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
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.