Ash Farr (CEO, McCann)
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THE WORLD’S MOST AWARDED CREATIVE AGENCY D&AD AGENCY OF THE YEAR | CAMPAIGN BRIEF AGENCY OF THE YEAR | ADNEWS AGENCY OF THE YEAR | B&T AGENCY OF THE YEAR | LONDON INTERNATIONAL AWARDS AGENCY OF THE YEAR | AWARD AGENCY OF THE YEAR | SPIKES ASIA AGENCY OF THE YEAR | CAMPAIGN ASIA CREATIVE AGENCY OF THE YEAR AUSTRALIA
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My ticket to a career in marketing, advertising and public relations www.mapexpo.com.au
Transcript of Ash Farr (CEO, McCann)
A U S T R A L I A
HELLO FROM
THE WORLD’S MOST AWARDED CREATIVE AGENCY
McCann is a thoroughly modern creative agency, with over 100 years of advertising history.
In 2011, we merged with SMART, one of Australia’s most successful independent agencies.
Creating a completely new Australian agency with a completely new approach to creativity: a smarter, leaner, more innovative McCann.
The result is iconic campaigns like Dumb Ways to Die for Metro Trains, to The Federal Government’s Impossible Orchestra and even the creation of a new word for Macquarie Dictionaries: phubbing.
Earning recognition the world over, from Cannes /LRQV�WR�WKH�(̇HV�WR�WKH�$G1HZV��%7��6SLNHV�and One Show Agency of The Year.
An agency with the spirit and leadership of an independent creative hot-shop, backed by the world’s largest agency network.
We think that’s something pretty smart.
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D&AD AGENCY OF THE YEAR | CAMPAIGN BRIEF AGENCY OF THE YEAR | ADNEWS AGENCY OF THE YEAR | B&T AGENCY OF THE YEAR | LONDON INTERNATIONAL AWARDS AGENCY OF THE YEAR | AWARD AGENCY OF THE YEAR | SPIKES ASIA AGENCY OF THE YEAR | CAMPAIGN ASIA CREATIVE AGENCY OF THE YEAR
AUSTRALIA
WHO WE WORK FOR
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CREATIVITY & EFFECTIVENESS
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THE INTERNATIONAL ANDY AWARDS Metro Trains: Dumb Ways to Die Game: 1 Gold !CANNES LIONS CREATIVE EFFECTIVENESS 2014 V/Line: Grand Prix !CANNES LIONS 2014 Macquarie Dictionary: 2 Silver, 1 Bronze, 1 Shortlist, Metro Trains: Dumb Ways to Die: 1 Bronze, 1 Shortlist !CAMPAIGN BRIEF Agency of the Year 2014 !EFFIE AWARDS ASIA PACIFIC 2014 Metro Trains: Dumb ways to die: 1 Gold in Small Budget,1 Silver in Travel/Tourism !D&AD 2014 Macquarie Dictionary: Phubbing: Yellow Pencil !2014 ASIAN MARKETING EFFECTIVENESS AWARDS Vic Responsible Gambling Foundation: 100 Day Challenge: 1 Gold, 2 Silver. MasterCard: Locally Famous: 1 Silver !NEW YORK FESTIVALS 2014 Macquarie Dictionary: Phubbing: 3 Third Awards, 3 Finalist Awards. Google Books: 3 Finalist Awards. Vic Responsible Gambling Foundation: 100 Day Challenge: Finalist Awards !SIRENS 2014 Metro Trains: Metro Notify: Silver Siren - Campaign Winner !THE A-LIST HOLLYWOOD AWARDS 2014 Metro Trains: 2 Gold in Moving Image Advertising, 1 Silver in Moving Image Advertising !ADFEST 2014 Macquarie Dictionary: Phubbing: 1 Integrated Lotus, 1 Bronze Lotus in Interactive. Metro Trains - Dumb Ways to Die: 1 Finalist in Mobile Applications & Other, Mobile Downloadables, 1 Silver Lotus in Mobile, 1 Silver Lotus in Design, 1 Gold Lotus in Best Use of Games. !B&T AGENCY OF THE YEAR Best Ad Campaign, Best PR Campaign, Best Use of Social Media !
ADMA AWARDS 2013 Metro Trains: Dumb Ways to Die: 10 Gold, 4 Silver, 1 Bronze. V/Line: 1 Silver, Department of Fahcsia: 1 Silver, Vic Responsible Gambling Foundation: 1 Silver, SpecSavers: 1 Silver LIA 2013 Agency of the year, Metro Trains: Dumb Ways to Die: 15 Gold, 11 Silver, 3 Bronze, Department of Fahcsia: 1 Silver, Vic Responsible Gambling Foundation: Finalist !ANNECY INTERNATIONAL ANIMATED FILM FESTIVAL 2013 Metro Trains: Dumb ways to die: Winner - Best Commissioned Film !ADNEWS AWARDS Metro Trains: Dumb Ways to Die: 2012 Ad Campaign of the year, 2012 Ad of the Year, Vic Responsible Gambling Foundation: 100 Day Challenge: Ad Campaign of the year. !ADFEST 2013 Metro Trains: Dumb Ways to Die: Grand Lotus for Film, 2 Gold Integrated Lotus awards, 1 Gold Lotus in Interactive, 1 Silver Outdoor Lotus, 1 Bronze Lotus in Interactive, 2nd ranked Australian agency, V/Line: 1 Finalist in Integrated !MUMBRELLA AWARDS 2013 Metro Trains: Dumb Ways to Die: Mumbrella Award for Bravery, Australia’s Favourite TV Ad of the Year, Ad Campaign of the Year, Thinker of the Year (John Mescall), Mumbrella Ad of the Month November 2012, MasterCard: Pirate: Mumbrella Ad of the Month April 2013. !CLIO AWARDS 2013 Metro Trains: Dumb Ways to Die: 3 Gold, 1 Silver, Top Ranked Australian Agency, Corelle: 1 Gold in Direct - Corelle’ Post a Plate’ campaign. !SPIKES ASIA 2013 Agency of the Year, Metro Trains: Dumb Ways to Die: 7 Grand Prix (Branded content, Integrated, Promo & Activation, Digital, Radio, Film, Film Craft), 11 Gold Spikes, 5 Silver Spikes, 4 Bronze Spikes, Agency of the Year, Department of Fahcsia: 1 Silver in PR for Impossible Orchestra !!!
VERY SHORT INTERNATIONAL FILM FESTIVAL 2013 Metro Trains: Dumb Ways to Die: Prize of the people runner up. !WARC PRIZE FOR INNOVATION 2013 Metro Trains: Dumb ways to die: Finalist, V/Line: Guilt Trip: Finalist !TED Metro Trains: Dumb ways to die: Selected among TED’s top 10 Ads Worth spreading 2013m the only Australian advertisement ever to have been so recognised. !2013 ASIAN MARKETING EFFECTIVENESS AWARDS Metro Trains: Dumb ways to die: 4 Gold, Mount Franklin: Finalist, MasterCard: Finalist. !THE AUSTRALIAN EFFIE Metro Trains: Dumb ways to die: 1 Silver Effie, 2 Bronze Effies. !SIRENS 2013 Metro Trains: Dumb ways to die: Gold Siren - Overall category winner, Silver Siren - Single category winner, Campaign of the Year, Siren Client Awards (voted by judging panel of clients), Velvet Jane: Round 3, Best Radio Single - ‘Respect’. !WEBBYS 2013 Metro Trains: Dumb Ways to Die: 7 Webbys (in 4 categories), Most awarded campaign of 2013. !D&AD 2013 Agency of the Year, Metro Trains: Dumb Ways to Die: 1 Black Pencil, 5 yellow Pencils, 3 Pencil Nominations, 5 in-books, Agency of the Year, Most awarded campaign ever in D&AD’s history. !AWARD AWARDS 2013 V/Line: 3 Bronze awards in Integrated Campaign; Integrated Solutions; Digital Campaign Business to Consumer, Department of Fahcsia: 1 Bronze award in Craft in Film. !!!!!!
ONE SHOW ENTERTAINMENT 2013 Metro Trains: Dumb Ways to Die: 2 Gold Pencils. !ONE SHOW INTERACTIVE 2013 Metro Trains: Dumb Ways to Die: 1 Gold Pencil, 1 Merit award. ONE SHOW 2013 Metro Trains: Dumb Ways to Die: 3Gold Pencils, 1 Bronze Pencil, 4 Merit awards, Best of Show, 3rd ranked global agency, Metro Trains top ranked client. !CANNES LIONS 2013 Runner Up: Agency of the year, Metro Trains: Dumb Ways to Die: Grand Prix (Film, Integrated, Radio, Direct, PR), 18 Gold Lions, 3 Silver Lions, 2 Bronze Lions, Most awarded campaign ever at Cannes, V/Line: 2 Bronze Lions in Direct, 1 Bronze Lion in Promo & Activation, Department of Fahcsia: 1 Bronze Lion in PR for Impossible orchestra. !CAMPAIGN ASIA 2013 Australia Creative Agency of the Year: McCann Australia/NZ Creative of the Year: John Mescall !SPIKES ASIA 2012 Department of Fahcsia: 2 Silver in Film !ADMA AWARDS 2012 V/Line: 1 Silver - Best Flatmail - for Guilt Trips Instructional Guide !MIDAS AWARDS 2012 MasterCard: 1 Silver - Coles PayPass, 1 Certificate !2012 FAIR GO ADVERTISING AWARDS NEW ZEALAND MasterCard: Voted New Zealand’s Best Ad - MasterCard ‘Fan’ !MADC 2012 V/Line: 1 Silver in Best Innovation in eCommerce, 5 Bronze in Best Digital Campaign; Best Art Direction; Best Typography; Best Direct Response Advertising; Best writing for Design, Best in Show, Second ranked Melbourne Agency. !!!!!
Our work has been recognised at every major international creativity and effectiveness show, including being named the most awarded campaign in the history of Cannes Lions and Agency of the Year at the D&AD, Spikes, London International, Campaign Brief and Campaign Asia awards. In 2014 we also made Australian advertising
history by achieving top ranking in the global Gunn Report of the world’s most awarded agencies, and as the world’s 3rd most awarded digital agency.
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ADVERTISING TODAY
“ABOVE ALL, THE WORK MUST
BE INHERENTLY INTERESTING, THAT
ULTIMATELY CHANGES PEOPLE’S
BEHAVIOUR AND ATTITUDES.”
ALL WORK MUST HAVE REAL WORLD IMPACT
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BRAND EXPERIENCE
PRADVERTISING
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WHY ADVERTISING?
Advertising is for those who have a passion in creativity, changing behaviour, strategy or research.
You also need to be inquisitive, a lateral thinker and a creative problem solver.
Remember, to do interesting work, you must be interesting yourself.
QUESTIONS?
THANK YOU
