Here We Go! B&T’s Top 10 Best Of The Best Commercial Directors – Creative, Presented By Finecast
Google creativity and you’ll find plenty of images of bright flowy colours and paint splodges, usually falling out of a neatly crafted stencil of a brain. Creativity is a strange thing, and (as Google Images shows) not something that neatly fits within stencils.
Unlike ‘harder’ skills such as accountancy or engineering, the financial value of creativity is not always immediately obvious. Vincent Van Gogh, for example, famously died before earning much more than a cent for his art – now his art sells into the hundreds of millions.
Most people would prefer to receive their fortunes before they die. So, who makes sure they get paid? It’s the fearless commercial directors who capture creativity, package it up and fight tooth-and-nail for its worth.
Over the coming weeks and months, B&T will be releasing its full list of Best of the Best Top 10 lists once a week. Stand by for our take of the best in the business in the following disciplines: Recruiter, Public Relations – Consumer, Technologist, Strategist – Media, Project Manager, Mentor, Media Director, Developer, Casting Director, Industry Association Chief, Experiential Producer, Social Change Maker, Journalist, HR, Planning Director – Media and Marketer.
This is why we want to celebrate them. Here are our top 10 commercial directors.
10) Sheryl Marjoram
CEO, DDB Group Sydney
Australia is lucky to have Marjoram back on our shores – she is a force of nature and a truly global talent. She is currently DDB Group Sydney’s CEO, covering creative agency DDB, digital shop Tribal, personal experience agency TRACK, PR powerhouse Mango and healthcare specialist Remedy.
She started her career in Australia before spending two decades in the UK, where she led huge brands including Dove, SC Johnson, Expedia, BP and Asda across multiple markets including Australia, UK, US, China, Japan, Chile and Mexico. She spent almost five years at McCann London, rising to CEO, and scored a number of high-profile wins including Just Eat (which she retained when the company merged to become Just Eat Takeaway), TSB and Pernod Ricard.
9) Stephen McArdle
CEO, BMF
McArdle is another one whose commercial success is demonstrated by his long tenure. He has been at BMF Australia for more than 11 years, and been CEO for three. He is well-known and highly respected by both clients and staff.
Prior to taking up his throne at BMF, McArdle held a number of roles in the UK at top agencies including M&C Saatchi, TBWA and CHI & Partners.
During his time at BMF, his team has created award-winning campaigns for brands such as ALDI, Lion and Meat & Livestock Australia.
8) Adam Ferrier
Founder and consumer psychologist, Thinkerbell
Adam Ferrier is the founder of Thinkerbell and an unstoppable force in the Australian advertising landscape. Not only does he sell the value of creativity to clients, but he sells it to the general public and gets us all excited about the wonderful fabulous world of ideas.
He is a regular panelist on TV shows Gruen, The Project, and Sunrise #mastersofspin (as well as Celebrity Apprentice, Australia’s Next Top Model and Man Up.
He’s also written for B&T and some less well-known publications such as TIME, The Australian, The Guardian and the Wall Street Journal.
7) Chris Howatson
Founder and CEO, Howatson+Company
We do like to name Howatson on these lists and with so many awards, it’s hard not to!
During his eight years as group CEO of CHE Proximity Australia, Howatson won a string of prestigious accolades including WARC’s most creative agency in Australia (2019) and WARC’s third most effective agency in the world (2020).
After running out of room on the CHE Proximity trophy shelf, Howatson set up his own business – Howatson+Company. Since its launch, the agency has won a number of awards including Global Independent Agency of the Year at the D&AD Awards and, most recently, the Independent Agency of the Year – Good at Cannes.
6) Kirsty Muddle
CEO, dentsu Creative
The future of creativity and commercial is undeniably in data. Data allows the industry to take the intangible world of ideas and show clients what it is really worth. This is why Muddle is a true leader in the creative industry.
She started her career in Econometrics at a WPP agency in London and still maintains her love for the interplay between humans and data.
Currently CEO of dentsu Creative Australia & New Zealand, she helps transforms businesses and brands through the power of creativity and (we’re sure) data, too.
Prior to joining dentsu Creative, she was founding partner and CEO of cummins&partners.
5) Michael Rebelo
CEO Publicis Groupe Australia & NZ
Rebelo is very much a global executive and someone who sits firmly at the convergence of creativity and business.
He is currently CEO of Publicis Groupe Australia & NZ, a behemoth that owns brands such as Saatchi & Saatchi, Leo Burnett, Starcom, Zenithmedia, Publicis Sapient, Digitas, HerdMSL, Spark Foundry, Razorfish and Saatchi & Saatchi Wellness and Publicis WW.
Over his impressive 20-year-plus career, Rebelo has focused on re-building, re-purposing, starting-up and buying agencies so they can use creativity to help brands flourish.
4) Gayle While
CEO Host/Havas
It’s little surprise that While was poached to be CEO of Host/Havas after Laura Aldington departed the agency after 16 years.
While has a reputation for getting things done and being far, far ahead of the game. As dentsu’s Muddle said: “There is no one better than Gayle for this role. There was no point looking outside the network. I’ve long been a fan of hers, if not fearful when she was the competition. She has also worked for Media Monks, and IPG. She’s a driver, she’s ingenious and she’s been at the forefront of creativity and innovation her entire career.”
3) Lindsey Evans
CEO and founding partner, Special Group
As previously mentioned, the numbers don’t lie when it comes to commercial success. But, in Evans’ case, she’s also picked up lots and lots of awards.
Last year, Evans took home a staggering ten B&T Awards including Best Ad Campaign, Best TV Campaign and B&T Agency of the Year. Under her leadership, Evans has taken Special from a small agency based in New Zealand to a truly global behemoth with offices in Australia and the UK and a host of top clients.
2) Paul Bradbury
President and regional CEO, TBWA Australia & New Zealand
Unlike creativity, the success of which is often hotly debated, commercial success is clear-cut. Simply follow the money and you’ll find someone with strong business acumen.
As president and regional CEO of TBWA, it is fair to say that Bradbury is pretty good when it comes to the commercial stuff. And unlike a lot of CEOs who can often be turfed out after a couple of years, Bradbury had held the post for 17 years – a good sign that TBWA creatives and staff are happy and well paid.
1. Mark Green
President ANZ, Accenture Song
Green is someone who has been able to bridge the wild world of creativity with the slightly less wild world of management consultancy.
He co-founded The Monkeys in 2006 along with Justin Drape and Scott Nowell, before selling the firm to Accenture in 2017 for $63 million. Green has since maintained his role as group CEO of The Monkeys and has been appointed the lead for Accenture Interactive Australia & New Zealand.
Has being part of a huge management consultancy firm dimmed his creative sparkle? That’s a resounding no. The Monkeys recently won the most prestigious award at the Cannes Lions Festival of Creativity claiming the Dan Wieden Titanium Grand Prix overnight for its work for the Tuvalu Government First Digital Nation.
Latest News
‘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.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.