Brent Smart: “Agencies Don’t Want To Be Stuck In the Middle – Not Creative Enough Or Digital Enough”
Aussie and former Saatchi and Saatchi New York boss, Brent Smart, announced his return to Oz this week to take up a new position as CMO of Insurance Australia Group (IAG). Ahead of his keynote at the upcoming ad:tech conference in Sydney on the 14th and 15th of March, he dropped by for a chat with B&T in his only Australian interview….
For details, speaker info and ticket information for ad:tech, Australia’s leading marketing and media conference, check this link here.
You’re speaking at ad:tech on the 14-15th March in Sydney, what can we expect?
Lots of cultural references. Because what’s happening in culture is more interesting than marketing. And that’s the point, marketers need to stop using other marketing as their frame of reference, and look to culture for inspiration. Because brands are competing with culture for people’s attention and most of the time, marketing comes up short.
You boast an impressive resume – stints at M&C Saatchi Sydney, BBDO San Francisco, and more recently MD of Saatchi & Saatchi New York… in those last 15 years how have you seen technology change the creative landscape?
It’s changed forever. We have more data to know more about the people we are trying to reach, more ways to reach them and more canvases for our creativity; plus the ability to know whether things are working instantly and to constantly test and learn.
And yet it remains the same. The challenge is still to find a compelling insight amongst all that data, a new idea that will connect with people, and to execute and craft it in a way that will stop people and make them care.
There’s been talk that one of the martech firms (I believe it was Adobe) was creating an algorithm that could write the perfect ad. Do you ever see that happening? Machines replacing creatives?
Advertising is more art than science. And while there’s no doubt a lot of functions in the marketing services world will be automated, I can’t see ideas ever being one of them. Ideas are very human things, requiring intuition, gut, heart. The great ones do, anyway.
We did a cool experiment with last year’s Saatchi & Saatchi New Director’s Showcase. Every year the showcase gives a platform to emerging young film makers from around the world, it’s a real highlight at Cannes. This year one of the films was AI-created. It wasn’t revealed which film, we wanted the audience to experience all the films the same way and then see if they could tell. The AI film was visually striking, but it wasn’t even close to being one of the most powerful or popular films in the showcase. Like everything, the technology will get better and machine-created films will get better, but I don’t believe they’ll ever replace great film making, that requires heart.
The role of agencies has changed tremendously in recent times. How do you see the agency/client relationship moving forward? And what does that mean for the sort of people agencies will need to employ?
I’ve had some great agency/client relationships and some terrible ones. I’ve always believed that clients get the work they deserve. The key is trust. And right now, at a time of so much complexity and pressure, I’d be having more conservations with my agency, not less. I think some of the trends we’ve seen like the rise of project work and constant agency reviews work against that. Agencies can’t do their best work if they don’t feel trusted and supported.
We’re seeing tremendous change in agency land. Your advice to Aussie agencies on what to do to adapt?
My advice to agencies is always the same – do great work. It’s the best way to become an indispensable partner for clients.
What’s clear from working in the agency business in the US, is that CMOs are looking for brand transformation. The great agencies stand apart from the average ones by consistently delivering either creative transformation or digital transformation for their clients. The worse place to be is stuck in the middle, not creative enough or digital enough. And that’s where a lot of agencies are finding themselves. And it’s not a fun place to be.
You’re a Melbourne boy but have worked in the US now for over seven years, have you kept an eye on the Australian advertising landscape? What’s your take on the current state of it?
I find the Aussie advertising’s sense of humor so refreshing in an industry that tends to take itself too seriously.
I think Australia is really good at idea-led technology. It might not have the most advanced technology or scale, but there is genuine ingenuity. Two of my favorite recent ideas are “Clever Buoy” for Optus and “Land Cruiser Emergency Network” for Toyota… incredibly creative uses of technology to solve real life problems created by Australia’s harsh environment.
Of course my Mum always tells me about the ads she loves. And mums don’t really care about advertising, so you should pay attention when they do. She loved the NAB Auskick spot (from Clems Melbourne) with the little kids who are dopplegangers for the real footy stars. I loved it too, great craft.
And that’s something that’s very strong in Australia – craft. How incredible that one of our top commercial directors just directed the movie Lion (Garth Davis). And working in the States, I saw how in demand top Aussie directors were and how loved can-do Aussie producers were. I’m looking forward to working with the local production community again.
Ad-blocking software dominated 2016. What’s your view on the perceived threats?
The greatest ad blocker ever invented is the human brain. It has always filtered out thousands of advertising messages every day that weren’t interesting or relevant. It’s always been a threat.
Now technology makes it even easier to block the ads. But if we make stories that are so good that people want to share them, talk about them and seek them out, then we can get around any ad blocker.
What should local agencies be investing in NOW so they’re not regretting it in three years’ time?
Breaking down the silos. Not just the digital silo, which just doesn’t make sense in a world where everything is digital, but also the media silo and the measurement silo. Clients want end-to-end solutions with less complexity and less people to talk to. Ideas need to lead, not process or models.
See Brent Smart and a host of foremost marketers and tech gurus present at the upcoming ad:tech conference at Sydney’s Hilton Hotel on March 14-15, 2017.
Please login with linkedin to comment
Advertising Standards Bureau Brent Smart Cannes Lions Healthcare OpenpoolLatest 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.