Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature.
Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming book to every Victorian primary school and public library, and released it nationally.
Piccoli spoke to B&T about the inspirtion for Dexter the Dahu, the story of a young European mountain goat who must make his way to a prestigious boarding school, experiencing adventures and life lessons along the way.
B&T: What prompted you to make the shift towards writing?
AP: First of all, I’ve always had an interest in and belief in children’s literature and children’s storytelling. I’ve always believed that storytelling and the literature that evolves from it is the foundation of early childhood education. That’s been that’s been a number one belief. Secondly, I had the good fortune to be living in Zurich, Switzerland a couple of years ago.
I went into the English section of one of the bookstores in Zurich. They had an amazing collection of children’s stories in English, and I started to read about all those, and discover the concept of the dahu [a mythical European mountian goat].
I [wanted to make up] a story about this, and then of course, with COVID hitting here so badly, we were locked in for five months, across two bursts. [I had] the time to pull it all together, and finish it off and get it professionally edited, get an illustrator and a graphic designer and printer, and get on with it.
I hadn’t [done a book before but] I’ve always had an interest in storytelling and literature, because of its importance in the foundation of early education. And combined with my experience living in Zurich – because this whole thing is semi-set in Switzerland, and the concept of a dahu who is a European Alpine legend.
So using that folklore element, what are some of the themes that you wanted to explore?
There are messages, subtle messages in every chapter, because Dexter goes on a six day journey across the Alps, to arrive at his school, St. Nicholas Alpine School for Dahu. It’s written in an entertaining way, because it’s aimed for children who are aged five to nine years, so one does not want to be too didactic about all the messages in there. So I mean, he comes across Ivan the ogre, the river of stones, etc, etc.
There are messages of the importance of family, simple things about how to deal with a bully, to have to think for yourself, the importance of family, resilience and determination to overcome obstacles to ultimately get to your goal, which in this case, is arriving at the boarding school where [Dexter] is going to spend the next six years.
Ads on some fundamental level are about telling stories. Is that something that you found helped while writing, even though you’re catering to very different audiences when you’re creating an ad as to when you’re writing a children’s book?
I enjoy the creative process – although I was in marketing, I wasn’t a pure advertising person. I worked in marketing all my life, for 40 years, here in Australia and Canada and United Kingdom, and in the United Kingdom. I worked in various markets from there: Canada, Middle East, Europe, and North Africa.
The whole creative process that’s involved in marketing was something that I have always enjoyed. Coming up with an idea or discovering an idea, and developing that idea to produce an end result. That’s what it is.
So do you have any plans for any future books? Would you stick with children’s literature?
I would stick with children’s. I’ve learned a lot from this process. Of course, with Dexter having arrived at school, there is the opportunity – I’ve already started writing a sequel, because there [could be] a book for every year of school. Eventually, obviously, he graduates from St. Nicolas, and he gets back home. And I won’t tell you what happens when he gets home!
I’ve drafted out the next six years of his schooling. There are adventures in every year of school, but whether I do that depends upon how successful is is in commercial terms.
This initial book really began as a philanthropic exercise, and then I enjoyed the creative process. It was a whole lot of fun for me to do that. I mean, because of my belief in the importance of children’s literature and storytelling to children’s education, I donated nearly two and a half thousand copies of the book to Victorian primary schools and Victorian public libraries. That was that’s really what it was all about.
It was just my small contribution to the vast and wonderful world of children’s literture. I’ve got distribution in Victoria, which is where I’m based, and it’s now available on Booktopia nationally, it’s available on Amazon, internationally and in Australia. So whether I do any more depends upon how commercially successful this is. .
Where did your passion for children’s literature start?
Well, you know, in a strange kind of way, it came back from when I was a very young child, with my sister, and our babysitter .
[She] used to come over in an evening and then my parents would go out to meet with their friends, and she would read us fairy stories. I read a whole lot more while I was in Zurich, because there’s a whole different range of fairytales that exist in Europe compared to here. And then I’ve subsequently got a whole library full of these fairytales. It’s just amazing, and also, I just found it interesting.
It’s a whole genre that people make careers out of in terms of analysing and working out the subtle meaning of Little Red Riding Hood, for example. It’s been done in a whole different number of ways. It’s just an area I find interesting.
Is there anything else that you would like to add about your work?
I can only stress not just the technical skill of reading, but the power of stories and literature, first and foremost to stir up the imagination. Because in this digital world we now live in, there’s still a great need for imagination, in being able to solve problems, whether they be problems in the industry you’re working in, or your own personal life – you got to have imagination. Children’s stories, if you start with those at a very early age, can stir the imagination.
They can be a wonderful tool to have as you go through your life, to solve issues, because there are just issues that come up in your personal life and your working life that takes imagination to solve. I think that’s one big thing that reading at a very early age, and particularly fairy tales, can get your mind leaning towards.
This interview has been edited for length and clarity.
Latest News
Kieran Moore: ‘No Client Has Ever Asked For More Junior People On Their Account’
Kieran Moore is one of Australia’s most experienced public relations leaders, having most recently served as the CEO of public relations, government relations, experiential and design for WPP AUNZ, following a six-year stint as the CEO of Ogilvy PR. Now as the director and principal at comms and reputation management consultancy Brangwin and Moore, which […]
Zitcha appoints Josh Forsyth as sales lead to drive retail media growth across APAC
Following global expansion and continued strong local demand Zitcha appointed Josh Forsyth as APAC sales lead. Lead image: Josh Forsyth, sales lead, Zitcha. Australian-headquartered Zitcha, which operates across four continents in countries including the US, UK, Canada, New Zealand and South Africa, is looking to Asia as the next major emerging retail media market. In […]
Moët Hennessy NZ Adds Special PR To Agency Roster
Special PR has been added to Moët Hennessy’s roster of communications agencies in New Zealand following a competitive pitch. Special PR will be responsible for integrated communications for Moët Hennessy across its luxury brands, including Cloudy Bay, Whispering Angel, Veuve Clicquot and Glenmorangie. The scope of work includes media relations, influencer marketing, content creation, events […]
Dylan Alcott, Ellie Cole & Kurt Fearnley To Headline Nine’s Paralympics Coverage
They say Olympics is more aspirational & Paralympics is more inspirational, but B&T is here for goalball & murderball.
The Monkeys, Howatson+Co, VML Australia Win Big At The One Show’s Awards
A top showing saw Australia ranked fifth globally, well above our friends over the Ditch.
Readers Are Looking To Books For Escape – Should They Look To Adverts, Too?
Are you or someone you know a bibliophile? That's a lover of books & not an 80s paper filing system. Read on here.
TV Ratings (19 May 2024): Nine’s Travel Guides Goes Head To Head With Seven’s Farmer Wants A Wife
Love travelling to Kuta to watch the lads from the Currawong Goannas footy club whoop it up? Travel Guides is a must.
Sky New Zealand Initiates Process For Advertising Sales Representation In Australia
Sure, on the surface they pretend to despise us, but this news offering proves the Kiwis love of all things Australian.
Opinion: Queer & Present Danger – Australia’s Battle For LGBTQ+ Recognition Through Communication
Aside from this absolute cracker of a headline, Think HQ's Blake Mason piece is very important.
Val Morgan Digital Partners With Audigent To Connect Brands With Passionate Audiences At Scale
Cinema advertiser Val Morgan announces partnership with data platform Audigent. Neither commenting on the new Mad Max.
International Olympic Committee Launches “The First Effect” Campaign, Via Deloitte Digital
The Paris Games are a mere 64 days away. Let this ad be the trickle before the Olympic ad storm.
‘Marketing In The Cockpit, Creativity, Partnerships, Failure And Dream Big’ – Josh Faulks’ Five Takeaways From RESET
Missed AANA RESET or worse, accidentally doze off during said conference? Relive the highlights again here.
Nine Promotes Nikki Rooke To Replace Richard Hunwick As Director Of Sales – Total TV
Nine names Nikki Rooke as Richard Hunwick's successor. Yet to politely mention the boxes in Richard's former car spot.
Thinkerbell Wants To Make Every Day A “Lovely Day For A Guinness”
As the weather cools, probably more of us are thinking about a Guinness. Especially those of us with constipation.
The Unexpected Guest Wins oOh!media’s Inaugural Indigenous Business Grant
Here's a top initiative recognising Indigenous businesses. Yet kangaroos remain un-thanked for their tireless work.
Indie Creative Agency Dig Wins Bendigo Bank, Launches New Campaign
Hate your bank? Why not take the debt, poor credit record & maxed out Visa over to the friendly folk at Bendigo.
Made This Launches Mercedes-Benz Van’s New Online Store Through Massive LED Show
Is the downside to driving a Mercedes-Benz van that all the other delivery drivers think you're a bit of a wanker?
News Corp Launches Indigenous Sport Week Editorial Campaign
News Corp launches a new campaign to show the importance of Indigenous Australians to the sports we all love.
New “Population: Unexpected” Boomtown Brand Positioning Celebrates Regional Australia, Via Thinkerbell
Mark this as opinion, but surely the greatest advertisement for living in the regionals is living in Sydney?
Cairns Crocodiles, Presented by Pinterest: The Most-Shortlisted Agencies
This list of most nominated agencies for Cairns Crocs comes from lots of hard work & a shimmy of sassy showboating too.
Samsung Ads’ “Behind The Screens” Event: Showcasing Market Leadership In Connected TV
B&T was front row at Samsung's 'Behind The Screens' event. Here we go behind the scenes of 'Behind The Screens'.
UM Hires Former Carat Client Partnerships Head To Lead Optus Account
Matt Evans says "yes" to the Optus gig at UM but not before saying "no" to his previous employer asking him to stay.
Roy Morgan: Written News Reaches 97% Of Aussies
New study reveals written news reaches 97% of the population. The other 3% still think Bob Hawke's the prime minister.
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.