: “Short Mobile Video Is The Biggest Opportunity”
After meeting with Aussie creative agencies over the last few days, Facebook Creative Shop’s global creative director, Andrew Keller, kindly took some time out to go one-on-one with B&T, and here’s the result.
Firstly, what does your role as Facebook’s global creative director entail?
The main thing my role is focused on is partnering with creative agencies, publishers and clients to do great work on Facebook – to help make sure they’ve got the tools, the resources and partnership they need to do the best work that they can on Facebook, Instagram and Messenger.
Having joined Facebook in 2016 from a creative agency, how much is your move reflective of what’s happening in the industry?
I think the trend would be that more people value creativity. You’re seeing all sorts of folks saying, ‘We need to have more creative people involved in what we do’, and I think that’s a good thing. What attracted me to the role was the ability to work with creative agencies, and it’s healthy to have some folks that have worked at creative agencies working at Facebook.
How do you rate Facebook’s relationships with creative agencies?
I wish I could say it’s a home run, but really we’re just getting started. We’ve been engaged with creative agencies for a while, but more on a project-by-project basis, and now we’re trying to have one-to-one relationships with agencies where we help them even when there aren’t projects happening. I think we’ve got a way to go, but the relationships that Facebook does have are very positive.
What are Aussie creative agencies are doing well, and what can they be doing better?
I love coming to this region because there are so many great ideas. There’s already great work happening on Facebook and Instagram by Aussie agencies that has been recognised by the Facebook Awards such as #comeonin by DDB and ‘Hungerithm’ by Clemenger Melbourne BBDO. What I’m seeing a lot from agencies here is the ability to take ideas and then see what assets fit those ideas, versus asset or format first, which I’m really excited about. That’s what I’ve been talking to Aussie agencies about – thinking how ideas can flow across the Facebook platform.
There’s a disconnect that’s happening around mobile in terms of, ‘Is it on the brief? Is it not on the brief?’, ‘Is it clear? Is it not clear?’, ‘Do the assets come out of a larger production or are we putting money into that production specifically?’. So, I think they’re the sorts of questions that agencies are posing as we transition to mobile in a very real way, but I don’t necessarily think there’s an issue around them not getting it.
What are your thoughts on the current trend in Australia of independent creative agencies being snapped up by consulting firms?
It really comes down to sustaining a creative culture, and independent agencies would say they have an advantage in doing that. What’s going to happen as agencies become part of consulting groups is anybody’s guess. It could get very exciting, particularly around holding companies providing data that allows agencies to evolve their level of creativity, but we’ll just have to wait and see.
What are some of the trends your seeing around creativity?
The things I look for are values like connecting with a community, challenging convention, driving personal value. Great work has got to be incredibly meaningful, useful and valuable, and it’s got to connect in a powerful way, and I think we see that happening.
What I’d like to see more of is people looking for ways to do that and leveraging short mobile video. I think short mobile video is the biggest opportunity that’s facing us as an industry right now. We didn’t invent TV advertising, we didn’t get to invent print advertising, but we are inventing what this sort of six-second thing looks like, and that’s something I’d love to see – the application of that creative thinking put into that form as well.
Does data and technology stifle creativity?
I don’t think so. Data is just information about either how consumers behave and culture, and someone has got to translate that into insights. The way I see people using data most is iterating work through this cycle of making and learning. I think data will lead us to bolder and braver work as we’re able to understand what’s resonating and what’s not resonating – it should free us from people saying, ‘That’s not going to work.’
What’s the creative focus for Facebook going forward?
We’re going to be focused on two areas. One is short mobile video, and the other is having an agile working process through iteration – it’s not just about the work we’re going to make, but how we’re going to make it work. That means we can test and learn as we go, we can build prototypes instead of storyboards and scripts, and we can collaborate with agencies and clients through things like hackathons, which we’ve already been benefitting from.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.